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Why structure and process are fundamental to ABM success
Account Based Marketing (ABM) has become an integral part of many organisations’ sales and marketing strategy. Recognising its ability to engage enterprise brands and deliver significant return on investment, it’s easy to understand why. However... successful ABM...
Using Pardot Engagement Studio to nurture sales leads
There are many ways to leverage Engagement Studio in Pardot – nurture leads to MQL status, promote events, customer onboarding – just to name a few. With one of our clients, we identified an opportunity to leverage Engagement Studio as part of their sales process...
Putting the person in persona
The phrase “know your audience” is fundamental to all sales and marketing. The principle spawned a whole industry within an industry. Organisations around the world use companies like Nielsen, Kantar, and GFK to understand as much as they can about their potential...
It’s time to rethink your B2B digital advertising strategy
“Everyone knows that B2B digital advertising is a easy, a doddle, a piece of cake” – said no one ever. Road-mapping digital advertising strategies and selecting which platforms to invest in is challenging with the increasing amount of technology available. Especially...
Podcast: Technology, innovation and company culture at Modern
In times like these, it's so important to have the confidence to rip up the process to suit your customer. Our MD Nicola Ray talks to Kim Jones of hgkc about data protection on a global scale, platform integration and innovation through people and technology....
Understand buyer journeys and how to make them work for you
The B2B buyer journey refers to the stages your prospect passes through before making a purchase. The prospect can join any stage at any time, skip stages and move through stages fast or slow, depending on a number of factors. The journey itself, especially with high...
Pardot: 7 Engagement Studio tips & tricks
Using Pardot’s Engagement Studio to communicate with Prospects and nurture them can be very exciting – for us marketing automation geeks at least. There are so many options and possibilities! But for some it’s this expanse of options that causes trepidation and why...
Evolution of the B2B buyer: Part 2
A while ago, I wrote about the evolution of the B2B buyer. The main take out from that blog was this: the new B2B buyer is now consistently 45 and under, extremely tech-savvy, and someone who habitually researches and buys online. As a result, buying decisions are...
Landing pages that convert in 9 simple steps
Ask any marketer what they want from their digital marketing, and most of them will say "landing pages that convert". So you spend hours pouring an amazing piece of content you just know your audience will love. You set it live and not a lot happens. The weeks have...
Be prepared for Pardot’s switch to Salesforce single sign-on
Pardot login will soon require a Salesforce single sign-on If you are a Pardot customer you may have already heard that a big change is coming for Pardot. In the Spring ’21 release (February 2021) Pardot users will be required to login via a Salesforce single sign-on...