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”

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”

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.

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.

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!

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.