Data decay happens naturally because of how often people change jobs or titles, companies go out of business, and mergers occur. Because of this, many organizations are working with B2B databases that are cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.
The experts at ZoomInfo put together an infographic outlining data decay’s costly impact. Here are some statistics for you to pay attention to:
62% of organizations rely on marketing and prospect data that’s 20% – 40% inaccurate
10% – 25% of B2B database contacts contain critical errors
40% of business objectives fail due to inaccurate data
1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done
Knowing and understanding who your prospects and customers are is essential to building more profitable marketing campaigns. In addition to knowing names, email addresses, phone numbers, industries, and titles, it’s important to know who these people are, how they engage with your organization, their needs and interests, and where they are in the sales process. Once you understand the data, you can begin to develop buyer personas and better leverage lead scoring. Continue reading →
Maintaining a good email reputation is the best way to ensure the deliverability of your messages. Internet service providers (ISPs) are always coming up with new ways to block spam, creating a never ending battle for marketers to reach their intended recipients and protect their company’s sender reputation.
Image courtesy of Stuart Miles / FreeDigitalPhotos.net
Follow these 8 steps to improve your email deliverability rate and protect your company’s sender reputation:Continue reading →
List segmentation is the process of creating smaller lists from your larger list. Slicing and dicing your email list into different subgroups allows you to send targeted messages to different contacts, improving open rate, click-through rate (CTR), and conversion rate. It’s the key to email marketing success in organizations of all sizes.
With the proper strategy in place, email marketing campaigns can have a positive impact on the bottom line of an organization. According to the 2013 MarketingSherpa Email Marketing Benchmark Report, 64% of marketers said email marketing’s return on investment (ROI) will increase and 60% said that email marketing is currently producing ROI. In fact, email marketers estimate that 30% of email revenue derives from targeting to specific segments (source: DMA National Email Report 2013).
Creating buyer personas is the concept behind successful marketing campaigns. Buyer personas represent different groups of your customer base and help determine who to target and how to segment messages. This information can help you tailor your messaging, which will improve the results of your marketing campaigns. Tailored messages are especially important for organizations that offer multiple solutions. If your messaging is specific to marketing professionals and HR professionals are receiving it, it’s irrelevant to them.
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.
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.
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 articlecovers 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.
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.
Nearly half of B2B marketers are making a big mistake with their hyperlinks. According to the MarketingSherpa Landing Page Handbook (second edition), 44 percent of clicks for B2B companies are directed to a company’s home page, not a campaign-specific landing page! The result: lost leads and conversion opportunities.
Fortunately, marketing automation systems are making it easier for marketers to create landing pages without needing the help of Web designers or the IT department. Some landing pages are more effective than others, however, and a new ZoomInsights article offers excellent advice on creating landing pages that convert visitors into customers. Check it out!