Making a purchase in a brick and mortar store is an inherently visual experience. Customers typically look through a number of items, spot something they need or want, and put their hands on the product before deciding to buy it. The modern B2B buying journey, on the other hand, is much more complex.
The B2B buying experience primarily takes place on the web rather than in person. And, B2B products are often technical solutions rather than tangible items the buyer can touch and see. To make the buyer’s journey engaging and immersive, B2B marketers must rely on a wide variety of visual content. Continue reading “How to Use Visuals to Enhance the B2B Buyer’s Journey”
Data is a big investment for any company— but, if you research vendors and invest intelligently, it can have a dramatic impact on your company’s financial success and growth. However, if you’re not smart about your purchase, bad data quickly becomes a costly mistake. Continue reading “How to Get More Value From Your B2B Data Purchase”
B2B sales leaders are constantly looking for tools and technologies that offer insight into their team’s productivity—tools also known as Sales Force Automation (SFA). The problem is that SFA tools, particularly CRM, only facilitate measurement, rather than the sales process itself.
This is not to say reporting and measurement aren’t paramount to achieving company growth; it absolutely is. But think of it this way: if given the choice, would you rather have a working furnace this winter or a thermometer that tells you the temperature? Gas in your car or an instant MPG reader to tell you about the car’s fuel economy?
The point is, the best sales stacks empower execution just as much as performance measurement. With all that said, let’s examine a framework for building a better B2B sales stack.
Continue reading “How to Build a Better B2B Sales Tech Stack”
B2B marketers have long since understood the benefits of social media—yet many still struggle to leverage its full potential as a demand generation tool. In fact, 49% of B2B marketers rank social media marketing as the most difficult lead generation tactic to execute (source). Continue reading “Social Media Demand Generation: A Q&A”
If you’re reading this post, you already know it’s important to keep a finger on the pulse of marketing for new, innovative tactics. One such tactic? B2B influencer marketing.
Proven to increase brand awareness and drive lead generation, influencer marketing is a vital marketing tactic for many B2C brands. Yet, its popularity has been slow to catch on in the B2B community. In fact, according to one recent report, only 15% of B2B brands are running ongoing influencer programs (source). Continue reading “Influencer Marketing 101: The Beginner’s Guide”
It’s no secret, technology has transformed the way businesses communicate with customers and prospects. Modern sales reps rely on a variety of tools and technologies to conduct their work—including email, social media, video chat tools and more. As a result, the traditional in-person sales meeting has become far less common than it once was.
But, even as the B2B sales process becomes increasingly digital, face-to-face meetings still provide certain benefits that no technology can replicate. In today’s blog post, we explain why in-person interaction remains critical to the modern sales process and we offer several tips to make the most of face-to-face meetings. Let’s get into it! Continue reading “The Role of Face-to-Face Interaction in the Modern Sales Process”
With the abundance of information available online, modern professionals are able to learn new skills and broaden their knowledge with a simple Google search. Think about it, how many times have you found yourself stuck on a task at work and turned to the internet for assistance? If you’re like most of us, the answer is a lot.
Now that YouTube has become as ubiquitous as Google—business professionals have an additional resource to prime themselves for success and development. If you have yet to use YouTube in your professional life, this blog post is for you! Continue reading “15+ Helpful YouTube Channels for HR and Recruiting Professionals”
Here’s the scenario: Company ABC and Company 123 have identified the same exact target audience to sell their software to. Both companies have access to the same demographic and firmographic prospect data—yet Company 123 also has access to technographic data. These technographics reveal the tools their prospects use, what they use them for, how long they’ve used them, and much more.
We don’t need to tell you who has the upper hand here. Continue reading “Technographics: 6 Reasons to Use Technographic Data”
What if you could predict a customer’s next move before they even make the decision to do it? In the past, this question was purely hypothetical. But, thanks to technological advancements, predicting customer behavior has become a reality—and it’s changed the face of marketing forever.
Predictive intelligence and machine learning may sound like futuristic concepts, but they’ve already made a massive impact in the marketing world. If you need proof, take a look at these statistics (source): Continue reading “Predictive Intelligence and the Future of B2B Marketing”
Welcome to our October B2B Blog Post Round-Up. If you’re new to the ZoomInfo blog, we use our monthly round-ups to highlight the work our writers have done for outside publications. This month’s round-up covers a variety of topics including email marketing, sales reporting, storytelling and so much more.
Let’s get into it! Continue reading “October 2018 B2B Blog Post Round-Up”