Category Archives: Inbound Marketing

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

How to Integrate Sales and Marketing Tools to Facilitate Alignment

sales and marketing alignmentBy now, B2B leaders understand sales and marketing alignment is essential for growth. As we’ve discussed in previous posts, sales and marketing alignment isn’t a new concept – yet, many companies still struggle to establish a strong connection between the two departments.

Today, we unpack a hidden culprit behind poor sales and marketing alignment—technology. Hear us out.

Both sales and marketing departments rely heavily on software to operate effectively. For sales, a CRM (customer relationship management) tool is the software of choice, while marketing often relies on automation tools. When two departments operate differently, communication becomes difficult. So, what’s the solution? Read More

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 Definitive Guide to B2B Employee Engagement and Brand Awareness

b2b brand awareness

Brand awareness is a critical, but often neglected component of B2B company growth. In fact, strong brand awareness is often linked with increased financial performance, higher sales volume, higher quality employees, valuable partnership opportunities and more.

While branding is typically a marketing concern, every department and its constituents – from c-level down to hourly workers – has a role to play.

Keep reading to learn how you can leverage the power of your employees and turn them into effective brand ambassadors. Read More

How to Create an Ideal Customer Profile (ICP)

We’ve said it before, and we’ll say it again: Sales and marketing alignment is critical to business growth. For skeptics who think otherwise, consider the following: Companies whose sales and marketing teams work together see 36% higher customer retention and 38% higher sales win rates (source).

While there are many ways to achieve sales and marketing alignment, the best place to start is to establish an Ideal Customer Profile (ICP). Read More

The B2B Marketer’s Guide to Measuring Social Media ROI

social media roiCompared to its humble beginnings, social media marketing has become a staple in the B2B community with more than $5.4 billion spent on social marketing efforts in the United States alone in 2016 (source). However, 14% of B2B companies still refuse to participate in social media initiatives. When asked why, many cited the difficulties associated with measuring the ROI of their social media efforts (source).

Unlike other marketing strategies, calculating ROI on social initiatives can be difficult for a number of factors. However, it’s not impossible. Keep reading for our top tips and best practices: Read More

Man’s Best Friend: A New Trend in B2B Conferences and Tradeshows

b2b conferenceWhen it comes to B2B conferences, vendors are constantly looking for new and creative ways to garner the attention of attendees. It’s no longer enough to hand out a few freebies and expect prospects to want more information about your products or services. In order to stand out, a vendor must provide the customer with a memorable experience.

Recently, ZoomInfo has noticed a new trend in tradeshow tactics—play time with shelter dogs.

That’s right, dogs.   Read More

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

3 Steps to Mastering the Art & Science of Inside Sales

inside-salesInside sales is both an art and a science. In order to succeed, you need to identify your target market, but you also need to know how to hold relevant conversations with decision makers you care about most.

Reach more of the right prospects with these inside sales strategies: Read More

The B2B Marketer’s Guide to Data Normalization

data normalizationData normalization.It’s not exactly what gets marketers excited to get out of bed in the morning. But if lead generation, reporting, and measuring ROI are important to your marketing team, then data normalization matters. A lot.

In this blog post, we’ll review why data normalization is so critical to marketing strategies and goals. But first, let’s define what data normalization is. Read More