Marketing Automation: Our Top Reads for 2015

by Sarah Kelleher - February 27, 2015
Marketing Automation: Our Top Reads for 2015

The world of marketing automation is full of opportunities to make your business more efficient and produce effective marketing campaigns. There is a lot of really great information out there to make your journey smooth sailing. We’ve put together a list of our favourites. So whether you want an in-depth, comprehensive guide or a quick fix over your afternoon latte, you’ll find what you’re looking for here.



Firstly, you’ve picked a marketing automation tool and are all set to begin your implementation project. Before you dive in, it’s important to make sure everyone involved knows what to expect, what is expected of them and what the project is trying to achieve. These guides will help you in your planning phase:

Pardot – Getting Started with Marketing Automation
This super-quick read from Pardot highlights the four key areas you should focus on before implementing a marketing automation tool.

Marketo’s Marketing Automation Success plan
For a more in-depth planning document to plan how you will set up, drive, monitor and continually improve your marketing automation, check out this resource from Marketo.

Getting Started

Five Steps to Growing Your Business with Marketing Automation
Once you’re up and running with marketing automation, it may seem like the possibilities are endless and knowing where to start can be difficult. This toolkit from Pardot helps you focus your efforts where there’ll make the most impact.

Email Marketing

As it becomes ever more difficult to get your emails into the inbox and read by your audience, marketers need to find new ways to stand out from the crowd.

2015 Email Design Lookbook
Pardot have put together this helpful tool to inspire you to get creative with email design. It features ten examples from Pardot clients with a detailed analysis of each and best practice tips to help you kick your email marketing up a gear.

Mastering the Inbox from ExactTarget
This quick-fire list of tips and statistics from ExactTarget Marketing Cloud will give you the knowledge to make changes to your email marketing strategy and see a huge difference.

Nurture Programs

One of the key features of marketing automation is lead nurturing programs. Customers flow down an automated path to receive relevant and timely emails based on their profile and engagement. Lead nurturing programs can get complicated, but starting simple and working up will give you great results, fast.

Pardot Drip Program Sample Templates
For inspiration on which lead nurture programs to start with and how to build them, check out these great templates from Pardot. The key here is starting simple and building out more complex programs over time.

Marketo’s Definitive Guide to Lead Nurturing
This comprehensive guide from Marketo covers everything from planning and the basics, right up to advanced lead nurturing and reporting.

Lead Scoring

Lead qualification is the process of triaging your new leads to identify hot prospects. This concept is hugely powerful in creating efficient sales processes, accelerating your pipeline and improving the sales-marketing relationship.

Eloqua’s Grande Guide to Lead Scoring
If you’d like to learn why and how you should set up effective lead scoring in less than the time it takes to finish your coffee, check out this guide from Eloqua

Pardot’s Lead Scoring and Grading Handbook
When you’re ready to start planning your lead scoring model, the Lead Scoring and Grading handbook from Pardot includes all the worksheets you need to build an effective model tailored to your business.


By now you should be feeling pretty excited and inspired to get marketing automation for you. If you’re not quite ready to dive in with lead scoring and nurture programs, why not bookmark this page so you can easily refer back to these great resources?

If you are ready to take your marketing automation to the next level, get in touch

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