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We have a mantra at Modern – ‘Strategy before technology’. But what does that mean in reality? Let me tell you a story… I once did an audit of a company’s tech stack. The person I spoke to said they had 26 pieces of tech across their business. But, when I asked them...
For any marketing team, the ability to understand exactly where your leads came from is gold dust. While tracking UTMs in Pardot is possible with the Google Analytics connector, it will only capture first touch and only for new prospects. But what about everyone else...
In recent years, the martech world has exploded. So much so, according to Gartner, martech accounts for the largest proportion of marketing budgets (26.2%) with most organisations earmarking new technologies to invest in every year. Yet only 18% of brands have...
When you are tasked with setting up a series of Pardot emails to be used in Engagement Studio (ES), getting that first template 100% right is key to ensuring the rest of your process runs smoothly. Why? Because there are certain nuances of setting up emails in Pardot...
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...
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...
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...
There are some great ways to personalise content in Pardot using either variable tags or dynamic content – or both! If you are not using either of these then you are missing out on delivering relevant content to your prospects. And as we all know - personalised...
This is a “tale as old as time” – a company purchases a piece of software, such as a marketing automation platform (MAP), and expects it to immediately function to its maximum potential and be the unicorn system you were promised during the demo. However, a marketing...
Running an integrated campaign in Pardot isn’t as difficult as you may think, but there are often elements and considerations that are overlooked. It’s these little things that help make an integrated campaign successful, easier to report on or simply more seamless....