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).
In a recent blog post, we examined just how effective content marketing can be at generating leads. Hint: it costs 64% less than traditional advertising and generates about three times as many leads (source). What many fail to realize is that lead generation is just the beginning when it comes to content marketing.
Did you know that the average financial advisor in the United States is older than 50 years old? Or that only 5 percent of advisors are younger than 30? (Source: Accenture)
In fact, research group Cerulli Associates has found that the number of financial advisors in the U.S. has fallen every year since 2010. Advising firms have been plagued by a decreasing workforce, which will only get worse, as Cerulli claims that approximately 100,000 more advisors will retire over the next decade. Corroborating this claim is Richard Stein, a partner at Caldwell Partners, who has calculated that 50% of today’s advisors will retire within the next 15 years.
If not addressed head on, a talent shortage will have far-reaching consequences. As more advisors retire, there will be fewer people to take over leadership positions which endangers not only their practice, but the wellbeing of their clients as well.
For the typical B2B organization, sales and marketing alignment is the ultimate goal. Yet, in most companies, the two departments operate independently—causing frustration and resentment on both sides.
If you’re struggling with sales and marketing alignment, here are a few compelling reasons to get these teams on the same page:
The recent influx in communication technology has caused B2B sales reps to shift to social media, email, and even texting as a way to connect with prospects and customers. Yet none of these methods can match the effectiveness of a face-to-face conversation. In fact, 85% of sales reps say they build stronger, more meaningful business relationships during in-person meetings and conferences (source).
With that in mind, here are a few tips to better facilitate in-person conversations with your prospects and customers: Read More
As a marketer, your results are directly dependent on strategy and budget. But—to gain buy-in from executives and decision makers, you must be able to confidently demonstrate your ability to contribute to the company’s bottom line.
Enter ROI. Measuring marketing ROI is no longer optional—and while most marketers understand this, it’s a lot easier said than done. In fact, 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results as a means to justify budgets (source).
Continue reading to learn how to identify and fix ROI tracking problems so you can better prove that your marketing efforts are paying off.
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
A win/loss analysis is the process of studying past business deals in order to generate valuable insights about your company’s selling practices. The insights garnered from this type of analysis can be instrumental in growing your business and increasing revenue.
In fact, companies that conduct win/loss analyses consistently outperform those that don’t in the following areas (source):
Customer retention rate: 60% vs. 48%
Reps attaining quota: 51% vs. 47%
Lead conversion rate: 23% vs. 17%
Although 2017 has officially begun, we’re not quite ready to let go of 2016. The ZoomInfo team spent the year creating some truly exceptional pieces of content and we want to share them with you.
This round up contains our most popular sales and marketing blog posts of 2016. Continue reading for cutting edge tactics, innovative tips, and sales and marketing insights that will set your strategy on the right path for 2017. Read More
Even the most experienced B2B sales professionals aren’t thrilled by the idea of picking up the phone and calling a new business prospect. Yet, cold calling is still an essential part of selling. In fact, 78% of decision makers polled have taken an appointment or attended an event that came from a cold call (source).
Continue reading for our three tips to warming up cold calls.