The marketing issues that cause IT companies to underperform. 

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...

Most small business owners and employees play many roles within the company. In some organizations, different members of the team jump in to help with marketing, and in other organizations, a single person must develop and execute the entire marketing strategy. To find out how small businesses...

As we move towards a new year, businesses often take time to reflect on what strategies worked and what didn’t work. Organizations think about what tactics to implement in Q1 and what tactics to retire with 2017. If your company is still performing more outbound marketing than inbound marketing,...

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...

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...

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...

Acquiring donors and driving new donations may be the top mission of non-profit organizations. But a close second should be donor retention. Over the last ten years, donor and gift or dollar retention rates have been consistently weak — averaging below 50 percent, according to the Association of...