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 […] The post The Perfect ABM Match: Terminus and Salesforce Pardot appeared first on Cheshire Impact.

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 […] The post Preparing Salesforce Pardot Reporting for Revenue Operations appeared first on Cheshire Impact.

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 & 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 […] The post 7 Strategies for Sales & Marketing Alignment appeared first on Cheshire Impact.

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.” – Casey Cheshire “Aligning your sales, marketing, service teams, and technology.” – Jennifer Lynn Schneider “Marketing, sales, and operations having an aligned strategy of how they can work together across the customer journey, with defined responsibilities.” – Logan Childs […] The post Why Aligning Your Teams and Tech Stack Means Revenue Optimization for Your Business appeared first on Cheshire Impact.

Cheshire Impact recently did an email marketing workshop where our team critiqued emails for ways they could improve to illicit recipient engagement. Throughout the workshop the resounding theme was the difference between sending a corporate marketing email versus a personal text email. To view the full workshop, check out the recording, or continue reading for the highlights of the difference between a corporate and personal text email and the best practices for design, the subject line, and messaging. Corporate Marketing Emails Corporate marketing emails have lots of images, contain company logos, and call to action buttons. They are often used for sending blog updates, event invitations, or promotions that a business is running. Throughout the workshop discussion, Founder & CMO, Casey Cheshire, discussed corporate email best practices, which are included below. The sender should come from the company, for example, info@cheshireimpact.com. The call to action should appear above the fold. […] The post The Email Marketing Dilemma: Corporate vs. Personal Text Emails appeared first on Cheshire Impact.

A lead says reach out in six months, a prospect wants to know more about your product or service, and a contact just entered your pipeline. How do you build the right Pardot nurture campaign for each individual need? The answer, using Engagement Studio to create multiple nurture campaigns. Our Founder & CMO, Casey Cheshire, recently did a webinar on how to effectively manage and design multiple Pardot nurture campaigns. For the full webinar check out the recording or continue reading on for the highlights. What is nurturing? As marketers we have to remember that we are not trying to sell to our customer, but we are trying to deepen the relationship with them and keep our brand top of mind. In order to deepen the relationship, we need to nurture it.  So what is nurturing by definition? As Casey stated “To care for and encourage the growth and development […] The post Building the Right Pardot Nurture Campaign appeared first on Cheshire Impact.

Hey #Trailblazers, Martech gurus, Operational Warriors  and Marketing heroes,  I recently did a podcast episode on navigating among the Salesforce Reporting Trifecta, Lightning Reports & Dashboards, B2BMA and B2BMA Plus.  Each of these reporting options comes with great capabilities for showcasing your marketing campaign performance data. However, which option should you choose for different use cases? I included my considerations here for using each reporting option to help you decide which is best for your task. If you want to also check out my roadmap for reporting, check out the full episode! Salesforce Lightning Reporting Before being able to use Salesforce Lightning Reporting, there are a list of technical prerequisites that need to be in place. I have listed them below. Connected Campaigns Enabled Advanced Campaign influence Enabled Pardot Lightning Enabled Engagement History Enabled Engagement History Report Types created Use the Contact role related list on the Opportunity Object If […] The post The Salesforce Reporting Trifecta: Lightning Reports & Dashboards, B2BMA and B2BMA Plus appeared first on Cheshire Impact.

Hey #Trailblazers! I recently did a QuickTip on how to prepare Pardot-only users for the Spring ‘21 release and the setup for Single Sign-On. As Pardot-only users will need Salesforce credentials to login to Pardot, you may be considering making the shift to have your sales and marketing on one platform. To help marketers advocate this to their Salesforce admins, I shared some benefits to help fuel their case to make this rewarding shift. Benefit #1 Information Sync When you have information updating for your lead, contact, account, opportunity records, and marketing campaign influence  syncing in real time, it allows for all departments to be up-to-date. They can see the results of their efforts enriching lead and contact records along with the pipeline increasing. This common view helps for teams to collaborate and also for sales and operations to see the value that the marketing campaigns are bringing to the […] The post The 5 Benefits of Having Sales and Marketing on One Platform appeared first on Cheshire Impact.

Casey Cheshire, Founder & CMO of Cheshire Impact, recently had a Q & A session with Cheshire Impact’s Business Consultant & Salesforce Strategist, Ayrielle Berryman, on the tips for how marketers could best align with their Salesforce Administrators. To hear their full conversation check out the recording, or continue reading on to get the highlights for better marketing and salesforce admin alignment. Ayrielle was a marketer that started helping out the Salesforce team at one of her former companies and thus began her double agent mind between the marketing Pardot user and the Salesforce Administrator. Today, she has years of experience helping businesses to succeed on the Salesforce Pardot platform. As she has walked both sides of the line, she can empathize with the marketers that want to automate processes and have new ideas of how to incorporate this with the Salesforce database, but she can also understand how the […] The post 3 Tips from a Double Agent on Marketing & Salesforce Admin Alignment appeared first on Cheshire Impact.

Our Founder & CMO Casey Cheshire, recently participated in an Insider Insights discussion with Katie Morse, VP Marketing at Develop, on the Path to CMO. Career paths are not always a straight line and are often now a windy road with several detours and off ramps.  What does the path to a marketing executive position look like for a marketing trailblazer? Listen to their full conversation or read on for the highlights. A Degree Does Not Equal A Position If you did not get a marketing degree, it does not mean that you cannot become a CMO. Just because you graduated with a marketing degree, does not mean that you will become a CMO. Casey went on to explain that the skills needed to become a CMO are acquired through experience and training, not necessarily through time in a classroom.  He advised that students and marketers that have recently graduated […] The post A Marketing Trailblazer’s Path to CMO appeared first on Cheshire Impact.