There’s a lot of talk these days about the vague concept of ‘catering your marketing to your customer.’ But how do you actually do this? How do you give the buyer what they want, when they want it? And, most importantly, how do you achieve this 1:1 personalization on a scaleable level?

The answer, as many marketing automation users have come to recognize, is simple: lead nurturing.

Lead nurturing, also called drip marketing, is one of the most powerful and sought-after features of a marketing automation system — and one that you should take advantage of as early on as possible. With the ability to drive revenue […]

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It’s time to wrap up our mini blog series on understanding the buyer’s journey with the final — and arguably the most exciting — stage of the buyer’s journey: the decision stage.

Over the past few months we’ve covered the awareness stage and the consideration stage: the questions, roadblocks, and content needs that your buyer is experiencing in these stages, and what you, as the marketer, can do to help them and effectively move them on to the next stage.

Now it’s time to talk about how you can help your buyer as they make a final decision and close the deal — […]

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Lead nurturing is a powerful tool — and not just for your marketing and sales teams, but for your customer service team as well. While it’s often marketed as a way to engage with non sales-ready leads during the sales process, the applications of lead nurturing actually extend through the entire length of the buyer journey, from initial brand awareness to a repeat customer.

In fact, lead nurturing can also play an important role in your internal enablement efforts (let’s be honest, what can’t lead nurturing do?). For those of you who are hoping to get more creative with your nurturing […]

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A few months ago, we published an article on “Understanding the Buyer’s Journey”— one of several we’ve written on the topic. This article focused, more specifically, on the beginning stages of building awareness with your buyer, and examined what the buyer was experiencing, the types of content they seek, and how you as a marketer can help make this stage a positive experience for them.

But the buyer’s journey doesn’t end with the awareness stage (obviously), and neither does the marketer’s responsibilities towards them. Let’s take a look at the next stage of the buyer’s journey—consideration—and the role that a marketer plays […]

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How much influence does marketing have over the sales funnel? In modern B2B organizations, it’s actually quite a lot! A common misconception is that sales is solely in charge (and therefore solely responsible) for the pace and health of their sales funnel. But now that marketers are becoming more enabled with tools like marketing automation, this isn’t exactly the case.

Today’s marketing tools have changed the way we look at the sales process. In fact, many speculate whether the traditional sales funnel even still exists, or whether it has been replaced by a more continuous cycle in which buyers are constantly […]

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There are plenty of ways to look at the buyer’s journey, and a number of stages you can break that journey down into depending on which model you’re using. One of my favorite ways to look at the buyer’s journey was discussed by Ken Krogue, Founder and President of InsideSales, in a webinar earlier this year.

Why did his model stand out? Because unlike many views of the buyer’s journey, Krogue’s model relies on three different types of nurturing carried out by the marketing and sales teams: social nurturing, lead nurturing, and prospect nurturing. Using a combination of nurturing techniques, these […]

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When it’s time to implement a marketing automation system, one of the features that people are most excited about is lead nurturing — and we can’t blame them! The idea of taking leads who aren’t sales-ready and nurturing them through the sales cycle is pretty neat, especially when it can make the marketing team even more indispensable to sales.

There are plenty of scenarios that are great for lead nurturing, from cold lead nurturing to internal use cases (we’ve covered a number of these on our blog recently, including the proper timing and tone for different types of nurturing emails), but […]

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Many people in the B2B space think that lead nurturing is a tool mainly used by marketing and sales to warm leads and move potential buyers down the funnel.  At Pardot, we find many other uses for this valuable marketing automation feature. We recently covered how we built an onboarding drip campaign for customers new to the product. In addition to customer onboarding, we have also found success using the tool for internal enablement, specifically with our sales teams.

Our Motivation

For the marketing team at Pardot, we see our own sales team as one of our key audiences to share relevant […]

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