So you’ve got a stellar email program? Great! Do you write eye-catching subject lines and tantalize readers with your dapper HTML skills? Fantastic. There’s just one problem; your list is dirty (and not in the fun way).
One crucial part of best-practice email marketing is often one of the most ignored rules, too. By maintaining a clean list, you are trimming off the excess weight that’s been holding your results hostage for so long.
In a new article on ZoomInsights, email marketing expert Christine Doré explains how and why she regular purges inactive subscribers from her organization’s email program. Want an easy way to improve your open and click-through rates? Read Doré’s excellent advice.
Buyers withhold information from salespeople all the time. Sometimes it’s to gain a negotiating advantage, or to quickly end an unwanted sales call.
But just as often, buyers hold back because disclosure puts their self-images at risk. They’re hiding something that, if revealed, would make them lose face, expose a fault or suggest – not to you, but to themselves – that they’re not living up to their own expectations.
Guest author Michael Boyette discusses this issue in a new ZoomInsights article. He suggests a “Four A’s Approach” to get buyers to feel comfortable discussing needs that your product or service can address.
Check out the article and learn how you can move a sale ahead by acknowledging that challenges are normal, asking for help, accepting information without explanations and advancing the conversation.
No matter what job you’re in, tracking metrics of some sort is usually an important part of the job. It’s no different for recruiters. But a recent survey by ZoomInsights found quite a range of metrics used to track recruiting performance. According to the survey, more recruiters track source of hire (72.8 percent) than any other metric. “Time to fill” came in a close second (72.1 percent). Referral rates (33.8 percent) and candidate satisfaction (35.7 percent) were at the bottom of the list. Note that the results add up to more than 100 percent because we asked respondents to choose all metrics that applied to them. In our open-ended “other” response, recruiters mentioned the following additional metrics: lead-to-application ratio, lead-to-hire ratio and application-to-hire ratio, among others.
When it comes to tracking the performance of recruitment advertising, the ZoomInsights survey found a continental divide. About half track advertising return on investment and about half do not.
The complete results of the research are in an article on ZoomInsights.
Matching your product or service with the right clients can be tricky. That’s why more marketers are turning to the practice of creating buyer personas, an exercise that can help instruct who to target and with what message. The process includes discovering key insights about potential customers, building an appropriate number of personas and focusing on specific goals.
A new article on ZoomInsights explains the process of creating buyer personas, with the help of Adele Revella, founder of the Buyer Persona Institute and author of “The Buyer Persona Manifesto.” According to Revella, it’s amazing how often companies have completely off-target ideas about who their true buyers are. The article offers some practical advice from Revella that can help you avoid that situation.
You might think you’ve left no stone unturned as you search for the best and brightest candidates. But according to Jacelyn Swenson, manager of community-based social business marketing initiatives for IBM, you might have overlooked a very valuable resource. In a new ZoomInsights article, Swenson emphasizes the importance of cultivating relationships with former employees.
The article points out several advantages of maintaining relationships with happy former employees, including:
- No one beside current employees knows the company better
- Former employees often know people who’d be good candidates
- Sometimes the best option is to re-hire a former employee
The article provides valuable advice on how to keep former employees engaged so they’ll be assets to your recruiting programs. Check it out!
Research by “BtoB Magazine” and Bizo indicates that B2B marketers aren’t doing enough to engage prospects who are at the top of the sales funnel. A new ZoomInsights article covers the need to increase awareness of brand and products and to do so with the most appropriate tactics (hint: the corporate website is not one of them).
David Karel, vice president of marketing at Bizo, told ZoomInsights about Forester research estimating that buyers eliminate half of vendors well before they talk to a sales representative. But the BtoB/Bizo survey showed that many marketers are confused about which channels do the best job of driving brand awareness. In addition, Karel said that many marketers ignore tactics that are most appropriate for the top of the sales funnel, because those tactics can be the most difficult to measure. Find out more on ZoomInsights.
Things are not always as they seem to be, especially when you’re a sales rep. The keys to success can be so counterintuitive that some folks never find them. But a new article on ZoomInsights can help.
Sales expert Jill Konrath lays out seven paradoxical truths to selling and explains each one. For example:
- To win more sales, stop selling
- To speed up your sale cycle, slow down
- To be more natural, prepare like crazy
Jill makes some really good points that can help you get bigger contracts, speed up your learning curve, differentiate your offering and generally enjoy greater long-term success in sales. Check it out!
Even the best B2B salespeople will tell you that most of their efforts to reach prospects and customers end in failure. Business today moves at warp speed, and busy decision makers often ignore all but the most urgent calls and emails. “I can’t believe how much time I waste every day talking to voice mail” is a nearly universal complaint. What’s a frustrated salesperson to do?
A new ZoomInsights article describes how some B2B sales professionals are having success with Internet communication technologies such as instant messaging and Skype. The article presents advantages, including the ability to see if your prospect is online. But it also covers disadvantage, such as your prospects’ ability to see colleagues bowling in the aisles! Take a look.
Examples abound of B2C companies using video with great success. But can B2B companies cash in on this trend, even if they’re small and therefore have limited resources? The answer, according to video marketing expert Greg Jarboe, is “Yes.”
In a new article on ZoomInsights, Jarboe shares the story of a small company’s success. Although the company manufactures consumer product, it used video B2B-style to get the attention of a buyer at a major retail outlet. Find out how it worked.