Cheshire Impact on Blog

Cheshire Impact on Blog

Jul 8, 2020

Hey #TrailBlazers and Martech gurus! This post is part of a 3-part series that started with Leads, then Contacts, and now we are finally ready to review the Opportunity object. This post will dive into optimizing the Salesforce Opportunity process with Path. I will take you through opportunity status considerations and the process for setting up Path. If you’re not up for reading, you can listen along to this series PardotLifeHacks style for Leads, Contacts and Opportunities.  Many of you may be using Opportunity Path to drive your sales process and utilize it for reporting. This post will be a good refresher and will help ensure you’re optimizing your process around the Opportunity object. For those not using Path, this post will show you how to set it up for Opportunities and I’ll address how marketing initiatives still play a key role even when dealing with the sales process. Let’s […] The post Optimize Your Salesforce Opportunities and Utilize Path for Sales and Marketing Success appeared first on Cheshire Impact.

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Jul 1, 2020

Account Based Marketing (ABM) has shifted in the B2B space from a trendy silver bullet to a strategic approach that goes beyond just the marketing team’s involvement. The new look of ABM is being called by some as Account Based Engagement (ABE). To make sense of it all, Cheshire Impact’s Founder & CMO, Casey Cheshire, hosted a panel discussion with fellow Salesforce 2020 Marketing Champions, the Senior Director of Sales, Logan Childs, and the Head of Solutions Architecture and Pardot Life Hacks Podcast Host, Jennifer Lynn Schneider, to share their business and marketing expertise on how ABM has evolved and what it will look like in the near future.  What is ABE? The term Account Based Engagement stresses the importance of collaboration across marketing, sales, and service to deliver personalized engagement across the entire customer journey. As Robert Archacki shared on the Pardot blog, “It conveys the cross-functional integration necessary […] The post Three Marketing Champions Tell All from ABM to ABE and the Alignment In Between appeared first on Cheshire Impact.

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Jun 24, 2020

I recently did a Quick Tip Pardot Life Hacks episode for those struggling with finding campaign members when emailing from Pardot, after they had already enabled Salesforce Connected Campaigns. You can listen along or read on to learn more about how to add prospects to the proper Campaigns based on email sending and engagements.  Many of you have enabled Pardot Lightning, Engagement History, created your Campaign hierarchy and report types and are using Salesforce Connected Campaigns. Be proud #pardotlifehacker, be proud. Now perhaps your team has been sending Pardot emails that belong to numerous Campaigns, and when you check out your reporting you see clicks and opens but no people inside those Campaigns. You might be thinking, “What?? Why don’t I have any Campaign members?!?” Simply put, you need to add them to the Salesforce Connected Campaign. Now I can already hear your disdain. “What do you mean, Jen? It’s […] The post Be Sure To Do This When Using Salesforce Connected Campaigns and Sending Pardot Emails appeared first on Cheshire Impact.

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Jun 17, 2020

It is imperative that B2B companies have an Account Based Marketing (ABM) strategy in place in order to make the most of their marketing efforts. With less than 1% of marketing leads becoming customers, businesses cannot afford to be wasting time and money on prospects that will never become closed won opportunities. How can the Salesforce Pardot platform fit into your ABM strategy and enhance its reach? Our Founder & CMO Casey Cheshire, recently did a webinar on how to use the technology for your ABM approach, and I have included the top takeaways here. Why is there no “I” in Pardot and ABM? Let’s see… ABM is Not a Solo Marketing Approach We are stronger together, it is why Maverick had Goose, and why trailblazers have the Salesforce Ohana. It is the same with ABM. The “I” in this case is representing marketing in a silo. Having an account […] The post There is No “I” in Pardot and ABM appeared first on Cheshire Impact.

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Jun 10, 2020

I recently spoke with Casey Cheshire on The Hard Corps Marketing Show about sales and marketing alignment. Oftentimes, marketers do not get to hear the alignment discussion from the voice of a sales leader that is pro marketing. I am the Senior Director of Sales at Cheshire Impact and am humbled to have been named a 2020 Salesforce Marketing Champion, I am a sales team member that understands and advocates for the value of marketing. Therefore, it is time for the talk. A no fluff way of letting marketing know what sales really wants from them, while providing encouragement to marketing to continue to ask of sales what is needed. So how can it be done?   What Sales Wants from Marketing The myth that I dispelled on the podcast with Casey is that sales can survive on their own. This is not feasible in today’s market. Sales on their […] The post The Inside Scoop: What Sales Really Wants from Marketing appeared first on Cheshire Impact.

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Jun 3, 2020

As much as things change, many things stay the same.  Not so long ago, I remember hustling to get a campaign out each month.  These days, many marketers are in similar shoes but with a twist- this time they’re hustling to get their ABM campaign out the door. How much is different?  Did we literally just add three letters to the monthly marketing activities or have we integrated a new strategy?  If we’re honest, a lot of us are going to say the first one- or at least it feels that way. It’s because we’re missing a step.  Like skipping the first few pages of Lego directions or two random ingredients in your homemade brownie recipe, the end result may not look like what’s on the cover! I didn’t realize the extent that my “brownies” looked more like Jello pudding until my recent podcast conversation with Scott Vaughan, Chief Growth […] The post The Step Most Marketers Miss Before Deploying ABM appeared first on Cheshire Impact.

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May 27, 2020

As buyers are experiencing customized content according to their habits and buyer behavior from brands such as Amazon, Spotify, and Netflix, they will expect a similar dynamic experience in their B2B purchasing process. Marketing automation makes it possible for businesses to keep up with the personalized B2C experience with dynamic content. This Pardot feature automatically changes its display based on the criteria set, to target a specific segment.  When most teams hear dynamic content, they think, “That would be nice, but we are not quite there yet.” Everyone has to start somewhere, the key is to get started. On The Hard Corps Marketing Show podcast, Jennifer Lynn Schneider, Salesforce Marketing Champion, host of Pardot Life Hacks, and Head of Solutions Architecture at Cheshire Impact, had a conversation on dynamic content, with Salesforce Marketing Champion, Founder & CMO, Casey Cheshire, that was featured as a part of the Marketing Champion Spotlight […] The post Pardot Dynamic Content: The Path to Personalize appeared first on Cheshire Impact.

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May 20, 2020

Marketers are busy. They are writing blog articles, creating emails, designing their next nurture campaign, running reports, executing webinars, and doing their best to keep up with social media. When do marketers have the time to audit their Pardot environment? The problem is that if your marketing automation platform is never checked and kept up with, it could result in poor email deliverability, running out of storage and data usage, sync errors with Salesforce, and a wasted investment with unused features. Cheshire Impact recently did a webinar on the steps for a Pardot audit and to help make the idea of an audit easier for busy marketers, the takeaways from the presentation have been boiled down to four phases. But first, let’s get technical When you lose your keys, do you have the typical places that you check because you know you have lost them there before? It is similar […] The post The 4 Phases of a Marketing Automation Audit appeared first on Cheshire Impact.

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May 13, 2020

With more buyers joining events from the safety and comfort of their own workspace, whether that be at home or at the office, virtual meetings and events are becoming far more popular.  Pardot makes it easy to manage event communication with registrants and provides a way for you to insert an “Add to Calendar” link in an email, so that your registrants do not miss your event that you have worked so hard to plan. Read on to get the step by step instruction for how to include an Add to Calendar link in a Pardot email. I suggest creating an email template that can function as an auto-responder that sends to your registrants the minute they sign up. The auto-responder can be added as a completion action on your registration form. Once registrants sign up for your meeting or event, they will then automatically receive the email confirming their […] The post Using Add to Calendar Links in Pardot for Your Next Virtual Event appeared first on Cheshire Impact.

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May 6, 2020

Last month, I sat down with Anthony Greenway and Ayrielle Berryman to nail down some best practices for Salesforce Administrators. We summarized some of their wisdom here. If you’re looking for more Salesforce tips, definitely check out our entire conversation and feel free to reach out if you ever want to nerd out about Salesforce! Keep Data Consistent We all know data is important, and it starts by allowing your CRM to support proper data management.  Be sure to make the data type for any custom fields a picklist. This forces users to choose something on the list, which will keep data consistent and make it easier to create effective reporting. This also makes it much easier for the marketing team to build dynamic lists and segment in Pardot.  Don’t be afraid to use validation rules to your advantage. These will help you make key fields required at different stages […] The post Wisdom for Salesforce Admins appeared first on Cheshire Impact.

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