Author Archives: Molly Clarke

How to Develop a Corporate Social Media Policy

corporate social media policyIt’s 2017 – by now, social media has infiltrated every aspect of our lives; whether we’re documenting our commute via Facebook live, sharing our latest culinary find with our Instagram followers or simply keeping up with the latest headlines on Twitter, there is hardly a time when we aren’t connected to a social platform – even at work.

With the adoption of social networking as a business practice, the line between personal and professional is becoming more and more blurred. So what’s acceptable employee social media use and what’s not? Consider the following (source): Read More

Sales and Marketing Alignment: A Q&A

Seven years ago, ZoomInfo wrote a blog post about the newest trend in the B2B space—smarketing. If you’re not familiar with the term, it’s what we now refer to as sales and marketing alignment.

In 2010, we wrote: Sales and marketing alignment is all the rage right now, as companies grapple with how to blend the two disciplines together to create better efficiencies. But first they have to break down the silos, and we’re not about to hold our collective breath on that one.

As it turns out, not much has changed.  Sales and marketing leaders are still debating the merits of alignment and struggling to bridge the gap between the two departments. With seven years more practice, research, and general insight, we’ll try to answer the same two questions we tackled in the original post.

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4 Tips for Selling to the Social-Savvy Buyer

We know B2B decision makers are using social media to inform their buying decisions. In fact, a recent study suggests that 91% of B2B buyers are active and involved in social media, while 75% are significantly influenced by social content when forming their buying decisions (source).

But—as B2B marketers and sales professionals—we have a lot to learn about social selling.  Case in point: Read More

Cure for the Common Cold Call [Infographic]

Even the most experienced sales reps don’t enjoy picking up the phone to call a complete stranger.  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).

If your team’s performance is lagging and your cold calls are falling flat, it’s time to conduct an audit of your B2B database. Quality data is the fuel of any successful sales team. Without it, your prospects will remain unreachable and quotas won’t be met.

Check out the following infographic to learn how you can warm up cold calls and increase sales productivity!

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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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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

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

ZoomInfo’s 10 Most Popular Company Profiles in 2016

Each ZoomInfo product is fueled by a comprehensive B2B database of companies and business professionals. In the past year alone, our company directory has received over 15 million visits—and for good reason.

Our business profiles are a valuable source of market intelligence and contain information on more than 10 million organizations. Use our tools to search for a specific company, employees within that company, revenue information, recent web mentions, financial details, and more.

For a quick preview of ZoomInfo’s company data, check out this list of our ten most popular companies—by profile visits—in 2016. Read More