Author: Norman Bowe
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Why Keep Your Data Clean

According to Hubspot, 42% of B2B marketing professionals state that a lack of quality data is their biggest barrier when it comes to lead generation. Meanwhile, ZoomInfo says although 62% of businesses rely on prospect data – 40% of their objectives fail because of their data’s inaccuracy.   It comes as no surprise then, that in order to achieve ROI from your customer and prospect data, keeping it clean is an absolute must. Improving the accuracy of your data enables you to deliver campaigns that are more targeted, and therefore more effective in terms of increasing lead generation. Your reputation is kept safe, since you won’t be contacting prospects who have asked you repeatedly and with increasingly less patience, to remove them from your mailing list.   With GDPR on the horizon, you should also ensure your business practice is compliant when it comes to upholding your data subject’s privacy. For

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How To Target The Right Audience

Getting content that’s relevant and engaging to the right people continues to be a big challenge in the world of B2B marketing. Which is why regular checks to test the quality and accuracy of your persona and contact data is crucial, in order to achieve success across your sales and marketing objectives. Salesforce.com joined forces with LinkedIn and Data.com, to analyse over than 15 million data points over four years starting in autumn 2014. Their goal was to produce detailed audience insights that would help marketers understand how to deliver campaigns and get results with increased accuracy. In an interview Mathew Sweezey, Principal of Marketing Insights at Salesforce.com, Brian Carroll of B2B Lead Blog discovers what he thinks are the key points to learn from.   Gathering information vs email addresses As Sweezey points out, the only thing Salesforce can tell us about a contact is whether their email address bounces. However,

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Customer Experience Magic: Principle 1 – Always Innovating, Always Problem Solving

Whilst you’ve probably heard many companies talk about CXM (Customer Experience Management), at IZEN we believe that no customer wants to be “managed”. Instead, we think it’s all about Customer Experience Magic. This is what CXM means for IZEN; going above and beyond our call of duty to produce results that make our customers feel extra special, and have them quite literally, jumping for joy. When you partner with us, our CXM is underpinned by four fundamental principles to help make your life as a B2B marketer easier and more enjoyable. The first of these principles is what we’ll be focussing on today, our ability to constantly innovate whilst solving your problems.     Our Mission Our aim is to listen to you at all times and offer solutions based on your unique business challenges, goals, and subsequent needs. As an external agency we take an outside-in, objective view of

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Data Management Part 2

Purchasing data may seem like a quick and easy way to gain access to contacts who have opted in to receiving marketing. The reality is, if a shortcut seems too good to be true – most likely it is. By relying on purchased data you’re at risk of damaging your brand, losing customers and prospects, and wasting a whole lot of time and money in the process.   Yet time and time again, we see marketers make the fundamental mistake of considering data a purely tactical element in their campaign activity. They use it merely as a support mechanism, losing sight of what marketing is – and should be – about. Acquiring lists that have been passed around a myriad of times, offer no competitive advantage, and lack any insight into segmentation beyond the rudimentary demographics still (shockingly) seems to be the the go-to option for many businesses. Let’s take

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Data Management Part 1

Welcome to the first in a two-part blog series focussed around data management. In this article we’ll be opening up the subject of GDPR, why it’s essential to comply, and how the importance of the human touch When it comes to gaining permission to market, the more opt-ins your database contains, the higher your conversion rate will be. It makes sense therefore that your focus should be on the quality of your data vs quantity. Using GDPR compliant processes means the size of your database might shrink – BUT from less contacts, you get a better return rate.     Many of our clients approach us with the problem of having large quantities of badly qualified or unqualified data, which leads to a negative impact on their conversion rate. Complying with  GDPR means tightening up on process when cleansing data, helping to maximise the quality of your contact information. The

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Your Target Audience – Learn What You Don’t Already Know

Getting to know your target audience goes so much further than simply defining their demographic. Digging deep can extend the value chain by uncovering where else the opportunities are, and for existing accounts, what new potential areas there are to sell into. “Businesses in all industries need to take a fresh look at their assets, including customer relationships and market data, and consider whether there are new ways to make money from them” –  McKinsey & Company. But with marketing software spending projected to reach $32B+ by 2018, is technology the be-all and end-all when it comes to discovering all you need to know about your audience? The Impact of Account Profiling Deep-dive profiling enables you to connect the dots between areas that you might not have thought about selling into; using insight to leverage open discussion with wider parts of the organisation. More and more businesses are realising the

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IZEN Launches WhatsApp For Customer Comms

We’re pleased to announce that we’re now including WhatsApp as another way for you to get in touch with us. If you’d like real-time communication, rapid responses, and 24/7/365 availability, connect with us by sending a message to our new number: 07474 070 585. Please add your name, email address, and company, and we’ll add you to our communications list. Why We’re Using It We recognise that many our customers prefer to, and already use WhatsApp, as a communication platform across Europe and the USA. As one of the most popular mobile apps worldwide, WhatsApp today has more than 1.2 billion monthly active users. In 2018, instant messaging apps like WhatsApp are forecasted to make up 75% of all mobile messaging traffic – ahead of SMS, email and other mobile messaging options. We’re hugely excited to be able to offer this as a communication platform to our customers. The Benefits

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