How to engage customers with b2b video

Examples abound of B2C companies using video with great success. But can B2B companies cash in on this trend, even if they’re small and therefore have limited resources? The answer, according to video marketing expert Greg Jarboe, is “Yes.”

In a new article on ZoomInsights, Jarboe shares the story of a small company’s success. Although the company manufactures consumer product, it used video B2B-style to get the attention of a buyer at a major retail outlet. Find out how it worked.

The power of personas for recruiting

What if you had a deep understanding of what drove candidates, what moved them, how they’d fit in at your company and what they were really looking for … before they ever set foot in the door? No crystal ball required. Personas can get you there.

Regularly used by marketers, personas predict the behaviors, attitudes and motivations of a group of people. Because they share certain traits, the members of these groups tend to make similar decisions. Sourcers and recruiters can leverage these likenesses to speed up the hiring process, inform candidate decisions and generally make themselves look smart.

A new article on ZoomInsights looks at how recruiters can benefit from creating personas. It also introduces the process of creating them.

How to improve engagement with preference data

A key to good marketing — and also perhaps the hardest part to get right — is knowing what your customers want and figuring out how to give it to them. As a marketer, it’s your job to learn everything you can about your target audience, to make sure your message is reaching the right people at the right time. One of the factors that make understanding your audience so tricky is that they don’t always clearly voice their preferences.

A new ZoomInsights article explains that valuable preference information is available, if you know how to get it. The article provides helpful advice from digital evangelist Sundeep Kapur, including the differences between stated, observed and implied customer preferences and how to use that information to your advantage. Check it out.

The marketer who analyzes the most data fastest wins

Big data technology can help digital marketers better optimize the yield of their online advertising, increasing the spread between the cost of advertising and the revenue derived from it.

In a new article on ZoomInsights, marketing expert Brad Terrell writes about how the new technology could dramatically enhance profitability for digital marketers.

As an example of the need for automated data analysis, Terrell writes about the complexities involved in deciding how much a marketer should bid for ad space on websites. The goal, of course, is to pay the perfect price for each ad — the lowest possible price that gets the impressions that result in the highest possible revenue.

But this can involve analyzing hundreds of terabytes of data that are being updated in near real time. Yield optimization is among a class of big data problems for which increased analytic performance translates directly into increased business value. In other words, as Terrell puts it, when it comes to yield optimization, the marketer who analyzes the most data fastest wins. Read more.

Getting started with Web analytics for recruiters

If you’re a recruiter who thinks Web analytics are solely the domain of the marketing or IT department, you’re missing a chance to spend your budget more wisely and improve your ads and your own website. A ZoomInsights article introduces recruiters to the world of Web analytics and the kinds of useful information that are available.

The article discusses metrics available both from third-party job sites and your company’s own career site. For example, it covers how analytics can help you know where you might be losing potential candidates. Check it out!

Secret agent techniques for sales success

If you’re a sales rep who ever feels like you’re on a constant treadmill of unreturned voicemail, Factor 8’s Lauren Bailey says playing secret agent might help.

No, she doesn’t suggest putting on a trench coat and surreptitiously snapping photos of your co-workers. But in a ZoomInsights article, Bailey does suggest taking a break from trying to get the decision maker on the phone and instead doing a little harmless espionage to build some intelligence about the target company.

Bailey suggests calling anyone other than the decision maker and asking questions. And the last people you might think to call might be the most helpful.

Get the details on how to play secret agent in Bailey’s ZoomInsights article.

Live and learn (important clarifications on search syntax)

Recruiters and candidate sources often use very carefully crafted search engine queries as they search the Web for the right people. Unfortunately, those search strings don’t always work as expected, and sometimes they work very differently on different search engines.

Recruiting and Boolean logic expert Irina Shamaeva provides valuable examples in a new article on ZoomInsights. For example, she explains how Google and Bing treat the word “and” differently. She also discusses operator precedence and how there is no way to change the order of operators on Google. And she points out what to do when Google returns Web pages that don’t even include a keyword you searched for.

Shamaeva’s in-depth look at the details of Web searches is helpful to sourcers and anyone else who ever needs to do very specific Web searches. Check it out!

Prospects not ready to buy? Nurture them!

A potential buyer visits your Web site and fills out a response form. One of your sales reps calls within 24 hours, only to learn that the prospect isn’t ready to buy for months. Do you:

  • Try to convince them to buy anyway?
  • Ignore them from then on?
  • Realize they’ll probably buy from someone within a couple years and nurture them with relevant content and education?

According to marketing experts Don Wynns of ZoomInfo and Lisa Cramer of LeadLife Solutions, you’ll make the most money in the long run with the nurturing approach. They explained, during a recent webinar, “The 4 Keys for turning cold leads into sales-ready opportunities.” They discussed:

View a recording of the webinar.

According to SiriusDecisions, 80 percent of prospects that don’t buy today will buy from someone within the next two years. Improve the chances that it’ll be your company. Watch “The 4 Keys for turning cold leads into sales-ready opportunities” today!

Closing the gap and opening doors between B2B sales and marketing teams

A new survey by collateral management company KnowledgeTree recently highlighted tensions between sales and marketing teams. No surprise: Everyone thinks everyone else could do a little better, especially with regard to sales collateral.
Our latest  ZoomInsights article reports on the survey’s findings and offers some suggestions to help get sales and marketing people on the same page.
Among the areas where marketers and salespeople disagree:

  • Whether marketing-produced collateral is of high-enough quality
  • Whether salespeople are using collateral effectively
  • Whether marketing-produced sales tools are up-to-date

Among the suggestions our article offers:

  • Salespeople can alert marketers when tools need updating and suggest collateral that will work for their markets
  • Marketers can provide training to salespeople on available collateral and the best ways to use it

Read more on ZoomInsights.

How to avoid America’s biggest hiring mistake

Do you put too much emphasis on industry experience when you’re searching for candidates? If so, you might be committing what recruiting expert Jim Roddy calls, “America’s biggest hiring mistake.” In a new article on ZoomInsights, Roddy explains that the mistake leads companies to miss out on candidates who, if taught the necessary skills, could be excellent employees. Roddy advises recruiters to “always be on the lookout for people who have the personality and character that can advance your organization.”

Roddy gives an example from his experience of hiring an operations manager for his own publishing company who had never worked in the publishing industry. And he offers eight questions you can ask candidates to help reveal the person’s character and decision-making skills. Check out Roddy’s article.