Marketing Technology

How to Make Sure Your Pardot Prospect Database Is Working as Hard as You Are

How to Make Sure Your Pardot Prospect Database Is Working as Hard as You Are

Ah, springtime! The bees are buzzing, the birds are chirping and it’s time to dust the cobwebs out of your Pardot prospect database. Over time, your lists can get cluttered with junk emails, inactive contacts, and even competitors poking their noses where they don’t belong. This can lead to higher costs and less effective marketing …

How to Make Sure Your Pardot Prospect Database Is Working as Hard as You Are Read More »

account scoring, account engagement score, abm

Optimize Your Account Scoring to Take Your ABM to the Next Level

One topic I often get questions about is account scoring. As clients begin rolling out their ABM campaigns, they want to track engagement with multiple buyers on a target account. To do this right, you need a solid foundation for account engagement scoring. Account scoring not only helps sales and marketing teams focus, but it …

Optimize Your Account Scoring to Take Your ABM to the Next Level Read More »

Conversational Marketing Trends (Q&A with Drift)

One of the many changes that the pandemic accelerated was the use of conversational marketing among B2B companies. If your company doesn’t yet employ this tool, you’ve likely interacted with a bot or chat agent as a B2B buyer or B2C consumer on a website you’ve visited in the past year. Conversational marketing helps leads …

Conversational Marketing Trends (Q&A with Drift) Read More »

Woman sits with laptop and works on b2b email marketing strategy.

B2B Email Marketing: How To Lower Your Unsubscribe Rates With a Delightful Email Preference Center

Let’s face it. We all get a lot of emails. As marketers, it’s our job to build relationships. And if done right, email is a tool on the belt that we can use to engage, nurture, and connect with our audiences. But the inbox is a noisy place. It’s why “too many emails” is the …

B2B Email Marketing: How To Lower Your Unsubscribe Rates With a Delightful Email Preference Center Read More »

Colleagues work together on account based marketing strategy.

Three Levels of ABM and How to Get Started

For companies that get it right, ABM promises some amazing business rewards: greater efficiency, bigger wins, higher close rates, better ROI, tighter sales and marketing alignment, and improved customer experiences. Being successful starts with knowing how to choose the right ABM approach to match your company’s needs. Let’s review three types of ABM to help you get a …

Three Levels of ABM and How to Get Started Read More »

Increasing Conversions and Loyalty With Lifecycle Customer Marketing

The traditional sales funnel is practically ancient in our modern, digital world. Popularized in a 1924 book, Bond Salesmanship, the sales funnel was created to help individual salespeople “lead a customer from attention to interest, and beyond.” Salespeople and teams were advised to push buyers through the funnel by “force of compression,” aka hard, measurable activities (e.g., aggressive …

Increasing Conversions and Loyalty With Lifecycle Customer Marketing Read More »