Welcome to another episode of 3-Minute-Marketing, the only podcast where you can find binge-able tips and insights from the world’s top growth marketing leaders broken down into easy-to-digest 3-minute segments.
I’m honored to have Arjun Pillai, SVP of Products and Growth at ZoomInfo, on the podcast this week. Arjun has a deep background in data and is an engineer by training, but he made the switch and became a very impressive B2B marketer. Previously he was the Founder and CEO of Insent.ai, a top conversational marketing platform which was acquired by ZoomInfo.
We live in a busy, noisy world with so many different ideas flying around. So my question for Arjun is, “How can marketers, companies, and brands prioritize their marketing initiatives to ensure success?”.
* Marketers should always start with the data quality that they have in their Salesforce. If you have bad data there, clean it up first.* Some marketers get aspirations to focus on things like videos and podcasts, which are good. But you have to cover your basics first. You can’t fail to hit your MQL target and say you’re building a branding podcast.* Doing something swanky or more strategic is important, but not until you’re hitting your numbers.* Do the basics. Make sure you have a product marketer who’s good at talking about your product. Have a G2 or Capterra with at least ten reviews even if your product is new. Start doing outbound emails. Get a couple of SDRs and work with them to write copy so they can get emails out to potential customers.* Run some simple B2B ads on Facebook and LinkedIn.* How can you align super closely with your sales? Forget the mindset of “handing-off” to sales. Don’t generate something, hand it off to sales, and let them run with it. Make sure you’re working off of the same targeted list. Use as much data as possible to make sure the targeted list is targeted enough.* Practice opportunity acceleration. Reach out to opportunities that haven’t yet closed on Salesforce. Help your sales team prioritize their accounts. You know intent data, ICP data, and targeting better, use it to prioritize for the SDRs.