A recent triumph from New York Times best-selling author Tim Ferriss, Tools of Titans, is an all-encompassing compendium of knowledge, tools and routines from the world’s greatest performers in sport, business and the arts.
The book cites household names such as Arnie, Jamie Foxx and Seth Rogan, while lesser-known but equally admirable titans including Seth Godin, Noah Kagan and Jocko Willink also feature. The book does a fine job at distilling the tools that these behemoths of society adopted on the road to extraordinary success.
Ferriss’ encyclopedia of tricks and tips has inspired me to compile my own shortlist of tools that I believe are imperative for B2B marketing success. On the surface, these tools might seem like ‘a given’. However, it’s in the execution and contextual application where true value can be realized.
Steve Jobs taught us to ‘think different’. Taking a marketing application or platform out of the box and expecting it to deliver for us is naive and lazy. As modern marketers, we need to view the application both holistically and technically in equal measures. There are almost two strands of project execution required for each tool that must entwine seamlessly.
It all begins with marketing automation and Pardot is as good as any at enabling powerful prospect and customer nurturing through an ensemble of actions, triggers and rules. Pardot’s latest iteration of its automation tools, Engagement Studio, is the true intelligence engine of Pardot where “users can build, test and improve complex engagement programs on a central canvas”.
Out of the box Pardot is often set up as a souped-up MailChimp but it is so much more than that. By building out the architecture of your B2B marketing programs within the system your team can begin to leverage the true power of marketing automation.
What this means in practice is defining your customer types, your campaigns, and your aims and subsequently mapping these into Pardot through a well-thought-out taxonomy of folders and digital assets.
Marketing teams can’t solve business problems if automation isn’t intrinsically aligned and integrated with CRM. The aim of the game is to deliver piping hot leads for salespeople to convert.
Salesforce and Pardot produce market-leading integration with reciprocal synchronizing of prospects every 2-4 minutes. This means your sales team will be equipped with the latest prospect knowledge, helping them to convert marketing qualified leads at the right time.
Think about the role of custom fields within your automation programs. What information is valuable to your sales team and how can this be incorporated into your program forms so that you can start profiling prospects? Remember, one size doesn’t have to fit all. You can build out different profiles for all your various prospect types. We can’t afford to treat every type of prospect the same and with marketing automation, we don’t have to.
Webinars are a proven method of generating sales-ready leads for a fairly low cost. Your company is littered with experts in your field and your products. Position yourselves as thought leaders by delivering compelling presentations to the masses from the comfort of your office. Think about how Ted Talks has grown exponentially over the past decade to become the leading event/video conference for sharing ideas. Host your very own Ted Talks to start driving conversations with prospects about the latest trends in your sector or new products.
Pardot allows marketers to manage a webinar campaign with Engagement Studio. It has reciprocal sync integration with Citrix GoToWebinar. The tools combine to seamlessly register attendees for events, be dynamically placed on lists, display event-specific content and so much more.