Sales tactics have changed over the past few years. Companies that have shifted from intensively relying on cold prospecting to improving on inbound tactics and lead nurturing to be more competitive in the marketplace and win more clients. Understanding the buyer is crucial to success, and using...
Many organizations invest heavily in lead acquisition but fail to nurture the leads they acquire. What happens often is a prospect will download the content (say an eBook, white paper, infographic, etc.) and then never take an interest in your company or its solutions. They want the content, they...
“If you build it, they will come.” While this motto worked well for baseball enthusiasts in an Iowan farm town, it doesn’t work so well for a results-driven B2B marketing strategy. Building marketing assets is only half the puzzle to generating traffic, leads, and growth. Yet many companies focus...
Platforms that automate marketing and collect contact data are helpful to marketers, naturally. But did you know marketing automation has immense value for sales teams, too? By using the marketing data collected on your leads, you can craft a sales message that has a higher chance of receiving a...
As buyers move down the sales funnel their discovery process changes. It’s often thought that midway through, and especially at the bottom-of-the-funnel, salespeople take over, leaving marketers to worry only about top-of-the-funnel contacts. While buyers may have more interaction with a...
By Katie Surace, Senior Marketing Director When I feel stuck in business or personal life, I find a good way to move forward is looking at things objectively. Being objective is hard because we're so close to our own creations, beliefs, and opinions. To overcome it, I talk to people, hear different...
Lead nurturing is essential for every company who seeks to expand the number of sales opportunities in their sales pipeline. Especially for B2B companies, who confront longer stages cycles with a group buying decision, it’s important to establish a robust nurturing strategy to improve sales...
Personalization helps websites perform their job more effectively. Think about websites in the B2C realm such as Netflix and Amazon that offer highly-personalized experiences; these sites thrive because they cater to the needs and wants of their users. The same is true for B2B websites....
More and more companies are realizing the benefits of inbound marketing over outbound marketing and are therefore transitioning campaigns. Outbound marketing tactics include trade shows, direct mail, email blasts, cold prospecting, and other efforts that push the company message out to the world in...
Ironpaper often works with clients to generate leads from a tightly targeted “wish list” of accounts — a strategy often called Account-Based Marketing, or ABM. The advantages of this approach are: Clearer utilization of marketing budget Better sales handoff process (sales were excited about the...
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 Updated December 2024 The Information Technology (IT) landscape is experiencing rapid growth and intensifying competition. IT spending is projected to reach nearly 5.1 trillion U.S. dollars in 2024, a...
Updated December, 2024 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...
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...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
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...
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.
IRONPAPER RESEARCH
See how your company stacks up in Ironpaper’s latest research report
