There is a misconception that video content needs to be a flashy production filled with impressive b-roll footage, custom graphics, and shot on an expensive studio camera. That’s why you might be surprised to know that videos are something you have the tools to create already. In fact, you’re...
Account-based marketing (ABM) is an increasingly popular strategy in the B2B industry. Known for closing more qualified leads, ABM yields a higher ROI; 71% of ABM marketers cited a higher return than traditional marketing initiatives. ABM budgets have increased 21% in the last year, according to...
To build a sales funnel that really works, sales and marketing teams need to set objective goals and agree on consistent lead qualification criteria that will define each phase of the buyer's journey. Organizations that don't get departments on the same page run the risk of losing highly-qualified...
Sales leads are often expensive to generate, so when you have a lead ready for outreach, you need to nail down the nurture strategy. It's often not as simple as sending a single generic email asking for time on someone's calendar. This impersonal, one-touch method is outdated and will result in...
By its nature, IoT is a decentralized investment. It crosses traditional organizational barriers and breaks down silos. As a result, IoT often impacts several different departments, ranging from executives to IT and operations. Each stakeholder needs to understand their individual role in an IoT...
The “old way of sales” for B2B on its way out—prospect, cold call, email repeatedly, hiding pricing info, and pressure to close. If you don’t believe me, consider this statistic: The vast majority of B2B buyers do research online before they contact a company and are 57% of the way through the...
Article by the Ironpaper team. Content marketers, beware: The people who buy technology products and services don’t care how many awards your company has won or how long you’ve been in business. Buyers crave valuable, educational content that helps them overcome challenges and make difficult...
By Arielle Hurst We hate to break it to you, but there aren’t any universal silver bullets that will instantly improve your conversion rates. Although some marketers may strike gold during an A/B test and announce, "Orange buttons tripled our conversions!" This dramatic boost is not guaranteed for...
While there are many types of content marketing imaginable and you are only limited by your creativity, sometimes it can help to start with ideas for inspiration. Content marketing doesn’t need to refer to just the written word (although “crawlable” text content is great for SEO.) Content can be...
Marketing and sales teams are understanding that they need to align their KPIs and goals to be successful. In fact, when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates, according to HubSpot. But planning and mutual agreements can...
by Jonathan Franchell, CEO of Ironpaper - For more tips and hacks: Need to remove a new line after h1 tags? Both web designers and SEO practitioners need to employ headline tags: H1, H2, H3 in several ways to improve web page structure and tag...
The Crowded Arena of the IT Marketplace The Information Technology (IT) landscape is experiencing rapid growth and intensifying competition, with IT spending projected to reach nearly 5.1 trillion U.S. dollars in 2024, a significant 29% increase...
The field of digital marketing is evolving rapidly in response to new technology and changing buyer expectations. To help career-minded marketers, we’ve rounded up the top 10 skills needed to succeed in the field. These are skills marketers should...
By Nicky Capella, Content Strategist The role of marketing within an organization has undergone a significant transformation over the past several years. As businesses increasingly focus on customer experience as a competitive differentiator,...
2022 was a wild year for the job market. From on-the-spot offers to mass resignations, we saw a seismic shift in how employees articulated what matters to them in the workplace. Companies that offered limited flexibility lost out on talent, while...
The digital privacy landscape has been shifting more towards the individual's right to privacy for years, and digital marketers need to ensure they can work effectively without access to third-party data. Sam Ward, Associate Director; Tim Maurizio,...
Content marketers in 2023 will consider changing buyer behaviors, privacy concerns, and the need to measure content’s impact. We know that content marketing is no longer optional, but this method of reaching buyers will become increasingly important...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
Many consumers have Internet of Things (IoT) products in their homes, like Alexa or smart thermostats, but B2B is perhaps the more transformative space for IoT. B2B IoT is reshaping traditional business models, driving operational efficiency, cost...
The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”
Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.
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