Welcome to our October B2B Blog Post Round-Up. If you’re new to the ZoomInfo blog, we use our monthly round-ups to highlight the work our writers have done for outside publications. This month’s round-up covers a variety of topics including email marketing, sales reporting, storytelling and so much more.
Let’s get into it!
1. The Beginner’s Guide to an Email Marketing Audit
If you’ve worked in marketing for any length of time, you’ve likely seen your fair share of marketing trends. But as trends fade in and out, several marketing strategies have truly stood the test of time. One such strategy is email marketing. Consider these statistics:
- In 2017, global e-mail users amounted to 3.7 billion users. This figure is set to grow to 4.1 billion users in 2021 (source).
- Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search (source).
- 89% marketers cite email as their primary channel for lead generation (source).
So, if you’re among those who claim email marketing is dead, it’s time to reassess your email marketing program—and today we teach you how. Keep reading as we explore the ins and outs of an email marketing audit.
What is an email marketing audit?
In the simplest of terms, an email marketing audit is the process of analyzing each of the factors that influence email marketing success. A thorough email marketing audit can help you pinpoint issues with your send lists, your timing, your content, and so much more.
Although many marketers wait until a problem arises to initiate an audit, its considered best practice to audit your email program at least once a year—even if everything seems to be going well. Doing so can help you scale your successes, limit your failures, and improve the relationship you have with your customers and email subscribers.
Now that we’ve covered the what and the why, let’s jump into the how.
2. Three Considerations for More Accurate Sales Reports
If you’ve worked in sales for any length of time, you’ve likely heard the phrase, “Sales is a numbers game.” It’s true. A profitable sales organization relies on the careful analysis of success metrics, performance data, and sales reports.
If your sales reports are incomplete, inaccurate, or just plain wrong, the outcome is simple: misguided and ineffective selling.
Fortunately, there are ways to prevent reporting mistakes before they impact your sales team. Following are 3 factors to consider that will help you generate more accurate sales reports and execute a more profitable sales strategy.
3. 4 Ways Buyer Personas Can Dramatically Improve Your Branding
Branding is most effective when content engages the proper audience. Here’s how your brand can develop in-depth buyer personas that accurately reflect the needs of your target audience.
Branding is all about perception—it’s the process of creating memorable imagery to correspond with business goals and products. But, what does “good” branding look like? The answer is quite simple. Good branding is simply branding tailored to the right audience. The right audience is defined as the types of consumers who match your buyer personas.
In order to define your target audience and make better branding decisions, you must develop comprehensive buyer personas. Today, we’ll teach you about effective buyer personas, how to create them, and how they can improve your branding. Let’s get into it!
What are buyer personas?
Buyer personas are semi-fictional profiles that represent your ideal buyers. These profiles contain details like the buyer’s industry, job title, age, and location. They also include more specific details related to the buyer’s journey. These details include critical pain points, buying habits, goals, fears, content preferences, preferred methods of communication, and much more.
Marketers develop buyer personas through quantitative research, existing customer data, and anecdotal observation. Among their many business benefits, buyer personas serve the purpose of helping you understand your target customers.
4. The Truth Behind Five Common Email Marketing Myths
The online marketing world contains an abundance of conflicting information about email marketing. Because of this, it’s not always easy to tell fact from fiction. As of misinformation spreads, marketers must be wary of common email marketing myths that can hinder their long-term growth.
In today’s blog post, we’ll explore five commonly held myths about email marketing and reveal the truths behind them. Keep reading if you’re ready to stop these myths from undermining your email marketing success!
5. How to Incorporate Storytelling Into Your Recruiting Strategy
The corporate world has used storytelling to market and sell products for decades, if not centuries. And because stories are innately compelling, this tactic works. Consider these statistics:
- A recent study suggests that by telling their brand story well, companies have the power to increase the value of a product or service by over 20 times (source).
- 92% of consumers want brands to make ads that feel more like a story (source).
- Messages delivered as stories can be up to 22x more memorable than facts alone (source).
Yet, despite these statistics, storytelling isn’t talked about as frequently in HR and recruiting circles — but I think it should be. Keep reading to learn how the art of storytelling can help you attract better candidates, improve your employer brand and so much more!
How to Tell a Good Story
There are five key elements to any good story: the characters, the setting, the plot, the conflict and the resolution. Now, in terms of recruiting, the story you’ll tell most often is the story of your company or brand and how it relates to an applicant, a candidate or an employee. This concept is often referred to as brand storytelling.
The specifics of your brand story are ultimately up to you, but are often dictated by each organization’s unique journey and evolution. Before I get into examples, there are several important considerations to keep in mind:
That brings us to the end of this month’s B2B Blog Post Round-Up. As always, we hope you enjoy the content we continue to produce. For more sales, marketing, and recruiting content, visit our B2B blog.
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