In 2017, email marketing turned half a century old. Yet, B2B marketing professionals continue to rank the channel high on their list of preferred marketing tactics.
The reason for this is simple. Email marketing is an inexpensive way to promote products, increase sales, and retain customers. In fact, in 2016, email marketing had a median ROI of 122%– more than 4 times higher than other market formats, including social media, direct mail, and paid search (source).
My point? Email marketing isn’t going anywhere. More than 86% of businesses surveyed in 2016 indicate that they plan to increase their upcoming email marketing budgets (source)—and you should too.
But first, the experts at ZoomInfo put together the following questions to get you thinking about the strategy behind your spending: Read More
Compared 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
When 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
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
Inside 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
By now, brands understand that a strong social media presence is made up of more than just a steady stream of content. It requires a comprehensive strategy.
Enter, social listening. For those who may be unfamiliar, social listening is exactly what it sounds like: a process of listening to online conversations between customers or potential buyers in an effort to gain valuable brand and industry insights.
Here are three quick ways you can implement social listening today: Read More
Though you may not realize it, your sales and marketing database is one of your company’s most valuable assets. When compromised by dirty data, your entire business will feel the impact. In fact, more than 40% of business objectives fail due to inaccurate data (source).
Worried about data quality? Here are four sure signs your B2B database could use a little help. Read More
When you think of St. Patrick’s Day, you most likely think about getting lucky, pots of gold, leprechauns, and the color green. So how can you apply this to your lead generation campaigns to spice things up and generate more engagement and relevant leads?
- Incorporate data-driven marketing into your overall strategy
- Add green to your campaigns
- Apply digital marketing trends
- Brew up catchy subject lines
- Run “lucky” themed online ads
It’s not the right time. I need to check with my boss. I can’t afford it.
As a B2B sales rep, you know that these objections are an unavoidable part of the sales process. Yet, an objection doesn’t always have to mean ‘no’.
Today we teach you how to handle one of the most frustrating sales objections—“I can’t afford it.” Read More
Data decay happens naturally because of how often people change jobs or titles, companies go out of business, and mergers occur. Because of this, many organizations are working with a B2B database that is cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.
The experts at ZoomInfo put together an infographic outlining data decay’s costly impact. Here are some statistics for you to pay attention to:
- 62% of organizations rely on marketing and prospect 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
- 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done