Every time I see a yellow school bus driving through my neighborhood, I get a twinge of nostalgia and the sudden urge to sharpen a No. 2 pencil in an old-school, manual pencil sharpener. (Then I remember I never have to eat cafeteria food again, and I feel a deep appreciation for adulthood.) If you’re like me and inevitably get nostalgic during back-to-school season, this is the blog post for you.

We’ve put together a sort of curriculum for B2B marketers and sales reps featuring six subject areas, each with three resources ranging from fun videos to in-depth e-books. The best part? Unlike in […]

Continue Reading...

When we first started our summer camp series, we conducted a poll to see which topics our audience would be most interested in — and lead nurturing topped the list! Today, Maureen Flaherty, Pardot’s Email Marketing and Campaigns Specialist, steps up to the plate to answer your burning questions about putting a successful nurturing program in place. 

Let’s hear it, Maureen!

Alright, Maureen, no pressure — but you’re about to speak to one of our most highly-requested topics in this series. Let’s start with the basics. What are three things that marketers should keep in mind as they build their first lead nurturing […]

Continue Reading...

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 […]

Continue Reading...

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 — […]

Continue Reading...

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 […]

Continue Reading...

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 […]

Continue Reading...

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 […]

Continue Reading...

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 […]

Continue Reading...