Sales force compensation is the largest marketing investment for most B2B companies. In fact, U.S. companies spend over $800 billion on it each year. Traditionally, sales teams have been incentivized a bit differently than the rest of employees. They are on the front lines talking to customers, battling to bring in revenue for your company. Their efforts have been quantified based on the revenue they bring in. We often think of sales people as a different breed of employees: competitive, driven, and motivated by money. Continue reading →
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.
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 Because of this, many organizations are working with B2B databases that are cluttered with outdated, invalid, or incomplete contacts.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 →
Image courtesy of Stuart Miles / FreeDigitalPhotos.net
Is your sales team spending too much time reaching out to prospects, with little to no success in closing the deal? There’s nothing more disappointing than wasting time chasing after a prospect via phone, email, or other means of communication only to find out that they’re not interested, don’t have the budget, or have no need for your product. As frustrating as this is for the sales team, think about the impact it’s having on your organization’s bottom line. 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 →
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.
Identifying the right audience is the most important step in the process of finding new customers, prospects or leads. Without knowing your audience, you would not know where to look for them. Once you know what you should be looking for, you can use some of the awesome tools that ZoomInfo has to offer to build the most effective marketing campaigns and target your prospects like you could never before. So how do you go about building your ideal customer's profile? What parameters can you use to filter a large database in order to build a targeted marketing and sales leads list?
If you have been in business for some time, most likely you have at least a few customers already. Before you look anywhere else, start by thinking about your existing customers. Following questions would help you get to the answers you need to build your buyer's persona - Continue reading →
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.