It’s that time again. If you’re a regular reader of our B2B blog, you already know the drill. But, for the newcomers, welcome! Each month we publish a list of our five favorite articles that we’ve contributed for outside publications. This month we focus on the marketing technology stack, the power of direct dials, productivity myths, SEO, and more!

Let’s get into it.

Investing In Marketing Technology: 7 Key Considerations

The marketing landscape changes constantly as new trends emerge and innovative tactics catch on as effective marketing strategies. Subsequently, new technologies have emerged as well, aimed to aid marketers achieve specific tasks and objectives.

The problem is, with so many technologies crowding the market, companies struggle to determine which tools are the best fit. In fact, 26% of marketers say their biggest challenge is finding the right technologies to fulfill their needs (source). What’s more, only 9% have and use the tools they need (source).

The bottom line is: Technology can make a big impact on marketing performance – but only if we know when and how to use it. Today, we break down the most important categories of marketing tools. Keep reading to see where you should focus your technology budget in the upcoming year.

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direct dials

Direct Dials: The Secret to B2B Sales Success

If we told you just one direct dial phone number could help your sales team generate a million dollars in revenue, you probably wouldn’t believe us. Although it’s not that simple, it isn’t far from reality.

Today we explain exactly how direct dials can improve your team’s connect rate, their productivity, and ultimately the amount of revenue they generate for your company.

The Importance of Connect Rate

To understand the power of a direct dial phone number, we must first discuss connect rate. For those who aren’t familiar, connect rate—or reach rate—is the number of calls it takes for a sales rep to connect with a potential buyer.  According to industry research, the average connect rate is 18 calls per connection (source).

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b2b vs. b2c

3 Valuable Lessons B2B Businesses Can Learn from their B2C Counterparts

B2B marketing often gets a bad rap. And let’s face it, selling a business product or service has a certain set of limitations that, say, someone selling a pair of sneakers, may not have. But, just because B2B products tend to be less exciting, doesn’t mean your marketing should be. In fact, there are many effective tactics and strategies B2B marketers can adopt from their B2C counterparts.

Lesson #1: Develop a Customer-Centric Marketing Strategy

A customer-centric organization puts the customer at the center of every business decision – from marketing campaigns to product development. Rather than focusing on a general audience, customer-centric marketing places the focus on the customer as an individual.

Although many businesses think they provide great customer service—the reality is, they don’t.

Customer centricity is about more than just “making the customer happy.” A customer-centric marketer understands the customer’s needs, and shapes all business initiatives around them.

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sales productivity

4 Sales Productivity Myths

As the B2B landscape changes and evolves, companies continue to ask themselves the question – how can we improve sales productivity?

Unfortunately, there are many misconceptions woven into the fabric of today’s B2B sales culture. Until these incorrect beliefs and practices are corrected, sales reps won’t achieve their productivity goals. So follow along as we break down some of the biggest myths about sales productivity.

Myth: You don’t need a break.

With the constant pressure to hit quotas, sales reps often make the mistake of thinking they should work nonstop throughout the day. After all, time spent away from your desk is time you could be using to make calls, right? Yet, the “work non-stop” mentality is part of the reason more than 1 in 10 companies experience turnover rates north of 55% (source).

An occasional break might actually increase sales productivity. In fact, research has shown that taking breaks can dramatically improve your mental performance (source). So, step away from your desk throughout the day and you’ll find yourself less stressed, more focused, and generally happier.

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5 Key Differences Between B2B SEO and B2C SEO

The B2B and B2C worlds are vastly different. They follow different best practices, they support different sales cycles, and they have different business motivators. Search engine optimization (SEO) is no exception to this rule.

Today we explain the five key differences between SEO for a B2B company and SEO for a B2C company. Understanding these differences can drastically change and elevate your SEO strategy.

Difference #1: Content Marketing

In the B2C world, purchases tend to be less expensive and lower risk. Therefore, marketing content is primarily used to build links and advertise. In the B2B world, however, purchases are more expensive and require an entire buying committee to make a final decision. As a result, B2B content serves multiple purposes. These include brand awareness, education, demand generation, and so much more.

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Key Takeaways

And there you have it—our sixth B2B blog post round-up. If you’ve missed the previous installments of this series, make sure you check them out:

Keep your eyes out for the next round-up, or visit our sales and marketing blog for more content like this. For more information about ZoomInfo, a leading B2B contact database, contact our sales team.


About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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