Winner's Company: ZoomInfo
Years in Business: 10
As Head of Demand Generation at ZoomInfo, Anna Fisher leads the demand generation team at ZoomInfo. Her extensive background in business and marketing has empowered her to focus her efforts on generating quality leads through various campaigns. Anna’s ability to test out campaigns and subsequently improve them based on verifiable metrics has had a significant impact on ZoomInfo’s revenue growth and bottom line.
Winner's Achievements in the field of Sales Lead Management:
Anna has led the demand generation team at ZoomInfo based on direct success metrics and improved campaigns to exceed their goals. As a result, over the past year, Anna has increased the number of marketing generated leads by 67% of closed new business. Additionally, the number of leads grew an astonishing 775%, which helped maintain a 76% year-over-year growth for the company. Furthermore, there was an increase in the value of business closed by 268%.
In an effort to turn website visitors into new leads, Anna’s strategy was to use ZoomInfo’s own products. First, her team shortened the length of their lead forms for free trials and downloadable content. Since doing so, they’ve seen a huge boost in form submissions from 800 per month to over 7,000 per month. They did this using their own product, FormComplete, to gather information they didn’t ask for on forms, such as contact, company, demographic, and firmographic information.
Next, the team used Insights, another feature of ZoomInfo, to analyze their data and identify their buyer personas based on real demographic and firmographic information. Once they uncovered their best buyers, the team was able to improve their campaigns by segmenting their database and sending targeted messages to their contacts, which boosted the value of business closed by 268%.
- Increased the number of marketing generated leads by 67% of closed new business
- Grew number of leads by 775%, which helped maintain a 76% year-over-year growth for the company
- Improved the value of business closed by 268%
Russian Jewish Community Foundation (RJCF)
Gala Committee (RJCF)
ZoomInfo blog posts: https://www.zoominfo.com/blog
Interviews or Appearances:
• Multiple partnership webinars
• Round table discussions (MarketingSherpa, SiriusDecisions, etc.)
• Presented at Sales 2.0
Anna was nominated by Lauren Barber