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Measuring ROI from ABM
Over the last few years, there has been a significant push to embark on Account-Based Marketing (ABM) programmes, whether one-to-one focused programmes, one-to-few or one-to-many. ABM is evolving quickly and more marketers are using this to revolutionalise B2B...
How to choose from Pardot Forms and Form Handlers
Whether you have recently purchased Pardot (recently renamed to Marketing Cloud Account Engagement or MCAE for short) and are in the midst of configuring it, or it's been installed for a while, deciding what forms you want to use on your website to capture the data is...
Marketing Technology Strategy: Barriers to Success
Having recently reviewed the output of a research piece by the Modern team, I was struck by the overwhelming response from CMOs that innovation and integration are the two key areas hampering the delivery of their objectives. What emerges from the research is that...
How can B2B marketers get the most out of Pardot?
Get the most out of Pardot Getting a shiny new marketing automation tool is always fun and games. But it’s also a big investment, which means B2B marketers are always under pressure to start demonstrating its value straight away. With that in mind, it’s still never...
Are B2B marketers stuck behind ‘walled gardens’?
Tackling data privacy regulations in a data-driven, digital-first marketing world is not easy. Between new data privacy regulations and the abolishment of third-party cookies, it’s clear that the heyday of endless granular consumer data is reaching its end. This is...
Paid advertising strategy: the basics
Gartner research shows CMOs have shifted spending commitments across their channels and programs, with paid digital (digital ads and search ads) being one of the top priorities in 2021. With that, there’s been a rush to push out campaigns and spend allocated budgets...
What you need to know about Google Analytics 4 (GA4)
Google Analytics is used by 56.7% of all websites and is the most widely used analytics platform on the web. Since its launch in 2005, Google has launched 4 iterations, the newest version GA4 launched in October 2020. GA4 is a big change and while it offers new...
What does a CMO look like in 2022?
As a CMO, your purpose is to support sales, drive growth, gain customer insight, increase customer retention, and make sure everything is on-brand (also known as being the brand police). In a world that has changed rapidly over recent years, your role has transformed...
ParDreamin Q&A: Tracking UTMs from Pardot into Salesforce Campaigns
UTM tracking codes are an excellent way to track all of your marketing campaigns. But how can you track them through to your Salesforce Campaigns? In October, I had the pleasure of speaking at ParDreamin 2021 about how UTM parameters can be used to track the traffic...
Check, check and check (your LinkedIn B2B Digital Marketing checklist) again
Over the last five years, LinkedIn has seen a significant boom, and B2B marketers have taken full advantage of it to fuel growth and see results. In the last 12 months, 96% of B2B marketers used LinkedIn to distribute content. And, with more people working remotely we...