B2B companies often ignore or downplay the role of a website in their sales process. Prospects often explore resources and content on brand websites throughout the sales process. We often see prospects returning 3 or 4 times throughout the buying process once they enter the sales pipeline. Websites...
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...
The number one job of a B2B website is qualified lead generation. Unfortunately, many companies don’t maximize the value of this digital powerhouse. Instead, they use it as a static brochure that drives all visitors (qualified or not) toward a sales conversation. That means the pipeline gets...
Content marketing is effective for any business that wants to be seen as an industry thought leader, make their website a business-growth driver, improve sales nurturing, and gain visibility with prospective buyers. In fact, content done right can serve many important business functions like...
Companies are increasingly building their websites for lead generation and sales acceleration--seeing their website property as more than just a static brochure. A website can perform as a lead generation machine for B2B leads with the right strategies, tactics, and focus. And of all channels to...
93% of online experiences begin with a search engine, according to Martech Wondering how to improve Google search ranking? You're not alone. Many businesses are investing in search marketing to bring in more leads and customers online--and NOT just drive traffic. Organic leads can be highly...
Selling and marketing your IoT solution? For your prospects, implementing the Internet of Things is a company-wide decision. But individual stakeholders need to get on board, and they have specific pain points and challenges unique to their role. To win the sale, you need to address and nurture...
You may have been hearing about them a lot lately: But what is a topic cluster, anyway? A topic cluster is a series of digital content that is published on your website and covers a specific topic, usually a keyword target. A topic cluster (also known as a content cluster) helps structure your...
When you explore membership marketing strategies, think about your entire funnel. How will you attract, onboard, retain, and engage members? If you’re not thinking about all of these steps, you’re missing out. But with so many digital marketing tools at your fingertips, organizations today have...
A high-quality content funnel for a B2B organization is vital for most industries. Your content strategy needs to account for several different phases of the buyer's decision process--considering that most B2B organizations have a longer sales cycle and a higher need for buyer education. The sales...
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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