Why you should Market to Companies that use SAP?

Posted by Staff Post on May 2, 2016 10:00:00 AM

Every B2B marketer understands the value of install base marketing, not many get it right. 

Take the example of SAP users. Most marketers think SAP is only for big businesses, but today more than 80% of its customers are small and medium enterprises.

Do you have a product or service which integrates with SAP?

Keep Reading.

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Topics: Technology Users or Install base Lists, SAP Customers

What does the Bluewolf report say about companies that use Salesforce?

Posted by Arvind Sehtia on Apr 25, 2016 9:00:00 AM

The State of Salesforce 2016 has been published. Did you go through it?

Read it already? What is on the mind of Salesforce users this year?

Haven't read it? I'll tell you what is it about.  

This is an annual report by Bluewolf on how the best companies plan to use Salesforce for their business in future. 1500+ companies were surveyed for this report. 

Through this blog I'll be conveying what is on the mind of Salesforce users this year and what are they looking to leverage for achieving business objectives. 

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Topics: Technology Users or Install base Lists

Importance of Data Hygiene Services for CMOs in 2016

Posted by Staff Post on Apr 18, 2016 4:47:22 AM

How was your last email marketing campaign? Did you have any issue with the contact database? Did the first name look like last? Was the company name wrong or email sent twice to a prospect? 

As marketers, we must rank data hygiene, as highly, as optimized landing pages and lead magnets.

If you’re managing a database of hundreds or millions, using inaccurate data will produce deceptive results and will cloud future business decisions. Before a new marketing campaign can begin, you’ll need an accurate list of prospects, and a meticulous team for the ongoing success of your data management.

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Topics: B2B Data cleansing & Hygiene, data enrichment services

B2B Lead Generation Must-Dos for CMOs

Posted by Arvind Sehtia on Apr 11, 2016 7:45:33 AM

Ask any CMO and they could rattle out 100 reasons why B2B marketing is complex?

In all the complexity and ambiguity, one objective remains sacrosanct - lead generation.

We are four months into 2016 and for most companies, strategies have been built, goals set and budgets allocated for marketing. But, are you doing the basics as part of your B2B lead generation efforts?

Here is a quick refresher.

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Topics: B2B lead generation

Outbound Lead Generation is alive

Posted by Arvind Sehtia on Apr 4, 2016 12:43:34 PM

Lead generation is now solely a function of the marketing department. Almost. Thanks to the evolution in buying patterns brought by the Internet.

Sales professionals, before you squirm in your chairs, please wait till you get to the end of this post.

Most of the information is now openly available (infact more) which was once obtained only through an interaction with sales. Hence a drastic drop in willingness to interact with SDRs.

This direct result of this shift has led to Inbound Marketing. 

The disruptive nature of inbound marketing made us believe that Outbound Lead Generation is counting its last days. I'll agree with the diminishing results of outbound marketing but, it isn't dead yet.

Let's take a look at the current state of B2B Lead Generation through Outbound Marketing. 

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Topics: B2B lead generation, B2B Sales Lead Generation

What the Forrester 2016 B2B Marketing report almost missed?

Posted by Arvind Sehtia on Mar 28, 2016 9:00:00 AM

Have you read the Forrester report, "Predictions 2016: B2B Marketing's New Mission"?

If you have, chances are that you must have had this very singular takeaway - the life of the CMO is only getting difficult.

Isn't that true though?

On the business strategy front, CMOs and marketing teams are being increasingly involved to assume P&L responsibilities. At the same time, on the tactical side, marketing teams have to contend with a sense of overwhelm - data, big data, new technologies, the social media trail, the ever-changing customers, the flood of content and last but not the least, SLA demanding sales teams.

The Forrester captures all of the above, but for one, almost.

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Topics: data enrichment services

Reasons your Email Marketing List isn't working ...

Posted by Arvind Sehtia on Mar 21, 2016 9:00:00 AM

Email campaigns can be done for free (upto a certain limit). This doesn't mean that you can send out whatever pops up in your mind. 

Every email must be constructed carefully for it to be effective and serve the purpose. Do you do that?

How do you measure the success of an email campaign - Open Rates? Well it should be just one of the metrics as many people now preview an email in the preview pane and move on. The other factors that shoud be considered are clicks, visitors and reply rates. 

How would you rate your email campaigns now?

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Topics: B2B lead generation, Marketing Automation, Email Marketing Leads

Is your B2B marketing data incomplete? - a 1 min Infographic

Posted by Arvind Sehtia on Mar 14, 2016 8:47:01 AM

Does your B2B marketing involve the use of data service providers?

How has it worked out? Do you get enough bang for the buck?

The SalesInside Inc. analyst team recently studied actual data from known data vendors like InsideView, Lead411, Data.com and ZoomInfo.

The results were surprising, to say the least. It called out the problem that some of the data vendors were, inadvertently, accentuating.

The statistic of 'Average Contacts per Company'. It varies from a low of 0.12 to a high of 0.77, excluding 2.02 contacts per company for the retail sector.

These statistics suggest that vendors don't even provide 1 contact/company on an average. The importance of data coverage has been completely ignored. (Refer - Unarmed in the Marketing Battlefield? )

We have published all these interesting statistics in a visually appealing infographic for your quick consumption. This infographic brings out the key message of data coverage, vividly.

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Topics: B2B lead generation, data enrichment services

Unarmed in the Marketing Battlefield?

Posted by Arvind Sehtia on Mar 11, 2016 9:25:31 PM

What is the battlefield in a B2B marketing warfare? Target Market. Right?

How so?

In a traditional war, battlefield is the physical ground where two or more armies combat to gain control of the territory. Likewise in a marketing war, two or more companies fight to gain larger market share

Military strategists and generals study the minutest details of a battleground to understand its size, scope and positions of strength and weakness. I think the same rules apply to marketing and it is critical to understand the entire target market without leaving any gaps. 

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Topics: B2B lead generation, Market Research & Profiling

Are you losing out on Install Base Marketing?

Posted by Arvind Sehtia on Feb 29, 2016 10:00:00 AM

The term "install base marketing" comes from the industrial era when it referred to the number of machines of a certain manufacturer or brand installed in a particular region.

Let me explain with an example. If you are a software product company for invoicing / billing and your product integrates well with all the CRMs in the market, then your 'install base marketing' approach would target companies using CRM software like Oracle, SalesForce and even custom versions.

At times, given the niche, install base marketing could sometimes be the only way of retaining customers and getting new ones. But, are you engaging a dedicated installed base marketing strategy? If not, you could be losing out. 

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Topics: Technology Users or Install base Lists

The Sales Insider Blog

The Sales Inside Inc blog is focused on impact B2B contact databases on lead generation and revenue growth. We cover best practices and insights on all aspects of databases including list building, list acquisition, data verification & cleansing, contact discovery, data enrichment etc. Please subscribe to our blog to stay abreast of industry news, trends and inside tips on these topics.