TABLE OF CONTENTS INTRODUCTION…………………………………………….......3 CHAPTER FOUR……………………………………………….....32 Be a better B2B marketer. Be better at email marketing. Get a glimpse into the challenges of modern B2B Learn how to build a successful email program from marketing — plus a first look at the best practices, start to finish, and optimize your messages for the tips, and advice this e-book provides. inbox. CHAPTER ONE……………………………………………….......4 CHAPTER FIvE……………………………………………….......43 Be better at lead generation. Be better at content marketing. Learn how to generate high-quality leads with Learn to create and implement an effective strategy marketing automation features like landing pages, that promotes and tracks B2B marketing content. forms, and progressive profiling. CHAPTER SIx………………………………………………..........55 CHAPTER TwO……………………………………………………13 Be better at webinars and events. Be better at lead qualification. Make the most of your B2B marketing events Be able to distinguish between lead scoring and lead investment. grading, and learn why you need both. CHAPTER SEvEN………………………………………………...64 CHAPTER THREE………………………………………………22 Be better at social media. Be better at lead nurturing. Optimize your social media accounts by planning a Depending on your level of experience, this chapter social content strategy, building a following, and setting can help you lay the groundwork for successful (and reaching) goals. nurturing campaigns or help you improve the processes you already have in place. CHAPTER EIGHT……………………………………………….....72 Be better at ROI reporting. Get a quick overview of closed-loop reporting and a list of valuable ROI metrics to track. 2 / Pardot