You’ve got your content together. You’ve got your branding elements. You’ve got your essential components.

Now, how do you organize everything on a B2B website? How should content be laid out to give visitors the information they want? How do you capture attention visually without being distracting and unhelpful?

We talked before about keeping in mind that B2B website design needs to be tailored to research phases. There’s much less opportunity for emotional triggers and reactionary conversions, so we have to remember that we’re in it for the long haul. Content needs to be laid out for both the […]

Continue Reading...

The marketing landscape is going through a phenomenal change as technologies, people, and strategies continue to evolve. Amidst all of these changes, marketers have found themselves constantly having to react to new technological advancements. In the rush to make sure they’re doing everything and being everywhere, it’s easy for marketers to forget the real question: is our marketing focused on our customers?

A marketer’s workflow is constantly being interrupted by changing priorities, but it’s extremely important to see through the distractions and maintain focus on what’s important: your customer. In fact, the customer should be at the center of every […]

Continue Reading...

With Spring officially upon us, many of us are beginning to think about the things we can start checking off of our Spring checklists (whether we have personal vendettas, like organizing the garage, or business ones, like finally getting that database cleaned). But what about the projects that we should be doing year around? It’s important to make sure that these tasks don’t get neglected in the rush to get our “Spring cleaning” out of the way.

For marketers, one of these revolving, year-round tasks should be thanking our customers — a task that, unfortunately, seems to get sidelined […]

Continue Reading...

At this point, most of us have a decent understanding of what marketing automation is. But hidden behind the none-too-exciting terms “automation,” “greater efficiency,” and “increased ROI” are a lot of really cool things that you can do with such a powerful tool. I might be a little biased, but sometimes you just have to get past the mechanical-sounding name to really dig into these cool capabilities.

So what are these super cool things you can do with marketing automation, you ask?

An excellent question. Let’s take a look at the list below! Already using a marketing automation system? […]

Continue Reading...

Daylight savings has come and gone, and we’ve eagerly sprung forward to embrace the coming of spring. But for busy B2B marketers, the changing of seasons often passes us by. There are no seasonal sales, no Black Fridays, no July 4th buy-one-get-one-free promotions for us to plan. When spring rolls around, it’s business as usual for B2B marketers.

Or is it? Come springtime, there are a few things that B2B marketers can do to make sure they’re prepared for the upcoming season. They may not be as fun as planning an Easter retail sale, but they’ll ensure that your marketing […]

Continue Reading...

When it comes to marketing, we have a lot to consider that we didn’t twenty years ago. Once upon a time, just having a website and a few salesmen willing to go door-to-door meant that you were golden. We all know that this isn’t the case in this day and age.

With the rise in technology and the transition from a company-driven sales cycle to a consumer-driven one, the way that we market has changed. We need more than a website — we need a design that will make it appealing, optimization for search, content to support it, and a boatload […]

Continue Reading...

There’s no shortage of blog posts or checklists spouting off tips for better calls to action. If indicate a sense of urgency, keep it short and simple, or start with a command sound familiar, then you’ve probably been reading them. And while these are great tips, there’s one big, overarching rule that often gets overlooked when it comes to creating an effective, persuasive call to action.

Your call to action copy can make the difference between a bounce and a conversion. Think back to some of the calls to action that you may have seen recently. Many of them were probably […]

Continue Reading...

After becoming a paying customer, your customer service team may be the only contact a client has with your company. Face time between clients and companies is limited, which is why it’s important to really stress the value of a positive customer service experience within your organization. When your customer service reps are both positive and competent, your clients are happier. And when your clients are happier, your customer service reps are happier, too! Talk about a win-win.

Last month, Pardot was awarded a Silver Medal for Customer Service by the Stevie Awards, the world’s top sales and customer service awards […]

Continue Reading...