10 Modern Marketing Skills You Must Perfect

marketing skillsWhat makes a marketer successful? However you answer that question, one thing is for certain—it’s a different answer than the one you’d give five years ago. The marketing industry lives in a constant state of evolution. New trends and technologies emerge regularly and quickly change the way we interact with customers and prospects.

Today, we take a close look at the most essential skills modern marketers must possess to keep up with the current marketing landscape. Whether you’re a marketing manager trying to build a more diverse team, or a recruiter looking for the perfect hire—these are the marketing skills to keep an eye out for. Continue reading “10 Modern Marketing Skills You Must Perfect”

How to Drive Business Growth Using Net Promoter Score

net promoter scoreSuccessful B2B businesses all have something in common– a segment of loyal customers who regularly purchase and recommend their products and services. Consider these statistics:

  • A 5% increase in customer retention can increase profits between 25% and 95% (source).
  • Current customers spend 67% more on average than new customers (source).
  • Customers who are highly engaged with a brand make 90% more frequent purchases and spend 60% more on each transaction (source).

But, building a loyal following isn’t easy. You must constantly work to measure and improve the customer experience. Fortunately, businesses can simplify this process by using a popular customer loyalty metric known as Net Promoter Score. Continue reading “How to Drive Business Growth Using Net Promoter Score”

The Risks of Personalization: When Marketers Cross the Line

risks of marketing personalizationPersonalization. It’s one of the most talked-about trends in the marketing world today. Marketers—us included—continue to preach the importance of understanding your customers and delivering targeted, personalized campaigns based on what you know about them.

But, what we haven’t discussed are the risks of personalization—or more specifically, what happens when a campaign is too personalized. Today, we explore the negative side of personalized marketing, and the tactics you must avoid if you want your customers to trust your brand. Keep reading! Continue reading “The Risks of Personalization: When Marketers Cross the Line”

The Ultimate List of Marketing Podcasts

marketing podcastsTen or so years ago, podcasts were just a blip on the average marketer’s radar. Although the medium existed, it certainly wasn’t as common or as popular as it is today. In fact, 48 million Americans listened to podcasts weekly in 2018—that’s 6 million more weekly listeners than there were just a year ago (source).

Given its rising popularity, podcasting is now an avenue marketers can explore to publish more branded content and reach new audiences. But, it’s also a great resource for marketers who simply want to learn new tips and strategies or find a bit of motivation for their day-to-day efforts. Continue reading “The Ultimate List of Marketing Podcasts”

The Definitive Guide to Talent Mapping for Recruiters

talent mappingOften, HR departments hire reactively— meaning they only seek to fill positions as they open up. Talent mapping, on the other hand, is a proactive approach used to forecast long-term hiring needs and subsequently cultivate organizational support for new roles over time. Essentially, talent mapping bridges the gap between a company’s goals and the personnel they must hire to reach them.

On the surface, talent mapping might seem simple, but as a company grows and evolves it can be difficult to predict future hiring needs. To execute talent mapping successfully, HR professionals must have a firm grasp on many different moving parts within a multitude of departments. Continue reading “The Definitive Guide to Talent Mapping for Recruiters”

6 Bad Habits Hurting Your Email Marketing Program

bad email marketing habitsEmail marketing might not be the newest or flashiest marketing channel—but it’s one of the most effective at generating revenue and engaging your customers. The statistics speak for themselves:

  • Email marketing has an ROI of 4400%, or $44 for every $1 spent (source).
  • Email is the third most influential source of information for B2B audiences (source).
  • 59% of B2B marketers say email is the most effective channel for revenue generation (source).

But, here’s the thing about more traditional channels like email marketing—it’s easy to adopt bad habits or outdated practices. Continue reading “6 Bad Habits Hurting Your Email Marketing Program”

7 Modern Tips to Leave a Better Sales Voicemail

sales voicemailToday’s sales professionals have more ways than ever to get in touch with prospects. And yet, sales reps can’t escape the most common and often the most frustrating method of sales prospecting communication—and that’s voicemail.  

There’s no way around it—sales reps spend a lot of time leaving voicemails, and unfortunately, most go unanswered. Consider these statistics (source): Continue reading “7 Modern Tips to Leave a Better Sales Voicemail”

September 2018 B2B Blog Post Round-Up

b2b blog post round-upWelcome to the latest edition of our B2B blog post round-up series! Every month we feature the content ZoomInfo writers have contributed to outside publications—so if you’re up-to-date on the ZoomInfo blog posts, these additional posts should tide you over.

This month’s edition features content related to SEO vanity metrics, gaining a customer’s trust, critical marketing metrics, and so much more. Let’s get into it! Continue reading “September 2018 B2B Blog Post Round-Up”

A Guide to Latent Semantic Indexing and LSI Keywords

lsi keywordsSince the advent of the search engine, SEO tactics have been in a constant state of evolution. Fortunately—or unfortunately, depending who you ask—it’s no longer enough to rely on blog comments, keyword stuffing, and directory listings to get your content on the front page of Google search results.

In order to appeal to modern search algorithms, there are many new considerations content creators and website managers must make. One such consideration is Latent Semantic Indexing—or LSI keywords. Continue reading “A Guide to Latent Semantic Indexing and LSI Keywords”