June 2018 B2B Blog Post Round-Up

b2b blog post round upWelcome to our June B2B Blog Post Round-Up—a series where we highlight the great work our writers contribute to some of our favorite publications. This month’s edition features content related to ABM, branding, customer experience, marketing reports, and so much more.

Let’s jump right in!

abm

4 Lessons ZoomInfo Learned From Their Own ABM Campaign

If you worked in sales or marketing in the past year—you’ve already heard the news: Account-Based Marketing (ABM) is an incredibly effective way to target qualified prospects and close more deals. Don’t believe us? Consider these statistics:

  • Companies that have an ABM strategy in place generate 208% more revenue for their marketing efforts than companies that don’t use an ABM strategy (source).
  • Almost 85% of marketers who measure ROI report that ABM delivers higher returns than any other marketing approach (source).
  • ABM outperforms a traditional marketing approach across a number of categories, including sales and marketing alignment, overall customer lifetime value, contract value, close rate, and ROI (source).

I think we can all agree—ABM has proven to be more than just an industry buzzword or passing phase. So, like many companies, ZoomInfo decided to give ABM a shot. The following article outlines the thought-process behind our ABM campaign and offers four important lessons we learned along the way.

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customer experience

4 Ways Branding Contributes to the Customer Experience

In today’s digital age, the customer has more power than ever before—and marketers are taking notice. In fact, a recent study found that 83% of marketers think customer experience is more central to their role than it was five years ago (source).

Interestingly, that same study found that 74% of marketers believe brand strategy is also more important than ever. But the question is: How are these two things—branding and customer experience—related?

Although they’re not often talked about in the same conversation, branding and customer experience go hand-in-hand. Strong branding creates a positive customer experience—and positive customer experiences improve your brand.

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marketing reports

13 Ways Your Marketing Reports Are Hurting Your Business

Modern marketers live and breathe data. We’re constantly trying to prove the value of our efforts, test and scale campaigns, and measure results—all in an attempt to generate more revenue for our respective companies. But, what if we told you your beloved marketing reports might be doing more harm than good?

Before you click away, hear us out. We’re by no means saying to trash your marketing reports and start from scratch. But, we’re all human, and it’s easy to make mistakes—especially when it comes to marketing metrics.

Ready to learn more? Today we cover 13 common marketing report mistakes and the strategies you need to improve your efforts.

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sales development technology

The Guide to Developing a Successful Sales Development Technology Stack

There’s no way around it– the tools and technologies we use to execute our work have a direct impact on our success as Sales Development professionals. For this reason, more companies are prioritizing their sales technology in an effort to build the perfect technology stack.

The numbers don’t lie– companies with access to top-flight sales enablement tools experience 205% more revenue growth and 725% higher sales velocity than their competitors (source).

But, if you’re new to Sales Development technology, you may be scratching your head and asking: “What tools do I actually need?”  You don’t want to overwhelm your SDRs with “tool confetti”.

Of course, every Sales Dev organization is unique, so technology that works for one company may not work for yours. But ultimately, there are four basic guidelines you must follow to build the perfect sales technology stack.

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data hygiene

4 Reasons Why CRM Data Hygiene is Critical to ABM Success

Account-based marketing—or ABM—is a strategy in which marketers identify target accounts and engage them with highly-personalized campaigns—almost as if each company is a market of one. ABM offers many benefits, including improved customer experience, more effective campaigns, and increased sales and marketing alignment.

There’s one caveat, though– you must have access to clean, high-quality data in order to reap these benefits. And, unfortunately, data hygiene is a significant problem amongst modern marketers. Consider these statistics:

  • 40% of business objectives fail due to inaccurate data (source).
  • Bad data costs U.S. businesses more than $611 billion each year (source).
  • 60% of marketers say the overall health of their data is unreliable (source).

If you’re wondering why clean data is so important, keep reading! Today we will break down four reasons why data hygiene is critical to the success of your ABM campaign.

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text message marketing

Database Maintenance and Text Message Marketing

In our increasingly connected world, text-message marketing is the latest and greatest marketing tactic. Think about it, text messaging allows you to reach your prospects and customers instantly, in the palm of their hands, at any times of the day. And, what is the best part? Text-message marketing actually works. In fact, sales prospects who receive text messages convert at a rate that is 40% higher than those who are not sent any text messages (source).

But, if you don’t execute a text message marketing campaign correctly, your customers and prospects may run for the unsubscribe button. What is the most common mistake which marketers make with their text message campaigns? Lousy database hygiene.

If you’re scratching your head, we don’t blame you. But, hear us out. Bad data impacts every aspect of an organization, and text-message marketing is no exception. Keep reading to learn more.

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public relations

Proven Methods to Build a Data-Driven Public Relations Strategy

The internet has produced extreme information overload. Brands find it more and more difficult to break through excessive online noise to reach potential customers. To overcome the information overload, public relations and content marketing strategies must become more personalized, strategic and creative.

Enter: Data-driven Public Relations.

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sales strategy

A Beginner’s Guide to a Data-Driven Sales Strategy

Both recent technological advancements and the availability of information have led to a drastic change in sales. It’s no longer good enough to make strategic decisions based on educated guesses and gut feelings. Instead, sales leaders must rely on data and analytics to guide their selling strategy.

For those who aren’t familiar, a data-driven sales strategy is exactly what it sounds like—the process of using data to inform each and every one of your sales decisions. Although it’s an easy concept to understand, it’s significantly more difficult to put into practice.

Consider this: 40% of organizations indicate that scattered information and limited visibility into data impair their sales organization. Even more concerning, 56% of sales executives are dissatisfied with their ability to offer valuable, data-driven insights (source).

If you’re among the group of sales leaders who’d like to implement a data-driven sales strategy, but just don’t know where to start, keep reading! Today’s blog post gives you the five key steps to develop a data-driven sales strategy.

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brand video

5 Ways to Build a Better Brand Using Video

A strong brand is crucial to the success of any company, regardless of your industry. Branding is how you introduce your business to the world and set expectations for the services you provide. Naturally, every company looks for ways to improve their brand. The most effective way to do that? We say, embrace the power of brand video.

Today’s consumers increasingly prefer and react more strongly to video over any other medium. Consider these statistics (source):

  • One-third of online activity is spent watching video.
  • 64% of consumers make a purchase after watching branded social videos.
  • Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.

If you don’t have any experience with video, you may be wondering where to start. So, today we break down five ways you can use video to improve your brand.

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data-driven entrepreneur

5 Tips to be a More Data-Driven Entrepreneur and Startup

Although every entrepreneur or small business has different goals, they all operate under the same general premise—they want to transform their ideas into a successful business. But, the way in which entrepreneurs go about achieving their goals has shifted significantly over recent years. The biggest change? More professionals recognize the power of big data.

If you’re a business-savvy entrepreneur, you’ve surely followed the growth of companies like Amazon and Apple. Their continuous success is no accident – these massive companies have embraced the importance of analyzing data and developing actionable insights based on that analysis. Consider these statistics:

  • By 2020, 1.7 megabytes of data will be created every second, for every person on Earth (source).
  • For an average Fortune 1000 company, a 10% increase in data accessibility will result in over $65 million in additional net income (source).

Now, you may be thinking: “That sounds great, but I’m no Amazon or Apple.” Fear not: you may not have the resources of a mega-corporation, but even the most successful businesses started somewhere. Keep reading to learn how to be a more data-driven entrepreneur– no matter how established your business is.

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Key Takeaways

And there you have it—the June installment of ZoomInfo’s B2B Blog Post Round-Up series. Once you’ve read these articles, check out our other B2B Blog Post Round-Ups or visit our B2B blog where we publish every weekday.

If you’d like to learn more about how the ZoomInfo contact database solution can improve and grow your business, reach out to our sales team or sign up for a free trial today!

Until next month!