A few years ago, companies looking to expand into new markets and territories might see a big budget as the surest sign of a serious campaign. But with stronger economic headwinds ahead, efficiency and optimization are increasingly seen as the keys to scalable success.
At ZoomInfo, our demand generation team engages hundreds of thousands of global customers and prospects every month using our MarketingOS platform. It’s been a key part of our ability to scale to more than 30,000 customers worldwide while improving match rates, driving down our cost per lead, and getting more aligned with our sales team.
I talked with two people at the helm of this work — senior director Mitchell Hanson and programs manager Colin Chang — to find out how MarketingOS helps our demand generation team build a global strategy that flexes with the pace of our expanding business.
Identify, Build, and Onboard Audiences with Dynamic Lists
Dynamic lists have become a critical component of our demand generation strategy, especially as we look to scale our program across many different ideal customer profiles, regions, and other dimensions.
Before MarketingOS, if the team wanted to target a specific audience, they had to manually onboard and match audience lists with each display ad platform. Now they can use dynamic lists that automatically update campaigns with new audience members. This reduces the amount of time required to create audiences from 15 minutes or more down to just a few seconds and increases the relevance and lifespan of each campaign.
Ranked campaign tiers can organize lists by region or other value-based segmentation. We can then prioritize campaign spend based on things like each customer’s propensity to buy or other ways that align with our team’s go-to-market strategy. As priorities change over time, they can be easily adjusted in MarketingOS without manually re-uploading lists to each campaign.
Perhaps the best part of the tiered prioritization system is that each tier can be funneled into different campaigns — such as sales offers, content offers, or interactive offers — to align the buyer’s needs with our business goals. Since these audiences update automatically, new leads are funneled directly into the appropriate tiered list and receive the offers most relevant to their stage in the buying journey.
Decrease Your “Toggle Tax” While Nurturing Leads Effectively
Harvard Business Review found that the average employee switches or “toggles” between different applications or web pages 1,200 times a day. Most switches are followed by another in less than 11 seconds, indicating employees spend a huge amount of time navigating between tools, refocusing, and meshing different tech environments together to get their job done.
“Before we switched to our MarketingOS, we were using several different software tools to launch a single campaign,” Hanson says. “When you’re rapidly scaling a program, launching new campaign variations daily, and managing dozens of those campaigns at any given time, it’s much easier and more efficient to do everything from a single platform.”
Hanson and Chang also lean into the MarketingOS Salesforce integration to continually nurture marketing qualified leads over time. They’ve seen a 20% higher match rate, and by eliminating waste and focusing on quality, they’ve been able to decrease the average cost per lead (CPL) by 40%.
Eliminate Dirty Data Snafus that Lead to Misalignment
In B2B tech, sales and marketing misalignment is a tale as old as time. Another long-standing story: CRMs plagued with unreliable, incorrect data, which only causes the sales and marketing rift to widen.
When marketing uses bad data, campaigns underperform, leads go misrouted, the customer’s experience gets disjointed — and the company loses money. When sales uses bad data, they mishandle the buyer’s journey, miss opportunities, don’t reach their quotas, and lose trust in their systems.
Accurate data is the key to better alignment between marketing and sales teams, and better alignment pays off: Forrester found that aligned companies grow 19% faster and are 15% more profitable than misaligned ones. When everyone is working in the same context, using the same tools, and aiming toward the same goals, it’s easier to succeed.
“It’s more important than ever that both sales and marketing teams have access to the same data for every new opportunity that comes our way, especially in new markets,” Hanson says.
One of the core benefits of ZoomInfo MarketingOS is that it includes all of the valuable B2B contact and company data available in our SalesOS platform — in a tool built specifically for marketers.
“Since MarketingOS links directly with SalesOS, we have much greater visibility into the characteristics and intention of a lead and can facilitate a smoother handoff to our counterparts on the sales side,” Hanson says.
Consolidate, Automate, and Expand — Efficiently
Alignment and efficiency never really go out of style. But when every additional dollar is under scrutiny, you need to stand out by working smarter.
If you’re looking to optimize your demand generation strategy to achieve global growth, you can rely on ZoomInfo’s world-class data and advanced software to get the job done. Find out how today.