Arguably, the most crucial element to your marketing success is your B2B database. After all, no matter how good your message or offering is, if it doesn’t reach the right people, then your chances for marketing and sales success are greatly hindered. Not only will you see low response rates, but bad data can cost your company revenue. Consider the following (source):
- 62% of organizations rely on marketing data that’s up to 40% inaccurate
- Up to 25% of B2B database contacts contain critical errors
- 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
Data is an important organizational resource. Yet, most companies fail to establish the proper processes to manage it effectively. Why? They don’t know where to start. Continue reading “How to Get More From Your B2B Data”
By now, B2B leaders understand sales and marketing alignment is essential for growth. As we’ve discussed in previous posts, sales and marketing alignment isn’t a new concept – yet, many companies still struggle to establish a strong connection between the two departments.
Today, we unpack a hidden culprit behind poor sales and marketing alignment—technology. Hear us out.
Both sales and marketing departments rely heavily on software to operate effectively. For sales, a CRM (customer relationship management) tool is the software of choice, while marketing often relies on automation tools. When two departments operate differently, communication becomes difficult. So, what’s the solution? Continue reading “How to Integrate Sales and Marketing Tools to Facilitate Alignment”
Seven years ago, ZoomInfo wrote a blog post about the newest trend in the B2B space—smarketing. If you’re not familiar with the term, it’s what we now refer to as sales and marketing alignment.
In 2010, we wrote: Sales and marketing alignment is all the rage right now, as companies grapple with how to blend the two disciplines together to create better efficiencies. But first they have to break down the silos, and we’re not about to hold our collective breath on that one.
As it turns out, not much has changed. Sales and marketing leaders are still debating the merits of alignment and struggling to bridge the gap between the two departments. With seven years more practice, research, and general insight, we’ll try to answer the same two questions we tackled in the original post.
Continue reading “Sales and Marketing Alignment: A Q&A”
We’ve said it before, and we’ll say it again: Sales and marketing alignment is critical to business growth. For skeptics who think otherwise, consider the following: Companies whose sales and marketing teams work together see 36% higher customer retention and 38% higher sales win rates (source).
While there are many ways to achieve sales and marketing alignment, the best place to start is to establish an Ideal Customer Profile (ICP). Continue reading “How to Create an Ideal Customer Profile (ICP)”
To be honest, clichés are all around us in the business world. In fact, 61% of offices report rampant abuse of clichés (source). Whether you’re trying to move the needle or think outside the box, the truth is the use of buzzwords or phrases in B2B communications gets in the way of productivity.
We’re all guilty of using the occasional buzzword. However, it’s important to cut fillers from our conversations and make each interaction count. Continue reading “8 Clichés to Cut from B2B Communications”
In 2017, email marketing turned half a century old. Yet, B2B marketing professionals continue to rank the channel high on their list of preferred marketing tactics.
The reason for this is simple. Email marketing is an inexpensive way to promote products, increase sales, and retain customers. In fact, in 2016, email marketing had a median ROI of 122%– more than 4 times higher than other market formats, including social media, direct mail, and paid search (source).
My point? Email marketing isn’t going anywhere. More than 86% of businesses surveyed in 2016 indicate that they plan to increase their upcoming email marketing budgets (source)—and you should too.
But first, the experts at ZoomInfo put together the following questions to get you thinking about the strategy behind your spending: Continue reading “6 Questions to ask when Creating Your Email Marketing Budget”
Take a look at your inbox – how many unread or deleted messages do you have? And how many of them are from companies trying to catch your attention?
This is the reality of email marketing today. As such, it’s crucial to understand best practices that can help you improve email deliverability and compete in an environment where much is outside your control. Continue reading “7 Steps to Improve Email Deliverability”
B2B data isn’t glamorous. Yet, without it, sales wouldn’t happen and successful campaigns wouldn’t exist. To make things more complicated, data decays rapidly as people change jobs, companies go out of business, and mergers occur. In fact, 62% of organizations rely on inaccurate prospect data (source).
Continue reading to learn how to analyze your existing marketing database and achieve company growth in 2017.
Continue reading “The 5 C’s of Data: A Guide to Marketing Data Quality”
Account-based marketing (ABM) just had its hype year. But as Forrester Research explains, companies need to be prudent in how they budget and forecast for ABM.
“As a growing hoard of products, partnerships, events, and associations jump into this market with gold-rush-like intensity, B2B marketers are in danger of falling for the fool’s gold of unrealistic revenue windfalls and investment returns” (source: Vendor Landscape: Account-Based Marketing, Q4 2016).
Continue reading “Account-Based Marketing Vendors: A Quick Guide”
If you’re a marketer, the end of the year means one thing: BUDGET SEASON! It’s time to look at programs and services, as well as the tools within your tech stack. The least exciting item on this list? Your marketing database.
No marketer wants to go there. It’s like buying a car; financially speaking, neither feels like a great investment, as both lose value by the second. In fact, 69% of B2B marketers say old or outdated information is their biggest challenge to developing a database strategy (source). Continue reading “Essential Marketing Database Management Key Terms”