Key Takeaways From Elevate 2012: Pardot User Conference

Elevate 2012 was hosted in the comfortable and stylish environs of the W Hotel in midtown Atlanta. 400+ Pardot users gathered, most from the US and Canada and also a strong contingent from Pardot Nordic.

Pardot’s strong culture was evident in just about every aspect of the conference and the presentations by Pardot staff. It is clear that these uniformly young staffers are exceptionally good at what they do and are also deeply passionate about what they do. The statistic being bandied about was that the average age of a Pardashian (groan… their term) is 25.

With Pardot’s recent acquisition by ExactTarget, many of us were interested in assessing how it would impact us as customers; at the opening keynote by Pardot COO and co-founder Adam Blitzer and ExactTarget CEO Scott Dorsey, we learned that we should really just expect “more, faster.” It is clear that the two organizations share many of the same core principles and corporate culture, and that this is a very good fit. An immediate goal is to integrate Pardot’s marketing automation platform with ExactTarget’s email delivery infrastructure, which will signifiacntly boost email deliverability and capacity.

The educational sessions were rife with marketing automation best practices, intelligence on what is working in B2B marketing, Pardot’s product roadmap, and topics as diverse as Agile Marketing and ways that MA software can bridge the gap between marketing and sales. As a Demand Gen agency and Pardot Partner, we’re used to synthesizing complex data into strategies that drive to the heart of the matter — revenue goals for our clients.

In attending nearly a dozen sessions over two days, one can experience a bit of information overload, but it’s easy to notice the recurring themes that emerge from all presentations. Here are a few:

  • Create and market content relevant to your prospects
  • Your metrics tell you what is working — pay attention to them
  • Speak to your prospects’ pain points, not to your own awesomeness

Of course, one of the key elements of any conference is networking. I was pleased to meet so many of the Pardot staffers with whom I’ve had virtual interactions, as well as some of the ExactTarget team. I experienced genuine interest in my opinions of the product, and received real answers to my questions about the Pardot platform and the organization.

What are you doing to increase the effectiveness of your marketing automation efforts?  Get in touch to bring your demand generation efforts to the next level and we’ll see you at Elevate next year!


Jim Ruberto

Author Jim Ruberto

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Jim and his team are responsible for all aspects of technology development and implementation at Intelligent Demand. Jim’s deep and varied backgrounds in information technology, software engineering, finance, and system design helps him lead ID’s technology practice down a path that leads to transforming how our clients grow revenue.

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