By ZoomInfo’s Editorial Team

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The events of 2020 accelerated economic, social, and business trends at a dizzying pace. Emerging practices like working from home or undergoing diversity and inclusion training went from niche to nationwide adoption within months.

Using ZoomInfo’s database, we tracked real-time shifts in how corporate America engaged with employees, grew companies, and went to market.

This recap provides 10 insights into the new economy and strategies to excel within it.

1. Recipients of early-stage funding will go-to-market and expand in 2021


By Scott Wallask

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Back in February 2020, the Mobile World Congress in Barcelona canceled its gathering due to rising cases of COVID-19. The event, which would have drawn more than 100,000 attendees, became one of the first major shows to pull out during the early days of the pandemic.

Rather than schedule the 2021 version in March as originally planned, World Mobile Conference organizers chose to move the upcoming event to late June in anticipation of welcoming crowds in person again, all while promoting face masks and social distancing.

However, not all companies are taking that approach. The huge Consumer Electronics Show (CES), opted to keep its January 2021 date and instead go with a massive virtual conference. …


By Anastasia Bogomolov

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2020 was a disruptive year for everyone and everything. For those who love to travel, for instance, the year forced plans to come to a quick and indefinite hold. For businesses, the majority of their plans, too, have had to shift or change entirely. Interestingly, many companies who’ve caught the travel bug in the form of business expansion projects — both within the U.S. and globally — appear to have largely maintained those goals.

In fact, according to data from ZoomInfo, company expansion maintained relative momentum, both nationally and internationally, through 2020. The beginning of the year saw plans take a fall following the aftershock of the virus in March. The wave continued with another dip in July for both markets. However, office openings rebounded considerably toward the end of the year, with over 50% of all new office openings occurring in September, October, and November. …


By Scott Wallask

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You may have seen the TV ads that show the United States largely enveloped in pink.

The color illustrates the phone coverage for T-Mobile, which acquired rival Sprint in April. The map shows the literal market expansion T-Mobile achieved from the purchase.

Market expansion strategy is one of four quadrants that make up the go-to-market framework for businesses. The other quadrants include customer loyalty, offer expansion, and company transformation.

A core piece of expansion is the idea of increasing a seller’s total addressable market. …


By Scott Wallask

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As news of successful COVID-19 vaccine trials began to surface in October, businesses responded with increased interest in virus topics related to the workplace.

While COVID-19 testing garnered strong attention from companies, health screenings roared ahead in interest from September to November, suggesting that this less costly measure may prove more popular for employers, according to data from ZoomInfo.

ZoomInfo analyzed data on its platform that measured buyer intent signals for the topics of COVID-19 screening, COVID-19 testing, and COVID-19 reopening strategies.


By Scott Wallask

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Job seekers face a new workplace in 2021 that reflects the harshness of the prior year.

A public health crisis, limping economy, divisive election, and heavy unemployment have all made the job market unpredictable. Throw into the mix the lack of in-person interviews and continued work-from-home arrangements, and it’s clear candidates will deal with new disruptions perhaps not seen since internet job postings replaced help-wanted ads in the newspaper.

To guide you through the recruitment data ZoomInfo has collected, check out the following questions that job seekers can contemplate as they ponder a new position or career change. …


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.


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. …

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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