Welcome to the May edition of the ZoomInfo B2B Blog Post Round-Up series. For those of you who are new to this series, we use each monthly round-up to feature content created by the ZoomInfo writers for outside publications. These blog posts typically explore topics related to B2B marketing, B2B sales, recruiting, or business growth.

Today’s installment features content about getting ahead in your career, personalized marketing, lead generation roadblocks, brand trust, and more! So, without further hesitation, let’s take a look at our favorite B2B content from the month of May.

1. 30 Top Strategies to Get Ahead In the Workplace

You’ve already read the title of this post. And, if you’re still reading, you likely have some interest in getting ahead. But what does “getting ahead” really mean? Climbing the corporate ladder? Earning more money? Feeling more fulfilled by the work you’re doing?

If you boil it down to the basics, getting ahead simply means achieving success — whatever that may be to you. Even though we all have varying goals in life, there are steps we can take to be happier, earn more, and advance in our careers. The best part? These steps aren’t as complicated or difficult as you’d expect.

So if you’re ready to get ahead, read on for our top tips to succeed in the workplace. Let’s get into it!

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2. 15 Times Marketers Won with Personalization

By now, most of us are familiar with the “Amazon” experience. It goes something like this: We realize we need something, log in to the website or mobile app, search for the item we need, browse through thousands of colors, models, brands, etc.– and with the click of a button, that thing we needed is suddenly on the way to our front door.

This scenario not only illustrates the ease of the modern buyer’s cycle but also, the variety of options that are now available to the average consumer. Although the ever-widening range of products and options makes for a superior buying experience, it’s suddenly become much more difficult for companies to compete with one another.

In an effort to stand out and cut through the onslaught of marketing messages consumers are exposed to each day, marketers are shifting more towards hyper-personalization– and for good reason. Consider these statistics:

  • Over 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand.
  • 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalized service or experience.
  • 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history.

Clearly, the numbers speak for themselves. If you’re not personalizing your marketing initiatives, you’re likely missing out on a large segment of your target audience. But, as consumers evolve so must our marketing tactics. It’s no longer enough to use a recipient’s name in an email subject line and call it a day. Instead, modern marketers must get creative with their personalization efforts, move beyond age-old gimmicks, and truly add value to the buyer’s experience.

Today we look at some of our favorite examples of personalized marketing. Let’s get into it!

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3. How to Avoid the Most Common Lead Generation Roadblocks

There’s no way around it: lead generation can be a frustrating process. You work tirelessly to craft the perfect lead generation campaigns— and often end up scratching your head, wondering how your results ended up falling short of the expectations you set for yourself.

If it’s any consolation, you’re not alone in your lead generation struggles. Believe it or not, lead generation is the #1 challenge facing B2B marketers.

Lead generation success is dependent on many different factors, and unfortunately, there’s no one-size-fits-all solution to your lead generation woes. But, we can tell you this: there are several common problems plaguing many companies’ lead generation efforts.

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4. 5 Online Reputation Management Strategies for Driving Brand Trust

If you’ve worked in marketing for any length of time, you know that trust is a crucial building block in the relationship between a brand and its customers. But unfortunately, many companies still aren’t sure how to facilitate the trust needed to win over and retain new business.

In fact, 54% of customers say they don’t trust brands (source). So, how can we, as marketers, establish a trustworthy brand? The answer is surprisingly simple: create better, more trustworthy content.

Think about it this way ― establishing a trusted brand begins with how you communicate as a business. And, in many cases, companies communicate via marketing content. If that content sends the wrong message, misses the mark, or leaves a prospect or customer with a bad impression of your business, it can be extremely difficult to get back in their good graces.

For this reason, it’s a great idea to start off on the right foot. Today we teach you five subtle yet creative reputation management strategies to help you win over customers with each piece of content you create. Let’s get into it!

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5. 7 Key Considerations for More Effective Implicit Bias Training

We’ve all heard stories of workplace bias, both in the news and in our personal lives. When we hear a story about bias or discrimination, we often have the same reaction: “I would never do that. I am not biased toward anyone.”

The first half of that reaction may be true, especially in the case of more reprehensible examples of bias. But the second statement is false. Every human being – including every employee at your company – has biases. When unconscious bias influences business decisions, it can have a major impact on the diversity and culture of your company.

The term “implicit bias” refers to the feelings and attitudes we have toward certain people or groups that we are not conscious of. These feelings are deeply ingrained, shaping the way we view the world and the people we encounter. While implicit bias is unintentional and not a result of malicious intent, it can lead us to judge or stereotype people without even realizing it. When implicit bias goes unchecked, it can influence every aspect of an organization, from hiring and promotions to small day-to-day interactions.

If everyone enters the workforce with biases, how can HR professionals prevent discrimination? Implicit bias training helps employees understand and minimize the role of unconscious bias within their organization. Through education and discussion, this training strategy teaches employees how to recognize and manage their biases. Successful implicit bias training contributes to improved diversity and fairer treatment of employees, job candidates, and business partners.

For the most part, organizations seek out implicit bias training with nothing but good intentions. But, implicit bias training is notoriously challenging, because it can challenge lifelong beliefs and forces people to investigate and own up to their own biases. As a result, poorly planned implicit bias training can appear accusatory or out of touch.

Don’t let your implicit bias training do more harm than good. Use the following tips for a more effective implicit bias training program.

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Final Thoughts

And there you have it– the May 2019 B2B Blog Post Round-Up. For more content like the articles included in today’s content, check out our B2B sales and marketing blog.

Or, reach out to the ZoomInfo sales team to learn how our data solutions can scale and improve your sales and marketing efforts today. We pair innovative technology with the leading contact database for ultimate sales and marketing success.

About the author

Ryan Hadfield

Ryan Hadfield is a content marketing director at ZoomInfo, the leading B2B contact data solution.

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