Bob Peterson is the Research Director in the Account Based Marketing category at SiriusDecisions. On September 13th, at the Revere Hotel in Boston, MA, he will be presenting at ZoomInfo’s first annual Growth Acceleration Summit. In anticipation of his keynote, we sat down with Bob to talk about everything account based marketing.
In a general sense, where is ABM at today?
As a strategy, account based marketing (ABM) is still in its infant stage. That’s not to say organizations are not already experiencing tremendous success from its implementation, though. From opportunity creation, acquisition, and even existing customer relationships, our conversations with sales and marketing leadership indicate astounding proof of concept. For some color, one organization has told us that since implementing ABM, they’ve seen their pipeline grow by 200%. Another said the strategy has led to a 20% increase in average deal size. Read More
It’s Friday afternoon, and I’m going to get real with you for a minute. I feel like this is a start to a confession, but here it goes…I played Pokémon as a kid. I watched it on TV. And I may have had a few Pikachu stuffed animals around the house (in fact, my dog, Kanupi, resembles Pikachu…did I just recreate this weird childhood reality)? By no means was I as obsessive as other kids, but I had my fair share of card trading and pod collections.
I’m a millennial and I’m a marketer. So when this new Pokémon GO app unlocked and spread as fast as Pokémon pop up nowadays, I realized just how far technology has come and how much of an impact it has had in the world of sales and marketing. And when you combine nostalgia with technology, you create the perfect opportunity. So why aren’t we taking advantage of this as much as we could? Are we placing more of an emphasis on one over the other? I’ll explain more in the post below. Read More
Sales is a numbers game. And more often than not, those numbers exclusively revolve around revenue. That’s why, when sales leadership looks at their team’s activity to measure productivity, common metrics include:
- Number of actions (calls/emails) per day: How many times have sales reps tried reaching out to potential buyers?
- Opportunity creation: How many opportunities, for how much potential revenue, are a result of sales reps’ activity?
- Closed won/lost business: Looking down the funnel, what’s the aggregate close rate of qualified opportunities?
Here’s the problem with the above metrics: sales productivity should be measured by KPIs that depict both the effectiveness of outreach and the efficiency at which reps perform those tasks. But the analysis, and subsequent insight, gained from these metrics focus too much on effectiveness and largely ignore day-to-day activities, which impede efficiency. Read More
Breaking down the barriers between sales and marketing has always been a challenge. But given that B2B organizations with tightly aligned sales and marketing operations can achieve 24% faster growth over a three year period, it’s one that must be met head-on (source: SiriusDecisions).
So, how do you achieve sales and marketing alignment as a field marketer? It starts with understanding how various marketing strategies can impact the sales process. And of course, events are still one of the most common sources of a company’s ROI. With this in mind, your best bet is to avoid the finger-pointing games, and work together toward the same goals. Read More
Marketing automation tools are designed to be simple and user-friendly. So in theory, they should help you streamline the lead generation process from start to finish. But unfortunately, that doesn’t always happen.
Maybe you’re sending the wrong content to the wrong contacts. Maybe you’re asking for too much information on web forms. Or maybe you’re facing a different problem altogether, which is hurting the quality of your campaigns, and impacting your ability to follow up with leads until they convert.
We understand these frustrations and are here to help. The experts at ZoomInfo put together this infographic to help you maximize conversion rates by dealing with common issues, such as B2B data decay and partial profiling. Read More
Mark your calendars! We’re excited to announce that registration is now open for the inaugural Growth Acceleration Summit on September 13 at the Revere Hotel in Boston, MA. This can’t miss event will bring professionals from around the nation together for inspiring keynotes, educational sessions, and a lot of networking.
The new digital world has fragmented the sales funnel. The irony? We’re now much more connected, but decision makers are harder than ever to reach.
To combat this, companies are investing in sales solutions to help sales development representatives (SDRs) identify, connect with, and transition qualified prospects into opportunities. In fact, according to Docurated, organizations plan to spend between $20,000 – $24,000 per salesperson on technologies that maximize productivity and effectiveness. However, because each tool is so different by nature, a one-size-fits-all solution does not exist. Instead, organizations are turning to “sales technology stacks.”
Here at ZoomInfo, we’ve combed over a number of studies to identify the three most prevalent issues sales reps face, and how each impacts your technology selection. Read More
How can you determine if a lead is truly sales-ready? If you’re not sure, it’s time to adjust your lead management strategy. After all, putting together killer lead generation content isn’t enough. Without an effective follow-up process in place, your hard-earned leads will just sit in your CRM, gathering dust. And by the time you think to reach out again, it will already be too late. So what can you do? Read More
Love it or hate it, email marketing is not going anywhere any time soon. In fact, it’s still one of the best and most cost-effective ways to generate high-quality leads for your sales team. That is, as long as you have the right strategy in place.
And while we certainly don’t recommend sending out the same cookie cutter email to all your potential buyers, there are a few best practices, which can be applied to almost any campaign. Read More
Driving a lot of traffic to your landing page might seem impressive. But if no one actually fills out your lead form, what’s the point?
Remember, conversions – not clicks – are the end goal, here. So if you want to improve lead generation efforts, you need to ensure that all landing pages have been optimized for your target market.
With that in mind, here are three tips to help you improve lead generation with marketing data: