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 In fact, 69% of B2B marketers say old or outdated information is their biggest challenge to developing a database strategy (source: ZoomInfo).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
Last week, seven ZoomInfo employees traveled to San Francisco for Dreamforce 2016. Like all the other attendees, exhibitors and sponsors, we were exposed to 2,000 sessions, as well as live solutions, a cloud expo with over 200 exhibitors, a U2 concert, and presentations from Tony Robbins, Mark Cuban and Will.I.Am.
Even now, a week removed from the event, I’m still trying to process all the moving parts that make up a conference of this size. But a few things stick out in my mind that I want to share.
Continue reading for a few event marketing insights from Dreamforce 2016: Read More
Which device do you use most often to access the internet? If you’re like most B2B professionals, the answer is probably your cell phone, not your laptop. But don’t take our word for it. According to Google, 42% of researchers use mobile during the B2B purchasing process. And a Walker Sands study recently reported that 55% of millennials surveyed had led a buying decision in the last year.
So your target audience may be younger than expected and more mobile-savvy than ever. With this in mind, consider incorporating mobile into the sales process. Among other benefits, this allows you to increase productivity, leading to B2B sales and marketing success.
But how, exactly, can you incorporate mobile best practices into your organization? Read More
More and more organizations have recently adopted an account based marketing (ABM) approach because of the increasing ease of implementation and the large success of other B2B organizations.
Lead volume is the old way of doing business. With an ABM strategy, the new metric is revenue. ABM produces better qualified leads, which in turn improves internal alignment and increases revenue, making this approach a no-brainer. However, there are several reasons why an ABM approach may fail. Read More
What’s holding you back when it comes to sales and marketing alignment?
While shared technology and tools can help, sales and marketing alignment is more about mindsets and skill-sets than it is about tool-sets. Real alignment is forged by process and people, rather than technology. Of course, technology can help automate tasks, create shared reports, and remove inefficiencies and workarounds. But if you don’t have aligned mindsets and goals, with set processes in place, your efforts to accelerate revenue growth by aligning sales and marketing efforts will crash and burn. Read More
Account based marketing (ABM) is a buzzword, plain and simple. It’s a hot, trending topic. But, ABM has been around a lot longer than you think. It just happened to go by other names: named account strategy, full funnel approach, target account selling, key account marketing, etc. Sales teams all over have been running these strategies for years, so why the sudden interest in this kind of approach now? Read More
With ZoomInfo’s first annual Growth Acceleration Summit only a month away, I’ve been thinking about simple hacks that can help organizations achieve profitable growth.
Now, I’m not a salesperson. I’ve never had a quota or owned a pipeline. But as a marketer, I’m constantly working alongside sales. And whenever growth comes up, without fail, someone will refer to the acronym A.B.C., or “always be closing.”
Meanwhile, my fellow marketing professionals have developed their own spin, “always be creating.” Read More