Category Archives: Lead Generation

b2b-lead-generation

8 Ways to Promote Your B2B Lead Generation Content

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lead-generation-contentLead generation content is quality, targeted content, such as blog posts, emails, whitepapers, eBooks, videos, case studies, and infographics, used to do what else? Generate leads! According to the B2B Content Marketing 2014 Benchmark Report, 93% of B2B marketers use content marketing and 74% of marketers cited lead generation as their goal for content marketing. But in order to generate leads, your content needs to be seen. So how are organizations promoting their B2B lead generation content effectively? Check out the different ways below.

8 Ways to Promote Your B2B Lead Generation Content:

  1. Blogging - Your company blog should be a resource for all of the content you create. Blogging drives traffic to your website and landing pages. Each time you post a blog you give Google and other search engines a greater chance of finding your website. The more blogs you post, the better the opportunity you have to rank for more keywords, which improves your rank and expands your reach. Social sharing widgets are also beneficial and encourage visitors to share your content on their personal social media sites.
  2. Website - Don’t overlook promoting your lead generation content on your website. You can put it on your login page or other relevant pages throughout your site, including product pages and thank you pages.
  3. Organic search - Implementing search engine optimization (SEO) into your content marketing strategy is a huge opportunity for your organization to be found online. Optimizing your content for keywords you want to rank for increases traffic to your website. In order to be successful, make sure you have a list of keywords to work off of that you want your organization to rank for. Just remember not to keyword stuff your content.
  4. Email - Your email nurture campaigns are a great way to send targeted content to contacts in different segments. In order to run a successful campaign, identify your buyer personas and segment your B2B data based on your different personas. Then decide which contacts go into which nurture campaigns. For example, if a lead comes into your marketing database after downloading a marketing whitepaper, they should receive different content than someone who filled out a form to get more information on your product. If you need help segmenting your data in order to send targeted messages to your contacts, a B2B data provider such as ZoomInfo can help.
  5. Social media - Every time you post new content to your blog, promote it on your social media channels, such as Facebook, Twitter, LinkedIn, YouTube, SlideShare, and any other social platform your organization has a presence on. Use appropriate hashtags and post your content to relevant groups on LinkedIn. According to the B2B Content Marketing 2014 Benchmark Report, B2B marketers are using social media more frequently this year. In fact, B2B content marketers use an average of 6 social media platforms, up from 5 last year. The top 6 platforms they’re using are LinkedIn (91%), Twitter (85%), Facebook (81%), YouTube (73%), Google+ (55%), and SlideShare (40%).
  6. Paid media - Reaching people on social media sites has been getting harder and harder, which is why a lot of organizations pay to expand their reach. If you choose to go the paid media route you have a few options, such as Promoted/Boosted posts on Facebook, Sponsored Updates/Direct Sponsored Content on LinkedIn, or promoted tweets on Twitter.
  7. Events (tradeshows, webinars, or speaking opportunities) - Whether your event is a tradeshow, webinar, or speaking opportunity, let people know about your content. Set up a laptop at tradeshows to promote your lead generation content, and encourage people to download your whitepapers and eBooks on the spot when they come to your booth. Create short links to your downloadable content and include them in webinar or speaking opportunity slides.
  8. Internal promotion - Make sure your internal team knows that you're creating lead generation content. Send them weekly or bi-weekly updates with links to where it can be found or use a sales enablement tool, such as Brainshark, where the content lives in addition to your blog. Ask them to share the content on their personal social media sites. The content can also be used by the sales team as part of their prospecting efforts.
Do you need help with your B2B lead generation efforts? ZoomInfo can assist! We'll segment your B2B data, identify your buyer personas, help you reach decision makers faster, and enhance and grow your contact database. Contact us today.  
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15 B2B Sales, Marketing, and Lead Generation Statistics

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b2b-sales-statisticsSales and marketing campaigns and tactics are often implemented based around the most popular statistics. The statistics below emphasize the importance of sales and marketing alignment, identifying your buyer personas, segmenting your contacts, personalizing your messaging, lead nurturing programs, and having deeper insights available on leads in order to hold educated conversations.

Here are the top 15 B2B sales, marketing, and lead generation statistics you should pay attention to:

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marketing-database

7 Ways to Grow Your Marketing Database

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Grow Your Marketing Database

Marketing databamarketing-databaseses decay rapidly because of how often people change jobs or titles, companies go out of business, or mergers occur. In fact, up to 25% of most B2B database contacts contain critical errors and 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate (source: Data Decay: Is Your Database Full of Rotten Apples? [infographic]).

As a marketer, it’s your job to generate leads and continue to grow your marketing database. If you don’t already have a strategy in place, here are some you can implement.

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marketing-success

Marketing Success = Art + Science

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art-and-science-of-marketingThe Art and Science of Marketing

In today’s world, marketers need to think like artists if they want to drive results. But to drive results, marketers also need to have a deep understanding of their target market, requiring them to measure and analyze data. This is why you often hear people talking about the art and science of marketing.

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healthy-database

6 Types of Email Addresses to Remove From Your CRM

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healthy-databaseWhen was the last time you cleansed and scrubbed your database? If it’s been a while or you don’t actually know, you could be in trouble. The health of your database is not something to ignore. By emailing unengaged, unverified contacts, you’re putting your organization’s Sender Score at risk, which could lead to your IP address being blacklisted.

Check out the types of email addresses you should remove from your CRM immediately:

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generate-leads

3 Ways to Get Past the Roadblocks & Generate More Leads

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generate-leadsAs a B2B marketer, you know all too well that there are many roadblocks between getting leads into the top of your sales funnel and working them all the way through until they become customers. In order to get past the roadblocks, you need to understand what they are so you can find the right solution and generate more leads.

Generating More Leads at Events & Tradeshows

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5 Deadly Marketing Data Mistakes (and How to Avoid Them)

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ZoomInfo and Webmarketing123 recently held a webinar, "5 Deadly Marketing Data Mistakes (and How to Avoid Them)."

Check out the webinar and learn how to:

  • Deliver accurate reporting with a foolproof data hygiene system
  • Drive more leads with progressive profiling and smart data segmentation
  • Finally tie marketing performance to revenue

You can view the webinar slides below or listen to the recording here.

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data-segmentation

Data Segmentation 101

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data-segmentationAs a B2B marketer, email campaigns are most likely an important part of your lead generation strategy. Segmenting your data and sending targeted messages to your contacts has proven to work, so why are so many marketers still sending generic email blasts to their entire database? Your contacts have different goals, challenges, and business needs and to run a successful email marketing campaign, you need to send relevant messages to them. Continue reading
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Inbound-14-hubspot-conference

#INBOUND14 Takeaways for Marketing Professionals

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ZoomInfo had the opportunity to attend Hubspot's INBOUND 2014 conference in Boston, MA. The team listened to many educational and inspirational sessions throughout the conference and look forward to sharing key takeaways with you over the next few weeks. Inbound-14-hubspot-conference

Check out a few takeaways for marketing professionals from #INBOUND14:

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