Category Archives: Lead Generation

6 Questions to ask when Creating Your Email Marketing Budget

email marketing budgetIn 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

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 Social Listening

social listening

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

Improve Your Luck with Your Lead Generation Campaigns this St. Patrick’s Day [infographic]

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?

  1. Incorporate data-driven marketing into your overall strategy
  2. Add green to your campaigns
  3. Apply digital marketing trends
  4. Brew up catchy subject lines
  5. Run “lucky” themed online ads

Read More

Data Decay: Is Your B2B Database Full of Rotten Apples? [infographic]

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

Read More