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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....
Most marketers these days have fully bought into content marketing. The concept of creating and distributing content to a defined audience for a strategic end has been fully embraced. For the most part, a content marketing strategy can only be implemented...
It wouldn’t surprise me if you said you hadn’t given much thought to your Pardot folder structure. It’s not really seen as the “fun part” of Pardot, is it? You want to get straight in and start building email templates, landing page templates, forms and lists, don’t...
Too often, we see marketers implementing marketing automation platforms without really thinking through the marketing automation strategy and the impact on the business. In most cases, it’s simply time – there’s an urgency to get going with the set-up and...
The paths of marketing and sales have always been entwined, no matter how much either side may deny it. The goal of marketing is to raise interest in a product or service (i.e. generate leads), and the goal of sales is to take that interest and turn it into a purchase...
Do you get value from your marketing automation system? Most businesses these days have a marketing automation system that allows them to do more, track more and perform better. Well, you’d think it would. Sometimes, that’s not always the case. How...
Email remains the number one converting channel for most B2B marketers. You’ve worked hard to get that data, maintain it and ensure it aligns with GDPR requirements, so getting those all-important contacts to open an email is critical if you’re going to hit your...
I love a challenge and marketing attribution is always one that presents a challenge. I’m still looking for the perfect marketing performance solution that tells me revenue and conversions by first touch, last touch, conversion point, conversion type and campaign –...