Welcome 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!

Four Recruiting Horror Stories and How to Avoid Them

If you’re a seasoned recruiter, one thing is certain: You’ve had your share of unfortunate experiences on the job. Whether you made an honest mistake or found yourself a victim of bad luck, we bet you can recount several recruiting horror stories.

Some recruiting nightmares are inescapable, but here’s some good news: many recruiting mistakes can be avoided with a few simple changes to your routine or strategy. Today, we’re looking at several common recruiting horror stories—and providing you with the steps you can take to make sure these unfortunate circumstances never happen again. Keep reading!

#1: Great interview, bad hire.

You just filled an open position after seemingly finding the perfect person for the job. The candidate—let’s call him Steve—had a strong resume, but he really won the team over during the interview process. Steve seemed intelligent, well-prepared, and asked thoughtful questions about the role. By all accounts, Steve seemed like a great fit for your organization.

But, soon after hiring Steve, you realize you’ve made a mistake. Not only does he seem like an entirely different person than the one you interviewed—but he also makes very little effort to learn the role, makes several costly mistakes, and proves to be very difficult to work with.

This scenario is a nightmare for recruiters and hiring teams—not only did they fail to recruit top talent, but they now have the added worry of dealing with an inadequate employee. And, although a bad hire might seem like nothing more than an inconvenience, hiring the wrong employee can actually have a serious impact on your bottom line. In fact, 41% of businesses estimate the cost of a bad hire to be over $25,000 (source). Avoid this recruiting nightmare by putting your candidates to the test.

Modern technology can prevent bad hires by analyzing a candidate’s background to predict how engaged and effective they’ll be as an employee.

But, even if you don’t have access to the latest recruiting software, you can still put each job candidate to the test. Create a practical exercise or project that mimics the actual responsibilities of the role—such as a writing prompt for content writers or a practice sales call for sales reps.

Continue reading.

5 Reasons Your Buyer Personas Aren’t Good Enough

How often do you spend weeks or even months putting blood, sweat, and tears into a new marketing campaign, only to have it fall flat? It’s a marketer’s worst nightmare.

You swear you did everything right, but when it comes time for the results to pour in, they never show. The likely culprit? Bad buyer personas.

Think about it, your buyer personas are the building blocks of your marketing campaigns. If they’re not good enough, every part of your marketing strategy will suffer.

That’s why I’m sharing five easy ways to improve your buyer personas. Keep reading!

What is a buyer persona?

In the most basic sense of the phrase, a buyer persona is a profile of your ideal customer.  These profiles are made up of existing customer data, anecdotal observations, industry research and much, much more.

Large companies often have multiple buyer personas that span multiple industries, demographics, and product offerings. Whereas smaller companies often have fewer, less targeted buyer personas.

To create a buyer persona, you must analyze your current customer base and identify any common traits and characteristics.

Continue reading.

10 Key Considerations to Make Before Purchasing Recruiting Technology

It’s no secret: Advancements in technology have reshaped the world of recruiting. Businesses now have access to a wide variety of tools and software that impact the way they find and recruit talent. In fact, 75% of hiring and talent managers say they use recruiting software to improve their hiring process.

Technology can help recruiters streamline every part of the hiring process—including sourcing candidates, interviewing applicants, onboarding new hires and much more. But, given the vast amount of recruiting tools and technologies on the market, deciding which technology to purchase can be a challenge.

This article looks at several key considerations you must make before purchasing new recruiting technology.

1. What are your biggest pain points or challenges?

When it comes to buying new technology, many businesses suffer from shiny object syndrome. In other words, they impulsively purchase the latest technology, without any real vision or objectives.

Each component of your recruiting technology stack should alleviate a pain point or address a specific need within your strategy. Otherwise, you’ll end up with an excess of exciting new tools that ultimately complicate your recruitment strategy rather than improving it.

Let’s look at a few examples of common recruiting pain points and how technology can address them:

  • Candidate sourcing: Sourcing the wrong candidates can lead to an inefficient hiring process. If your business struggles to identify and target qualified candidates, your top priority should be to invest in a tool that streamlines the candidate sourcing process.
  • Content creation: Content has become an integral part of the modern recruiting strategy, as businesses look to build a strong employer brand and stand out in the saturated recruiting landscape. A content management tool can help you organize and implement a consistent content strategy to support your recruitment needs.
  • Performance tracking: It’s important to track and analyze a number of recruiting metrics to improve your hiring strategy over time. But, manually keeping track of these KPIs can be a full-time job. A recruiting analytics platform can streamline this process and generate actionable reports you can use to improve your recruitment program.
  • Quality of hire: Let’s say you suffered from a high turnover rate or hire candidates who regularly underperform. You may want to prioritize a tool that specializes in pre-hire assessment so you can better evaluate and test your candidates to ensure you top-notch talent.

Continue reading.

7 Actionable Ways to Write Copy that Converts

All marketers must possess some degree of writing proficiency, whether they’re writing blog posts, interacting with social media users, or simply drafting emails. But, writing web copy that converts prospects into paying customers is an entirely different task.

Imagine a prospect researching two similar products. The two competing offers are all but identical. Both products fit the person’s needs and each landing page provides the same offer- a one-month free trial. So, which page will convince the visitor to fill out a form? Almost always, the answer is the page with the more compelling copy.

Your copy serves as the bridge between the prospect and your business. Great copy entices readers to take the next step, while bad copy runs the risk of losing the person’s business entirely.

If you want to fine-tune your marketing copy and boost conversion rates, keep reading. We’ve put together our top tips to write engaging copy that is sure to motivate your readers to take the next step towards working with your business.  

1.   Speak the customer’s language

The most polished, strongly-written copy means nothing if you don’t speak the same language as your target customers. If your tone, word choice, and emphasis confuse or alienate the customer, you’ll lose them right away.

A strong understanding of how your customers talk—and how they want marketers to talk to them—is a prerequisite to writing effective copy. For this reason, buyer personas are an essential tool for copywriters. Buyer personas are detailed profiles of your target customers built using a combination of data, anecdotal observation, and market research.

Buyer personas offer a wealth of insights for copywriters. They tell you what information your buyers care most about, how they want marketers to engage with them, and more granular details about their preferred tone and word choices when referring to certain products. Eliminate the corporate jargon and marketing buzzwords, and write the way your customers want to be spoken to.

Continue reading.

Want More Accurate Hiring Reports? Ask Yourself These Four Questions.

Hiring reports are critical to modern recruiting success, but they can do more harm than good if they are based on inaccurate or misleading data.

Here are several key considerations to help you create more accurate hiring reports that help, rather than hinder, your recruiting efforts:

1. Do Your Reports Contain Inaccurate Data?

This may seem obvious, but it bears mentioning nonetheless: If you want accurate hiring reports, you have to use accurate data. If your candidate database contains inaccurate data, whether due to manual errors or data decay, you’ll consistently struggle to find and hire top talent. Inaccurate hiring reports can result in misleading performance assessments, poor decision-making, and inaccurate forecasting.

Candidate database maintenance is the most paramount consideration for accurate hiring reports. Unfortunately, maintaining an accurate database is easier said than done. Here are some steps you can take to ensure optimal data hygiene:

  • Audit your existing database: Regularly audit your database of candidate and new hire information. Identify errors or missing information so you can make quick corrections and fill in the gaps. Depending on the size of your database, a manual audit could be time-consuming and error-prone. For this reason, you may want to partner with a company or adopt a tool that specializes in data upkeep.

  • Examine your existing data collection methods: To avoid further contamination of your database, take a close look at how you collect candidate data. Identify methods that leave room for human error or inaccuracy. Do you source from job boards or hiring sites that don’t collect certain valuable pieces of candidate information? Is your HR department manually collecting all candidate data? Try to consolidate data collection processes and eliminate all practices that can lead to low-quality or inaccurate data.

  • Implement automated data maintenance: A data audit helps you clean up errors in your database, but it won’t stop your data from decaying over time. Consider investing in ongoing data maintenance through an automated platform or service so you can be confident your database remains accurate.

Continue reading.

Key Considerations

And there you have it, our February 2019 B2B Blog Post Round-Up! We hope you enjoyed this month’s edition and return soon to discover more great ZoomInfo content. To learn more about our leading data intelligence platform, contact the ZoomInfo sales team today!

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ZoomInfo combines the leading business contact database with best-in-class technology to pinpoint, process, and deliver the marketing and sales intelligence you need— exactly when and how you need it, to always hit your number.

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