Welcome to our August B2B blog post round-up. If you’re new to the ZoomInfo blog—welcome! The B2B blog post round-up series highlights the work our writers have produced for outside publications. Our round-ups feature well-known publications, industry favorites, and lesser-known, up-and-coming websites.
Today’s B2B blog post round-up features content about sales productivity, influencer marketing, buyer personas, and much more. Let’s get right into it!
August 2018 B2B Blog Post Round-Up
5 Common Myths About Sales Productivity
The sales floor is a high-pressure, results-driven environment– which is why so much emphasis is placed on sales productivity. From sales executives down to entry-level sales reps, sales professionals constantly seek ways to be more efficient, to make more sales, and to hit their goals faster.
Yet, despite all this effort, productivity is often a problem for many sales departments. In fact, 65% of B2B businesses say they struggle with sales productivity (source). Here’s why– the B2B sales culture promotes many outdated, ineffective, or just plain incorrect strategies. So, if you’ve built your sales process based on these productivity myths, you will continue to struggle to hit your targets.
Three Considerations for More Accurate Marketing Reports
When executed effectively marketing reports are useful for a number of reasons. They not only help prove the worth of a marketing team’s efforts to the rest of the organization– a notoriously difficult task for many marketers—but, well-developed marketing reports can even shape the future of your marketing strategy.
Reports highlight which specific aspects of a marketing strategy are working, and which aren’t. With these insights, marketing leaders are able to make high-level decisions to duplicate and scale success. However, not all reports are created equally. In order to drive real, lasting change, your reports must be accurate.
Buyer Personas: Four Reasons They Aren’t Just for Marketers
For those who aren’t familiar with the term, buyer personas are semi-fictional profiles of your best buyers. These profiles are often created by marketers to help target and distribute campaigns to the people most likely to buy their particular products or services.
Although buyer personas are most applicable to the work of the marketer, the insights they contain can help all aspects of a business including sales, customer service, product development, and much more.
Whether you’re responsible for persona creation or simply just looking for ways to improve business performance, this blog post is for you. Keep reading to learn how buyer personas can improve business.
5 Lessons B2B Copywriters Can Learn from Their B2C Counterparts
For most of us—the phrase B2C marketing conjures up images of bright, fun copy and colorful animation. By comparison, the world of B2B marketing is a grey, boring wasteland filled with technical jargon and product screenshots.
But, company culture is experiencing a major shift. Take it from me, a B2B marketing manager, working from home in my bathrobe, finishing up the copy for a zombie-themed infographic. It’s evident that the line between the B2B and B2C worlds becomes less and less clear.
This blurring of lines is largely due to the influx of content consumers have access to online. As a result, brands will do just about anything to stand apart from their competitors—many of these tactics mark a clear departure from traditional B2B branding practices.
10 Types of Email Segmentation for More Leads and Better Open Rates
Marketing trends come and go, but personalization is here to stay. In today’s competitive marketplace, customers expect businesses to speak directly to their specific needs and preferences. That goes for all marketing channels including the more tradition channels like email marketing.
Email marketing has been around for what seems like forever, but it hasn’t lost its effectiveness when it comes to generating leads and revenue. In fact, 59% of B2B marketers say email is their most effective channel in terms of revenue generation (source).
But, as with any other marketing tactic, your email marketing strategy must evolve over time to remain effective. As a result, you must do away with your one-size-fits-all email sends and move on to more personalized sends through email segmentation.
Leverage a CRM and Your Creativity for Data-Driven PR
In our constantly connected digital era, consumers and prospects see an endless stream of branded content from the second they wake up until they finally log off for the night and go to sleep.
Modern businesses have found the only way to cut through the content clutter is to leverage the power of data by placing hyper-relevant content in front of an interested audience.
Thus, data and personalization have quickly become the gold standard.
6 Essential SEO Lessons All Modern Marketers Must Learn
Search engine optimization (SEO) is not a new concept – but, since its start, it has only grown in importance. After all, recent studies show that a whopping 93% of online experiences begin with SEO lessons (source).
There’s no way around it– in our digital era, SEO is a significant contributor to the overall success of nearly every modern business. For this reason, modern marketers must be educated in SEO best practices to compete in our online world.
To make this easier, we use today’s blog post to break down a few key SEO lessons all modern marketers must learn. Keep reading!
How to Incorporate the Art of Storytelling Into Your Recruiting Strategy
The concept of brand storytelling comes up a lot when discussing sales, marketing, and branding strategies. But, the major tenets of storytelling can also be applied to your recruitment strategy.
In today’s candidate-driven market, securing high-quality talent is more difficult than ever before. It’s no longer feasible to post a job opening and expect quality candidates to come pouring in—because they won’t. And, to complicate things further, popular job boards and networking sites like LinkedIn have become saturated with recruiters vying for the same handful of candidates.
5 Ways to Generate More Leads at Trade Shows
The internet has transformed the way we do business in a variety of ways– but the online universe can’t replicate the value of old-fashioned face-to-face interaction at professional events.
For this reason, trade shows remain an effective marketing strategy– they give you the chance to meet prospects in person and create more personal connections between your business and your prospects. Consider these statistics (source):
- 46% of decision-makers make a purchase decision at a tradeshow.
- 77% of decision-makers found at least one new supplier at the last tradeshow they attended.
- 51% of attendees request a sales rep visit their company after the event.
If you are new to tradeshow marketing, or if you find yourself falling short of your lead generation goals, this is the blog post for you. Today we’ll break down five ways you can generate more leads at your next tradeshow. Keep reading!
Key Takeaways from the August B2B Blog Post Round-Up
And there you have it—our B2B blog post round-up for the month of August. If you’re interested in reading more content like this, check out ZoomInfo’s B2B blog where we publish content for sales, marketing, and recruiting professionals.
Be sure to check back next month for our next installment in this B2B blog post round-up series! Or contact ZoomInfo today to learn how our people information database can help your business grow!