Author Archives: Breda O'Connor

About Breda O'Connor

Breda is a Marketing Content Specialist at ZoomInfo. Prior to ZoomInfo, she worked on social media, content creation, and email marketing on the agency side.

8 Clichés to Cut from B2B Communications

b2b communicationsTo be honest, clichés are all around us in the business world.  In fact, 61% of offices report rampant abuse of clichés (source). Whether you’re trying to move the needle or think outside the box, the truth is the use of buzzwords or phrases in B2B communications gets in the way of productivity.

We’re all guilty of using the occasional buzzword. However, it’s important to cut fillers from our conversations and make each interaction count.

Before you send your next email or make your next phone call, make sure you don’t use these top clichés : Read More

4 Ways Sales Reps Can Use Content to Close More Deals

close dealsIn a recent blog post, we examined just how effective content marketing can be at generating leads. Hint: it costs 64% less than traditional advertising and generates about three times as many leads (source).   What many fail to realize is that lead generation is just the beginning when it comes to content marketing.

Today, we’re talking to the sales reps out there. Keep reading to learn how B2B sales professionals can leverage marketing content to close more deals. Read More

4 Ways to Improve Communication in B2B Sales

b2b salesThe recent influx in communication technology has caused B2B sales reps to shift to social media, email, and even texting as a way to connect with prospects and customers. Yet none of these methods can match the effectiveness of a face-to-face conversation.  In fact, 85% of sales reps say they build stronger, more meaningful business relationships during in-person meetings and conferences (source).

With that in mind, here are a few tips to better facilitate in-person conversations with your prospects and customers: 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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6 Ways to Re-Engage Inactive Email Subscribers

campaign optimizationDid you know that the average permission-based email list contains 60% inactive subscribers (source)?

Despite your best efforts to mix up content, experiment with subject lines, and test optimal send times, it can be difficult to connect with “dead” subscribers.

Today, we show you six campaign optimization tips that will help re-engage your inactive subscribers.

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A B2B Marketer’s Guide to Personalized Messaging

B2B marketing professionals have to cut through thousands of messages each day in order to connect with qualified buyers.  A good way to get your message heard is to employ personalized marketing tactics. In fact, in a study of 650 multi-channel marketing campaigns, personalized campaigns consistently and overwhelmingly beat out static campaigns in generating a high response rate from recipients (source).

Continue reading to learn the dos and don’ts of personalized marketing:

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Flip Your Sales Funnel with Account-Based Marketing

account-based marketingThe traditional B2B growth model relies on marketing to generate and nurture leads throughout the buying cycle. However, the sales funnel has evolved. Today, customers have unprecedented access to information about products and services, causing buying habits to change.

Enter Account-Based Marketing (ABM). ABM has taken the conventional sales funnel and flipped it on its head. Rather than focusing on people, this new approach aligns sales and marketing departments behind a common goal—acquiring key accounts.

Here are some important benefits of ABM:

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How to Use Social Media for B2B Sales and Marketing

b2b sales and marketingIn a 2010 blog post, ZoomInfo covered the importance of social media in the business world. At the time, LinkedIn only had 64 million users (compared to the 467 million users today), Twitter had just introduced promoted tweets, and Instagram was brand new. Yet, analysts were already predicting the vast influence social media would come to have on B2B sales and marketing.

And they were not wrong.

Fast forward six years and 93% of B2B organizations are active on social media. In fact, the average B2B company is on 6 different social media channels (source).

In today’s post, we answer the same questions we asked six years ago to see how social media has evolved.
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In an Online World, Face-to-Face Interaction is Still Key in B2B Sales

body langaugeThe accessibility of electronic devices and sales solutions has made it easier than ever to reach prospects and execute sales without any face-to-face interaction.

However, one model indicates human communication is comprised of 7% words, 38% paralinguistic (the way that the words are said), and 55% facial expression or body language. Applying this to B2B sales, in-person meetings are still one of the most effective ways to close a deal—regardless of technological advances.

Before you abandon your email and phone strategies, it’s important to note that phone calls and emails are still an essential component of most sales outreach. Here’s our take:

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