Ever try to set up a meeting with a senior-level executive? Then you know how tough it is to connect with these busy people who are never in their office, rarely answer their phones, and seldom reply to voicemail or e-mail. To add insult to injury, assistants are trained to protect the C-level from unnecessary interruptions.
Thankfully, B2B sales expert Jill Konrath has solved this problem in her book SNAP Selling: Speed Up Sales and Win More Business with Today’s Frazzled Customers.
The success of a B2B organization is often dependent on the quantity and quality of leads it has access to. As a result, sales and marketing professionals are constantly looking for new ways to improve their lead generation strategies. In fact, 68% of B2B marketers rank “generating high-quality leads” as their top priority for this year (source).
Yet, despite the exponential growth of social media in the past five years, B2B companies remain skeptical of its effectiveness as a lead generation tool. If this sounds like you, it’s time to put your reservations aside. Here’s why:
- Of those who use the internet, 76% of Americans use social media (source)
- In as little as six hours a week, 66% of marketers see lead generation benefits with social media (source)
- Social media has a 100% higher lead-to-close rate than outbound marketing (source)
- Social media lead conversion rates are 13% higher than the average lead conversion rate (source)
Lead generation through social media is quick, cost-effective, and relatively easy to implement. Want to turn your social media presence into a B2B lead generation machine? Check out our top 7 tips below.
In a 2010 blog post, ZoomInfo covered the importance of social media in the business world. At the time, LinkedIn only had 64 million users (compared to the 467 million users today), Twitter had just introduced promoted tweets, and Instagram was brand new. Yet, analysts were already predicting the vast influence social media would come to have on B2B sales and marketing.
And they were not wrong.
Fast forward six years and 93% of B2B organizations are active on social media. In fact, the average B2B company is on 6 different social media channels (source).
In today’s post, we answer the same questions we asked six years ago to see how social media has evolved.
The accessibility of electronic devices and sales solutions has made it easier than ever to reach prospects and execute sales without any face-to-face interaction.
However, one model indicates human communication is comprised of 7% words, 38% paralinguistic (the way that the words are said), and 55% facial expression or body language. Applying this to B2B sales, in-person meetings are still one of the most effective ways to close a deal—regardless of technological advances.
Before you abandon your email and phone strategies, it’s important to note that phone calls and emails are still an essential component of most sales outreach. Here’s our take:
With the proliferation of hand-held cameras, everybody and their brother is a director. So naturally, we have migrated from text and images to video in every channel – on every device. Mark Zuckerberg, CEO of Facebook, put it simply, “I think video is a megatrend, almost as big as mobile.” Still not convinced it’s worthwhile? Contently claims that by 2020, 82% of all consumer internet traffic will be video.
Continue reading to learn how you can incorporate video into your B2B sales and marketing programs. Read More
Last week, we covered the 4 Ways Data Quality Could Be Hurting Your Business. Today, we give you 5 more reasons to take the plunge and cleanse your marketing database.
1. Data decays at an alarming rate
According to a 2016 study, 69% of B2B marketers say old or outdated information is their biggest challenge to developing a database strategy (source: ZoomInfo). Read More
If you’re a marketer, the end of 2016 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: ZoomInfo). Read More
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 4 biggest takeaways from our campaign.
Takeaway #1: No matter what the initiative, account based marketing works.
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 an ABM strategy look like in 2016? Instead of wadding 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%. Read More
For the last ten years of my life I have been living in an eight mile radius right outside of Boston. I went to undergrad, earned my masters, worked for two different organizations and lived all in that small vicinity. I recently made a “big” life move and headed for the suburbs (i.e. about eleven more miles outside of the city). To say I am hesitant of moving would be an understatement. However, despite my reluctance to permanently leave the Route 128/ Massachusetts Turnpike belt, I love to travel.
I’ve tasted wine in California, skied above the tree line in British Columbia, and waved to the Queen in London. My most recent adventure in September brought me across the pond to Ireland. Like all previous travel experiences, my trip to Ireland required researching, planning, and budgeting. However, one of the most important elements of traveling (which is my favorite part), is the desire to communicate and interact with people I haven’t met before.
As I’ve settled back into the reality of my 9-5 life, I realized many of the interactions I experienced while abroad can be applied to the marketing world as well. Read More