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The holidays are here, and the new year is just around the corner…

Which means things shaking up in the B2B world — holiday emails are being blasted, sales deals are being closed, and 2021 recruitment strategies are finishing up.

Integrating holiday energy with your B2B efforts typically increases chances of revenue success. And to get there, you have to ramp up your visibility and engagement with your best sales, marketing, and recruiting teams.



B2B Tips for Sales, Marketing, Recruitment, and More

So whether you’re expanding into new territory, prepping for next year’s round of new hires, or deploying marketing campaigns, following these B2B tips and tricks will help your B2B efforts during the holiday season.

1. Find More Selling Opportunities with Buyer Intent Data

Buyer intent data is digital information collected from the public-facing digital world, such as web page views, downloaded content, and webinar attendance.

This valuable information indicates interest from users in a certain product or service. These signals alert sales and marketing teams to recognize their pain points and take the next step in putting them through the pipeline.

Our post, “What is Buyer Intent Data? A Guide for 2020,” post covers the types of intent data, where it comes from, how to use it. Because in 2020 we should all know that data-driven strategies get you ahead of your competitors.

Read more: What is Buyer Intent Data?

2. Calculate and Analyze Your Total Addressable Market (TAM) for Better Targeting

Calculating your sellable marketing doesn’t have to be as painful as 8th grade math. If you avoid quantifying your market, or your total addressable marketing (TAM), you could be missing out on possible selling opportunities.

TAM reveals revenue opportunities based on location, current customers, industry, and more. In this post, “How to Calculate Total Addressable Market and Perform TAM Analysis,” you can find out what TAM is, how to quantify it, and see real-world examples.

Read more: How to Calculate Total Addressable Market (TAM) 

3. Improve Your Cold Outreach with BASHO Emails

While digital automation has made outreach much easier, sending cold emails is still a tricky game. It’s a science — understanding the market + humanization + appeal = (hopefully) more fitting prospects. 

Personalization is the key to improving your outreach, and one form of it is the BASHO email. BASHO emails are a specific kind of personalization strategy, ready for you to use in your next targeted campaign.

With our post, “8 Ways to Use BASHO Emails in Cold Email Outreach,” you can bash boring email campaigns.

Read more: Ways to Use BASHO Emails

4. Increase Your Callbacks with Voicemail Scripts

It’s no secret that cold calling is a salesperson’s least favorite activity. And honestly, it’s kind of a blessing when a cold call goes to voicemail.

Voicemails give sales reps an opportunity to give a quick pitch — but it requires a personalized skillset. Prospects typically get countless cold calls reaching for sale — so you still have to stand out from the (auditory) crowd.

After reading, “Cold Call Sales Voicemail Scripts That Get Callbacks,” your sales game will become that much better — without nervous cold calling

Read more: Cold Call Sales Voicemail Scripts

5. Organize Prospect Info by Building a Database from Scratch 

You don’t have to be data-savvy to make an accessible library of prospect information. Having a database makes it easier to manage valuable information on potential leads, current customers, and future markets.

And what better way to build a data library than to make it your very own, so that your sales and marketing teams can easily catalog prospect information.

Our post, “How to Build a Sales and Marketing Database from Scratch,” covers the different options in collecting, organizing, and utilizing lead data.

Read more: How to Build a Sales and Marketing Database

6. Get Better Talent with Passive Recruiting (on Top of Active Recruiting)

Sometimes your new hires come from those that aren’t exactly looking for a new job. In addition to your active recruiting efforts, a passive recruiting strategy can get you your next best talent.

A solid passive recruiting strategy attracts talent that is actually interested in what your organization is all about. So if award-winning Billy Bob Brand Manager is currently working at a B2B concrete company, and you’re recruiting at your B2B entertainment company, your passive recruiting can bring him into a more attractive position.

We dive into the ins and outs of passive recruiting with, “How to Engage & Recruit Great Passive Candidates,” and how it can be superior to active recruiting.

Read more: How to Engage & Recruit Great Passive Candidates

7. Streamline Recruits by Getting on Approved Vendor Lists

As well as finding great talent, recruiting is all about building and maintaining professional relationships with other B2B organizations. But if you can find ways to conserve time and resources for your organization, you get on approved vendor lists to save time and resources.

Check out our guide, “4 Ways to Get on the Approved Vendor List for IT Staffing,” to land on approved vendor lists for IT professionals.

Read more: Ways to Get on the Approved Vendor List for IT Staffing

8. Smooth Out the Sales Process by Mastering Objections

“I don’t have the budget for that.” 

“Could you add an X feature?” 

“Give me a discount, or we’re through.”

“I have to get approval from my manager.” 

These are all things typically heard toward the end of the sales process. And this is no time to be a deer in the headlights — it’ll lower your chance of a close.

Sales objections come in many forms, and our post, “Overcoming Sales Objections: The 5-Point Guide,” includes ways to handle them so you can close smoother deals.

Read more: Overcoming Sales Objections

9. Crush Your Software Sales Demo and Convert More

Everyone likes freebies, from branded office supplies, to candy, and to software trials. Demos are a great way to bring in more prospects because they get to have a real-time experience with what you’re offering.

Demos give you a chance to show off your brand, product, and culture all at once — it’s your chance to really shine! This next post, “8 Best Practices for Software Sales Demos,” offers tips and tricks to excel at your next sales demo.

Read more: Best Practices for Software Sales Demos

10. Stay One Step Ahead in Prospecting with Sales Intelligence

It’s simple: prospecting with the right data gets you ahead, and makes you look more knowledgeable. Because you’re more sophisticated than the typical call center salesman — you’re data-driven.

Sales intelligence gives you in-depth knowledge of who exactly to target and how, so you can close more deals

Since ZoomInfo is the epicenter of sales intelligence, our post, “Sales Intelligence: What to Expect When You’re Prospecting,” (of course) gives you the ins and outs of using sales intelligence.

Read more: Sales Intelligence: What to Expect When You’re Prospecting

11. Generate More Leads from Trade Shows and Events

Although COVID-19 put trade shows and events to a screeching halt, there has much learned about putting on digital events.

Regardless if it’s virtual or in-person, events are all about scooping up as many fitting leads as possible. They give you the chance to put a face to your brand, give out some freebies, and invite prospects into your sales funnel.

“Leads Generation Ideas for Trade Shows & Corporate Events,” gives a glimpse into how to make the most out of trade shows and events — even virtually. 

Read more: Leads Generation for Trade Shows & Corporate Events

12. Refine Your Content Marketing Strategy by Measuring Success

The only way you can improve any strategy is by learning from the current and adapting it to the future. The same goes for your content marketing strategy — which in the end is meant to collect more relevant leads.

Content marketing is the art of digital creation to attract leads interested in learning more about your brand. And content is made better when you find out which pieces are pulling in the right audience in the right quantity.

Our post, “4 Ways to Measure the Success of Your Content Marketing Strategy,” gives an in-depth guide into content marketing strategies and how to improve them with measurement.

Read more: Ways to Measure the Success of Your Content Marketing Strategy

Wrap Up Your Year with a Better B2B Strategy

All of these tips and tricks are done easier with accurate, up-to-date data — so give yourself the gift of quality data, along with sales prospecting and marketing campaigns tools.

Here at ZoomInfo we wish you a very happy holiday season, and a happy Q4!

About the author

Rayana Barnes

Rayana Barnes is the Creative Content Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution for go-to-market teams.

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