Sales and marketing are inherently connected. The sales team relies on content and lead generation from marketing and the marketing team needs sales people to carry out marketing strategies. They both share the same overall goal: to increase revenue for the company. The challenge is to align the sales and marketing departments so that they can efficiently work towards that goal.
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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 Because of this, many organizations are working with B2B databases that are cluttered with outdated, invalid, or incomplete contacts.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 →
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). Continue reading →
If you are a marketer or a person working in technology sector, you must have come across the phrase "Big Data" numerous times. Around 2011, McKinsey coined the term "Big Data" but the concept would not be new to anyone who has been present in the internet era. While everybody is talking about Big Data, we are also trying to understand what it means for our businesses. For a business in healthcare, it might mean predicting an epidemics even before it might occur; for a business in manufacturing, it might help improve the productivity; for a retail business, it might help in telling us beforehand which product would do well even before they are produced. And so on... Continue reading →
We all like to insert numbers when making a presentation, whether it is to a client, a prospect or someone internal in the company. Numbers provide factual evidence to any argument, and that is why everybody loves to include numbers in a presentation. But the question here is whether you are presenting the numbers in a way that they would make the impact that you are actually hoping for?
Let me walk you through an example that would illustrate my point better - Continue reading →
A new survey by collateral management company KnowledgeTree recently highlighted tensions between sales and marketing teams. No surprise: Everyone thinks everyone else could do a little better, especially with regard to sales collateral.
Our latest ZoomInsights article reports on the survey’s findings and offers some suggestions to help get sales and marketing people on the same page.
Among the areas where marketers and salespeople disagree:
Whether marketing-produced collateral is of high-enough quality
Whether salespeople are using collateral effectively
Whether marketing-produced sales tools are up-to-date
Among the suggestions our article offers:
Salespeople can alert marketers when tools need updating and suggest collateral that will work for their markets
Marketers can provide training to salespeople on available collateral and the best ways to use it