As marketers are held more and more accountable for their spend and revenue, delivering a solid attribution model is key. But this is much easier said than done. The sales process have developed from a funnel structure to a web of touchpoints across a myriad of channels. Continue reading “Find the Right Technology Stack to Nail Your Attribution Model”
Author: Sarah Kelleher
The Pros and Cons of Account-Based Marketing
Account-based marketing is the latest ‘buzzword’ in marketing. It’s a targeted marketing strategy that focuses your efforts on specific accounts rather than individuals. Whilst it is certainly a way to drive revenue from your key accounts, it certainly isn’t a simple time-saving solution. Pardot have weighed up the Pros and Cons of ABM, so you can evaluate whether it will work for your business and be part of your 2017 marketing plan.
The approach requires an almost extreme level of focus on the unique pain-points, issues, and market of each of your target accounts. You’ll need to make sure your sales and marketing teams are tightly aligned in order to deliver a truly seamless customer experience.
Why Data-Driven Marketing Is the Only Way Forward
With more accountability and tighter marketing budgets than ever before, data-driven marketing is critical for modern marketers to succeed. There are two main reasons for this. Firstly, Continue reading “Why Data-Driven Marketing Is the Only Way Forward”
How to Use Pardot in Multiple Languages
For companies operating globally, marketing in the native language of your audience may seem like an overwhelmingly complex task. However, there are some steps you can follow using Pardot to make this process easy to manage.
Is branding Southern Rail’s greatest failure?
As a fellow South Londoner and marketer, this recent article from The Drum really caught my eye. Over the last couple of years, Southern Rail’s service into London has all but imploded. And they have developed a terrible public image along the way. Continue reading “Is branding Southern Rail’s greatest failure?”
What is progressive profiling and how can it help you to be better at marketing?
Marketers need detailed data to be able to segment and target their campaigns effectively. But adding all the fields you would like onto a form can be overwhelming for your visitors. How can you collect all the data you need without damaging the customer journey? Continue reading “What is progressive profiling and how can it help you to be better at marketing?”
These Marketing Automation Statistics Show Where Marketers Really Are
The age of the ‘batch-and-blast’ is over, but the age of smart email marketing is most certainly not. Marketing automation is making marketers, especially in the B2B space, smarter, more targeted and more effective.
Continue reading “These Marketing Automation Statistics Show Where Marketers Really Are”
Top 10 risks of not using a CRM system in your small business
Often, the case for a CRM is made in terms of the benefits it will bring to your business. Realistically it’s now more of a hygiene factor than ever before, no longer a “nice to have”. Companies of all shapes and sizes are using CRM to improve efficiency, target customers more effectively and ultimately close more revenue. Continue reading “Top 10 risks of not using a CRM system in your small business”
Do small businesses need marketing automation to keep up with the competition?
The short answer is ‘yes’.
Continue reading “Do small businesses need marketing automation to keep up with the competition?”
Account Engagement now allows Dynamic List Segmentation based on Public List Opt-in Status
Account Engagement has recently released an additional rule for Dynamic Lists that has largely gone unnoticed, but is hugely powerful and adds much-needed functionality to the platform.
