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Sales Lead Management Association Radio

Dec 2017

How Companies Are Using Databases to Improve Sales & Marketing Productivity

December 12, 2017


The competitive edge of success for B2B and B2C marketing and sales departments today is undoubtedlythe databases the company uses, maintains and accesses.  It isn’t an understatement to say it’s all about the database.  Good databases save marketing budgets, increase salespeople’s measurable productivity and lower the cost of customer acquisition.  Our guest to discuss how this is accomplished is Anna Fisher, Senior Director of Marketing at ZoomInfo.  Anna, who has been voted the most inspirational leader in the Lead Generation category of the Sales Lead Management Association’s annual 40 Inspiring Leaders election tells us why the database you use can make a difference between success and failure. The host is Jim Obermayer.

About Anna Fisher

As Senior Director of Marketing and Head of Lead Generation at ZoomInfo, Anna Fisher is directly responsible for lead nurturing strategies, lead generation and brand awareness.   In 2016, under Anna’s leadership, 86% of closed won business came from marketing generated leads. Anna is also credited for using her leadership skills to spearhead ZoomInfo’s internal alignment initiative between sales and marketing. Under her guidance, ZoomInfo changed their lead routing process and established an agreed upon framework for sales and marketing. This helped easily monitor the sales process and follow-up, and significantly improved company visibility, which led to an increase in the number of demos and free trials set up. She also was a key player in revamping the lead scoring system, which has helped sales prioritize their outreach narrowing in on key personas.

About ZoomInfo

For over a decade, ZoomInfo has helped companies achieve their most important objective: profitable growth. Backed by the world’s most comprehensive B2B database, our platform puts sales and marketing professionals in position to identify, connect, and engage with qualified prospects. 

  • Headquarters: Waltham, MA
  • Founded: 2000
  • 6 Patents
  • 223M Business People
  • 13M Company Profiles
  • 47M Direct Dials

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