In partnership with Ascend2, ZoomInfo conducted a study in which 234 marketing professionals were surveyed to find out how successful data-driven marketing has become in practice. Unfortunately, only 33% of respondents recognized their data-driven marketing strategy as “very successful.”
The reason for this varies from team to team; however, “improving data quality” and “integrating data across platforms” were cited as two of the top two obstacles. And while data management solutions can help to some extent, integrating other types of data between disparate B2B solutions tends to get real messy, real fast.
The result? Marketing professionals are left in a tug of war, as they struggle to compile insights about channel performance and create plans that strengthen results. We can all agree that this is hardly efficient. But the real problem is that this framework for data analysis emphasizes strategy and marginalizes the audience. This is backwards. Make no mistake: even the best marketing campaigns are rendered ineffective if they never reach the right leads. Read More
You’ve set the date. You’ve found a speaker. Now comes the hard part: getting people to actually attend your upcoming webinar.
In an ideal world, an interesting topic would be enough to guarantee success. But unfortunately, that isn’t the case. Webinars fail for a number of reasons, so if you hope to capture – and maintain – your audience’s attention, you need to have a set plan in place, and an idea of how to overcome the roadblocks. Read More
Lead generation can be scary. You put a ton of time and effort into each campaign, and still might not get as many responses as you’d hoped for. Maybe you’re reaching out to the wrong contacts. Maybe your content isn’t relevant. Or maybe it’s something else.
At ZoomInfo, we understand these fears, and are here to help. Read More
If you’re using data to customize the customer experience, you’re not alone. Many organizations are now turning to data-driven marketing – the process of making decisions that arise from the analysis of data about or from customers.
In essence, this involves systematically extracting inferences from data sets to uncover trends and create opportunities that expand marketing effectiveness. Given this definition, most marketers understand the potential benefits. And yet, they may still struggle to meet objectives, citing poor quality B2B data and other concerns. So where does your organization stand? The experts at ZoomInfo put together this infographic to help you find out. Read More
What makes someone a high-quality lead? If you don’t know, you’re in trouble. In fact, this can lead to misunderstandings – and even resentment – as sales claims they don’t have enough to work with, and marketing counters that the leads are there, but sales isn’t following up.
In this situation, it doesn’t matter who’s right; you need to settle your differences and agree on a lead qualification process. Read More
There are many sales prospecting methods out there, including email, social media, and cold calling. But are the ones you’re using hurting you more than helping?
The fact is, sales and marketing teams often miss the mark. And in retrospect, many of the mistakes they make seem silly. Maybe their outreach efforts aren’t aligned. Or maybe they’re simply trying too hard to reach prospects.
Most sales reps truly do want to create good relationships with potential customers and have their best interests in mind. But in an effort to help, they can lose their way and use tactics that are less favorable. For that reason, you need to arm both your sales and marketing teams with the information they need to improve their outreach efforts. Read More
Join ZoomInfo in Las Vegas for Marketo’s Marketing Nation Summit. With about 6,000 marketers expected to attend, this year’s Summit will be packed – and for good reason. Get ready for all the networking events, as well as the 100 breakout sessions from industry thought leaders, and the inspiring keynotes from speakers like Will Smith and Jamie Gutfreund. At this 3 day event, you’ll discover what’s new in marketing technology, and gain insight into the latest trends and best practices. Read More
ZoomInfo is sponsoring the SiriusDecisions 2016 Summit in Nashville, TN from May 24-27. If you’re attending, be sure to chat with our team! Read More
The customer is not always right. That being said, you should still keep their needs in mind as you implement different marketing initiatives. This is really what’s at the heart of a customer-centric strategy, in which the primary goal is to acquire high-value customers and maximize the value of every customer relationship (source: MarketingProfs).
So what does this mean in the B2B industry? Rather than just promoting products and services, today’s marketers are trying to help people solve problems through relevant content. And in order to do so, they’re turning to the insights their data can provide. Read More
Low click-through rates and high bounce rates are the marketing equivalent of the Blue Screen of Death. Obviously, something is wrong. But how can you solve the problem(s) before your next lead generation campaigns deploy?
For those of you who are technologically challenged, the answer may be to restart and hope for the best. But don’t worry! You can learn from your past mistakes and generate more targeted leads. Read More