Category Archives: ZoomInfo News

Treat job seekers like customers: It’s good business

Have you ever applied for a position at a company only to never hear back? Or perhaps you get an interview, but weeks pass without any follow-up from the company. We’ve all been there!

Christian Forman, CEO of StartDateLabs, told ZoomInsights, “Job seekers feel poorly about the recruiting process at baseline, regardless of how well companies (treat them) because it’s a process that generates 99 no’s for every one yes.” Despite the inherently frustrating process, recruiters and HR professionals can make small changes to make the ordeal a bit more pleasant – even for candidates who ultimately get rejected.

A new article on ZoomInsights, “Treat job seekers like customers: It’s good business,” provides incentive for keeping applicants happy by explaining the damage disgruntled candidates can do to a business. It also provides valuable advice on procedures and processes that can make all applicants feel as respected as customers.

From 0 to 5,000 qualified prospects in a year

Ryan Patenaude had to build a sales organization from the ground up. When The Focus Group put him in charge of sales for Focus EduVation, the new spin-off had no customers, no prospects and no business! Patenaude needed to get the phone ringing, fast.

Patenaude needed to develop quickly a database of prospects in the publishing arena, where many companies have thousands of employees. He evaluated a number of B2B business information providers, but the options he found were too expensive and too outdated. They also lacked a critical piece of information for prospecting in the modern age: accurate email addresses. As he put it: “Who cold calls or sends direct mail anymore?”

Find out how Patenaude found a data source that met his needs and built a successful sales operation. It’s all in our ZoomInsights article, “From 0 to 5,000 qualified prospects in a year.”

Own the sales cycle

If your days as a sales rep contain too much nerve-wracking uncertainty, unpredictability and unreliability, perhaps you need to “own” your sales cycle.

It’s all about asking the right questions early, developing relationships and maintaining them, even after a sale.

ZoomInsights interviewed two sales experts on the topic of owning the sales cycle. They offered great tips that can help you!

Check out our ZoomInsights article, “You can own the sales cycle.”

Four instant ways to relieve sales pressure

Feeling like you’re in the B2B sales “pressure cooker”? You’re not alone. With the dual demands from both the C-suite and your customers, it’s easy to let the stress build up and hurt your performance.

Michael Lopez, a sales manager at PGi, has been there and offers some suggestions to relieve the pressure in his new article on ZoomInsights, “Four instant ways to relieve sales pressure.”

Michael’s ideas include ways to:

  • Stop wasting sales resources
  • Cut costs without cutting results
  • Improve inside sales output with technology

His article focuses on relying more on insides sales and on tactics to make insides sales as productive as possible. Check it out!

Don’t hide from your customers

Putting up a website without search engine optimization (SEO) is like a shop owner hiding behind the counter when a customer walks in. If customers cant’ find you, they can’t buy from you! Fortunately, the first part of a new two-part article on ZoomInsights, “Don’t hide from your customers (Part one),” explains SEO, its importance and how to do it.

Part one is available now; stay tuned for part two.
In Part one, SEO expert Eric Evans from Merge discusses two of five basic SEO principles:
1. Tracking your success
2. Choosing the best keywords

The first basic principle isn’t just for SEO; it’s for your entire online digital strategy. If you don’t track and analyze your marketing efforts, how can you know if you’re converting users (or leads) into customers? Evans discusses various Web analytics options and makes a recommendation on which to choose.

In keyword research, your first step is to select keywords that fit with your business strategy and align with your company’s services. Evans uses the example of an exotic pet shop to demonstrate how to choose keywords and how to use them in Web pages.

Want to make sure your customers can find your website? Check out “Don’t hide from your customers (Part one).

When a prospect requests a brochure

Sometimes, when a prospect asks you to send a brochure, it’s really not a put-off. Some people prefer to do significant research on their own before they spend time with sales reps. Our friend Jill Konrath, author of the Fresh Sales Strategies Blog, offers three ideas to maximize the opportunity:

• Jolt them out of complacency with the status quo
• Show them what’s possible
• Keep educating them

Read more in the ZoomInsights article, “When a prospect requests a brochure.”

Don’t sink in a sea of metrics

Marketing executives across industries struggle with metrics and analytics for digital marketing programs, according to an article in ClickZ. Author Augustine Fou writes that digital marketing tactics are so new to many marketing executives that they’re unsure what metrics to use.

“What’s great about digital campaigns is that they do allow businesses to track a variety of new metrics. But they are not all created equal and the abundance of data can be overwhelming.” That’s the word from Demandbase CMO Greg Ott, who shared his thoughts for a ZoomInsights article, “How to measure digital campaigns.” Ott also shared five metrics that most business can start with, including overall visits and engagement by industry and company size and conversion rates by industry and company size.

And David Raab of Left Brain DGA pointed out that in a traditional channel like TV, marketers know that gross rating points correlate with revenue. But Raab told ZoomInsights that because digital channels are newer, the best you can do is find the metrics that are closest to the final result of increased revenue – metrics such as conversion rate.

If you’re not sure you’ve chosen the best metrics to monitor in your digital campaign, give our article a look.

It’s not in the budget

How often have you been told, “It’s not in the budget”? That’s probably one of the most common sales objections that people give you. But the fact is, the budget objection is irrelevant!

As sales expert Jill Konrath explains in an article on ZoomInsights, businesses rarely budget for a purchase before they learn what value that purchase will bring to them.

Jill’s article offers an excellent suggestion on what to say when the budget objection comes up. And she writes about how to keep the sale moving forward.

Check it out!

Fantastic Four Ways to Generate B2B Leads

Hands raised if you want new leads!  I repeat, hands raised if you want new leads!! I’m guessing those hands raised belong to your sales department? Oh marketing, do you feel that pressure or jeez, that stink?  We’ve all sensed that at one point in time or another but cheer up, You Are Not Alone!

Zooming to the rescue, we are here to lend you a hand, giving you our FANTASTIC FOUR secrets to generating new B2B leads!

  1. Connections: It’s not about what you know but WHO you know!   Business flourishes at a fast pace most effectively through referrals and viral marketing, all part of a heavy cost saving strategy for winning new business.   Manage those connections through social media (Twitter, Facebook, and LinkedIn) to increase your lead generation initiatives in a fast, free, and funway!  Do I smell a New Year’s Resolution? Free the social butterfly in you and make connections, connection, and let’s not forget, more connections!
  2. E-mail Marketing: Saving your company’s time and money, B2B e-mail marketing is the new direct mail.  With the rising popularity in this effort, our clients are leveraging ZoomInfo’s data services (e-mail validationmarketing lists, and data append services) to successfully execute targeted e-mail marketing campaigns, filling their bucket of leads.  Has your company checked out ZoomInfo’s B2B databaseDo itI dare you!
  3. Content: If your products are as good as you claim than you’d be an expert in your industry.  This trust and credibility can be easily established through content marketing using blogs, newsletters, webinars, whitepapers, and e-books!  Utilizing this tactic, companies such as  Zappos, Hubspot, and Forrester have been able to convert their large audience of readers (connections: tip #1) into new leads.
  4. Search Engine Optimization: True to the fact that I am extremely gullible, I believe your products are as good as you say, though that would mean I  recognize your products.  Used to generate new leads and increase brand recognition, Search Engine Optimization Marketing along with banner ads are both popular strategies to pocket new leads.  Now that’s a “win-win” situation!

How are these tips connected?  By leveraging landing pages, you’ll transform viewers into leads with limited to no cost.  Now marketing, do you still feel that pressure or jeez, that stink? Well, getting rid of both requires taking action Speak with us today to determine how our products can support your future lead generation initiatives.

Best of Luck!

-Catherine Heng

4 Tips to Improving Your New Business Prospecting Efforts

Welcome our guest blogger, Justin Champion, who is a Marketing Consultant with Search Mojo, a dedicated search engine marketing agency. He works with new prospects to determine the best fitting search marketing solution to achieve their goals. He also is a regular blogging contributor to Search Mojo’s blog, Search Marketing Sage.

4 Tips to Improving Your New Business Prospecting Efforts

Prospecting for new business is not an easy task. Many get weighed down by the thought of having to call someone they do not know, who is not expecting their call. Ugh! However, for those of you who are new to the game or looking to reevaluate your approach, here are four tips to make your lead-generation process more effective.

1. Set a simple goal for the initial call

Do not just walk in expecting to wine and dine them. In order to gain confidence with a prospect, you are going to need trust. This is not something you are going to establish in the first two minutes. The goal here should be identifying the decision maker and setting an appointment. You are not calling to sell them something. You’re calling to set up a time to discuss their needs and appropriate solutions.

If they are not willing to schedule an appointment with you, then they are probably not going to buy from you either.

2. Slow and steady wins the race

HimynameisJustinandIworkwithSearchMojo… What? Don’t get your whole speech out in one breath. Make sure to slow your pace and pronounce your words in a clear and calm manner. If your approach sounds rushed, then you are not setting a comfortable setting for a conversation. The last thing you want to do is repeat yourself more than once—not very professional.

3. Know your prospect

Before you call, make sure you know:

  • Name of company
  • Industry
  • Point of contact (use ZoomInfo Pro!)
  • Why you’re calling

The more you know about their industry—pain points, terminology, etc—the better. Now, I am not saying that you have to perform in depth research on each prospect, but it will help to work a vertical market and get comfortable with the industry. Plus, what does it hurt to take a look at their site before calling? The worst that can happen is you’ll know more about their specific business offerings.

4. Make sure to follow up

Over 90% of the time you will not reach the individual you want to talk to. This is also where knowing what to say comes in handy—get ready to make your first impression with a memorable voicemail.

However, a voicemail or leaving a message with the operator is not going to cut it. If you really want to make a difference you have to follow up. I do not recommend pestering them, calling every day, but do not expect them to call you back because they will forget about you.

All-in-all, prospecting can be a rewarding experience with the right preparation and attitude. The goal is not to get frustrated and focus in for the long haul. Not everyone is going to want your services, but there are people interested. It is your job to find them.