If you read my post yesterday, you know that my Pardot co-founder and I have just published a book on Marketing Automation. We have been fortunate enough to have sold a bunch but we have also given away a bunch. It’s certainly a lot easier to do the latter. In that vein, we will continue [...]
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Marketing Automation Book Published
If you have followed my posts you may have noticed that I have taken quite a hiatus over the past half year. Writer’s block? Actually, quite the opposite. My latest labor of love is a marketing automation primer that I have published with my Pardot co-founder David Cummings. The material assumes a strong knowledge of [...]
Landing Pages — Knowing when to say when.
Seth Godin just wrote an excellent post on designing effective landing or destination pages entitled “Seven tips to build for meaning.” I would like to add one more item to the list: Do not inundate your visitors with required (or even optional) fields. Nothing frustrates me more as a visitor than arriving at a landing [...]
Marketing Sherpa: Never Send Unqualified Leads into your CRM
In Marketing Sherpa’s recap of their B2B Lead Generation Summit, they designate one point as the summit’s key takeaway. The “most scribbled-down-tip” was when Jackie Kiley of Sybase explained the importance of passing only qualified leads into your company’s CRM.
Testing, 1, 2, 3…
Over at DMNews this week, Mark Stebbin of MarketMotive wrote apiece on A/B Testing for online marketing campaigns. Though the example used is a B2C campaign, B2B marketers can benefit from the same concepts.
Pulling It All Together
This month, DMNews is featuring In perfect harmony: e-mail works in-sync with other channels, a piece about integrated, multichannel marketing campaigns. The article, quoting a JupiterResearch study on combining e-mail marketing with other advertising outlets, focuses on the increased results marketers have seen by creating consistent messaging across many medias. An emphasis is placed on building a brand within a campaign as well as testing elements of the marketing program.
Too Close For Comfort?
With the introduction of sophisticated products that can track a lead’s every move, down to their search queries and attempts at giving you an invalid email address, it can be all too tempting for the sales team to pounce on prospects and come on a little too strong. Marketing automation suites can provide worlds of [...]
Reel in your Prospects, Hook, Line and Sinker
Prospects are people too. Sometimes that’s hard to remember when you’ve sent out multiple emails with no response or tried to set a meeting when they always seem to busy. In the world of B2B, marketers don’t spend nearly as much time studying the psychology of our customers as our B2C counterparts. Keeping that in [...]
Use Marketing Automation to Do More with Less
B2B marketers who have budget surpluses, more than enough staff to accomplish all of your objectives, and work from 10-4, please raise your hands. Why don’t I see anyone with her hand up? Yep, you guessed it, B2B marketers are chronically overworked and understaffed. What’s worse is that most organizations require the marketing department to spend significant [...]
Who has time to reengage leads? You do.
Everyone talks about lead reengagement. Very few companies do it. Even fewer companies have found a reliable way to automate it. If you are a B2B marketer, it probably seems as though your marketing budget is always too small, no matter how cleverly you stretch your dollars. One way to get more out of your [...]
About
I am the co-founder and COO of Pardot, a B2B marketing automation provider. This blog covers my thoughts on B2B marketing, startups, and client service.
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