Use A/B or split testing for Facebook Ads

If you have been working in a function such as web development or marketing, chances are that you have used A/B testing, also known as split testing, in one of your projects. A/B testing is a methodology, especially popular in advertising, that uses randomized experiments with two variants, A and B, in a controlled experiment.

Like most other online advertising, Facebook ads can be difficult to master. But with the help of A/B testing, you can soon start getting insights that would help you create better campaigns, and next time you want to run an ad on Facebook, you will spend lesser and lesser time creating successful ads.

In this post, I will walk you through all the nitty-gritties you need to know about conducting an A/B testing with your Facebook ad – Continue reading “Use A/B or split testing for Facebook Ads”

Sales Presentations: how to make a big impact?

We all like to insert numbers when making a presentation, whether it is to a client, a prospect or someone internal in the company. Numbers provide factual evidence to any argument, and that is why everybody loves to include numbers in a presentation. But the question here is whether you are presenting the numbers in a way that they would make the impact that you are actually hoping for?

Let me walk you through an example that would illustrate my point better – Continue reading “Sales Presentations: how to make a big impact?”

Revisiting the basics of lead generation

Lead generation or, in other words, finding new customers, is essential for any business to survive. But every now and then, I believe it is a good idea, for any organization, to revisit its lead generation strategies. One of the ways I like to think about it is by going over a list of all the possible strategies that might be available for lead generation. The marketing team at ZoomInfo thought that it would be a great idea to compile this list and make it available to our readers as well. While many of us might be the lead generation ninjas, it never hurts to go through the ever evolving lead generation strategies once again.

The new guide that we have published covers all the basic concepts of lead generation, including ‘what is a lead?’ and ‘how to define a lead for your organization?’. I would encourage you to download this free resource and use it as best as possible, but I would also like to give a sneak peek of our latest guide. Continue reading “Revisiting the basics of lead generation”

Three content marketing lessons from B2Cs

Preface – Historically, marketers have approached B2B and B2C marketing strategies very differently. But the past decade has witnessed some key technological developments and trends, such as Internet and Social Media, which is making marketers revisit their approach to B2B and B2C marketing once again. With the rise of Internet and Social Media, businesses are observing a rising wave of ‘Content Marketing’. B2Cs were the early adopters of content marketing, but B2Bs are catching up and the margin between the two is diminishing at a fast rate. Before I continue any further, I first want to share a little about my background.
Continue reading “Three content marketing lessons from B2Cs”

Feeling dirty?

So you’ve got a stellar email program? Great! Do you write eye-catching subject lines and tantalize readers with your dapper HTML skills? Fantastic. There’s just one problem; your list is dirty (and not in the fun way).

One crucial part of best-practice email marketing is often one of the most ignored rules, too. By maintaining a clean list, you are trimming off the excess weight that’s been holding your results hostage for so long.

In a new article on ZoomInsights, email marketing expert Christine Doré explains how and why she regular purges inactive subscribers from her organization’s email program. Want an easy way to improve your open and click-through rates? Read Doré’s excellent advice.

When buyers won’t admit they need your help

Buyers withhold information from salespeople all the time. Sometimes it’s to gain a negotiating advantage, or to quickly end an unwanted sales call.

But just as often, buyers hold back because disclosure puts their self-images at risk. They’re hiding something that, if revealed, would make them lose face, expose a fault or suggest – not to you, but to themselves – that they’re not living up to their own expectations.

Guest author Michael Boyette discusses this issue in a new ZoomInsights article. He suggests a “Four A’s Approach” to get buyers to feel comfortable discussing needs that your product or service can address.

Check out the article and learn how you can move a sale ahead by acknowledging that challenges are normal, asking for help, accepting information without explanations and advancing the conversation.

7 paradoxical sales principles

Things are not always as they seem to be, especially when you’re a sales rep. The keys to success can be so counterintuitive that some folks never find them. But a new article on ZoomInsights can help.

Sales expert Jill Konrath lays out seven paradoxical truths to selling and explains each one. For example:

  • To win more sales, stop selling
  • To speed up your sale cycle, slow down
  • To be more natural, prepare like crazy

Jill makes some really good points that can help you get bigger contracts, speed up your learning curve, differentiate your offering and generally enjoy greater long-term success in sales. Check it out!

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.

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.