Author Archives: Krysta Williams

Get More Wins from Your B2B Webinars

b2b webinarsWhen it comes to content marketing, there is nothing B2B marketing professionals love more than webinars – and for good reason. Whether you’re trying to attract new prospects, or keep your existing customers engaged, webinars can have a huge impact on your bottom line.

Consider these statistics:

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7 Ways to Incorporate Video into Your B2B Marketing Strategy

b2b video marketing

In a 2010 blog post, ZoomInfo discussed the emergence of video as an effective vehicle for B2B marketing communications. At that time, nearly 60% of brand managers planned to invest more resources in online video in the next 12 months.

Today video remains a hugely successful tactic in the B2B marketing world. In fact, nearly 76% of B2B marketing professionals report including video content in their overall digital strategies (source).

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4 Reasons to Hire a Social Media Manager

social media manager

In a 2010 blog post, we state that in order to stay viable, B2B companies need to hire a social media manager. Today, the role of a social media manager is more important than ever. According to one recent study, 93% of B2B marketers reported social media as the most utilized marketing tactic of their teams (source).

As social media continues to grow, the need for a social media manager has grown as well. In 2010, a search for social media managers on Indeed.com returned 7,100 results. Today, that number has sky-rocketed to over 24,000 open positions.

In today’s post, we explain why so many B2B organizations are choosing to hire a social media manager.

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The B2B Marketer’s Guide to Storytelling

b2b storytellingAs mentioned in a previous blog post, storytelling has recently become a viable and effective B2B marketing tactic. In fact, 41% of marketers cite storytelling as a top priority for their marketing teams in 2016 (source).

Though storytelling has become commonplace in the B2C realm, B2B marketers still struggle to find a place for the tactic within their campaigns—and for good reason. How can you tell a story within an ebook, a datasheet, or whitepaper?

We admit it’s difficult. But, when done correctly, stories have an innate ability to form deeper, more meaningful connections with prospects. Continue reading to learn how you can generate more success with your marketing campaigns using the age-old art of storytelling. Read More

The B2B Marketer’s Twitter Handbook

twitter for b2b marketing

In a recent post, we explored the value of Twitter as a B2B sales tool. Today, we’re re-examining this topic, but this time we’re looking at Twitter from a marketing perspective.

Continue reading for the B2B Marketer’s Twitter Handbook.

The Situation

Since its release, Twitter quickly garnered traction in the B2B marketing realm. In fact, 87% of B2B marketers report using Twitter as part of their social media strategy, trailing LinkedIn as the number one platform by only 6% (source).

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B2B Brand Storytelling: A Q&A

brand storytelling

There is no greater asset to your company’s content marketing strategy than the ability to tell a good story. Commonly thought of as a B2C tactic, brand storytelling has gained immense popularity in the B2B realm over the last few years. In fact, 41% of B2B marketers agree that improving storytelling tactics is a top priority for their team (source).

While many B2B marketers recognize the importance of storytelling, they still struggle with the concept. What is it, and why exactly has it become a necessity? In today’s post, we tackle your toughest questions regarding storytelling.

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B2B Marketing Automation: A Q&A

b2b marketing automationZoomInfo first discussed the use of marketing automation six years ago. Since then, a lot has changed in the B2B marketing world. Marketing automation has grown immensely. In fact, 55% of B2B companies report using marketing automation as part of their marketing strategy (source).

While the use of marketing automation has become more prevalent since 2011, marketers still struggle to fully leverage the capabilities of their marketing automation software. In fact, a recent study reported only 14% of marketers describe their use of marketing automation as “good” or better (source).

In an effort to provide an updated look at marketing automation, we’re answering the same questions we covered in our original post from 2011. Read More

36 B2B Data Statistics: The Effect of Dirty Data on ROI

b2b data

There is no greater asset to your organization than your B2B database. However, when your database becomes cluttered with outdated, incomplete or inaccurate contact information, it can prove to be a costly obstacle along your route to success. From marketing, lead generation and customer relationships, to sales and even revenue, dirty data can have an insurmountable impact on all areas of your business.

As frustrating as it may be, data decay is a natural outcome of the ever changing B2B landscape; professionals are constantly changing positions, titles, locations and places of work, rendering data useless. Even if you don’t see the direct impact of dirty data to your bottom line, there is no question that your sales and marketing teams would perform even better if your contact data was regularly cleansed and optimized.

Still not convinced? Let’s see if some cold, hard facts can change your mind. Here are 36 statistics about dirty data that highlight the importance of database maintenance:

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6 Steps to B2B Blogging Success

In 2010, we first discussed the importance of B2B blogging. We wrote, “along with social media platforms, blogs are a fundamental way for B2B companies to communicate with their customers about their products and services.” While this still holds true, a lot has changed in the B2B blogosphere.

If done successfully, B2B blogging can be enormously effective at driving organic traffic to your website, engaging potential buyers, and generating high-quality leads for your sales team. In fact, B2B marketers that blog get 67% more leads than those that do not (source).

Today, we’re re-visiting the topic and providing you with the six steps to B2B blogging success. Read More

The B2B Marketer’s Guide to Lead Nurturing

lead nurturingIn an ideal world, all incoming leads would be ready to buy—unfortunately, that’s not always the case. In fact, 73% of all B2B leads are not ready to purchase the first time they interact with your brand. Yet, up to 80% of those prospects will be ready to buy from you – or a competitor – within 24 months (source). The trick to bridging this gap is to prevent these leads from going cold. Enter, lead nurturing.

Lead nurturing is the process of developing meaningful relationships with potential customers throughout every stage of the buyer’s journey. Instead of forcing a sales pitch on someone who may not be ready, nurturing identifies the needs of the prospect and provides them with the answers they are searching for.

Lead nurturing has become a profitable marketing practice and is considered an integral part of many B2B marketing strategies. One recent study found companies that excel at lead nurturing generate 50% more sales-ready leads, at a 33% lower cost; while another study stated that nurtured leads make 47% larger purchases (source). Read More