Lead generation or, in other words, finding new customers, is essential for any business to survive. But every now and then, I believe it is a good idea, for any organization, to revisit its lead generation strategies. One of the ways I like to think about it is by going over a list of all the possible strategies that might be available for lead generation. The marketing team at ZoomInfo thought that it would be a great idea to compile this list and make it available to our readers as well. While many of us might be the lead generation ninjas, it never hurts to go through the ever evolving lead generation strategies once again.
The new guide that we have published covers all the basic concepts of lead generation, including ‘what is a lead?’ and ‘how to define a lead for your organization?’. I would encourage you to download this free resource and use it as best as possible, but I would also like to give a sneak peek of our latest guide. Continue reading
One of the biggest challenges Small Businesses face is acquiring new customers or leads. Having once been a small business owner myself, I couldn’t emphasize this more. You might have heard about many strategies and tools that are available in the market for lead generation. But the problem is that as a small business, working with these tools is often difficult, as you have a number of limitations, such as finite manpower, infrastructure constraints and limited budget. Continue reading
Sales prospecting via email can be really tough. Some things just shouldn’t go in emails. See a prime example in a new article on ZoomInsights.
Sales expert Jill Konrath shares a series of email messages one of her clients actually received from a B2B salesperson. They might give you a laugh. It’s a great article that can help you avoid mistakes and pursue more effective prospecting.
Check out the article.
Today we launched what will be the first of many editorial features that will offer real, actionable insights into sales and marketing automation and database quality issues.
Our first ZoomInsight feature is on the “10 Steps to Avoid Spam Filters…and Protect Your Company’s Reputation.” In it we feature tips from industry leaders that you can take directly to your email campaigns to make them stronger, more productive and less likely to end up in the spam folder.
Check back as we update and post more ZoomInsights!
Click the link for more information on ZoomInfo’s Products and Services.
We at ZoomInfo applaud a privacy bill introduced yesterday by Senators John Kerry and John McCain. The bill protects the ability of businesses to contact each other because it exempts from its definition of private information “personally identifiable information dedicated to contacting an individual at the individual’s place of work.”
We are extremely pleased that Senators Kerry and McCain recognize how important it is for B2B companies to have access to up-to-date, accurate information on the businesspeople they must contact to conduct commerce. Their bill helps assure that such information will continue to be available, and it protects the health of the B2B sector … and the overall economy.
As you may have seen, we recently published a “Business Information Manifesto” to draw a clear distinction between personal information and business information and to communicate our position that business information does not require the same kinds of privacy protection as personal information.
We also agree with Senator Kerry’s statement that Americans should have control of how their information is collected and used. That’s why our manifesto states that everyone must have the opportunity to easily manage, change or remove information in personal and professional online profiles. In fact, we have long provided people with that opportunity … and we’re one of the only B2B providers that gives individuals complete control over their profiles.
We will continue to monitor the progress of the Kerry – McCain bill and other privacy bills as they move through the legislative process, in an effort to assure the protection of B2B commerce.
Marketing automation is Job One among b2b companies. Or not.
Twenty-one percent of b2b marketers said their marketing automation software is fully implemented while 37% said their marketing automation software is partially implemented, according to “MarketingSherpa’s 2011 B2B Marketing Benchmark Report.”
However, 21% of respondents indicated that they had no plans to implement a marketing automation software solution.
Despite becoming the norm in the last few years, marketing automation still hasn’t provided the returns b2b companies thought they had bargained for.
“The promise of automation still seems to elude us,” said Denis Pombriant founder and principal analyst at Beagle Research.
The problem may be velocity. Many of the sales and marketing tools that have emerged this decade were created for conditions that are vanishing, according to Pombriant.
“The tools were built for new markets, where it’s easy to sell undifferentiated products because the category is new,” he said. “But as markets mature, there’s a movement from selling ‘net-new’ to selling enhancements.”
Marketo in early February named Paul Albright Chief Revenue Officer, a newly created position for the marketing automation company. Albright, who was previously General Manager and CMO of SuccessFactors, is responsible for driving Marketo’s overall revenue strategy, as well as all facets of the company’s sales and marketing teams. We spoke about to him about his new gig:
Follow the Lead: Is the onus is on b2b companies to create a CRO position?
Albright: The real focus of B2B companies should be on fundamentally rethinking and reengineering how they create, manage, and accelerate revenue. The old, misaligned sales and marketing model is not delivering adequate results, for example 52% of sales reps do not achieve their sales goals (CSO Insights 2010) and 94% of marketing qualified leads will never close (SiriusDecisions) There are a number of ways for companies to solve this problem and dramatically improve their revenue performance. The first step is to commit to truly transform revenue operations. I believe that just making incremental changes and improving things on the margin will no longer suffice. The imperative for breakout growth is just too urgent right now.
“How did you get my name?” The question from a prospect may as well be the kiss of death for b2b sales reps.
But sales reps shouldn’t be surprised by such a response when, after finally getting a potential buyer on the telephone, they waste the opportunity by asking vague and gauzy questions and betray to the prospect that they haven’t done their homework.
This video from YouTube, compliments of The Prospecting Expert Blog, demonstrates both the extremely small window b2b sales reps have to get their message across via the telephone and the importance of asking pointed, intelligent questions.
Is the debate between sales and marketing alignment the b2b industry’s version of Waiting for Godot?
If you think about it, the debate is rather Beckett-esque. Two folks wandering through the desert, waiting expectantly for someone named Godot to arrive. Vladimir (sales) and Estragon (marketing) sing, dance and tell stories as they patiently await the arrival of Godot.
But even from the get-go we’re reminded of the duo’s utter futility when, after struggling to remove his boot from his foot, Estragon eventually gives up, muttering, “Nothing to be done.”