Got dirty data? You are in good company. According to Experian, data quality plagues 91% of organizations. And make no mistake, dirty data is not going away. In the trenches of day-to-day business life, dirty data can come in many forms:
- Incorrect information
- Incomplete records due to poor capture techniques
- Inconsistent information
- Outdated information
If you’re a marketer, the end of the year means one thing: BUDGET SEASON! It’s time to look at programs and services, as well as the tools within your tech stack. The least exciting item on this list? Your marketing database.
No marketer wants to go there. It’s like buying a car; financially speaking, neither feels like a great investment, as both lose value by the second. In fact, 69% of B2B marketers say old or outdated information is their biggest challenge to developing a database strategy (source). Continue reading “Essential Marketing Database Management Key Terms”
Last week’s blog post took a deep dive into how our sales and marketing teams developed, implemented, and optimized an account-based marketing (ABM) strategy to gain adoption for ZoomInfo’s FormComplete. In this post, we look beyond the logistics of the program and illustrate how to bring your own ABM strategy to life by reviewing the four biggest takeaways from our campaign. Continue reading “4 Takeaways from Our Data-Driven ABM Campaign”
Analysts and professionals alike tend to argue account based marketing (ABM) is not new. On the surface, this is an accurate statement. HOWEVER, ABM practitioners have evolved the strategy from development to implementation.
So, what does a modern ABM strategy look like? Instead of wading through a series of vague “how-to kick-start your ABM strategy!” talking points, I thought it would be more helpful to examine an ABM program ZoomInfo executed this past summer. In just 90 days, we were able to increase our pipeline by 114% and customer base for this particular product by 30%. Continue reading “A Look at a Killer Account Based Marketing Plan”
Bob Peterson is the Research Director in the Account-Based Marketing category at SiriusDecisions. On September 13th, at the Revere Hotel in Boston, MA, he will be presenting at ZoomInfo’s first annual Growth Acceleration Summit.
In anticipation of his keynote, we sat down with Bob to talk about everything account-based marketing.
Continue reading “Account-Based Marketing Q&A with SiriusDecisions”
Marketing automation tools are designed to be simple and user-friendly. So in theory, they should help you streamline the lead generation process from start to finish. But unfortunately, that doesn’t always happen.
Maybe you’re sending the wrong content to the wrong contacts. Maybe you’re asking for too much information on web forms. Or maybe you’re facing a different problem altogether, which is hurting the quality of your campaigns and impacting your ability to follow up with leads until they convert.
We understand these frustrations and are here to help. The experts at ZoomInfo put together this infographic to help you maximize conversion rates by dealing with common issues, such as B2B data decay and partial profiling. Continue reading “Solve Marketing Automation Problems Using B2B Data [Infographic]”
Far too often, marketing and sales teams expect qualified leads to proactively find their company’s solution online and raise their hands for help. This strategy can work, especially in today’s digital world. That being said, if you’re looking to achieve exceptional growth, you need to marry inbound and outbound strategies.
In order to do so, many companies are turning to B2B contact databases and providers to help eliminate the guesswork and reach more of the right contacts within their target market.
But before we get too far ahead of ourselves, let’s discuss vendor selection. Continue reading “4 Red Flags to Watch Out For When Purchasing Contact Data”
If you’re using data to customize the customer experience, you’re not alone. Many organizations are now turning to data-driven marketing– the process of making decisions that arise from the analysis of data about or from customers.
In essence, this involves systematically extracting inferences from data sets to uncover trends and create opportunities that expand marketing personalization and effectiveness.
Given this definition, most marketers understand the potential benefits. And yet, they may still struggle to meet objectives, citing poor quality B2B data and other concerns. So where does your organization stand? The experts at ZoomInfo put together this infographic to help you find out. Continue reading “Data-Driven Marketing Benchmarks [Infographic]”
In recent years, there has been a shift in the B2B industry. While marketers have always been under pressure to generate a large number of qualified leads for their sales team, now they must do so while also navigating a largely customer-driven environment.
This means they can no longer send out generic email blasts and expect to hear back. Instead, marketers are making an effort to create more personalized marketing, and are using a number of different technologies to streamline this process. Continue reading “The Essential B2B Marketing Stack”
Yesterday saw Salesforce’s return to Boston for their World Tour customer conference. As with all Salesforce professional events, the world tour went off without a hitch.
Though considerably smaller than Dreamforce, World Tour Boston was still chock-full of great breakout sessions, interesting speakers, and inspiring customer stories. Continue reading “6 Key Takeaways from Salesforce World Tour Boston”