September 2018 B2B Blog Post Round-Up

b2b blog post round-upWelcome to the latest edition of our B2B blog post round-up series! Every month we feature the content ZoomInfo writers have contributed to outside publications—so if you’re up-to-date on the ZoomInfo blog posts, these additional posts should tide you over.

This month’s edition features content related to SEO vanity metrics, gaining a customer’s trust, critical marketing metrics, and so much more. Let’s get into it!

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1.     The Modern SEO’s Guide to Vanity Metrics

Although metrics and analytics serve a very important purpose in the digital marketing and SEO world, some metrics hold more weight than others. And, unfortunately, if you place too much importance on the wrong numbers, you’re likely doing more harm than good when it comes to your SEO reports.

For this reason, today’s blog post is all about SEO vanity metrics. We cover which metrics are important, which ones don’t matter as much, and so much more. Let’s get into it.

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2.     4 Ways to Regain a Customer’s Trust After Losing It

Every buyer-seller relationship is built on a foundation of trust. When a customer gives you their money, they need to trust that your product or service will deliver on the promises made during the sales process.

In fact, research shows there’s a 60% chance a customer will make multiple purchases from the same company (source). The reason for this is simple: People want to buy from businesses they know they can trust.

Unfortunately, the trust between a company and a customer can, and occasionally does, break. A single mistake or miscommunication can turn a customer away from your company. But, losing a customer’s trust shouldn’t be viewed as the end of the road.

If you’ve lost a customer’s trust and want to get it back, keep reading! Today’s blog post breaks down key steps to regain trust and create an even stronger relationship with your customer. Let’s get into it!

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3.     10 Important Metrics for a Data-Driven Marketing Strategy

The right set of marketing metrics act as a GPS, guiding you toward marketing success. But, some marketing metrics are more important than others. And, with the wrong set of metrics, your marketing strategy can quickly become lost and misguided.

Think about it, would you rather follow hand-written instructions and miss a turn, or have a GPS accurately guide you in real-time to your destination? Just as the benefits of a GPS are clear, so are the benefits of a well-crafted data-driven marketing strategy. Consider these statistics (source):

  • Nearly two-thirds of leading organizations say their executives treat data-driven insights as more valuable than gut instinct.
  • Almost seven in ten leading marketers say their companies use data to support decision-making at all levels.
  • Leading marketers are more than twice as likely as mainstream marketers to say they routinely take action based on insights and recommendations from analytics.

So, which metrics must every data-driven marketer know? Keep reading today’s blog post for the answer.

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4.     5 Reasons to Send Your Staff to Industry Events

On the fence about sending your staff to an event? In this post we’ll explore why it just might be worth it.

It’s easy to see why many managers don’t prioritize sending staff to industry events or conferences. They can be expensive, they require time away from the office, and the return-on-investment isn’t always clear.

But, professional events provide opportunities that your staff simply can’t get elsewhere. When employees attend an event, they learn new skills, make new connections, expose your brand to new audiences, and so much more.If you’re still skeptical, keep reading!

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5.     6 Tradeshow Marketing Trends to Keep an Eye Out For

Despite our increasingly digital world, in-person events such as tradeshows and professional events continue to rise in popularity. And, for good reason: 31% of marketers believe that events are the single most effective marketing channel, over digital advertising, content marketing and email marketing (source).

Tradeshows provide the unique opportunity for face-to-face interaction and can help marketers forge long-lasting relationships with customers and prospects. But, like any marketing tactic, tradeshow marketing is constantly evolving. And, event marketers continue to find new ways to deliver fresh and unique tradeshow experiences.

To maximize your tradeshow potential, it’s important to keep up with modern event marketing trends. For this reason, today’s blog post looks at some of the top tradeshow marketing trends in 2018. Let’s get into it!

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6.     5 Ways to Repurpose Infographics to Boost Marketing Engagement

Infographics have become an increasingly popular form of content marketing – and for good reason. Through a combination of visual imagery and text, infographics convey information in an appealing, easily-digestible package. If you’re wondering how effective infographics can be, consider these statistics:

  • Infographics are shared three times more than any other type of content.
  • When information is processed visually, 20% of the information is retained compared to just 10% from text.
  • Businesses that use infographics see traffic grow an average of 12% more than those that don’t use infographics.

But, there is one downside to infographics – they require a significant amount of time and resources to create. Many marketers hesitate to spend hours on an infographic that they can only share once or twice.

Here’s the good news, though: Infographics can be easily repurposed into other types of content for you to use across several different channels. If you want to make the most out of your infographics, keep reading – today’s blog post breaks down five ways to repurpose infographics and boost engagement.

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7.     The Modern Marketer’s Pre-Tradeshow Checklist

Planning on attending an upcoming trade show? Not sure where to begin? We’ve come up with an eight-step checklist ensuring you are fully prepared before attending your next trade show.

The trade show has withstood the test of time as an effective marketing tactic. Attending a trade show can help marketers increase brand awareness, generate leads, build stronger customer relationships, and generate sales. The numbers are telling:

  • The top two preferred methods for creating high-quality brand awareness are: small events tailored to executives and trade shows (InsideSales).
  • 72% of sales and marketing leaders say a trade show is an effective method to generate quality leads (InsideSales).
  • 80% of marketers believe live events are critical to their company’s success (Bizzabo).
  • Conferences and trade shows account for one-fifth or more of planned meeting activity in North America and Europe (AMEX).

But, trade shows require extensive preparation. Some might argue, the work you do leading up to a trade show is even more important than the day of the event. For this reason, we’ve compiled a pre-trade show checklist to help you make a lasting impression on the event floor. Let’s get into it!

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8.     The Modern Marketer’s Guide to Measuring Data Cleanliness

In today’s fast-paced marketplace, prospect and customer data is more critical than ever before. In order to be successful, the modern marketer must deliver high-value, personalized campaigns to their target audience– which is only accomplished with access to clean data and accurate insights.

Yet, maintaining a clean marketing database is easier said than done. Consider these statistics (source):

  • 40% of email users change their email address at least once every two years.
  • 15% of email users change their email address one or more times a year.
  • 18% of all phone numbers change every year.
  • 21% of all CEOs change every year.
  • 60% of people change job titles within their organizations each year.

As you can see, customer and prospect data decays rapidly. If you don’t monitor the health of your data, it won’t be long before dirty data contaminates your marketing efforts. In today’s blog post, we’ll take a close look at data cleanliness – why it’s important, how to measure it, and what modern marketers can do to keep their data clean. Let’s get into it!

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b2b blog post-round up

9.     3 Ways Buyer Personas Can Improve Your Keyword Strategy

On the surface, creating a keyword strategy can seem pretty straightforward– you simply determine the terms and phrases your audience is searching for most often. But, Search Engine Optimization (SEO) has grown significantly more advanced in recent years. Google’s search algorithm continues to evolve in its ability to recognize and rank high-quality content.

The days of keyword stuffing are long gone–  instead, your keyword strategy must be more measured, thorough, and targeted than ever before.

Ready to learn more? Today’s post teaches you how to use a standard marketing tool—the buyer persona—to improve your keyword strategy. Keep reading!

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10.  Why Successful Content Marketing is Dependent on Data Quality

Successful marketers understand the value of providing tailor-made content for every step of the buyer’s journey. Yet, to reach the right audience at the right time, organizations must rely on one important factor: Data quality.

For those unfamiliar with the benefits of data quality, consider this statistic: Research reveals a strong organization can generate nearly 70% more revenue than an average organization purely based on the quality of its data.

In today’s blog post, we reveal the top three reasons why successful content marketing is dependent on data quality. Let’s get into it!

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Concluding Thoughts From Our B2B Blog Post Round-Up

We hope you enjoyed this month’s B2B blog post round-up! If you’re looking for more content like this, be sure to visit our blog, where we cover topics related to sales, marketing, and business growth every day.

We also recommend you reach out to our sales team to learn more about how our contact database can help your business grow.