Marketing Advice: What We Learned in 2015 & How to Improve in 2016


There’s an overwhelming amount of marketing advice out there. So how do you sort through the noise and figure out what really works?

At ZoomInfo, we’ve done a lot of the legwork for you.

Here are our top four pieces of marketing advice for 2016, based on our own experiences in 2015:

  1. Bigger is not always better

If 1 million+ people really are interested in your content, that’s great! But never assume that everyone in your B2B database will be. Getting too send-happy only leads to trouble, with higher bounce rates and decreased levels of engagement in future campaigns.

Our best marketing advice? Segment, segment, segment. If you haven’t already done so, consider the job titles, job functions, industries, and company sizes in your current B2B database. Once you’ve analyzed this information, think about who would be interested in your content and why. For instance, a marketing manager might want to learn about tips and tricks, while a VP of Marketing would prefer to read a whitepaper on larger industry trends.

  1. Data makes a difference

Did you know that 54% of marketers say lack of data quality and completeness is the most challenging obstacle to success? Given how often people change jobs, titles, and email addresses, this is not surprising.

It’s all too common to rely on an inaccurate B2b database. And if you you’ve ever received an email that starts with, “Hi Nancy,” when your name is really Joe or Ted, you’ll understand why this is a big deal. To start, we’d be shocked if you didn’t immediately delete that message. Another scary thought – just imagine how many people would do the same, and what effect that would have on campaign results.

  1. Campaigns take coordination

Whether your team is made up of three or fifteen people, each member should make different contributions. From writing content to handling design, building landing pages, and getting emails ready to go, every aspect is crucial to your campaign success. But of course, the process doesn’t end there.

Remember, your sales team still needs to follow up with those who respond. So make sure your lead routing is optimized. Otherwise, you risk overflowing your funnel with contacts that won’t convert.

  1. Account based smarketing helps

No, that’s not a typo. Account based marketing allows you to focus your efforts on a set of targeted accounts most likely to generate revenue or meet other strategic goals. However, it’s not possible without smarketing: the process of aligning your sales and marketing teams.

So don’t wait any longer – talk to sales. Do they have any feedback? Also take another look at your data from the past year, including customer purchase history, named account lists, account profiles, firmographics, and buyer behaviors. This information will help you identify who to target and with what personalized messages.

Looking for more marketing advice? Let ZoomInfo help you grow. Contact us today to find out how.

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