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If you’re reading this article, then chances are, you’ve probably read others outlining “X” number of ways to optimize your landing pages. Suggestions normally range from improving your value proposition to placing important information “above the fold” (though Pardot UX Designer Cliff Seal encourages users to “forget the fold” when designing the optimal landing page). While it’s important to heed this organizational and copy-related advice, keep in mind that landing pages are often just a numbers game.

Unbounce recently published an article detailing several landing page case studies, including a few ways that each could be improved. In many cases, the problem with each landing page came down to numbers — having too many choices, too many form fields, too many social sharing buttons, and in general, just having too much. In fact, optimizing your landing pages can be summed up in just a few words: “less is more.”

Let’s take a look at a few of the red flags that might be hurting your conversions rates, and see how simplifying your landing pages can make a world of difference.
If you’re reading this article, then chances are, you’ve probably read others outlining “X” number of ways to optimize your landing pages. Suggestions normally range from improving your value proposition to placing important information “above the fold” (though Pardot UX Designer Cliff Seal encourages users to “forget the fold” when designing the optimal landing page). While it’s important to heed this organizational and copy-related advice, keep...
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In the B2B industry, generally speaking, marketing is responsible for leads and sales is responsible for closing deals. B2C companies, on the other hand, are traditionally more transactional, meaning that marketing often closes deals (especially in the online retail world). In the B2C realm, it’s very obvious who marketing’s real customer is: the people swiping their credit cards.

In B2B, this isn’t entirely the case. In most scenarios, there is more than one person involved in the buying cycle — not to mention the months of follow-ups, RFPs, demos, and marketing communications before a check finally comes in the door. Traditionally, B2B marketers aren’t a part of the sales process, so when a deal closes, sales gets credit for closing it whilemarketing struggles to justify how they played a part in the deal. It can be frustrating for marketers when they don’t get any credit for deals that close after months and months of work, even when the leads are marketing-generated. It’s a hard pill to swallow, and frankly, quite detrimental for marketing departments that are expected to turn leads into dollars with the snap of their fingers.
In the B2B industry, generally speaking, marketing is responsible for leads and sales is responsible for closing deals. B2C companies, on the other hand, are traditionally more transactional, meaning that marketing often closes deals (especially in the online retail world). In the B2C realm, it’s very obvious who marketing’s real customer is: the people swiping their credit cards. In B2B, this isn’t entirely the case. In most scenarios, there is ...
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"Why Lead Scoring Just Isn’t Enough" — find out the importance of a blended scoring and grading model, and use our free worksheet to get started! #leadqualification http://www.pardot.com/lead-qualification/lead-scoring-just-isnt-enough/
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Are you using tracked URLs to their full potential? 
Are you using custom redirects to their full potential? Marketing automation is all about insight — insight into your prospects’ interests, insight into campaign ROI, insight into marketing-sales alignment. And when it comes to providing insight, custom redirects, or shortened URLs, are your go-to tool. So if you’ve only been using custom redirects here and there, make sure you understand the four benefits below, and are taking full advantage of ...
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Customer-centric marketing is our theme for April, and in this week’s edition of the Smarter Marketing video series, Mathew Sweezey breaks down the customer-centric approach into five simple steps:

Step 1: Pick up the phone. It’s not all about guesswork — the more personal interactions you have with your audience, the better. Talk to prospects one-on-one for feedback on your content; find out what was helpful, and what could be improved.

Step 2: Conduct A/B testing. So you have new ideas for how to reach your audience; put them to the test! Identify some concrete metrics that can determine your success, then do some split testing to compare different approaches.

Step 3: Review your data. Set up a time to reevaluate, and reevaluate regularly. You now have data to help you understand the relative success of different approaches; don’t let it go to waste!

Get more tips by watching our Smarter Marketing video!
Customer-centric marketing is our theme for April, and in this week’s edition of the Smarter Marketing video series, Mathew Sweezey breaks down the customer-centric approach into five simple steps: Step 1: Pick up the phone. It’s not all about guesswork — the more personal interactions you have with your audience, the better. Talk to prospects one-on-one for feedback on your content; find out what was helpful, and what could be improved. Step 2: ...
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How well do you know your buyer's journey? 

Check out our new interactive #infographic to read up on each stage of the buyer’s journey, get tips on how to appropriately market to buyers at each stage, and learn how #marketingautomation can simplify the process. http://prd.to/1nGyn9P
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Let’s do something a little different on the Pardot blog today. Let’s talk cars.

Before we get carried away, I’m not talking sports cars and drag races — though that would probably guarantee me more shares. I’m talking about connected cars, which for all of the tech and marketing nerds out there (myself included), should make for an equally exciting topic.

First, a little background. Earlier this year, Google announced an Android in-car push with their Open Automotive Alliance with Audi and Hyundai. Then, just last month, Apple launched an in-vehicle infotainment product called CarPlay — meaning that the race for the best connected car technology has officially begun. In fact, by 2018, the global connected car market could reach upwards of $50 billion dollars.
Let’s do something a little different on the Pardot blog today. Let’s talk cars. Before we get carried away, I’m not talking sports cars and drag races — though that would probably guarantee me more shares. I’m talking about connected cars, which for all of the tech and marketing nerds out there (myself included), should make for an equally exciting topic. First, a little background. Earlier this year, Google announced an Android in-car push with...
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A few weeks ago, we discussed a variety of ways for companies to keep their customers happy. And while this is extremely important, we can’t overstress the flip side of that coin: your employees. A recent article by Fast Company compared the American workforce to the Danish workforce, and some of the findings were (frighteningly) surprising. For one, according to statistics collected by the Organization for Economic Cooperation and Development, the average American works 1,790 hours per year, while the average Dane works 1,540 (plus has five to six weeks for vacation!).

While we shouldn’t expect any sweeping changes to magically shorten our work week, the Fast Company article does suggest that we learn from the Danish concept of arbejdsglæde, which means “happiness at work.” At Pardot, we’ve learned that happy employees are more productive, enjoy their work more, and lead to happier customers. Let’s take a look at a few lessons learned from this workplace study, and a few ways that we have learned to cultivate our employees here at Pardot.
A few weeks ago, we discussed a variety of ways for companies to keep their customers happy. And while this is extremely important, we can’t overstress the flip side of that coin: your employees. A recent article by Fast Company compared the American workforce to the Danish workforce, and some of the findings were (frighteningly) surprising. For one, according to statistics collected by the Organization for Economic Cooperation and Development, t...
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Have you guys checked out +jenn lim and #DeliveringHappiness ? Great stuff !
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Some of the industry's top business leaders weigh in on the importance of a customer-centric approach in today's post — check it out! #SlideShare
A 10% increase in customer retention levels results in a 30% increase in the value of the company. (Bain & Co) This month, we’ve talked a lot about customer-centric marketing — what it means, how to achieve it, and why it’s important. And, frankly, the numbers speak for themselves: a customer-centric approach is more than just a good idea, it’s crucial to business success.It is 6-7 times more costly to attract a new customer than it is to retain ...
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For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking.

It’s probably an understatement to say that you don’t want your perfectly-crafted email messages to go to waste. The first step to this? Ensuring that your emails make it to their intended destinations: your recipients’ inboxes. Without a strategy in place to optimize your deliverability rates, you’re putting yourself at an immediate disadvantage. Your message has no way to make an impact if it never gets to the recipient in the first place.
For B2B marketers, sending an email is so much more complicated than writing a few sentences of copy and hitting the “send” button. For one thing, you’re not often sending to just a single person — instead, you’re attempting to make mass emails seem like 1:1 communications. Not to mention the amount of time you put into your marketing message, image selection, segmentation, and email tracking. It’s probably an understatement to say that you don’t...
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Pardot, a salesforce.com Company
Introduction
Pardot, a salesforce.com company, offers a software-as-a-service marketing automation application that allows marketing and sales departments to create, deploy, and manage online marketing campaigns that increase revenue and maximize efficiency. Pardot features certified CRM integrations with salesforce.com, NetSuite, Microsoft Dynamics CRM, and SugarCRM, empowering marketers with lead nurturing, lead scoring, and ROI reporting to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability.