Feature Articles

The movement to add deeper analytics to marketing continued to gain steam this month as Pardot and GoodData announced a partnership designed to allow Pardot users to enhance their reporting functionality.

Under the terms of the collaboration, GoodData reporting will be integrated and included directly into Pardot users’ accounts as a part of their current package at all levels. For advanced users, Pardot plans to make a more in-depth package available as an add-on feature.

As BtoB marketing continually changes with enhanced tools and technology, and buyers have more educational materials at their disposal, it’s becoming clear that a one-size-fits-all approach is no longer appropriate. Tapping a buyer-centric approach, marketers are encouraged to utilize behavioral data to provide relevant messaging and offer to prospects.

Ian Michiels, Lead Research Analyst with Gleanster, and Matt West, Director of Marketing Programs at Genius.com, shared key tactics for organizations looking to tap the power of marketing automation and lead nurturing, during the recent webinar “Walk Before You Run: 5 Baby-Steps to Lead Nurturing Success.” Building on the notion that customer education is becoming increasingly convenient and streamlined, prospects expect relevant information. Therefore, organizations need to utilize marketing personalization tactics to articulate the value of lead nurturing.