5 Signs You’re Not Tracking Marketing ROI Effectively

marketing roiAs a marketer, your results are directly dependent on strategy and budget. But—to gain buy-in from executives and decision makers, you must be able to confidently demonstrate your ability to contribute to the company’s bottom line.

Enter ROI. Measuring marketing ROI is no longer optional—and while most marketers understand this, it’s a lot easier said than done. In fact, 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results as a means to justify budgets (source).

Continue reading to learn how to identify and fix ROI tracking problems so you can better prove that your marketing efforts are paying off.

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Data Decay: Is Your B2B Database Full of Rotten Apples? [infographic]

Data decay happens naturally because of how often people change jobs or titles, companies go out of business, and mergers occur. Because of this, many organizations are working with a B2B database that is cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.

The experts at ZoomInfo put together an infographic outlining data decay’s costly impact. Here are some statistics for you to pay attention to:

  • 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate
  • Up to 25% of B2B database contacts contain critical errors
  • 40% of business objectives fail due to inaccurate data
  • 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done

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How to Conduct a Win/Loss Analysis in B2B Sales

b2b salesA win/loss analysis is the process of studying past business deals in order to generate valuable insights about your company’s selling practices. The insights garnered from this type of analysis can be instrumental in growing your business and increasing revenue.

In fact, companies that conduct win/loss analyses consistently outperform those that don’t in the following areas (source):

Customer retention rate: 60% vs. 48%
Reps attaining quota: 51% vs. 47%
Lead conversion rate: 23% vs. 17%

Continue reading to learn how you can incorporate win/loss analysis into your B2B sales process. Read More

For the Love of Marketing – A Guide to Date Night [Infographic]

Are you looking for a date this Valentine’s Day or to have the perfect night with your significant other? Need to find a special place for dinner with your girlfriend, boyfriend, husband, or wife? It’s simpler than you think. All you need to do is apply your marketing skills and you’ll end up having the best Valentine’s Day to date!

Check out the infographic below to learn more:
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10 Best Sales and Marketing Blog Posts of 2016

sales and marketing blogAlthough 2017 has officially begun, we’re not quite ready to let go of 2016. The ZoomInfo team spent the year creating some truly exceptional pieces of content and we want to share them with you.

This round up contains our most popular sales and marketing blog posts of 2016.  Continue reading for cutting edge tactics, innovative tips, and sales and marketing insights that will set your strategy on the right path for 2017. Read More

3 Ways to Warm up Cold Calls

cold callEven the most experienced B2B sales professionals aren’t thrilled by the idea of picking up the phone and calling a new business prospect. Yet, cold calling is still an essential part of selling. In fact, 78% of decision makers polled have taken an appointment or attended an event that came from a cold call (source).

Continue reading for our three tips to warming up cold calls.

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The Pros and Cons of Standardized Job Descriptions

standardized job descriptionsJob descriptions are an important part of hiring and managing employees. But, if you’ve ever written one, you know how difficult it can be to succinctly explain the full depth and breadth of a given position. In the face of this challenge, many companies and recruiters have turned to standardized job descriptions to advertise new openings.

Although not all jobs are the same, there are many elements of a job description that never change. According to Salary.com, these are: job title, location, Fair Labor Standards Act status, position summary, major responsibilities, job qualifications, and working conditions.

These elements can be used to develop a reusable template or standardized job description. While this type of job posting can streamline the hiring process, there are some drawbacks.

Let’s take a look. Read More

How to Enrich Your Marketing Database [Infographic]

enrich marketing databaseYou’ve probably heard people say sales is a team sport. But what about marketing? If you think about it, B2B marketers are a lot like football players (really)! Stick with us here: your goal is to win big, creating effective campaigns that generate leads. But that doesn’t always happen. Maybe your B2B data is outdated, preventing you from getting the first down. Or maybe there’s an interception, as you try – and fail – to pass leads on to sales. Either way, there’s room for significant improvement. Read More

3 Ways “Company Attributes” Can Help you Identify and Engage with Your Target Audience

buyer personaIn late 2016, ZoomInfo launched a new feature to our platform called Company Attributes. With this tool, customers can now quickly select accounts that match their value propositions, based on multiple layers of specific criteria. The growing list of nearly 200 attributes covers characteristics like sales and marketing technologies, department size and structure, location, founding date, website ranking, and more.

Let’s take a look at how this feature can help B2B marketers better identify and engage with their target audience.

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