By Stephanie Tonneson

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Hilary Headlee took a trip to the hairdresser’s on a Friday the 13th.

She remembers this, not because the appointment was particularly important, but because it was a highly sought after occasion for any working parent: a chance to relax. Two solid hours of not working, not being asked for snacks, and not experiencing Zoom fatigue — a feeling she, even as the Head of Global Sales Ops + Enablement at Zoom, had become all too familiar with.

Unfortunately, it was during these two hours that Hilary received numerous phone calls from Zoom’s order team.

We don’t think we can get everyone’s orders.


By Scott Wallask

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Social distancing and crowd avoidance have made online shopping more convenient and appealing than ever — and that will likely mean all-time highs for internet spending during the U.S. holiday season.

Sellers have responded strongly to consumer trends this year with more eCommerce options, including thousands of new companies coming online to offer their products since the pandemic started. The restaurant and business conference industries offer good examples of companies switching to digital commerce and staying innovative during the pandemic.

The amount of businesses that added eCommerce shopping carts to their sites per month — a reliable indicator of online purchasing potential — jumped 32% when comparing periods before and after the pandemic sucker-punched the economy, according to data from ZoomInfo. …


By Sam Balter

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New employee onboarding…what joy. After hours of training, product reviews, company culture rah rahs, and riffling through bags of swag, many employees feel they have officially started their jobs. Truth be told, one of the most important events during new hire onboarding is getting set up on the wide range of digital tools you will need to do your job.

Because you’re only truly employed after you logged in, right?

Most employees get accounts for email, calendar, messaging app, video app, and HR portals. Plus Docusign accounts for all the signatures needed. Then, if you work in sales or marketing, you have your Google analytics, Adobe, CRM system, sales acceleration tools, CMS login, Wordpress login, project management, and ooooh so many more. …


By Scott Wallask

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The most innovative industries share something in common, especially during COVID-19: speed.

Based on data analyzed by ZoomInfo, the manufacturing industry has consistently released the most products since 2018.

Other industries that launched products frequently during this period include software, business services, finance, and retail. All five of these industries reflect an ability to quickly offer new features or roll out enhanced technology to keep customers happy.

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Figure 1: These five industries have strong records of new product releases. Source: ZoomInfo.

These examples of offer expansion serve as a cornerstone of go-to-market efforts.

To arrive at these results, ZoomInfo analyzed press releases and published articles within its Scoops feature that mentioned new product and service launches. …


By Anastasia Bogomolov

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Account-based marketing (ABM) is time-consuming; getting it right takes hard work, consolidation of resources and alignment on the part of both sales and marketing. It’s also a significant upfront investment — in both resources and strategy. Despite 87% of marketers saying that ABM initiatives outperform other marketing investments, 78% of brands say they struggle with “data debt” or not having enough quick data about their customers to launch relevant personalization tactics (key to ABM success).

One of the biggest challenges organizations continue to face with ABM is not having the right, easily accessible data at their disposal to scale ABM campaigns. That’s why ZoomInfo’s Strategic Accounts team developed a data-driven ABM framework — resulting in a lift of over $7 million in just the past six months. …


By Stephanie Tonneson

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Blue disposable masks started as the most common type of mask. Today, they are still the most common, but now they are also the most boring.

And how could they not be? In addition to the average cotton and plastic competitors, they are competing against this one by popstar The Weeknd, trademarked with his famous XO logo, along with Louis Vitton’s new set of “protective gear initiatives” — not to mention every other option listed on Vogue’s recent article “Where to Buy Masks That Are Stylish Online.”

While it seems somewhat comical to think that humans, in a matter of a few short months, have already come up with an onslaught of unnecessarily extravagant variations of what’s become a very necessary item, it is also unsurprising. …


By Scott Wallask

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Striving for better sales and marketing alignment is an important step as companies grow larger. It turns out that the pandemic might be an ideal time to achieve this goal.

Why? There is a newfound urgency to refocus on the customer experience.

Data suggests this conclusion, but more importantly, buyers now are demanding a smoother customer experience — one that can be elevated when account executives, marketers, and customer service reps merge their efforts.

This type of alignment, with teams operating cohesively, can boost customer loyalty and improve efficiency.

“One of the most important factors in creating a scalable, repeatable revenue machine is sales and marketing alignment,” according to research firm TOPO. …


By Anastasia Bogomolov

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Interesting tidbit: The probability of selling to a new prospect is 5–20%. The probability of selling to an existing customer is 60–70%.

In 2020, with businesses in turmoil, many have shifted to focus on growing accounts by upselling more services and cross-selling new product lines. Repeat and loyal customers are more critical to a company’s success than in financially stressful periods. Just ask the likes of Airbnb, Spotify, Peloton, Slack, Zoom, and more — who have maintained (and even grew) brand loyalty through meaningful product expansion strategies while working today’s mostly remote work environment to their advantage.

In order to cross-sell to existing customers, companies in 2020 have launched more new products than in each of the prior two years, with an uptick in launches continuing steadily, albeit a significant increase in “product launch” mentions at the height of the pandemic. …


By Scott Wallask

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Slack creates branded sneakers with footwear company Cole Haan.

Pet insurance provider Petplan partners with The Dodo, a media brand that focuses on animals, to offer coverage via a new app.

The Westin Hotel in Boston houses students from Northeastern University as part of COVID-19 precautions.

In 2020, businesses have broadened partnership ideas and grabbed onto sparks of innovation that may not have been needed before the pandemic. In a larger sense, industries continue to push forward with offer expansion through product releases and additional features, and some of these launches will surprise us.

“With COVID-19, B2B companies have a unique opportunity to innovate because customer needs are evolving so rapidly and moving in such unexpected directions,” management consulting firm McKinsey & Company wrote in July 2020. “Such efforts may involve creating new products, modifying or upgrading offerings to satisfy market demand, or refreshing the value proposition.” …


By Stephanie Tonneson

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As of October 2020, the success rate of projects on Kickstarter — one of the most popular crowdfunding sites — is about 38%. This means that, out of the half a million projects that have been launched on the site, over 300,000 were not successfully funded.

So what did the creators of the ~200,000 successfully funded campaigns have that creators of the unsuccessfully funded ones did not? A pre-existing following, according to world-famous marketer Seth Godin, which is why, he writes, the site “could be more accurately called Kickfinisher.”

Selling an idea is, itself, an attractive idea, and it’s true that early-stage funding isn’t going anywhere (despite what you may think, its popularity has actually increased during the pandemic). When it comes to product launches, though, recent data from ZoomInfo shows that investors are more likely to behave like Kickstarter crowdfunders: They want proof of your product’s success. …

About

ZoomInfo

We use millions of data points from our B2B intelligence platform to unearth trends in the way people buy, sell, and go to market. https://www.zoominfo.com

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