Posts About Marketing Automation

The Case for Lightning: Pardot Edition

If you’re a Salesforce admin, you’ve probably been feeling the pressure to make the transition from Salesforce Classic to Salesforce Lightning since we rolled it out in Winter ’16. But if you’re a Pardot admin or user, you might have happily created an email filter to block out all the Lightning noise and continued on…

3 Ways to Improve KPIs Using Dynamic Content

Marketers are almost always concerned with how our tactics and strategies are holding up. We care about metrics like the number of people who are reading our emails and clicking through to our site, and how many qualified leads our landing pages are generating. And it comes from a good place–ultimately, we just want to…

Customer Story: How Sequoia Financial Became a Trailblazer in Client-Driven Wealth Management

Sequoia Financial Group is all about personalized service. They’ve even written it into their value proposition. In an era where technology is changing how we do everything — including how we manage our money — Sequoia Financial Group needed a digital customer experience that aligned with their in-person interactions. They were up against some challenges,…

3 Steps to Becoming a Digital Financial Advisor

Let’s just take the gloves off: digital marketing for financial advisors is really far behind the times.  The misinformation regarding digital marketing in the financial advisor space is staggering, and it’s no wonder this space needs a digital facelift.  Demoded attitudes such as the opinion that an older clientele doesn’t need digital communication, or that a mere…

Content-Driven Conversations: The Future of B2B Engagement

Marketers say one of their biggest challenges is creating content that engages and compels their buyers. The future will not only depend on engagement, but on continuous, content-driven conversations that result in buying decisions in your favor. Buyers say there’s too much content and much of it is too hard for them to understand, delaying…

Why Marketers Should Invest in Artificial Intelligence

It’s the golden age of artificial intelligence (AI). No longer are machine learning algorithms implemented in server rooms with code scripted by research scientists. Instead, AI-driven insights are readily-available with cloud-based software solutions, like Pardot Einstein, which are flexible, simple to integrate, and tremendously powerful. Nevertheless, some marketers remain skeptical regarding the promises of AI….

How Manning & Napier Redefined the Financial Services Client Experience

In the financial services industry, customer trust is table stakes. Your clients need to feel they’re receiving personal attention from you — the company that handles their money. Here at Manning & Napier, an investment advisory firm in upstate New York, marketing used to feel like a money pit, as it does for many financial…

How Pardot Uses NPS to Measure User Experience

It’s no secret that customer success is important to Salesforce. In fact, it’s one of our core values and built into our business model. We only succeed when our customers succeed. Therefore, it is important that we ask ourselves: are our customers feeling successful? I work on a team that reviews customer feedback and product…