Email marketing is scrutinized as an outdated technology whose only purpose is to fill your spam box. Marketers have been using email campaigns for years. With technology constantly changing and evolving, there are countless ways to reach your target audience. So should email still have a place in your strategy?
Marketers are always looking for ways to improve their email campaigns and generate quality leads. But if you’re emailing unengaged leads, known as email zombies, you could actually be hurting your deliverability rates and Sender Score.
An email zombie is defined as a lead that engaged with your organization at some point by opening your marketing emails, but hasn’t for a period of time. Sending messages to an email zombie puts your organization’s IP address at risk of being blacklisted, preventing you from deploying any emails at all.
According to Return Path’s Global Email Deliverability Benchmark Report, only 81% of permission-based emails sent globally make it into email recipients’ inboxes. Additionally, one out of every five emails lands either in a spam or junk folder (7%) or go missing, which usually means these messages are blocked by ISP-level filtering (12%). This means that nearly 20% of emails are undelivered, hurting the deliverability of your email campaigns.
Do you ever feel like your approach to targeting your best possible buyer is like flinging spaghetti on a wall and seeing what sticks? You’re not alone. Despite the massive amount of analytics available to companies today, many marketers are still misfiring and sending the wrong content to the wrong prospects.
Buyer Personas: Know Your Customers, Know Your Prospects
A good way to sharpen your aim is to create buyer personas, which are detailed profiles about your customers. Creating buyer personas helps you determine who to target and with what message. If you don’t truly understand your customers, you risk:
The Usual Method
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
What is Lead Nurturing?
Most leads aren’t sales-ready when you first contact them. Lead nurturing is a process through which you can maintain a relationship with those leads, track them, and develop them into sales-ready leads rather than letting them go cold.
Why Nurture Leads?
73 % of sales leads are not sales-ready when they enter the top of the funnel but 65% of B2B marketers have not established lead nurturing campaigns. This leaves a lot of room for those leads to go cold over time. These leads aren’t ready to purchase just yet. But don’t forget that there’s a huge opportunity to create a relationship with potential future customers. Remember, they became a lead for a reason and saw inherent value in something you offered. Creating and nurturing long lasting relationships with these leads can help establish trust and loyalty for your organization. Additionally, you can ensure that these contacts are clean and up-to-date by engaging with them as part of a B2B nurture campaign.
What is Big Data?
Big Data encompasses all of the structured and unstructured data that can be found, measured, and analyzed. Where is this data coming from? It can be found through transactions, social media, sensor and M2M data, federal, state, local, and public records, and a variety of other sources. Big data includes all of the information people populate manually as well as the information that can be found about people and businesses. The amount of personal and enterprise information available is growing exponentially in an increasingly technologically-driven world. So what’s the big deal about big data? It isn’t just about dealing with more data than before – big data is characterized by velocity, variety, and variability (the 3 V’s). Continue reading
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 up to 40% inaccurate
- Up to 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
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
Time is money, especially for the thousands of recruiters who have joined our community, on the prowl for the next passive candidate. ZoomInfo Community Edition is an effective talent sourcing resource for recruiters, offering FREE and COMPLETE access to our continuously-updated database of 5 million companies and 50 million in-depth web profiles.
It’s too often said by recruiters that the best talent is the hardest to find, mainly due to the amount of people not actively looking for new opportunities. With ZoomInfo Community Edition, recruiters are able to target their top talent by searching over 20 different criteria including: title, company industry, geographical location, job function, management level, full name, college attended/degree attained, web references, and more!
If you ask any of our community members about the benefits of ZoomInfo Community Edition, here’s what they’d say about the unparalleled depth of ZoomInfo Profiles:
Date Stamp – All information in the ZoomInfo database contains the date on which it was gathered, ensuring its freshness. Recruiters spend more time connecting with their candidates and less time utilizing inaccurate crowd sourced information. This is data automatically pulled from public internet sources.
Verified Email Addresses – More than 75% of profiles include a verified email address, checked through ZoomInfo’s Email Validation process. With this solution, recruiters are decreasing their time spent on bounced back e-mails.
Set Alerts – Community Edition allows recruiters to set alerts on their target candidate, informing them when that person change jobs or titles.
Profiles Beyond the Business Card – ZoomInfo’s revolutionary technology gathers information that goes deeper than any other business information available. Our profiles contain hard-to-find information as Education, Board Affiliations and cached pages of web references.
Web References – Profiles come with a list of web references that help recruiters determine where their candidates have been spotted last on the public web – all so they can get a clearer picture of exactly who they are targeting!
Time is money! What are you waiting for?
Click to download Community Edition for Recruiters and locate top talent today!
An automated and low-cost option, email marketing has become a major arrow in the demand generation quiver. Since the average business spends $150,000 to generate 1000 leads – at a $150 per lead – maximizing campaign value really rests on where your email communications go, namely to the in-boxes of the right people.
Until now, when a contact left a business there was no way to ensure that future email campaigns wouldn’t be sent to them. Undeliverable emails run the risk of ruining your reputation and the effectiveness of your campaigns, because emails aren’t going to where they’re supposed to.
But that was until now.
Today ZoomInfo is pleased to unveil the newest offering in our spectrum of Data Services, ZoomInfo Email Validation, so you never have to worry about your reputation or deliverability again.
What is ZoomInfo Email Validation?
Step One: We will take your email marketing contact database and run a live deliverability test, checking (without emailing) that each email address has an in-box attached to it that can receive emails. We will then report back to you which emails are valid and which are not.
Step Two: For the invalid emails, we will harness the power of the ZoomInfo database of 5 million businesses and 50 million professionals to cleanse your database by the following:
- Updating your existing email contacts where applicable
- Providing new email contacts to replace invalid ones
- Approximating new contacts at the same company and in the same position
- Locating existing contacts who have moved on to new companies, and providing the new information
Step Three: You get a complete, updated and verified contact database to power your demand generation campaigns!
It needs to be noted that ZoomInfo continuously runs the same validation process on every email in our entire database to ensure deliverability. No matter the size of your database, this is the solution you have been waiting for!
Ready to talk to ZoomInfo? Click the link for a Data Consultation today!