6 Ways to Establish a Trustworthy Brand

trustworthy brandThe strongest brands have one thing in common– a loyal base of trusting customers. Trust is at the center of every business strategy– without it, you’ll struggle to, develop relationships, win business, and retain customers.

Jim Stengel, former global marketing officer of Procter & Gamble puts it best, “We’re seeing more of an emphasis on brands building emotional relationships with consumers because it’s powerful and it works. When you do it, you have a much stronger affinity, a much stronger business, much stronger growth, and much stronger results.” Continue reading “6 Ways to Establish a Trustworthy Brand”

7 Ways Dirty Data is Hurting Your Bottom Line

dirty data

Using dirty data to fuel your business initiatives is akin to putting the wrong type of fuel in your car.  You think you’re doing everything right to keep your car running smoothly when, in reality, you’re doing serious damage to your engine.

Consider these statistics (source):

  • 40% of business objectives fail due to inaccurate data.
  • It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done.
  • Bad data costs U.S. businesses more than $611 billion each year.

These numbers may catch your attention— but statistics alone don’t explain how and why dirty data hurts your bottom line. Without additional context, it’s easy to see why some companies continue to neglect data hygiene. In today’s blog post, we’re digging a bit deeper into the issue of dirty data. Let’s get into it!

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How to Create a Comprehensive Content Calendar for Your B2B

The premise of content marketing is simple: Offer something of value and, in exchange, earn the trust of potential customers. Yet, when it comes time to execute, many marketers stumble. What should I write about? Is there a particular format I should use? How do I know if this will resonate with my audience?

If you’ve ever asked yourself a similar line of questions, fear not, dear marketer. Your most common content marketing roadblocks can be solved with just a little planning. But, before you brush this off as just another list of tips and tricks, we urge you to stop what you’re doing and bookmark this page.

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How to Boost Organic Traffic to Your B2B Blog

organic trafficSearch engine optimization—or SEO—is an essential component of any online marketing strategy. After all, more and more users are turning to Google and other search engines to research companies and products. As a result, the visibility of your company’s website is critical to the success of your brand.

And, it’s no secret– B2B blogging is a key contributor to a successful SEO strategy. Consider these statistics: Continue reading “How to Boost Organic Traffic to Your B2B Blog”

List Segmentation: The Key to Email Marketing

what is email list segmentationNo matter how many times we’re told email marketing is dead, the channel continues to be an effective way to generate revenue. In fact, studies show that email marketing has a 4400% return on investment (source). But, that’s only if you do it correctly.

The days of batch and blast emails are long gone. It’s no longer good enough to send your entire customer database the same offers. Enter email list segmentation—the key to successful email marketing. Continue reading “List Segmentation: The Key to Email Marketing”

7 Ways to Improve Your Lead Management Process

The importance of lead generation is ingrained in the mind of every modern marketer— the more high-quality leads you bring in, the better. But, as the buyer’s journey becomes increasingly multifaceted, it’s now clear that lead generation is just one piece of the marketing puzzle. In order to convert leads into paying customers, you must have a comprehensive lead management process in place.

But, the process of lead management is every bit as multilayered and complex as the modern buyer’s journey. Even the most seasoned marketers struggle to build the perfect lead management strategy for their business.

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7 Ways to Optimize Your Lead Generation Landing Pages

lead generation landing pagesB2B sales and marketing professionals are constantly looking for ways to increase their qualified website leads. In fact, 85% of B2B marketers say lead generation is their most important content marketing goal (source). Yet, a staggering 80% of marketers also say their lead generation efforts are only slightly or somewhat effective (source).

So we’ll pose this question: How can marketers quickly and easily improve their lead generation efforts? We say, go straight to the source—your lead generation landing pages. With just a few small adjustments, you can increase your conversion rate and generate more leads overnight. Continue reading “7 Ways to Optimize Your Lead Generation Landing Pages”

The Definitive Guide to Conversational Marketing

conversational marketingAs with most business functions, technology is drastically changing the way we market our products and services. We’ve long since understood the power of one-to-one marketing, but without modern technology, it wasn’t always feasible, scalable, or affordable. So, instead of one-to-one interactions, marketers relied on one-to-many marketing tactics– i.e. email, social media, direct mail, billboards, etc.

But, as more and more companies adopted the same tactics, consumers were inundated with marketing messages– some meant for them, some inapplicable. Instead of sifting through the noise to find the messaging meant for them, consumers now ignore most marketing materials they encounter. Think about it– people pay for ad-free services, skip through commercials, and change the station when ads invade their personal space.

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5 Reasons to Clean Your Marketing Database Today

clean your marketing databaseData hygiene. It’s a topic you’re likely familiar with if you work in marketing— and especially if you’ve read our blog in the past. But, there’s a reason this topic has been discussed at such great length. That is, data quality is one of the biggest challenges facing businesses today. Consider these statistics (source):

  • 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate.
  • 25% of the average B2B database is inaccurate.
  • 64% of “very successful” data-driven marketers say improving data quality is the most challenging obstacle to achieving success.
Continue reading “5 Reasons to Clean Your Marketing Database Today”

February 2019 B2B Blog Post Round-Up

blog post round-upWelcome back to our B2B Blog Post Round-Up series. We took two months off to plan for the upcoming year. But, we’re back and better than ever with our February 2019 installment. For those of you who aren’t familiar with this series, let us explain. We use this monthly post to highlight the great work the ZoomInfo team has contributed to outside publications.

The February edition features content about recruiting nightmares, inadequate buyer personas, key considerations for technology buying, and so much more. Let’s get into it!

Continue reading “February 2019 B2B Blog Post Round-Up”