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Marketing automation has been around for a little while now, but few marketers fully optimize how they use this crucial technology. On this episode, we sat down with Casey Cheshire (LinkedIn | Twitter), Founder & CMO of Cheshire Impact to learn how to optimize a marketing automation strategy, best practices for aligning with sales, and much more. Casey is also the author of “Marketing Automation Unleashed: The Strategic Path for B2B Growth,” a book that digs even deeper into these topics.

3 Key Takeaways:

– Don’t think of your prospects as transactions.

– Take a step back every now and then and think about the bigger picture of what your marketing, marketing automation, and overall strategy are.

– Make sure your sales team and marketing team are aligned on a common vocabulary.

Key Quotes

“I’ve always loved technology and I’ve always loved people and I found that it’s fun when they’re both involved.”

“Strategy, process, and technology. And so that’s the flow of my book. We approach it by asking ourselves: how do you maximize marketing automation within the idea of strategy. What are the strategies that you want to actually unleash in the world with your marketing automation?”

“What is marketing automation? Capture, nurture, automate.”

“Your data is constantly degrading. Email addresses are changing. We’re working at a different company now. So our leads aren’t as nearly as static as we think they are.” 

Bio:

Casey is the Founder and Visionary of Cheshire Impact, as well as the creator and host of the Hard Corps Marketing Show. He is a digital marketing thought-leader and marketing automation strategist who has shared his craft with thousands of marketing enthusiasts at industry events and trade shows across North America including Dreamforce and Connections. With a proven track record of building and optimizing lead generation, e-commerce engines, and content strategy to achieve measurable and sustainable revenue growth, he has become a resident expert in the B2B Sales & Marketing industry.  Prior to joining Cheshire, Casey served in the U.S. Marine Corps where his leadership skills and strong work ethic further evolved and have become the backbone of our company’s core values.

Casey lives in Nashua, New Hampshire with his wife and two children where he’s an avid skydiver, mountaineer, triathlete, and believer in the power of pushing one’s limits to achieve both personal and professional success.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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