A book about marketing
and hats.


How Many Hats Do You Wear?

How many hats do you wear?

Marketing automation has many features and capabilities that can simplify the lives of marketers. But if you’re an army of one, wearing a million hats and running your company’s marketing department with limited manpower and resources, the prospect of learning and maintaining a marketing automation system may not sound simple at all — in fact, it may sound impossible.

But consider this: Pardot’s own marketing team started as a one-woman powerhouse, backed by nothing more than our own marketing automation product. Let’s take a look at a few of the ways that marketers with limited time and resources can use marketing automation to accomplish the work of a much larger marketing department — and hopefully start shedding their multiple “hats” one by one.

Scroll down to start trying on hats.

"The Demand Gen Specialist"

If you’re an SMB with a small sales team, your reps’ time is valuable. Save their time and yours by putting a lead qualification process in place.

This is one of the most basic features of automation, and can drastically simplify things for both your marketing and sales departments. Setting up a blended scoring and grading model for leads that come into the system prevents unqualified leads from clogging up your CRM, gives your sales team a concrete way to quickly identify and focus on the hottest leads, and goes a long way towards putting your sales and marketing teams on the same page.

Quick Hat Stat:

61% of B2B marketers send leads directly to sales; however, only 27% of these leads will be qualified. (MarketingSherpa)

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The Complete Guide to Automated Lead Scoring and Grading view

“The Opps Guy”

If you have a small marketing team, it can be hard to keep up with all of the leads on your plate, not to mention the leads that aren’t even ready to buy yet. That’s where lead nurturing comes in.

By placing colder leads on nurturing tracks, you ensure that leads are more educated by the time they speak with a sales rep — and that your hard-earned marketing-sourced leads don’t go to waste just because they aren’t yet sales-ready.

Quick Hat Stat:

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)

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The Complete Guide to Lead Nurturing view

“The Marketing
Database Manager”

Data collection can be a bear, no matter how big your company is. For SMBs, it’s important to start streamlining your data collection process right off the bat, so that you’re gathering useful data to power your marketing campaigns. That’s where forms and landing pages come into play.

By using forms and landing pages to fill your database with tons of actionable information, you’re letting your marketing automation tool do the heavy-lifting for you. Use this buyer data to power your marketing campaigns and improve sales intelligence.

Quick Hat Stat:

66% of marketers reported that enhanced targeting and personalization were top benefits of marketing automation. (State of Marketing Automation 2014)

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Personalization with Automation Infographic view

“The Analyst”

SMB marketers are working with a limited budget, so every dollar counts. Make sure you’re not wasting valuable marketing dollars on campaigns that aren’t giving back more than you’re putting into them.

Instead, use a marketing automation tool to understand which campaigns are working and which are not. See where leads are entering the sales funnel, how much you’re spending, how many leads you’re generating, your cost per lead, and more.

Quick Hat Stat:

63% of surveyed marketers indicate that the ability to set measurable objectives for each of their campaigns is the biggest value driver of marketing automation. (Gleanster)

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The ROI of Automation view

“The Marketing
Automation Whiz”

With marketing automation, you only need to wear one hat, regardless of the size of your team.

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