Dirty data is an epidemic. In fact, according to MarketingSherpa, B2B data decays by about 22.5% every year. Simply put, 1 out of 5 contact records in your marketing database is lost due to inaccurate information. Yet, organizations don’t have the resources to control this problem. This infographic will help you understand how dirty data affects your organization and the three simple steps you can take to optimize your database for sales and marketing success. Read More →
With the rise of sales enablement technology and the variety of available communication methods, one might expect phone calls to become a thing of the past. Yet, cold calling is still a key component of B2B sales.
1. 78% of decision makers polled have taken an appointment or attended an event that came from a cold call (source).
The Problem with Cold Calling
But the reality is—whether you’re a seasoned veteran or it’s your first day on the job—you probably don’t enjoy making cold calls. The reason for this is simple: if you’re not armed with the right resources, cold calling is uncomfortable and ineffective. Read More →
A well-designed nurture campaign can improve your B2B lead generation, allowing you to educate potential buyers until they develop into sales-ready leads. This strategy can be applied to all campaigns, from whitepapers and webinars to conference follow-ups and current customer engagement.
However, in order to make the most of these different initiatives, you need to have clear processes in place from start to finish.
Here are three nurture campaign workflows to use in your B2B lead generation efforts:
The conference attendee workflow:
With hundreds of attendees and a full schedule of events, conferences can be an overwhelming experience. However, they’re also extremely valuable for B2B lead generation. The key is to get a campaign ready to go beforehand. For instance, if you have a list of registrants, you can send an introductory email, such as the one below: Read More →
Love it or hate it, email marketing is not going anywhere any time soon. In fact, it’s still one of the best and most cost-effective ways to generate high-quality leads for your sales team. That is, as long as you have the right strategy in place.
And while we certainly don’t recommend sending out the same cookie cutter email to all your potential buyers, there are a few best practices, which can be applied to almost any campaign. Read More →
Old habits die hard. And it’s even harder to get rid of them when you don’t know the alternatives.
That being said, you simply can’t rely on outdated B2B marketing solutions anymore. We’re now well into 2016, so step up your game! It’s time to find new ways to turn prospects into sales-ready leads and accelerate your company’s growth.
Check out these 4 outdated B2B marketing solutions & what to do instead:
There’s been some debate about whether the marketing funnel is still relevant today. After all, the buyer’s journey is not always linear. And multiple people often get involved, which makes it harder to stay in control as they conduct their own research and make purchasing decisions.
However, whether you stick with the traditional term or opt for a different variation, you need to know if your strategy is working. Read More →
If done correctly, investing in your B2B data can produce impressive results. In fact, companies that regularly maintain their database can realize 66% higher conversions to revenue compared to those that do not (source).
Unfortunately, when you work with a low-quality data provider, you run the risk of doing more harm than good. Consider this statistic: 40% of business objectives fail due to inaccurate data (source). So, how do you make sure the data you’re buying is top-notch? Try before you buy!
Continue reading for our top tips and best practices for selecting a B2B data provider.
ZoomInfo 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 →
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:
Arguably, the most crucial element to your marketing success is your B2B database. After all, no matter how good your message or offering is, if it doesn’t reach the right people, then your chances for marketing and sales success are greatly hindered. Not only will you see low response rates, but bad data can cost your company revenue. Consider the following (source):
62% of organizations rely on marketing data that’s up to 40% inaccurate
Up to 25% of B2B database contacts contain critical errors
40% of business objectives fail due to inaccurate data
It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done
Data is an important organizational resource. Yet, most companies fail to establish the proper processes to manage it effectively. Why? They don’t know where to start. So, to help get you on your way, here are four steps you can begin implementing to ensure your data is paying dividends. Read More →