A number of years in the past, firms trying to broaden into new markets and territories would possibly see a giant finances because the surest signal of a severe marketing campaign. However with stronger financial headwinds forward, effectivity and optimization are more and more seen because the keys to scalable success.

At ZoomInfo, our demand technology staff engages lots of of hundreds of worldwide clients and prospects each month utilizing our MarketingOS platform. It’s been a key a part of our capability to scale to greater than 30,000 clients worldwide whereas enhancing match charges, driving down our price per lead, and getting extra aligned with our gross sales staff. 

I talked with two individuals on the helm of this work — senior director Mitchell Hanson and packages supervisor Colin Chang — to learn how MarketingOS helps our demand technology staff construct a world technique that flexes with the tempo of our increasing enterprise.

Determine, Construct, and Onboard Audiences with Dynamic Lists

Dynamic lists have change into a essential part of our demand technology technique, particularly as we glance to scale our program throughout many alternative splendid buyer profiles, areas, and different dimensions.

Earlier than MarketingOS, if the staff wished to focus on a selected viewers, they needed to manually onboard and match viewers lists with every show advert platform. Now they’ll use dynamic lists that robotically replace campaigns with new viewers members. This reduces the period of time required to create audiences from quarter-hour or extra all the way down to only a few seconds and will increase the relevance and lifespan of every marketing campaign.

Ranked marketing campaign tiers can arrange lists by area or different value-based segmentation. We will then prioritize marketing campaign spend primarily based on issues like every buyer’s propensity to purchase or different ways in which align with our staff’s go-to-market technique. As priorities change over time, they are often simply adjusted in MarketingOS with out manually re-uploading lists to every marketing campaign.

Maybe the perfect a part of the tiered prioritization system is that every tier will be funneled into totally different campaigns — equivalent to gross sales affords, content material affords, or interactive affords — to align the client’s wants with our enterprise objectives. Since these audiences replace robotically, new leads are funneled instantly into the suitable tiered listing and obtain the affords most related to their stage within the shopping for journey. 

Lower Your “Toggle Tax” Whereas Nurturing Leads Successfully

In right this moment’s know-how panorama, there’s seemingly an answer for each advertising movement possible. However extra know-how platforms and suppliers don’t at all times imply higher efficiency. 

Harvard Enterprise Evaluate discovered that the common worker switches or “toggles” between totally different purposes or internet pages 1,200 occasions a day. Most switches are adopted by one other in lower than 11 seconds, indicating workers spend an enormous period of time navigating between instruments, refocusing, and meshing totally different tech environments collectively to get their job completed. 

Why construct a Frankenstack system when you may spend money on a single resolution that consolidates options and features?

“Earlier than we switched to our MarketingOS, we had been utilizing a number of totally different software program instruments to launch a single marketing campaign,” Hanson says. “Whenever you’re quickly scaling a program, launching new marketing campaign variations every day, and managing dozens of these campaigns at any given time, it’s a lot simpler and extra environment friendly to do all the things from a single platform.”

Hanson and Chang additionally lean into the MarketingOS Salesforce integration to repeatedly nurture advertising certified leads over time. They’ve seen a 20% larger match fee, and by eliminating waste and specializing in high quality, they’ve been in a position to lower the common price per lead (CPL) by 40%.

Eradicate Soiled Knowledge Snafus that Result in Misalignment

In B2B tech, gross sales and advertising misalignment is a story as previous as time. One other long-standing story: CRMs plagued with unreliable, incorrect knowledge, which solely causes the gross sales and advertising rift to widen. 

When advertising makes use of dangerous knowledge, campaigns underperform, leads go misrouted, the client’s expertise will get disjointed — and the corporate loses cash. When gross sales makes use of dangerous knowledge, they mishandle the client’s journey, miss alternatives, don’t attain their quotas, and lose belief of their techniques.

Correct knowledge is the important thing to raised alignment between advertising and gross sales groups, and higher alignment pays off: Forrester discovered that ​​aligned firms develop 19% sooner and are 15% extra worthwhile than misaligned ones. When everyone seems to be working in the identical context, utilizing the identical instruments, and aiming towards the identical objectives, it’s simpler to succeed.  

“It’s extra necessary than ever that each gross sales and advertising groups have entry to the identical knowledge for each new alternative that comes our means, particularly in new markets,” Hanson says.

One of many core advantages of ZoomInfo MarketingOS is that it contains the entire precious B2B contact and firm knowledge out there in our SalesOS platform — in a device constructed particularly for entrepreneurs. 

“Since MarketingOS hyperlinks instantly with SalesOS, we’ve got a lot higher visibility into the traits and intention of a lead and might facilitate a smoother handoff to our counterparts on the gross sales aspect,” Hanson says. 

Consolidate, Automate, and Increase — Effectively

Alignment and effectivity by no means actually exit of favor. However when each further greenback is beneath scrutiny, you want to stand out by working smarter. 

For those who’re trying to optimize your demand technology technique to attain international development, you may depend on ZoomInfo’s world-class knowledge and superior software program to get the job completed. Learn how right this moment.