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.
To reach 95% of business professionals, a brand must speak 10 languages. That’s a lot of translating, even for today’s modern marketers who now have more than 1,000 marketing technologies available to them for boosting productivity, scaling personalization, and simplifying and accelerating localization. According to a recent study from DNN Software, 15% of marketers surveyed use 10 or more different technologies for their daily work activities.
Good marketers know that creating a personalized experience for customers in other territories that generates demand means identifying and localizing the most important digital touch points. Marketing in multiple languages is an imperative for companies looking to build brands around the world, and it requires commitment, time and energy — as well as the right technology — to set themselves up for success.
Demand Gen Report’s 2014 B2B Buyer Behavior Survey provides insights into how B2B buyers make their decisions. Buyers are waiting longer to engage with sales, but they are more satisfied with the process than in years past. For an in-depth look at this research, download the report now!
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