ZoomInfo News - Tips, Strategy and Tools

The value of a TechFest for a technology driven company

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Zoominfo’s TechFest is a two day time-out from day-to-day project work where we allow ourselves to think outside the box and brainstorm improvements to ZoomInfo offerings.
As a technology- driven company we of course rely on innovation for all aspects of our product offerings. There is a consistent need for us to both improve our established products and processes as well as to look into the future in order to take our technology to the next level. Undeniably, the driving force of ZoomInfo is our technology and the innovations and improvements we develop now will be what propels us into the future.
Our engineers have responsibility to not only complete their projects on time, but to be constantly focused on what they can do to improve and achieve the ultimate philosophical goal of our development; making the unknown known. Continue reading

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Cassandra CQL3 at ZoomInfo

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CQL3 (Cassandra Query Language) is an API to interact with Cassandra, that has syntactical similarities to the commonly used SQL. CQL3 was introduced in Cassandra 1.1 as beta, but became final in Cassandra 1.2. Prior to CQL3, the typical API used to interact with Cassandra was Thrift. Datastax addresses some of the motivation around introducing CQL3 as an alternative to Thrift:

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Performance-based recruiting: how to hire the best candidate every time

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With so many options open to recruiters when it comes to sourcing and hiring great candidates, it can be hard to know what really works, and what is just “the next big thing.” Well, if you ask Lou Adler, author and president of the Adler Group, it’s not always about the tools.

Adler spoke about the topic during a webinar hosted by ZoomInfo (check it out here).

According to Adler, in order to consistently hire top candidates, two things need to happen. First, companies need to believe it’s possible and provide the resources to make it happen. Then recruiters need to execute the plan – the system for hiring top talent – every day.

Learn more in a ZoomInsights article, “Performance-based recruiting: how to hire the best candidate every time

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Climbing the marketing automation mountain

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There are a lot of correlations between hiking a mountain trail and the challenges that marketing automation professionals face in their day-to-day jobs. That’s what marketing expert Stacy Levy discovered when she and a colleague went hiking while at a conference in Arizona.

She wrote an article, “Climbing the marketing automation mountain,” about her experience. That article is now available on ZoomInsights. The article applies hiking lessons to marketing. For example:

  • Get an early start.
  • Be observant and trust your gut.
  • Pace yourself. Don’t mistake plateaus for the end of the trail.
  • Don’t be afraid of getting your hands dirty.
  • Ask for help when you need it.

Implementing a marketing automation system can be more like hiking than you realized. Check out “Climbing the marketing automation mountain.”

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Find better candidates with the Diamond Recruiting Technique

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In the past, the hiring process was often thought of as a funnel: Recruit as many candidates as you can, dump them into the top of the funnel and see who filters out at the bottom. But that technique wastes a lot of time, money and work, according to Chris Murdock, senior partner at IQTalent Partners. When interviewed for a new ZoomInsights article, Murdock said that if you want to work smarter and not harder, it’s time to switch to what he calls the Diamond Recruiting Technique (DRT).

The goal of any recruiter is to match the job opening with the best possible candidates, resulting in a successful hire. But in today’s busy world, it’s also important to achieve this outcome as easily as possible. Murdock said that in the DRT process, he has found the perfect tool to meld these two goals together.

Picture a diamond: narrow at the top, fatter in the middle and then narrowing back to a point at the bottom. Murdock says this is what your hiring process should look like. The length of the diamond represents the time you put in, and the width represents the number of candidates. “You want to make the diamond as short and thin as possible,” he said.

Learn how to put the diamond to work for you in “Find better candidates with the Diamond Recruiting Technique.”

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Surviving an email jungle

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Every email message you send must hack its way through a jungle of spam filters, strong-arm inbox fatigue and survive your readers’ distractions. Inbox rates – the tally of whether an email reaches its intended inbox – dropped to 76.5 percent globally during the second half of 2011, down from 81 percent during the first half of the year, according to a report from email certification provider Return Path. Even worse, email blocked as spam increased a startling 24 percent during the same period.

Our new ZoomInsights article, “Improving B2B email deliverability,” has some good suggestions. For example, place an even higher value on targeting both the pitch and the list of intended recipients, according to industry experts. It’s a game of quality over quantity these days if you want to maximize open rate, read length and opt-in.

Also, there’s a good chance your target audience is reading your email on a mobile device. It’s the biggest recent sea change in the market, and it’s changing fast. As of September, 38 percent of email was opened on a mobile device, compared to 33 percent on a desktop client and 29 percent for web mail, according to Litmus’ Email Analytics report.

Our article, “Improving B2B email deliverability,” explains these and other issues. Check it out!

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Mining your account book for gold

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In 15 years of inside sales, Lauren Bailey of Factor 8 has noticed that most reps struggle with their approach to managing their book of accounts. To find great opportunities in your accounts, you must be like a miner sifting through rocks looking for gold. Whether you have 300 or 3,000 leads in your book, chances are only a small percent will be gold, quite a few will be fool’s gold and most will just be rocks. In a new ZoomInsights article, Bailey writes that, unfortunately, most reps fit one of these four miner profiles:

  1. If I don’t see the gold on the surface, I throw away the rock
  2. I’m going to carry around all of the rocks in case one might have gold
  3. I’m going to methodically study each rock one at a time
  4. I don’t really have any strategy and I’m calling my book in alphabetical order (ouch!)

Fortunately, Bailey has some great tips for improving the account book mining process, including doing a quick sort, qualifying quickly and categorizing by potential. Read more in her article, “Mining your account book for gold.

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Treat job seekers like customers: It’s good business

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Have you ever applied for a position at a company only to never hear back? Or perhaps you get an interview, but weeks pass without any follow-up from the company. We’ve all been there!

Christian Forman, CEO of StartDateLabs, told ZoomInsights, “Job seekers feel poorly about the recruiting process at baseline, regardless of how well companies (treat them) because it’s a process that generates 99 no’s for every one yes.” Despite the inherently frustrating process, recruiters and HR professionals can make small changes to make the ordeal a bit more pleasant – even for candidates who ultimately get rejected.

A new article on ZoomInsights, “Treat job seekers like customers: It’s good business,” provides incentive for keeping applicants happy by explaining the damage disgruntled candidates can do to a business. It also provides valuable advice on procedures and processes that can make all applicants feel as respected as customers.

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Don’t hide from your customers (Part two)

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In Part one of ZoomInsights article “Don’t hide from your customers,” search engine optimization (SEO) expert Eric Evans explained the importance of and described the first two of five basic SEO principles that all marketers can apply to their websites. Part two of Evan’s article is now available. In it, he explains three more principles.

We’ve known for a long time that content is king. Evans explains how that is true even for SEO. Having relevant, targeted content will help search engines define what each of your pages is about. Whatever the words on your Web pages are about, they should contain your targeted keywords and should be informative and entertaining.

As it relates to SEO, your website is engaged in a 24/7 popularity contest. In the most simplistic sense, you need to drive your advocates, fans and customers to visit your website, spend time on it and talk about it in order to improve your SEO. Evans explains ways to do that.

Social media can be a very powerful marketing tool if you target your audience correctly and contribute relevant messages and content. But having a Facebook page or a Twitter account doesn’t mean you have SEO gold sitting in your lap. You need to utilize those channels effectively by providing an informative voice into your participating community. Evans describes best practices for social media SEO.
So, get “the rest of the story” on SEO, so your customers can find you when they need whatever it is you sell. Check out Part two of “Don’t hide from your customers.”

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