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In this digital age, a company’s website is one of their most valuable assets. Brands constantly design, redesign, optimize, and test their B2B websites on the never-ending journey to perfection. Take a look at the following statistics, and you’ll understand why B2B companies heavily prioritize website design (source):

  • 38% of people will stop engaging with a website if the content or layout is unattractive.
  • 88% of online visitors are less likely to return to a site after a bad experience.
  • 46% of customers base their decisions on the credibility of a website from its visual appeal and aesthetics.
  • First impressions of a site’s credibility are 94% design-related.

Unfortunately, designing a B2B website is no easy task. The challenge stems from a number of factors. A B2B website must be clear, concise, visually appealing, optimized for SEO, and easy to navigate. And of course, it must offer the right details about your brand and products. 

If you’re working on a rebrand, those essential qualities are a lot to take in. But don’t fear — today’s blog post is here to help. We’ve put together a list of some of our favorite B2B websites, and they’re sure to provide a jolt of inspiration for your next rebrand. Let’s get into it!

1. Asana

Asana’s homepage features two strong design elements — a well-placed call-to-action and simple animations. The CTA is placed above the fold (meaning, the first portion of a web page that is visible without scrolling). And, the CTA is unmissable due to the surrounding white space. A simple, one-field form accompanies the CTA. So, all new visitors have to do is enter their email address and get started right away.

Read More: Maximize Lead Generation from Web Forms  

Beneath the fold, users encounter the first of several animations that live on Asana’s homepage. 

We’ll discuss more animations later on, so we’ll offer this disclaimer now. There are a right way and a very wrong way to use animations on a B2B site:

  • When used correctly, an animation showcases an important element of a B2B brand or product that can’t be adequately expressed in a still photo. It grabs the viewer’s attention but doesn’t distract from the rest of the content on the page.
  • When used incorrectly, an animation is an attractive distraction at best and a confusing eyesore at worst. Designers often make the mistake of creating animations simply because they can, or because they believe animations are emblematic of a greater sense of innovation and professionalism. But if an animation serves no real purpose, it will distract viewers rather than inform them.

Asana’s website provides an example of the right way to use animations. For one, it shows exactly what the Asana platform looks like in action. And, it makes sense for this content to be animated. As a project management tool, Asana is all about motion and progress — users move tasks from one stage to another, rearrange calendars, assign tasks to specific employees, etc. 

These are simple features — but they rely on motion, so an animation is more fitting than a series of screenshots.    

2. Hubspot

Hubspot offers a number of solutions for marketing, sales, and customer service professionals. It’d be impossible to represent the full scope of their offerings on a single page — and Hubspot’s website wisely doesn’t attempt to do so.

For example, take a look at the above screenshot. There’s not a lot of content there, certainly not enough to comprehensively explain what each of Hubspot’s tools and solutions can do. But, the minimal copy and uncluttered layout call attention to the subpages Hubspot wants its visitors to click on next — the free CRM, the Marketing Hub, the Sales Hub, and the Service Hub.

Each of those subpages features much more copy than the homepage does, but they include enough multimedia elements that they remain engaging to scroll through.

3. Salesforce

If you work in the B2B space, you’re familiar with Salesforce. The software company offers the most popular CRM platform in the world, along with a wide variety of supporting tools and integrations.

The Salesforce website presents a perfect blend of personal and creative design elements. Their site features images of real human beings along with the “Trailhead” cartoon characters Salesforce created to “embrace the fun side” of their company. This dichotomy between realistic and imaginary designs contributes to a website that is equal parts engaging and informative, lighthearted and personal, simple and unique.

4. Yapstone

Yapstone might take the cake as the most innovative website on this list. As you scroll their homepage, the first word that comes to mind is “futuristic” — from the unique fonts to the sleek background images that float across the page as if they’re unburdened by gravity. One might not expect this stylish flair from a company that offers online and mobile payment solutions — but the unexpected artistry of the website is a welcome surprise.

Keep in mind — Yapstone’s approach would be a disaster in the wrong hands. Plenty of other brands aim for the “futuristic” aesthetic and go way overboard, cramming as many abstract designs and gimmicks into their website as possible. There’s a fine line between impressing a prospect with your innovative website and giving them a headache.

Yapstone’s site design works so well because its designers showed restraint. Each page has a clean, minimalist layout that prevents the futuristic aesthetic from overwhelming users.    

5. PublishThis

PublishThis is a content marketing platform that helps companies create, publish, and scale their B2B content. Unlike our last example, the PublishThis website is entirely devoid of bells and whistles. And yet, it’s proof that simplicity can be just as effective as innovative as flashy designs.

The first thing you notice on the PublishThis site is the image of a rocket ship — wisely placed behind the bold header copy in order to drive home the metaphor. The rest of the site is very straightforward from a design perspective. But, the well-organized layout makes the site engaging, without ever seeming bland or one-note. 

Remember: the design of your site shouldn’t be the center of attention, but rather the framework that supports the information you want your site to express. 

6. Grammarly

Grammarly is another great example of functional minimalism in B2B site designs. If you’re unfamiliar, Grammarly is a leading grammar checker and writing assistance platform that’s popular among B2B content marketing professionals.  

Unlike many of the brands we discussed above, Grammarly isn’t a complex solution that requires a highly expository website. As such, the site’s simple design nicely complements the product. It wisely calls attention to the apps and platforms Grammarly integrates with, as this detail is a deal-breaker for potential customers. 

Despite the minimalist approach, Grammarly’s website still manages to make perfect use of two animations. These animations show what the tool looks like in action, and allow users to visualize their own work being edited and improved by Grammarly’s AI-powered technology.

7. Trello

Trello is a project collaboration tool that bears several similarities to Asana, whose website we discussed earlier in this post. Whereas Asana’s site included realistic animations, Trello’s site uses interactive slideshows to showcase the platform in action.

We like this approach because it requires site visitors to participate and click through the slideshow to see how the platform works. This interaction is satisfying without being distracting or dominating too much space on the site. 

The key takeaway from Trello’s website is this: If you include interactive content in your site design, keep it simple. Give users the rewarding feeling of participating in the site experience, but don’t let your interactive design turn into a video game they’ll never move on from. 

8. Dropbox for Business

The Dropbox for Business site features a few unique design elements. Most notably, Dropbox’s pricing options are front and center on the homepage, just below the fold. On the surface, this seems like a strange format: why devote so much space to your pricing packages before even explaining what the platform does?

But, this site design shows how well the company knows its audience. Business leaders don’t visit this site to learn what Dropbox is; anyone who doesn’t live under a rock is already somewhat familiar with the popular file-hosting service. They visit the site to learn what plans Dropbox offers for businesses, and learn about each plan’s advantages and disadvantages. This simple site design provides all that information upfront, with no clutter or unnecessary bells and whistles. 

We also like Dropbox’s inclusion of an FAQ section, where customers can click on one of four common questions to generate an answer in a dropdown box. Again, most websites don’t include an FAQ section that fills the entire screen — but it’s effective here because it’s exactly the type of thing Dropbox’s users would look for when they visit the Dropbox for Business site. 

9. ACME

Acme is a packaging provider that sells to shippers, retailers, and logistics operators across multiple industries. You might read that description and expect their website to be a bit mechanical and by-the-book — but it’s actually the most beautiful and polished website on this list.

The crisp, high-resolution photographs are what make the Acme site so appealing. These photographs dominate the majority of the homepage and each individual subpage, and they’re complemented by an elegant yellow, black, and white color scheme. The grid layout on Acme’s Solutions page allows users to quickly find a specific industry or use case. 

The stunning photography demands attention, but Acme’s clean, well-organized layout proves the website is much more than a source of pretty pictures.

10. Mailchimp

Mailchimp’s site features a number of interesting design elements, including subtle animations and an emphasis on customer photographs. But what stands out most is Mailchimp’s unique icons, a few of which you can see in the screenshot above. 

These simple, cartoonish drawings are almost childish in their simplicity, but they add a fun touch to otherwise unexceptional material. For example, the “Lookalike audience finder” feature could easily be accompanied by an image of two similar business profiles. But, the little drawing of two identical birds is much likelier to grab a user’s attention.

If you take away one thing from Mailchimp’s icons, let it be this — find small ways to stand out. A creative icon design won’t make or break your website but will help set your brand apart from others in your field.

Final Thoughts on B2B Website Designs

Across these ten examples of B2B websites, we’ve explored a wide variety of interesting design elements. We’ve discussed color palettes, animations, videos, photography, CTAs, and more— and we hope you found some new ideas to inspire your next website rebrand.

Of course, a site design that works for one company might not work for yours. Make sure you build a website that aligns with your brand, products, business goals, and most importantly, your audience and their specific needs. Determine what your prospects and customers want from your company, and you’ll be able to build a website they visit and revisit time and time again.

For more help building your B2B brand, contact ZoomInfo today. We’re a leading B2B contact database and we have the tools you need to scale your marketing efforts and grow your business.

The post 10 of the Best B2B Websites to Inspire Your Next Rebrand appeared first on ZoomInfo Blog.

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A term like “brand activation” is almost guaranteed to inspire skepticism among modern marketers. In the age of information overload, marketers face the challenge of separating flash-in-the-pan trends from truly valuable business tactics. But, we’re here to tell you this: brand activation is much more than an industry buzzword.

In the past, it was merely considered a bonus if a brand resonated with its audience on a personal level. Now, these personal connections are essential to modern business success. In fact, personal value has twice the impact of business value when it comes to B2B purchase decisions (source). Marketers are constantly looking for new ways to cultivate deeper, personal connections between their brand and their target audience. Enter, brand activation. 

Today, we’ll walk you through the concept of brand activation, why it’s a valuable branding practice, and plus, we offer several tips and examples to guide you through successful brand activations. Let’s get into it!

What is brand activation?

Brand activation refers to a campaign, event, or interaction through which your brand generates awareness and builds lasting connections with your target audience. Most brand activations are interactive, allowing audiences to engage directly with a brand and its products.

The definition of brand activation is often misconstrued or confused with more general branding strategies. The confusion is understandable: building awareness and connecting to an audience is indeed the focus of most branding and marketing initiatives

But, brand activation refers to a specific campaign or event, an isolated experience with the singular purpose of elevating your brand — rather than the general, ongoing process of branding. 

Why is brand activation important?

Imagine your company just launched yesterday. You know your target audience, but they don’t know you — and the few who are aware of your brand don’t have any meaningful connection to it. In order to get your brand off the ground, you need to make a splash. You need to generate engagement. You need to give your audience a reason to be excited about your company. In short, you need to activate your brand.

According to HubSpot, brand activations are one-off, in-person events, experiences, and interactions that forge lasting emotional connections between a brand and their target audience (source).

A brand activation will jolt your brand to life, garner attention from new audiences, and redefine how your existing audience perceives you. And with the right approach, brand activations can be remarkably effective — 98% of people feel more inclined to purchase a brand’s products after attending an activation (source).

4 Types of Brand Activation

It’s true that brand activation requires a lot of prep work, perhaps more so than the typical marketing campaign or event. But, the good news is, modern marketers who want to activate their brand have a wide variety of options at their disposal.

Let’s look at some of the most effective brand activation strategies you can try today.

1. Experiential marketing

Experiential marketing, sometimes referred to as engagement marketing, is a strategy in which a brand creates an immersive, real-world experience for the purpose of engaging with their audience. These experiences don’t exclusively involve a brand’s specific products, but also the values a brand believes in and the sentiments it wishes to relay to its audience.

For example, let’s say you want to leverage experiential marketing to promote a photo editing software. You create a pop-up photo booth where people can take pictures with their friends and then receive stylized edits of their photographs to take home. This campaign drives awareness to your brand and generates interest in your product, all while providing a fun and engaging experience for your audience.

Most experiential marketing campaigns involve live participation, often as a part of a larger event or show. But, virtual and augmented reality technologies have also paved the way for digital experiential marketing. Virtual tours, games, and interactive content enable your audience to engage with your brand from the comfort of their own homes.

2. Samples and free trial campaigns

A sample campaign is one of the most tried-and-true forms of brand activation. The goal is simple: you let people try a product for free with the hopes that they’ll love it and want to spend money on it, or on similar offerings from your brand.

Keep in mind, there’s a right way and a wrong way to pull off a sample campaign. Think about all the times you’ve struggled to avoid an over-eager shopping mall vendor who tries to force a free energy drink or snack or random knick-knack into your hands. It’s not pleasant, nor does it inspire you to check out or even remember the brand in question.

Rather than accost strangers in less-than-ideal settings, choose your environment wisely. If you want to pull off an in-person sample campaign, consider upcoming events that your target audience is likely to attend.

Fortunately, it’s even easier to orchestrate a sample campaign digitally. Simply put together a list of customer addresses, and send them a surprise sample of one of your products. Include a message which asks the recipient to share a picture of the free sample on social media. Or, if your company sells intangible products like software and technical solutions, you can craft an email campaign offering a free trial of your product.

3. On-site activation

The purpose of brand activation is to forge strong connections between your brand and audience. Naturally, there’s no better setting for a brand activation than business headquarters.

This method is most popular among retailers and other B2C brands. They host events at their stores, provide accommodations like food and beverages, and allow their audience to see and sample products in person. Ideally, people leave the experience with a newfound appreciation for these brands and how they treat their customers.

This form of brand activation is less common among B2B brands, however. We understand why — desks and cubicles don’t exactly inspire the same appeal as a brick-and-mortar shop.

But, a business office can still be fertile ground for an on-site activation. For example, you might invite your target audience to a cookout outside your office to celebrate the beginning of summer. While they enjoy their complimentary hot dogs and hamburgers, customers get the chance to interact directly with the people who create, market, and sell your products.

4. Industry events and trade shows

Last but not least, trade shows and industry events provide ample opportunity to activate your brand. Whether you book space for a branded booth on the trade show floor, or host a live seminar or presentation, these events boost brand authority and introduce your brand to new audiences. Plus, an industry event is the perfect setting to try out other brand activation techniques like experiential marketing and sample giveaways.

We’ve discussed a number of event marketing tips in the past, so we’ll move on from here. But, if you want to activate your brand by attending or hosting an event, here are a few great articles to get  you started:

4 Tips for Effective Brand Activation

Before we look at some inspirational examples, let’s review a few important tips to keep in mind for your next brand activation. No matter what method and setting you choose, these guidelines will help you craft the most rewarding experience for your audience.

1. Respect your audience.

Brand activations often receive the less favorable title of “publicity stunts”. These are the over-the-top, annoying, transparent attempts to shine a spotlight on your brand at any costs. Let’s put it this way, a customer will remember an inconvenient interaction with a brand but not in a way that will win the brand more business. In fact, when brand activation goes wrong, it can have the complete opposite effect. Bad brand activation feels invasive, annoying, and crosses personal boundaries. This leads prospects and customers to purposely go out of their way to avoid your company.

Make sure to plan and prepare your brand activation with your audience in mind. These campaigns should be fun and engaging, but avoid any activity that is off-brand, inappropriate, or irritating. When in doubt, we recommend discussing your idea with some of your top customers to gauge their response.

2. Humanize your brand.

Human interaction is the fastest way to kickstart meaningful relationships with your target audience. No matter what method of brand activation you choose, it’s important to involve real human beings who represent your brand. 

For example, a giant billboard on a busy highway might draw attention to your brand. But, a pop-up booth run by three of your actual employees is a much more personal and effective way to activate your brand. Human interaction puts a face to your company, which humanizes your brand in a way that makes you appear more relatable and trustworthy.

3. Surprise your audience — without shocking them. 

A successful brand activation is a bit of a tightrope walk: it should be on-brand and respectful of your audience, but it should also surprise and delight your audience. The element of surprise is an effective tool for any brand. When your audience doesn’t expect a fun and engaging experience, that experience becomes all the more enjoyable.

Get creative and take chances with your brand activation without straying too far from your company’s core values. Think of it this way, a brand activation is an opportunity to color outside the lines a bit — just make sure you’re coloring on the same page as your customers. 

4. Listen to feedback.

Brand activations are centered around interacting with your audience. But, in order to be effective, that interaction must be a two-way street. Your audience should come away from the experience with a deeper understanding and appreciation for your brand, and vice versa. 

Make sure you collect feedback before, during, and after a brand activation. Leverage social listening to gauge the tone of public conversation surrounding the campaign. Document positive and negative interactions that take place during the activation, whether it’s a digital campaign or a live activity. We also recommend surveying your audience once the campaign has wrapped up. Then, use their feedback to determine whether your brand activation achieved its desired effect. 

4 Examples of Successful Brand Activation

The best brand activations are wholly unique and creative — but that doesn’t mean you can’t draw inspiration from other successful brands! Let’s wrap this topic up by looking at a few of the most memorable brand activations we’ve ever come across.

1. Apple

Apple is one of the biggest and most identifiable brands in the world, but any brand can learn from the tech juggernaut’s “One Night on iPhone 7” campaign. To promote the latest iPhone’s new camera functionality, Apple hired photographers from all over the world to capture photos of unique environments. These pictures were then used to illustrate the new low-light image capturing capabilities of the newest iPhone.

Activation campaigns are about a brand and its audience, but they can also draw attention to products in a more creative, less sales-y fashion. The best way to generate excitement for a product is to put it into action. Show your audience what they can accomplish with the product’s new features, as Apple did so expertly in their “One Night on iPhone 7” campaign.

2. Lipton Iced Tea

Imagine you’re walking to work on an unspectacular Friday morning. Except today, you encounter a massive yellow water slide on your morning commute. You’re startled yet amused and you join the growing crowd of onlookers to see what all the fuss is about.

This isn’t a fictitious scenario;  it’s exactly what Lipton Iced Tea did when they set up a giant water slide in the middle of downtown London. As crowds gathered, the Lipton team handed out free samples to promote a new campaign, complete with messaging that tied their brand to fun summer activities. 

We won’t go over all the do’s and don’ts of setting up a water slide in a busy city center. But, any brand can learn from Lipton’s fun and unique brand activation. 

Above all else, aim to capture attention and offer your audience a welcome surprise as they go about their day. The most memorable experiences are often the most unexpected — so find ways to surprise and delight your target audience, without forcing them to participate or making them feel uncomfortable. 

3. Vitaminwater

As is the case with many brand activations, Vitaminwater leveraged a large event as an opportunity to draw attention to their brand. At the WayHome Music Festival, Vitaminwater created a branded “misting station” where concert-goers could cool off from the summer heat as they moved through the festival grounds. 

Vitaminwater’s brand activation worked so well because it was both fun and practical. The biggest drawback to outdoor summer events is the relentless heat. So, the misting station was the perfect way to draw an audience of appreciative festival attendees. 

If you want to activate your brand at an event, mold your activation campaign to fit the event’s environment. Put yourself in the shoes of an attendee and think about what would catch their eye and make them stop at a certain station or booth.  

4. Contours

The baby stroller company Contours faced a unique and humorous problem: the people who “use” their products (i.e. babies) can’t exactly give articulate customer feedback. So, Contours built adult-sized baby strollers to simulate a child’s experience for adult customers and collect feedback on the product.

On the surface, Contours’ giant strollers seem like a lighthearted attention grab. But, the wacky concept actually served a number of valuable purposes. The audience had the opportunity to test out a product in a way they’d never expect. The brand had the opportunity to collect honest feedback that would otherwise be impossible.

This campaign shows what brands can accomplish when they think outside-the-box and present their products in unique forms. Contours didn’t create adult baby strollers just to be unconventional — the creative idea aligned with real business goals related to customer experience and feedback.

Final Thoughts on Brand Activation

Building a strong brand is a gradual, multifaceted process. Don’t expect one campaign or event to turn your brand into an overnight phenomenon or instantly double your audience. 

But, in tandem with your ongoing branding initiatives, brand activations can provide the added boost you’re looking for. They help increase exposure, endear your audience to your brand, and reshape the way your customers perceive your company and products. In a time where perception and personal connection is so integral to business success, brand activations should be an essential element to your branding strategy.

For more help building your B2B brand, contact ZoomInfo today. We’re a leading B2B contact database and we have the tools you need to scale your marketing efforts and grow your business.

The post The Beginner’s Guide to Brand Activation appeared first on ZoomInfo Blog.

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If you’re not familiar with web push notifications, here’s a very basic definition: Push notifications are messages that come from an app or website that appear on a subscriber’s desktop computer or mobile device—even if they’re not on that particular company’s website. Businesses everywhere use push notifications to deliver content and important updates to customers and website visitors.

Because web push notifications are a relatively new marketing tool, businesses are still trying to figure out how to leverage this new technology to its full potential.

In search of an answer, a company called MaxTraffic connected with 38 top marketing experts, influencers and World Wide Web superstars who agreed to share their best advice. The findings were combined into an infographic that reveals the best tips and tricks to successfully use web push notifications.

Before jumping straight to the infographic, here are our top three tips to achieve push notification success:

3 Ways to Achieve Success with Web Push Notifications Engaging copy

Depending on the user’s browser, a  web push notification is limited to between 40 and 120 characters. Because of these limitations, you must use clear and compelling messaging to drive conversions. The key to conversion is to move users back to your website with an immediate next step or call-to-action.

Segmentation

To deliver push messages that are truly relevant to your subscribers, you must carefully segment your audience. Start by grouping your subscribers by shared traits. This might be their geographic location, a certain product they have viewed, or the device they used to access your website.

Frequency and timing

If you send too many web push notifications throughout the day, you run the risk of annoying your subscribers. Instead, save your push notifications for important news, special offers, or critical product information.

Also, keep in mind that poorly timed notifications may upset your users or deliver weak conversion results. So try not to send push messages early in the morning or late at night.

To find more detailed insights on web push notifications, take a look at the infographic below!

The Power of Web Push Notification [Infographic] Source: MaxTraffic

Thanks for reading! If you’re interested in learning more, check out some of our other infographics:

If you’d like to find more ways to improve your business this year, or if you simply want to improve your B2B sales and marketing programs, contact ZoomInfo today. Our B2B database can support and improve your most important business initiatives. For more posts like this one, check out our sales and marketing blog.

Contributed by Giedrė Šulčinskaitė, Head of Content at MaxTraffic.

The post The Power of Web Push Notifications [Infographic] appeared first on ZoomInfo Blog.

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Fact: Global spending on cognitive and AI systems will reach $57.6 billion in 2021, according to market research firm IDC (source). As adoption of artificial intelligence (AI) grows, innovative ways to use AI in the recruiting field continue to emerge.

Yet, as talk of AI grows, more recruiting professionals have come forward to voice an underlying fear that these systems and technologies will eventually replace human recruiters and completely automate the hiring process. But, we say, recruiters have nothing to fear. In fact, AI can give recruiters a competitive advantage—allowing for a faster, more accurate approach to candidate sourcing.

In today’s blog post we’ll help you recruit top talent using artificial intelligence.  Keep reading! Why Should HR and Recruiting Professionals Care About AI?

Recruiters know all too well that the sheer number of candidates per job opening is overwhelming. Consider this fact: each corporate job offer attracts 250 resumes on average. Yet, only four to six of that number will actually receive an invitation to interview (source).

That’s a good deal of resumes to review when only one person gets the job. Not to mention, it’s often tricky to actually find an applicant with the basic skills and knowledge to do a particular job. In fact, 63% of recruiters say there aren’t enough suitable candidates (source). This is a challenge modern recruiters can’t afford to ignore. After all, recruiting and hiring top talent is critical to business success.

The good news is, artificial intelligence can ease some of these recruiting challenges. Keep reading to learn four ways your company can use AI to identify and hire top-notch candidates.

1.     Source candidates

In the war for top talent, AI gives recruiters an edge by allowing them to source candidates in new and innovative ways. Let’s look at some examples:

Create compelling job descriptions:

The way you write a job post, from the title to the position description, can determine who applies for the role. You may not realize that your job post contains language geared toward one particular demographic.

AI technology can remove unconscious bias in your job posts and improve candidate pool diversity. For example, artificial intelligence tools like Textio and TalVista analyze job post descriptions and offer tips for more inclusive language.

Sort through passive candidates:

How often have you been ignored by passive candidates? You’re not alone: 42% of recruiters say candidates don’t respond to calls and emails (source). New AI technology can save you the headache. For instance, AI tools like ENGAGE and Envoy can sort through potential candidates and predict how likely someone is to engage with your outreach efforts.

Craft and send targeted messaging:

AI tools can also help recruiters craft and send personalized messages to engage candidates at exactly the right time. For instance, programmatic ads use a potential candidate’s browsing history to display job openings that align closest to their career interests.

2.     Screen candidates

Screening candidates is an essential step to determine if a job seeker is a good fit for an open position. So, how AI can help you screen candidates to find the most qualified talent? Explore these six examples below:

Scan resumes:

Resume screening is more sophisticated than ever, all thanks to artificial intelligence. AI allows companies to scan resumes not only for specific keywords but also for context and meaning. These advanced scanning tools can even compare candidate resumes to that of high-performing employees already employed in the role.

Identify  top performers:

It can be tricky to figure out if a candidate will succeed in a position. Fortunately, AI advancements provide valuable data-driven insight into a jobseeker’s future job performance. For example, AI-powered video assessment tools like HireVue can analyze verbal and non-verbal cues to predict a candidate’s problem-solving style, emotional engagement, and thought processes.

Spot inaccuracies:

AI-powered video assessments also give recruiters the ability to quickly spot inaccuracies—and even lies. For instance, Affectiva’s emotion recognition software reviews facial and voice cues during live video to determine if a candidate is lying, whether it’s about an exaggerated skill set or inflated salary history. This is noteworthy news for recruiters considering that 58% of employers have caught a lie on a resume (source).

Assess language:

Employers must often determine if a candidate meets the language requirements to perform the job. Natural language processing tools or chatbots can assess vocabulary, fluency, and even the progression of ideas.

Review social media:

Reviewing candidates’ social media accounts is standard practice in today’s technology-driven world, and AI can help! For example, new tools like Fama can scan candidates’ public social media accounts for warning signs. These tools can also look for data that determines if someone will be a good fit within your specific team dynamic.

Develop and ask questions:

Another core benefit of AI is that new tools enabled with this technology can actually help screen applicants and weed out unqualified candidates. For instance, if a candidate leaves a key job qualification off their resume, a chatbot like Mya can follow up to ask about the missing skill.

Or consider this scenario: an applicant lives across the country but forgot to mention they will be relocating. AI enabled chatbots can now reach out and ask the appropriate questions to learn that the candidate is moving to your location in a few weeks—saving you valuable time and energy.

3.     Schedule interviews

Given that 54% of recruiters would prefer to automate interview scheduling, AI arrived just in time (source). Recruiters can now reduce the manual time and effort of scheduling interviews with AI personal assistants. For instance, the AI scheduling tool x.ai will reach out to candidates to coordinate a time, confirm the meeting, and get the invite on everyone’s calendar.

4.     Improve the candidate experience

A  CareerArc survey shows that almost 60% of job candidates have had a poor candidate experience. That same survey reveals that 60% of candidates say better communication throughout and after the applicant process would make the most positive impact (source). The good news is, AI can keep communication flowing and improve candidate experience. Here’s how:

Answer FAQs:

When you speak with job candidates, you know one thing for sure–there will be a lot of questions to cover. Everything from benefits, to policies, to culture. What if you could take some of that work off your plate? Enter, artificial intelligence. AI-powered chatbots can answer common job candidate questions at any time of day, in natural language to engage and inform interested applicants.

Build relationships with candidates:

Communication is key to build relationships with potential candidates. New AI tools like Beamery send targeted news, content, and jobs to engage qualified candidates. This helps to build a relationship before they even apply. Chatbots can also help build relationships by providing regular status updates at any time of the day or night.

Artificial Intelligence and Recruiting: Key Takeaways

The impact of artificial intelligence on recruiting will continue to grow as technology evolves. As robots and recruiting continue to come together to tap into top talent, keep these AI strategies in mind to improve the effectiveness and efficiency of your hiring processes.

To learn more about how AI affects other industries and job functions, check out the following blog posts:

Contact ZoomInfo to learn how our recruiting platform can help you source high-quality candidates today.

The post How to Recruit Top Talent with Artificial Intelligence appeared first on ZoomInfo Blog.

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It’s impossible to quantify the number of conversations happening on social media. Every second of every day, people discuss breaking news, share personal updates, trade inside jokes, and more. They also take to social media to discuss the products they buy and the brands they buy from. Modern marketers can’t allow these conversations to fall on deaf ears — and that’s where social listening comes in.

In today’s blog post, we offer a comprehensive guide to social listening. Keep reading to find out what it is, how it benefits modern marketers, and what you need to keep in mind to create a successful social listening strategy! 

What is Social Listening?

Social listening is the process of listening to the conversations of your customers and potential buyers on social media. Through this practice, marketers are able to collect vast amounts of valuable data concerning their brand, products, customer needs and preferences, competition, and much more.

Social Listening vs. Monitoring: What’s the Difference?

One of the biggest misconceptions marketers make about social listening is to assume the practice is the same thing as social media monitoring. Not sure what the difference is? Let us break it down for you.

Though similar, social media monitoring is simply the process of watching @mentions and comments pour in via your social profiles, mobile apps or blogs. However, not all conversations relevant to your brand will appear in your notifications. 

In fact, according to one recent study, only 9% of Tweets that impact your company are actually directed at your brand (source) – meaning, most conversations about your brand are happening without you. In short, social media monitoring merely scratches the surface of valuable social information.

Social listening on the other hand dives deeper. By tracking relevant keywords, phrases, and events, organizations that implement a social listening strategy are in active pursuit of the conversations that provide meaning and context to their brand.

When executed effectively, this practice paints a clearer picture of a brand’s entire social media presence, and provides teams with many valuable brand and industry insights.  Armed with this information, an organization is able to take action and engage with their audience in a more meaningful way.

The Benefits of Social Listening

Considering the data it provides, it’s really no wonder that your marketing team can benefit from implementing a social listening strategy. However, in case you’re in need of a little extra convincing, we’ve compiled a few key benefits you can expect from implementing this practice:

1. Strategy measurement. 

Successful social media marketing is often a trial and error process. To drive success, your team must be vigilant when determining which tactics work and which don’t.

Social listening allows you to identify strategic wins and losses in real time – from the posts that garner the most social engagement, to the time of day they’re most active. This information can be used to tailor nearly every aspect of your social media strategy, including content types and post cadence, to ensure optimal results.

2. Content marketing. 

Any seasoned marketer will tell you, business success lies in your ability to deliver content that resonates deeply with your audience. However, this cannot be accomplished without a true understanding of who your audience is.

As discussed above, social listening provides access to valuable insights about your target audience, delivered straight from the source. Better insights can not only help determine what topics your prospects care about most, but can effectively uncover significant buying motivators you may not have previously recognized, including any pain points, concerns and questions they share.

Use these insights to guide your content strategy, from the subject matter you focus on, to the format you choose. The end result is content that not only speaks directly to your prospect, but can successfully move them through the buyers’ cycle. 

3. Lead generation. 

Since its inception, social media has quickly become a major source of leads for many organizations. In fact, according to one recent report, revenue increased for 24% of businesses when they utilized social media for lead generation. (source)

Social listening boosts lead generation by allowing your organization to track social conversations that are relevant to your business or industry. When executed effectively, social listening can uncover new potential prospects your team can then nurture with meaningful conversations and interactions.

4. Reputation & crisis management. 

Social media makes it easier than ever for current customers to provide transparent feedback about their experience with your company. Social listening allows you to track and analyze patterns of sentiment amongst your current customers, be it good or bad.

While positive mentions are ideal, not all your customers and prospects are going to sing your brand’s praises. Social listening allows a business to stay on top of negative sentiment and tackle potential crises while they’re still small. 

5. Influencer marketing. 

Unless you’ve lived under a rock the last few years, you’re probably familiar with influencer marketing –the process of leveraging the popularity of social media influencers to promote your brand. This innovative strategy has taken the marketing world by storm for good reason: Recent studies show that it can produce 11X higher ROI than traditional forms of advertising annually (source).

However, successful influencer marketing depends on one major factor: Choosing the right individual to support your brand. Luckily, social listening can once again aid in your efforts. Through strategic analysis of industry related conversations, your team can effectively identify which influencers and industry celebrities resonate most with your target audience.

6. Competitive analysis. 

Social listening not only provides insights into your own company, but it allows you to keep tabs on your competition. While it’s important to listen to your consumer, it’s equally important to listen to your competitors. Are your biggest competitors beating you when it comes to social media and if so, how? Social listening can provide you with these answers.

7. Product development. 

While you may think your organization offers a top notch product or service, in reality, your customers – the individuals who actually use your solution – may think otherwise. And for better or for worse, they’re probably sharing these opinions on the internet.

Social listening can uncover your customer’s true opinions of your product or service. This information is not only helpful in immediate situations (i.e. uncovering/fixing bugs or defective features), but can guide future product development to deliver solutions that exceed your customers’ needs and expectations.

8. Customer service. 

For the most part, many of your prospects and customers will be connected with your brand on social media for one specific reason – customer service. In fact, according to a recent survey, 31% of consumers interact with brands on social media to gain direct access to customer services and product experts. Of that same demographic, 81% of Twitter users expect a same-day response to questions and complaints, whilst 3% expect an answer within 30 minutes (source).

With strategic social listening practices in place, your organization will be able to create a more streamlined effort to track these requests and provide accurate assistance. Timely, appropriate, and helpful responses not only ensure customer loyalty, but show prospective clients how great your company is to work with.

5 Steps for a Successful Social Listening Strategy

We know what you’re thinking: Sure, social listening can produce a ton of valuable insights and opportunities – but how do you go about obtaining it all in an effective manner? Worry not, we’ve got just the solution you’ll need. Keep reading for our tips, tricks and best practices for establishing an effective social listening strategy.

1. Define your social listening goals.

The first step in your social listening strategy should be to identify specific goals. In other words, what would you like to get out of this process?

Goals not only ensure that your time and resources are not wasted, but they also lay the foundation for the rest of your strategy; from determining which insights will provide value, to which keywords you should track to find them. 

Obviously, the goals you set will differ depending on what’s important to your organization. A good rule of thumb is to correlate your social listening goals with the overall goals of your marketing department – i.e. lead generation, engagement, etc.

2. Determine your target keywords.

Develop a keyword strategy to help you sort meaningful conversations from the rest of the noise happening on social media. There is no exact formula to determine which keywords will serve your efforts best. However, there are a few general ideas that can start you in the right direction:

  • Your brand name, social handles, product/service names, and slogan.
  • Your competitors’ names, product names, slogan, and handles.
  • Popular industry topics and buzzwords.
  • Names of key people in your company and your competitors’ companies (executives, spokespeople, etc.)
  • Campaign names or keywords.
  • Your branded hashtags and those of your competitors.
  • Unbranded hashtags related to your industry.

Hint: If you know that certain keywords are often misspelled, or abbreviated, be sure to include these variations in your strategy.

Social listening is often a trial and error process. Don’t get discouraged if your first go doesn’t produce the results you were looking for. As you begin to better understand the language your audience uses, your keyword strategy will evolve. The trick is to learn from your mistakes and then fine tune your strategy.

3. Invest in the right tools.

If you haven’t noticed yet, social listening is a pretty involved process. Luckily, there are now a number of different tools marketers can use to streamline their efforts. These tools often come with advanced tracking capabilities that not only allow you to listen to customers and track competitors, but are also often able to make tedious tasks, like sorting meaningful data from the noise, much simpler. As an added bonus, many tools can even automate reports to prove ROI of your efforts.

For the most part, these tools will look relatively similar to one another at first glance. However, it is important to note that no two tools are exactly the same. Your marketing goals, budget, and resources will determine which tool is the best fit.

For more information on what you should be looking for in a tool, check out these blog posts:

4. Make it a collaborative effort.

Remember, the impact of social listening extends beyond the social media manager.  The insights you glean can provide value to a slew of other departments, from customer success, to product development, to HR. However, what provides value to your customer success team, may have little meaning to the marketing department.

Think about it this way: Would you trust a marketing team member to take over the customer success phones for the day? Probably not. So, why would you let them provide assistance on social media?

Social listening produces too much diverse information for one person or department to process and handle effectively. So, it’s important that your organization gets the right individuals involved in the social listening process.

5. Take action.

It’s important to remember that social listening is more than simply tracking metrics. It requires you to take action with the information you’ve collected.

For example, let’s say you leverage social listening to gauge your audience’s response to a new product. All of your metrics suggest the product is performing well. But, through social listening, you discover that many of your customers have expressed frustrations about the product’s interface.

You take action by reaching out to the customers who have issued complaints. You ask for additional feedback and offer suggestions to help the customers use the product more effectively. Then, you bring these social complaints to your product team. They leverage this feedback to make tweaks to their product interface ahead of its next update.

Final Thoughts on Social Listening

There’s no denying that social media is a challenging landscape for marketers to navigate. Each platform has unique features and capabilities, not to mention the audiences of millions who use them every single day. Keeping up with every single mention of your brand might seem like a daunting task.

But, it’s important to view social media as an opportunity rather than a challenge. Social listening allows you to understand your audience in ways that were once impossible. It enables you to know what your customers and prospects want, need, enjoy, and dislike. These insights are the building blocks of a successful marketing strategy. If you haven’t been listening, the time to start is now.

For more insights on how to improve your marketing efforts, contact one of our sales reps today. ZoomInfo, powered by DiscoverOrg, offers the comprehensive B2B contact database you need to scale your entire strategy and achieve lasting business growth.

The post The Modern Marketer’s Guide to Social Listening appeared first on ZoomInfo Blog.

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A key component of organizational growth is hiring—but, if you hire the wrong candidate you can do more harm than good. Although it’s a drain on resources to replace a bad hire, that’s the least of your worries. In fact, before you even realize you’ve made a bad hiring decision, the wrong person can wreak havoc on your department’s productivity, reputation, results, and even your revenue.

Although a bad hire is an obvious annoyance, it goes beyond that. A bad hire can do real damage.  Today we use our most recent infographic to explain just how drastically the wrong person can impact your success as a company.

Join us as we cover the following topics:

  • How organizations classify bad hires,
  • How long it takes to spot a bad hire, and
  • The root cause of bad hiring decisions.

Keep reading!

The Cost of a Bad Hire

Check out some of our other infographics:

For more information about sourcing better candidates, contact our sales team today! ZoomInfo, powered by DiscoverOrg, offers the comprehensive B2B contact database you need to find and engage with high-quality candidates.

The post The Cost of a Bad Hire [Infographic] appeared first on ZoomInfo Blog.

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Welcome new readers and ZoomInfo regulars to the latest edition of our B2B Blog Post Round-Up series. For those of you who are new to the ZoomInfo blog, we regularly publish monthly round-ups to feature top B2B content from industry professionals, leading brands, and subject matter experts. 

Today’s round-up features content about collecting better customer testimonials, building sales pipeline, executing data-driven business strategies, and more! Let’s get into it.

8 Ways to Collect Better Customer Testimonials in 2019

Customer reviews and testimonials have been a staple in nearly every marketing strategy for decades. Why? Because customer-created content is an effective way to convince an audience of a product’s value and thus, convert more prospects into paying customers. Consider these statistics:

  • 89 percent of marketers say that customer testimonials and case studies are the most effective content forms for influencing purchases (source).
  • Nearly three-fourths of consumers say good reviews play a role in making them trust a brand (source).
  • 88 percent of people trust customer reviews as much as word-of-mouth referrals from friends and family (source).

Even though marketers understand the value of a great testimonial, it’s not always easy to collect relevant, authentic reviews from customers. Today we attempt to demystify this process by offering eight actionable tips to help you collect better customer testimonials this year. Let’s get into it.

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6 Creative Ways to Build Sales Pipeline Today

Always be closing. Whether you’ve worked in sales for a day or a decade, you’re familiar with this mantra. But, experienced sales professionals know that closing a deal isn’t an isolated accomplishment. It’s the culmination of a series of business efforts. It’s the payoff of a relationship that took time to nurture into a sales opportunity. Our point here is this: If you truly want to always be closing, you must constantly have access to a strong sales pipeline filled with potential customers.

Building sales pipeline is an ongoing task for sales professionals– something that needs to be tended to daily in order to achieve sales and organizational success.  In today’s blog post, we offer some unique tactics you can use to build an effective sales pipeline and win more business right away!

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5 Key Considerations for a Data-Driven Retail Strategy

The retail industry has undergone a significant transformation in recent years. Don’t worry, this isn’t another article bemoaning the rise of e-commerce and exaggerating the decline of physical retail. Despite these common concerns, retail of all kinds is alive and well — but today, brands must recognize the growing importance of data.

The rise of big data isn’t a new development; In fact, it’s one of the most often-discussed topics among business leaders today. However, in the retail industry, companies are still struggling to put data-driven strategies into action. The Harvard Business Review recently conducted a study and among the retail enterprises they surveyed, only 5% qualified as data-driven organizations (source).

Whether you have no experience with data-driven retail, or simply want to improve your business strategy, this blog post will offer several important considerations brands must make in order to plan and, more importantly, execute a successful data-driven business strategy.

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9 Types of Data You Need to Operate a Data-Driven Marketing Strategy

The use of data to inform key marketing decisions is by no means a new strategy. In fact, the popularization of data-driven marketing is commonly tied to the introduction of the CRM in the early 1990s. But, the humble beginnings of data-driven marketing look nothing like the data-driven marketing we know and love today.

Thanks to advancements in technology and the diversification and widespread availability of data, marketers now rely on more than just CRM data to achieve success. Today, we take a look at the different types of data you need to execute a successful data-driven marketing program.

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How Behavioral Segmentation Can Help With Your Marketing Campaigns

Email marketers have long since understood the importance of segmentation. But— more traditional, outdated methods of marketing segmentation look significantly different than modern tactics.

Where we once grouped our target audience based on factors like age, location, average household income, or gender, we must now dig a little deeper and group subscribers based on how they interact and engage with our brand.

Enter, behavioral segmentation.

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Final Thoughts

And there you have it— our July 2019 B2B Blog Post Round-Up. While you’re here, we encourage you to check out our other monthly round-ups. Or, if you’re looking for more content like the articles we shared today, check out a few of our recent blog posts:

To learn more about ZoomInfo, powered by DiscoverOrg— contact our sales team today! Our B2B contact database is the resource you need to dramatically scale your business growth.

The post July 2019 B2B Blog Post Round-Up appeared first on ZoomInfo Blog.

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As any salesperson knows, motivation comes and goes. At certain points, we are hyper-focused and driven. And on other days, we don’t even feel like picking up the phone. So the question is – where do we find the inspiration to climb out of these sales motivation slumps? Often, it’s helpful to listen to the wise words of those who have already achieved great success.

If you’re dragging today and can’t seem to drum up the motivation to get going, we’re here to help. We’ve put together a list of the 20 most motivational sales quotes. These quotes cover everything from general motivation to sales strategy, and they’re words to live by for any sales professional.

For sales managers looking to give their team a productivity boost, look no further than these 20 motivational sales quotes. Keep reading!

20 Motivational Sales Quotes “How you sell matters. What your process is matters. But how your customers feel when they engage with you matters more.” – Tiffani Bova

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“Don’t find customers for your products, find products for your customers.” – Seth Godin

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“The major difference between successful and unsuccessful people is that the former look for problems to resolve, whereas the latter make every attempt to avoid them.” – Grant Cardone

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“Sales is not about selling anymore, but about building trust and educating.” – Siva Devaki

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“When reps take the role of a curious student rather than an informed expert, buyers are much more inclined to engage.” – Jeff Hoffman

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“Be an example. Are you prompt? Are you professional? Are you engaged? As sales leaders, we have to set the bar high for ourselves as well as our teams.” – Lori Richardson

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“Sales are contingent upon the attitude of the salesman, no the attitude of the prospect.” – William Clement Stone

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“Filter everything you’re doing, saying and pitching through the customer point of view, and you’ll improve just about every metric you care about today.” – Matt Heinz

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“Approach each customer with the idea of helping him or her solve a problem or achieve a goal, not of selling a product or service.” – Brian Tracy

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“Practice is just as valuable as a sale. The sale will make you a living; the skill will make you a fortune.” – Jim Rohn

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“Don’t celebrate closing a sale, celebrate opening a relationship.” – Patricia Fripp

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“Treat objections as requests for further information.” – Brian Tracy

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“You don’t need a big close, as many sales reps believe. You risk losing your customers when you save all the good stuff for the end. Keep the customer actively involved throughout the presentation, and watch your results improve.” – Harvey MacKay

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“Care enough to create value for customers. If you get that part right, selling is easy.” –Anthony Iannarino

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“If your sales have tanked, maybe the issue is not your lack of sales skills, but you are rushing the knowing and trusting aspects of the buying process.” – Leanne Hoagland-Smith

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“You need to be able to paint a picture in a conversation. The lost part of sales is the storytelling side.” – Richard Harris

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“The best salespeople wonder what it would be like to be in the other person’s shoes. They know they can’t play that game unless they continually strive to train themselves in how we as human beings communicate.” – Bob Phibbs

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“Sales is an outcome, not a goal. It’s a function of doing numerous things right, starting from the moment you target a potential prospect until you finalize the deal.” – Jill Konrath

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“It is not your customer’s job to remember you. It is your obligation and responsibility to make sure they don’t have the chance to forget you.” – Patricia Fripp

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“Selling is really about having conversations with people and helping improve their company or their life. If you look at it like that, selling is a very admirable thing to do.” – Lori Richardson

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Final Thoughts on these Motivational Sales Quotes

We hope you found these sales quotes inspiring and thought-provoking. Whether you’re an entry-level sales rep, or a manager who oversees an entire sales team, there’s no better way to improve than to learn from the experts!

If you’re looking for more help improving your sales strategy, contact ZoomInfo today! ZoomInfo is a leading B2B contact database that provides all the tools you need to scale your sales strategy and grow your business!

The post 20 Motivating Sales Quotes to Empower Your Team appeared first on ZoomInfo Blog.

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Customer engagement, though only a piece of the marketing puzzle, shouldn’t be ignored. Why? Engaged customers spend more money, actively support branding initiatives, and spread the reach of your company.

By definition, customer engagement is the continued relationship between a brand and its customers. Much like a romantic relationship, customer engagement requires consistent communication, nurturing, and attention.  Here’s what modern marketer’s think of customer engagement:

  • 63% of marketers agree customer engagement includes renewals, repeat purchases, and retention.
  • More than three-quarters of marketers say engagement occurs in the middle or end stage of the marketing funnel.
  • Engagement is driven by price (81%), quality (80%)and convenience (55%), loyalty is about likability (86%) and trust (83%).

No matter the size of your company, the industry you work in, or the products you sell—customer engagement is vital to the success of your business. That’s why we put together the following infographic. Use it to create and inform your new customer engagement strategy.

The B2B Marketer’s Guide to Customer Engagement Infographic

And there you have it! Our guide to customer engagement. Although there are significant differences between the relationship you have with your customers and a romantic relationship, we hope the parallels we’ve drawn help you increase customer retention and engagement.

If you’d like to see more fun infographics like the one above, check out the following blog posts:

Or contact our sales team to learn how we can help improve your marketing efforts.

The post The B2B Marketer’s Guide to Customer Engagement [Infographic] appeared first on ZoomInfo Blog.

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In a recent blog post, A Corporate Guide to Pride— Companies Who’ve Gotten it Right (And Wrong), we briefly touched on the importance of LGBTQ+ representation in advertising. 

In that article, we state the following, “A critical step toward a more inclusive work environment and equal rights for LGBTQ+ employees is simple— and it comes in the form of representation. Although more advertising campaigns feature members of the LGBTQ+ community during Pride Month, the numbers are still shockingly low. In fact, of all advertisements run globally in 2016, only 47 of those advertisements featured lesbian, gay, or transgender people. That’s less than 1% (source).”

Today, we dig a little deeper to illustrate the current state of LGBTQ+ representation in advertising with this list of more than 50 shocking statistics. Let’s get into it!

LGBTQ+ Buying Power: The total buying power of the adult U.S. lesbian, gay, bisexual, transgender and queer population is projected to be $917 billion (source). The Consumer Perspective on LGBTQ+ Representation in Advertising: PrideAM research shows that 60% of the general population believe it is important that people of different genders are accurately portrayed in advertising. Even more — 66% — feel the same of sexual orientation (source). 79% of LGBT respondents say that they enjoy funny LGBT-themed ads, according to Google’s research. Such ads are more likely to be shared too, with 75% of LGBT respondents saying they are more likely to share funny LGBT-friendly advertisements with their social circles (source). 69% of LGBT respondents say that they enjoy inspirational LGBT-themed advertising (source). Nearly two-thirds of YouTube viewers surveyed who self-identified as LGBT said they are more likely to buy from a brand that takes a stand on LGBT issues (source). LGBT-friendly ads aren’t just resonating with LGBT viewers; women of all sexual orientations on YouTube prefer LGBT-friendly ads. Nearly 60% of millennial women on YouTube say they are more likely to remember a brand that’s LGBT-friendly. Women are also more likely to engage with a brand that’s LGBT-friendly in their ads (source). 66% of respondents viewed brands that used LGBTQ-themed ads as “progressive,” relative to 56% of those brands with generic-themed ads (source). When asked if a brand was perceived to be “inclusive,” 65% of respondents who viewed the LGBTQ-themed ads agreed. Fifty-five percent of respondents who viewed generic-themed ads said the same (source). 61% of respondents who viewed the LGBTQ-themed ads perceived the brand as “caring,” while 52% of those who viewed the generic-themed ads also viewed the brand as caring (source). 41% of those surveyed in the LGBTQ+ community stated that advertisements in LGBTQ+ print and media had a greater impact than advertisements in non-LGBTQ+ print and media (source). When reading LGBTQ news stories, 42% of the LGBTQ community report that they trust LGBTQ sources more than they trust reporting in the general media (source). 85% of surveyed LGBTQ community members agreed with the following statement: “Corporations that support the LGBTQ community are more important than ever.” (source) 78% of surveyed LGBTQ community members agreed that they tend to support companies that support and market to the LGBTQ community (source). 76% of surveyed LGBTQ community members say businesses that support and market to the LGBTQ community will get more of their business in the upcoming year (source). 75% of surveyed LGBTQ community members say they feel more positive about businesses that include transgender and gender-expansive imagery in their outreach communications (source). 74% of the LGBTQ respondents say they are more likely to support businesses that support and market to members of the transgender and gender-expansive community (source). 90% of lesbian participants say they feel more positive towards companies that include lesbian community imagery in their outreach communications (source). 90% of lesbian participants say they would be more likely to support and purchase from companies that market to and support the lesbian community (source). 66% of bisexual respondents say they feel more positive towards companies that include bisexual community imagery in their outreach communications (source). 70% of bisexual respondents say they would be more likely to support and purchase from companies that market to and support the bisexual community (source). 79% of those surveyed say they would be more likely to support and purchase from companies that market to and support the LGBTQ Black/African American community (source). 74% of those surveyed say they would be more likely to support and purchase from companies that market to and support the LGBTQ Asian community (source). 86% of LGBTQ respondents say they boycott brands that take anti-LGBTQ political or social stands (source). 71% of LGBTQ respondents say they have asked friends and family not to buy a product because the company who makes it is not LGBTQ-friendly (source). 79% of LGBTQ respondents say they’ll pay a little more for a product from an LGBTQ-friendly company vs. their competitor (source). 54% of LGBTQ respondents say they have asked friends and family to buy a product because the company is LGBTQ-friendly (source). 76% of LGBTQ respondents say the brands they tend to buy from are openly supportive of the LGBTQ community (source). The Current State of LGBTQ+ Representation in Advertising Statistically, the straight-gendered roles of current ads do not mirror the diverse society in which we live. A 2015 YouGov poll revealed that, in the UK, now 49% of 18-24 year don’t class themselves as 100% straight and that 53% of over 60s agree that sexuality is on a scale (source).  In May 2017, 61 percent of responding LGBT consumers from the US believed their lifestyle was not sufficiently represented in advertising, as compared to 51 percent of general public respondents who said the same (source). Research by Lloyds Banking Group published in 2016 showed that just 19% of people featured in advertising are from minority groups, and of those, only 0.06% are from the LGBT community despite this group making up 1.7% of the British population (source). 79% of people said they believe gay women are under-represented in advertising. This comes ahead of the number of people that believe bisexual people are under-represented (56%), gay men (49%) and disabled people (44%)(source). One survey found that out of all participants, gay women felt the least accurately portrayed out of any group, with just 21% believing advertising reflects their lives (source). Annual viewership of LGBT content on YouTube grew 76% in 2016 and is expected to reach nearly 5B views in 2017 (source). Nearly eight in 10 self-identified LGBT viewers said that brands are doing a better job today than five years ago at representing LGBT people in their ads (source). That said, there’s still room for improvement: Four in 10 still feel brands aren’t fairly representing LGBT people in their ads (source). 60% of self-identified LGBT respondents see positive change for their community on YouTube in a way they don’t in traditional media (source). Shares of videos by LGBT creators have tripled over the past two years globally (source). 64% of surveyed LGBTQ community members say businesses don’t do a good job of reaching out to the transgender and gender-expansive community (source). 58% of LGBTQ respondents say corporations don’t do a good job of reaching out to members of the lesbian community (source). 69% of respondents from the bisexual community say corporations don’t do a good job of reaching out to the bisexual community (source). 77% of those surveyed say corporate America does not do a good job of reaching out to the LGBTQ African American/ Black community (source). 55% of those surveyed say corporate America does not do a good job of reaching out to the LGBTQ Latino/Hispanic community (source). 80% of those surveyed say corporate American does not do a good job or reaching out to the LGBTQ Asian community (source). 79% of those surveyed say they would be more likely to support and purchase from companies that market to and support the Latino/Hispanic community (source). The Negative Impact of Inadequate LGBT Representation Stonewall recently released figures showing 8 in 10 trans students have been bullied and self-harmed, with almost half attempting suicide. Many cite a feeling of “confusion” or “out of placeness” with the world around them (source). The Positive Impact of LGBT Representation in Advertising On average, 62% of those exposed to LGBTQ-themed ads correctly recalled the brands advertised, whereas only 58% of those exposed to generic-themed ads could do so (

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