Email marketing is scrutinized as an outdated technology whose only purpose is to fill your spam box.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.
How much time are you wasting Googling phone numbers and contact information or calling stale leads? Imagine how much your productivity would increase if you had the contact information for all of your leads right at your fingertips.
Use these 5 ways to increase the productivity of your sales team:
- Convert stale or incomplete records into productive leads – Regularly cleanse and update your B2B database with email addresses, phone numbers, titles, company information, etc. to prevent your business database from decaying. Did you know 62% of organizations rely on marketing and prospect data that’s inaccurate?
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:
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
Whether you know it or not, business growth opportunities exist within your B2B database. Chances are, your database is full of contacts from years’ worth of trade shows, conferences, and other business events. But beyond knowing where these people came from, do you know anything else, such as who they are, how they engage with your organization, their needs and interests, and where they are in the sales process? Continue reading
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
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