Marketers aim to nurture leads and convert prospects into buyers while increasing the lifetime value of each relationship. Ultimately, marketing is a process of providing ongoing education, inspiration, connection, encouragement, purpose, and resolve -- leading to “yes.” A foundational...
As a CMO, you may be anxious about your industry’s changing landscape and the rapid pace of technological advances. The recent CMO-specific follow-up to IBM’s C-suite study suggests you’re not alone. “We’ll have to think differently. We can’t be so monolithic; we need to expand our perspective,” a...
It may be difficult to say “SMarketing” without wanting to snicker, but there are many reasons integrating sales and marketing — known as SMarketing — is nothing to laugh about. "Companies with ‘dynamic, adaptable sales and marketing processes’ report an average of 10% more sales people on-quota...
Inbound marketing is no longer the new buzz phrase. Yet it’s still the new kid on the block (the dreamy one that listens to you) when compared with outbound marketing. Companies are 3X as likely to see higher ROI on inbound marketing campaigns than outbound. — HubSpot, State of Inbound 2015...
The communication service industry took a well-documented hit in 2015 – and it’s expected to continue this year. According to Gartner, worldwide spending fell 8.3% in 2015, and it’s projected to fall an additional 1.2% in 2016. Yet, with the right approach to lead generation, communication service...
Buyer personas are fictional representations of your actual, paying customers, created based on the data you have about them – such as their job title, budget, buying motivation, challenges, company size, age, pain points, education level, buying concerns, etc. Above: Hubspot's persona system Your...
We make decisions all day. Even just deciding what to eat or drink in a day prompts 200+ decisions. No wonder then we’re often daunted by choices about what to do or buy. Enterprises seeking marketing automation software must decide amongst a myriad of marketing management solutions promising...
The phrase “email sender score” may inspire you to imagine a new TV show in which judges hold up their 1 -10 placards and grade the quality of contestants’ emails. But, there’s unlikely to be much audience for that – even with the low standards of reality television today. However, audience is very...
In the highly competitive and constantly evolving IT space, qualified leads are critical. It’s impossible for your company to survive without qualified and interested leads. Unfortunately, lead generation for IT companies remains a serious challenge facing the industry, with companies struggling...
78% of respondents said that companies’ social media posts impact their purchases. – Forbes There are some pretty big misconceptions floating around about using social media to engage IT buyers. For example, many B2B tech companies believe that their target audience isn’t active on social media –...
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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