Welcome to our seventh installment in our series of B2B blog post round-ups. If you’re not familiar with the ZoomInfo blog, these monthly round-ups feature blog posts, articles, and guides the ZoomInfo team has contributed to outside publications.
This month’s round-up features topics like content marketing, managing prospect expectations, lead generation, and more.
Let’s get into it!
1. The Beginner’s Guide to a Data-Driven Content Marketing Strategy
A typical content marketing strategy involves the creation and distribution of content with the sole purpose of attracting prospects to convert into paying customers.
Although simple in theory, content marketing is a lot easier said than done. In fact, 93% of marketers use content marketing as part of their overall strategy (source), but only 30% report that these efforts are effective (source). So, what’s the deal? Why do so many marketers fail to achieve results with content marketing?
Here’s our take: In a world where consumers are constantly connected to an endless supply of content, it takes truly remarkable, relevant, and personalized marketing materials to stand out from the crowd. Although it’s difficult to create that caliber of content, those who get it right see impressive results. Consider these statistics:
- Content marketing costs 62% less than traditional marketing and generates about three times as many leads (source).
- Content marketing leaders experience 7.8x more website traffic than non-leaders (source).
- 9 out of 10 B2B buyers say online content has a moderate to major effect on their purchase decisions (source).
So, what’s the key to content marketing success? Enter, data-driven content marketing.
2. How to Set Prospect Expectations During the Sales Process
Picture this: A sales rep and a prospect begin the last of several meetings in the hopes of making a deal. Everything has gone smoothly so far, and both the sales rep and prospect expect to leave the meeting satisfied. However, when the sales rep gives the final details of the purchase, the prospect has objections. Eventually, they both leave the meeting frustrated and, ultimately, the sale falls through.
So, what went wrong? This scenario is all too common in the sales world – and it boils down to one thing: The sales rep failed to manage the prospect’s expectations throughout the sale process.
Today, we teach you how to avoid this situation with four easy tactics to manage your prospects’ expectations. Keep reading.
3. 9 Outside the Box Lead Generation Tactics That Work
Lead generation is a constant battle for the modern marketer—mainly because there’s no such thing as too many leads. Even after a successful campaign, there’s still more work to be done. It can be downright exhausting. In fact, 61% of marketers say generating high-quality leads is their biggest challenge (source).
When it comes to lead generation, several strategies immediately come to mind– web forms, email marketing programs, content creation, event marketing, etc. But, if you’ve worked in marketing for any amount of time, you’ve already adopted and mastered these strategies. So what’s next?
If you’re looking for more creative lead generation tactics, keep reading! Today we give you 9 ways to get creative with your lead generation strategy.
4. 6 Sales Metrics to Track in 2018
Whether you work in sales or not, you’ve likely heard the age-old saying: Sales is a numbers game. And, it’s true—the success and failure of a sales team is often based on numbers like revenue, close rates, and profit margins.
While calculations like revenue are undoubtedly important, they don’t paint an entirely accurate picture of sales performance. In other words, general success metrics give very little insight into individual rep performance and areas of improvement, nor do they offer any actionable information about how to scale success. In many cases, they’re simply vanity numbers.
In today’s post, we share six key sales metrics to pay attention to in 2018. By, no means is this a comprehensive list, but it’s an excellent place to start. Keep reading!
5. 5 Metrics that Could Make or Break Your Next ABM Campaign
We’ve all heard the news— Account Based Marketing, or ABM, is an incredibly effective way to target prospects and close more deals. In fact, companies with an ABM strategy in place generate 208% more revenue for their marketing efforts than companies without an ABM strategy (source). But—you already knew that.
Now that ABM has proven to be more than just a passing trend, it’s time to take it to the next level. Today’s blog post explores five key metrics to consider before your next ABM campaign. Keep reading!
And there you have it—our March B2B blog post round-up. If you’ve missed the previous installments of this series, make sure you check them out:
- B2B Blog Post Round-Up: Marketing Tech, Direct Dials, & More [February]
- B2B Blog Post Round-Up: Buyer Personas, User-Generated Content, & More [October]
- B2B Blog Post Round-Up: Personalization, Live-Streaming, & Global Marketing [November]
- B2B Blog Post Round-Up: Lead Generation, List Churn & More [December]
- B2B Blog Post Round-Up: Social Listening, Productivity, & More [January]
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.