However, the company faces challenges with human resources departments and organizations that arenât used to taking advantage of the latest Internet-based talent sourcing solutions. âAlthough we have proven to many that our products and services deliver very high ROI and high-quality candidates, if a recruiting organization isnât used to actively sourcing candidates, it can be a big shift in mind-set that is difficult to overcome,â Glass said.
For the last several quarters, ZoomInfo has focused on convincing recruiters to request a demo and free trial of PowerSearch, the companyâs primary search engine. âOnce they try the product, theyâre very likely to become customers,â said Camille Roberts, director of interactive marketing. âOur marketing messages to recruiters emphasize how ZoomInfo PowerSearch can help them find candidates that their own networks might not include and in less time.â
Roberts said that a lot of recruiters resist using such technologies as PowerSearch because they believe their networks are their lifeblood. âSo our marketing messaging also communicates examples of how we can supplement their network, not supplant it,â she said. |
âIn recent campaigns, ZoomInfo has spent a lot of time educating buyers and leading them through the stages of the buying cycle to the ultimate close,â Glass said. ZoomInfo created a lot of contentâsuch as webinars, e-newsletters, white papers, case studies and customer testimonialsâthat was promoted through e-mail and direct mail with a central theme of how it can help recruiters hire better candidates quickly and less expensively than by using traditional methods, he said.
âWe worked to overcome that inherent resistance to change by giving them enough content to make them feel comfortable with us,â Roberts said. âBy the time they request a demo and free trial, theyâre ready to focus specifically on the product and how to use it within their recruiting process.â
Roberts said that e-mail has proven to work as the best marketing medium for ZoomInfo. âItâs cost-effective, there are some really great lists available and we can measure response rates dynamically,â she said. âDirect mail is tougher because itâs hard to get people to make the jump from paper to typing a URL in a browser; in e-mail, all they have to do is click. Online ads overcome this problem, but today people are pretty good at ignoring them.â
Case in point: ZoomInfoâs âClownsâ e-mail and online campaign—featuring simple cartoon images and the direct message of âToo many clowns wasting your time?âânetted a 68% ROI based on first-year revenue from new customers. However, the more clever direct mail âRansom Noteâ wound up with a -56% ROI because the note was expensive to print, crumple, stuff and mail, Roberts said.
Better results, more leads
Overall, ZoomInfoâs credence to online and e-mail marketing has allowed the company to maximize its effectiveness in reaching and winning business with HR departments and recruiters. âTaking that into account, the marketing teamâs lead nurturing efforts account for about 25% of ZoomInfoâs new business,â Glass said. âLast year, because of its multiple campaigns across various points of contact, the marketing team distributed some 23,000 leads to the sales team, more than three times the number distributed in 2005. Also, using the campaign ROI and response metrics to optimize media buying, we were able to achieve a 155% increase in year-over-year marketing revenue while actually decreasing the net media cost last year.â
Glass said that ZoomInfoâs marketing successes can be attributed to its use of technology and testing, as well as attention to numbers. âWe track everything and, based on our scientific approach to marketing, we are able to segment our audience so we can send specific messages and content based on who they are and where they are in the buying cycle,â Glass said. âWe have made a few mistakes on messages and collateral, as well as media, but overall we find it is tough to make a big mistake when the approach is to test first and then blow out the campaign when you know it works.â