I’ve always been kind of “meh” on the term ABM, because it is so frequently misused.
Some vendors try to use the label “ABM” to define a product or a product category — but if you’re truly embracing an account-centric strategy, ABM is way more than a single product or tool. It’s an approach that should permeate every aspect of your marketing and sales efforts.
My definition for ABM is a marketing and sales program designed at penetrating a defined list of target accounts that meet specific criteria. Steps in running a comprehensive account-based program include: Continue reading When ABM Meets Conversational Marketing
If I hear someone complain that they don’t like the email and landing page editor in Pardot, my first thought is: “your implementation partner didn’t set your templates up well for your needs.”
Don’t get me wrong, there are absolutely things in the editor experience that could be improved. But there are also a lot of things that can be built into the template to simplify the process for making updates, customizing, and minimizing the potential for error when the templates are being used.
Here are a few best practices to consider as you build out Pardot email templates: Continue reading 11 Tips for Building Stunning & Flexible Email Templates in Pardot
One of the newest additions to the Sercante team, Skyler Nakashima, recently wrote an awesome post on How Pardot’s New Handlebars Merge Language Improves Personalization.
Spoiler alert: it’s exciting stuff. (And not just because of the artsy bike photography I’m collecting to use in future blogs.)
If you’re sold on the perks of HML and ready to get started, then read on about how to turn this on for your org! Continue reading How to Enable Pardot’s New Handlebars Merge Language (HML)
One of the many, many things that I love and admire about Salesforce is the emphasis the entire company places on diversity and inclusion. It’s really from the top down — Marc Benioff is a fierce advocate for representation of minorities and women in tech, and as a Salesforce partner I’ve seen this trickle down to the various regional offices I’ve had the pleasure to visit.
But there’s more work to be done. Continue reading Women & Minority Business Owners: Make A Splash at Dreamforce with This Diversity Scholarship
It’s an increasingly competitive environment to try to catch anyone’s attention — your prospects, your customers, even that dude on Tinder (okay, kidding on that last one). But seriously — our span of attention just keeps getting smaller, and our inboxes keep getting fuller.
So how’s an email marketer to stand out in this environment? Continue reading Using Preview & Preheader Text in Pardot to Encourage Opens: Questions & Answers
I’ve been enjoying the last few weeks of summer… particularly Pardot’s announcement to update to the syntax of their variable tags from Pardot Merge Language (PML) to Handlebars Merge Language (HML).
Why Handlebars Merge Language is More Exciting Than it Sounds
We’ve all seen this scenario play out… Continue reading How Pardot’s New Handlebars Merge Language Improves Personalization
Right before I started Sercante, I had a little career and emotional bump in the road.
At the time, it felt catastrophic. Soul crushing. Continue reading Thank the Pargods for the Chip On Your Shoulder…
Junk data — it’s an inevitable problem in any Marketing Automation system.
I’m talking about the Test@TestyMcTestface.com prospects of the world and other erroneous records that you just don’t need in your org.
From spambots, to competitors, to prospects who want your content but really don’t want to provide their info, junk data is going to find a way to get into your system. It’s a fact of life.
However, by employing some of Pardot’s native features and setting up dynamic lists to identify junk data, you can quickly and easily give it the boot. Continue reading Junk Data in Your Pardot Org: Why it Matters and How Admins Can Mitigate & Manage It
Inspired by the upcoming WITness Success conference, I recently posted a list of Women-Owned Salesforce Partners & ISVs.
Spoiler alert: this list isn’t super long, and I’d love to change that. Continue reading The 8 Best Ways to Support Women-Owned Salesforce Businesses
This week is WITness Success 2019, the annual gathering of Salesforce Women in Tech. I’ve never been before, and I’m really excited to attend.
My friend Mel Fellay (the founder of Spekit) and I were thinking about organizing some kind of event for female founders, and it struck me that I don’t know very many female entrepreneurs in the Salesforce ecosystem. So I turned to Google – and started compiling a list of every woman-owned business related to Salesforce that I could find. Continue reading Women-Owned Salesforce Partners & AppExchange Companies: A Running List