As powerhouse brands from financial services to manufacturing look to pare their operations, small to midsized firms are emerging as a big opportunity during the economic downturn. According to industry data, small businesses have created 60% to 80% of the net new jobs added since the mid-1990s.
To address this sector, ZoomInfo recently unveiled enhancements to the SMB and midmarket company portion of the Waltham, MA-based company’s database of more than 45 million people and 5 million companies. The additional breadth of coverage and depth of insight is designed to provide sales and marketing departments with detailed profiles on 2.4 million companies with 500 or less employees, including descriptions, revenues, number of employees, locations and other information on public, private and non-commercial entities alike.
Using ZoomInfo’s enhanced company data, marketers and salespeople are provided with profiles on SMBs with a web presence and the millions of employees who own and work at them. The tool allows users to develop targeted campaigns based on the size and/or revenue, location or industry of companies they need to reach. This targeting is aimed to allow marketers to create messages and promotions which are tailored to address the specific needs of small, medium and large enterprises.
Tim Clark of Tom James Company, a leading custom clothier, pointed out that the expansion of tools like ZoomInfo’s are essential in this climate. “As large enterprises continue to tighten their belts, our sales and marketing operation has shifted its focus to driving smaller but more numerous business opportunities with executives in small and medium sized businesses,” said Clark. “Using the information provided by ZoomInfo Power Sell we have been able to expand our pipeline and service a greater market base by effectively being able to refocus on this often untapped area of the market.”
ZoomInfo’s semantic search engine gathers publicly-available information from the Web – through company websites, news feeds and other online sources – and then automatically compiles it into easy-to-search and easy-to-read profiles. More than 6 million people search www.zoominfo.com every month. And over 3,000 customers, including Yahoo!, Microsoft, Oracle, PepsiCo, and 20% of the Fortune 500, subscribe to ZoomInfo’s premium service products.
Curata by HiveFire, Inc. helps marketers more effectively manage content curation, the process of finding, organizing and sharing online content. By combining these tasks in one easy-to-use platform, marketers save time on content marketing while simultaneously increasing brand visibility, boosting SEO, nurturing leads and establishing thought leadership.
The State of Demand Generation 2012 is a complimentary download that features trending insight and forecasts from nearly a dozen experts in the field. The report highlights demand generation trends on deck for 2012, including socializing the salesforce, connecting marketing to the C-Suite and mobile marketing, as well as strategies to create killer content and demonstrate clear value propositions.
By Kristin Hambelton, Vice President of Marketing, Neolane, Inc.
The Greek philosopher Heraclitus once said, “Nothing endures but change.” While this statement undoubtedly rang true thousands of years ago, the pace of change has accelerated so much that it carries substantially more meaning and weight today.
In today’s buyer-empowered selling market, progressive B2B organizations have realized that the traditional approach to marketing products and services requires a ramp-up in value add and buyer insight.
Content marketing is helping B2B companies better demonstrate their value proposition by demonstrating thought leadership and a strong understanding of prospective buyers’ needs, objectives and industry challenges.
DemandGen Report is hosting an educational conference exclusively for the B2B marketers aspiring to navigate for the sea of content.
When: Tuesday, April 24 2012.
Where: The Time Center - 242 West 41st Street, New York, NY 10036
By Kristin Hambelton, Vice President of Marketing,