25 Must-Tweet Moments from the 2017 Growth Acceleration Summit

growthaccelerationsummitOn September 13th and 14th we held the second annual Growth Acceleration Summit in Boston, MA. The best and brightest in the B2B world came together to give talks, facilitate workshops, and network.

All in all, it was a great success! For those who weren’t able to attend, we compiled the top 25 must-tweet moments. Check it out:

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3 Ways “Company Attributes” Can Help you Identify and Engage with Your Target Audience

buyer personaIn late 2016, ZoomInfo launched a new feature to our platform called Company Attributes. With this tool, customers can now quickly select accounts that match their value propositions, based on multiple layers of specific criteria. The growing list of nearly 200 attributes covers characteristics like sales and marketing technologies, department size and structure, location, founding date, website ranking, and more.

Let’s take a look at how this feature can help B2B marketers better identify and engage with their target audience.

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6 Key Takeaways from Salesforce World Tour Boston

Yesterday saw Salesforce’s return to Boston for their World Tour customer conference. Though considerably smaller than Dreamforce, World Tour Boston was still chock-full of great breakout sessions, interesting speakers and inspiring customer stories.

There was a lot to cover during the full-day event, but here are the top 6 takeaways from Salesforce World Tour Boston:

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Find better candidates with the Diamond Recruiting Technique

In the past, the hiring process was often thought of as a funnel: Recruit as many candidates as you can, dump them into the top of the funnel and see who filters out at the bottom. But that technique wastes a lot of time, money and work, according to Chris Murdock, senior partner at IQTalent Partners. When interviewed for a new ZoomInsights article, Murdock said that if you want to work smarter and not harder, it’s time to switch to what he calls the Diamond Recruiting Technique (DRT).

The goal of any recruiter is to match the job opening with the best possible candidates, resulting in a successful hire. But in today’s busy world, it’s also important to achieve this outcome as easily as possible. Murdock said that in the DRT process, he has found the perfect tool to meld these two goals together.

Picture a diamond: narrow at the top, fatter in the middle and then narrowing back to a point at the bottom. Murdock says this is what your hiring process should look like. The length of the diamond represents the time you put in, and the width represents the number of candidates. “You want to make the diamond as short and thin as possible,” he said.

Learn how to put the diamond to work for you in “Find better candidates with the Diamond Recruiting Technique.”

Surviving an email jungle

Every email message you send must hack its way through a jungle of spam filters, strong-arm inbox fatigue and survive your readers’ distractions. Inbox rates – the tally of whether an email reaches its intended inbox – dropped to 76.5 percent globally during the second half of 2011, down from 81 percent during the first half of the year, according to a report from email certification provider Return Path. Even worse, email blocked as spam increased a startling 24 percent during the same period.

Our new ZoomInsights article, “Improving B2B email deliverability,” has some good suggestions. For example, place an even higher value on targeting both the pitch and the list of intended recipients, according to industry experts. It’s a game of quality over quantity these days if you want to maximize open rate, read length and opt-in.

Also, there’s a good chance your target audience is reading your email on a mobile device. It’s the biggest recent sea change in the market, and it’s changing fast. As of September, 38 percent of email was opened on a mobile device, compared to 33 percent on a desktop client and 29 percent for web mail, according to Litmus’ Email Analytics report.

Our article, “Improving B2B email deliverability,” explains these and other issues. Check it out!

Treat job seekers like customers: It’s good business

Have you ever applied for a position at a company only to never hear back? Or perhaps you get an interview, but weeks pass without any follow-up from the company. We’ve all been there!

Christian Forman, CEO of StartDateLabs, told ZoomInsights, “Job seekers feel poorly about the recruiting process at baseline, regardless of how well companies (treat them) because it’s a process that generates 99 no’s for every one yes.” Despite the inherently frustrating process, recruiters and HR professionals can make small changes to make the ordeal a bit more pleasant – even for candidates who ultimately get rejected.

A new article on ZoomInsights, “Treat job seekers like customers: It’s good business,” provides incentive for keeping applicants happy by explaining the damage disgruntled candidates can do to a business. It also provides valuable advice on procedures and processes that can make all applicants feel as respected as customers.