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RT @yourfriendCC: Are you a #b2bmarketer without enough content? Find out the tools to solve this challenge on my latest article on the @Ch…

Cheshire Impact

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There is a dilemma that B2B marketers are facing and it is that they claim to not have enough content. Yet, 60-70% of B2B content goes unused (Forbes). Where is the gap? On a webinar where Founder &#38; CMO of Cheshire Impact, Casey Cheshire, discussed nurture campaign strategies, he posed the question “What is your biggest challenge with nurture campaigns?” The most frequently answered result was that the audience did not have enough content to use. It’s like reaching into your toolbox, but finding out you don’t have the right tool for the job. This is a problem. Nurture campaigns can help to guide the buyer along their journey, strengthen the relationship between the recipient and the brand by educating them on topics of interest, and keep the brand top of mind for the prospects that say reach out in six months. It is not a secret that nurture campaigns [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/how-to-solve-the-problem-of-not-having-enough-content/">How to Solve the Problem of Not Having Enough Content</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

How to Solve the Problem of Not Having Enough Content

As a Business Consultant, Marketing Strategist for Cheshire Impact, I am always looking for ways to improve my client’s marketing strategies and of course help them automate and streamline their marketing efforts. One trending topic I keep hearing around my clientele today is diving deeper to understand how they define a Marketing Qualified Lead (MQL) today and how they can improve their business process to revamp their definition of a true MQL and SQL. New Pardot users are wondering how their MQL prospects get pushed over to Salesforce. And as the title says, it&#8217;s all about assignment. But, before you just push anyone over, you want to work through defining an MQL and according to Pardot, MQLs are the prospects who have been assigned. You will want to have this conversation with your sales team to ask them about their lead process, what leads look like to them today and [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/its-all-about-assignment/">It’s All About Assignment</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

It’s All About Assignment

Without reporting, marketing cannot demonstrate the ROI of their efforts. Great reporting allows marketers to prioritize their initiatives to what is really driving revenue for the business and have leverage to ask for an investment in a new campaign, or resource. A lot goes into setting up Salesforce Lightning Reports &#38; Dashboards for marketing campaigns and if teams do not have a defined process of how to do it, then they will continue to be frustrated with reporting. Salesforce 2020 Marketing Champion, Host of Pardot Life Hacks, and Cheshire Impact’s Head of Solutions Architecture, Jennifer Lynn Schneider, recently did a webinar on how to prepare for and create marketing campaign reports and dashboards with Salesforce Lightning. Throughout the webinar she provided her tips for reporting process best practices that teams can implement to showcase their marketing results. Tip #1: Keep It Simple with the Salesforce Connected Campaign Hierarchy In order [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/3-tips-for-a-successful-marketing-campaign-reporting-process/">3 Tips for a Successful Marketing Campaign Reporting Process</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

3 Tips for a Successful Marketing Campaign Reporting Process

How can businesses keep their brand top of mind to a prospect that just visited the product page, a disengaged lead that says reach out in six months, and a contact whose contract will end in 90 days? By using nurture campaign strategy to execute multiple nurture campaigns, marketers can grow the relationship of prospects and customers and keep their brand top of mind, but where do you start? On a recent webinar, Founder &#38; CMO of Cheshire Impact, Casey Cheshire, said that creating a nurture campaign does not start with the recipient list of a Pardot Engagement Studio program, but with a content audit.  The Content Audit Nurture programs need to be relevant and provide value to the prospects going through the campaign. The relevant part speaks to the stage that the prospect is in the buyer’s journey. In order for a nurture campaign to be created, marketers need [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/why-the-best-nurture-campaign-strategy-does-not-start-with-technology/">Why The Best Nurture Campaign Strategy Does Not Start with Technology</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

Why The Best Nurture Campaign Strategy Does Not Start with Technology

It is no secret that marketers are revenue focused. They want reporting that is going to showcase the dollars earned from their efforts, contributing to the overall business goals. Pardot users have the ability to use Salesforce Lightning Reports and Dashboards for their marketing ROI campaign reports, but there is a lot of setup that needs to take place prior to having these reports. What is the checklist of technical items that need to be implemented prior to having Salesforce Lightning Reports and Dashboards showcase marketing ROI data? Let’s dive in! Pardot Lightning App Enabled Are you using the Pardot Lightning App, or are all of your Pardot users working in pi.pardot.com? Do you have a Pardot user that is synced to a Salesforce user or are all of your Pardot users Pardot-only? These are the kinds of questions that need to be answered first, because if you are not [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/your-checklist-for-using-salesforce-lightning-reports-to-display-marketing-roi/">Your Checklist for Using Salesforce Lightning Reports to Display Marketing ROI</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

Your Checklist for Using Salesforce Lightning Reports to Display Marketing ROI

When sales, marketing, and operations are not aligned and neither are the technology platforms being used, opportunities are missed, time is wasted, and people are frustrated. Aligning these three teams and the technology across the entire customer journey means revenue operations. Where does Salesforce Pardot fit in? How can teams configure their technology to align their processes? Three business leaders across sales, marketing, and operations gave their insights on the matter on Cheshire Impact’s webinar, How to Execute RevOps with Salesforce Pardot. Founder &#38; CMO, Casey Cheshire, Senior Director of Sales, Logan Childs, and Head of Solutions Architecture, Jennifer Lynn Schenider shared their tips for streamlining the lead to revenue process and their top piece of advice for revenue operations execution. View the full recording or continue reading on for the highlights. Salesforce Pardot &#38; Revenue Operations Jennifer described Salesforce Pardot as The Integrator, non-person connector among the user, the [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/executing-revenue-operations-with-salesforce-pardot/">Executing Revenue Operations with Salesforce Pardot</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

Executing Revenue Operations with Salesforce Pardot

Terminus and Salesforce Pardot now integrate to help assist sales, marketing, and operations teams with a full funnel account based marketing approach. However, many marketers are still unclear of how marketing automation and ABM fit together. Is it one versus the other? Is one an inhibitor of the other? Why this integration and what does it mean for B2B marketers?  Founder and CMO of Cheshire Impact, Casey Cheshire, had a conversation with Sangram Vajre, 2x Author, Co-Founder and Chief Evangelist at Terminus, on The Hard Corps Marketing Show, to get his insights on the new integration. Why Terminus and Salesforce Pardot Sangram shared that at the core both platforms help marketers. Pardot assists marketers with orchestrated engagement through email marketing and automated processes. Terminus lends a hand to marketers with executing an account targeted campaign focus. The two join forces for full funnel account based marketing. Marketing and sales teams [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/the-perfect-abm-match-terminus-and-salesforce-pardot/">The Perfect ABM Match: Terminus and Salesforce Pardot</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

The Perfect ABM Match: Terminus and Salesforce Pardot

It is imperative for marketers to display the impact their campaigns are making on revenue for the business, but preparing for Salesforce Pardot reporting that answers your business questions can be a major lift. The reports need to show ROI, but also need to align to the business goals that leadership is striving towards. To help break down the steps for creating reporting for a revenue focus, on a recent webinar, the Host of Pardot Life Hacks and Head of Solutions Architecture at Cheshire Impact, Jennifer Lynn Schneider, shared what teams can do to move toward revenue focused reporting. Continuing reading on for the highlights or view her full explanation on the recording. Align on Goals Nothing is worse than when a team works hard to put together reports of their campaign performance, presents it to the C-Suite, and then the C-Suite does not have their business questions answered by [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/preparing-salesforce-pardot-reporting-for-revenue-operations/">Preparing Salesforce Pardot Reporting for Revenue Operations</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

Preparing Salesforce Pardot Reporting for Revenue Operations

If sales and marketing are not aligned, the two departments waste time playing the blame game, there is not a mutual understanding of a qualified lead, and opportunities are missed. Founder &#38; CMO, Casey Cheshire, recently did a webinar on sales and marketing alignment and the strategies that teams can do to work as one revenue team. Watch the full webinar recording or continue reading on for the highlights. Marketers, prior to diving into the rest of the strategies, a question to ask yourself would be, if sales was your customer, how satisfied would they rate themselves to be? If the answer is very low satisfaction, then there is work that needs to be done. Now marketing, you may not be satisfied with sales, but if your number one complaint is that they are not following up on leads, then it is time to get aligned and have a conversation [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/7-strategies-for-sales-marketing-alignment/">7 Strategies for Sales &#038; Marketing Alignment</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

7 Strategies for Sales & Marketing Alignment

When sales, marketing, and service, and the technology being used are not aligned across the entire customer journey, this results in missed opportunities. The actions taken to align departments and technology platforms result in revenue optimization for a business. What does it take to align these teams along with Salesforce Pardot for a perfected lead to revenue journey? I sat down with three Salesforce Marketing Champions, Jennifer Lynn Schneider, Logan Childs, and Casey Cheshire to find out. What is Revenue Optimization Each Champion had their own insight on the definition, to share the perspective of marketing, sales, and operations. Revenue Optimization is… “A framework for growth across the entire customer journey.” &#8211; Casey Cheshire “Aligning your sales, marketing, service teams, and technology.” &#8211; Jennifer Lynn Schneider “Marketing, sales, and operations having an aligned strategy of how they can work together across the customer journey, with defined responsibilities.” &#8211; Logan Childs [&#8230;]
The post <a rel="nofollow" href="https://www.cheshireimpact.com/why-aligning-your-teams-and-tech-stack-means-revenue-optimization-for-your-business/">Why Aligning Your Teams and Tech Stack Means Revenue Optimization for Your Business</a> appeared first on <a rel="nofollow" href="https://www.cheshireimpact.com">Cheshire Impact</a>.

Why Aligning Your Teams and Tech Stack Means Revenue Optimization for Your Business

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