Why Do Marketing Plans Fail?

Using failure to learn and grow.

What Can Cause Marketing Plans to Fail? Sometimes even a well-executed marketing plan fails. When this happens, teams should dissect what went wrong to prevent failure from happening again (or at least the same type of failure). Marketers who simply …


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What to Do With Purchased Lead Lists in Your Inbound Marketing Strategy

Engaging contacts via the CRM

In order to scale marketing and sales efforts quickly, companies often purchase or “scrape” lists of leads or work with “appointment setting” firms who do such activities. But even if these lists include high-priority companies and covetable job titles, they …


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Webinar Marketing: Tips for Increasing Attendance and Generating Leads

Chief Marketer The graph presents data on the most valuable content marketing types for moving prospects through the funnel according to B2B marketers in the United States as of July 2017. During the survey, 37 percent of respondents said that whitepapers were the content that helped moved their prospects through the B2B sales funnel.

Webinars can be a great tactic for generating qualified leads and demonstrating thought-leadership in a subject area, which helps to nurture sales opportunities. Over 60% of marketers use webinars as part of their content marketing programs (Content Marketing Institute). The …


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Free Two-Column HubSpot Landing Page Lead Generation Template by Ironpaper

Free Lead Generation Two-Column Landing Page Template by Ironpaper

We are introducing a HubSpot landing page template that is free to download via the HubSpot Marketplace. This two-column template was designed to help B2B companies seeking to quickly improve lead generation efforts get up-and-running quickly and hassle-free. Quick Instructions for …


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Tips for Transitioning from a Sales to a Marketing Career

The shift from sales to marketing and the skills needed.

As sales tactics shift from cold calls and “Always Be Closing” to newer methodologies such as “inbound” and consultative sales, salespeople might find themselves in the midst of an evolution in the marketplace. We see many salespeople wanting to make …


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How to Bring in Better Qualified Marketing Leads to Your B2B Funnel 

Sales funnel driver - a cartoon by Ironpaper

A sales funnel is unsuccessful without quality leads to fill it. And as many sales organizations know, in order to drive conversions into opportunities, deals, and new business, you must practice marketing strategies that bring in high-quality, relevant leads with …


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Can you use Facebook for B2B marketing?

B2B marketing with Facebook - graph

B2B companies often wonder which, if any, social media channels to use for lead generation and awareness. Facebook, the network once solely used to connect with friends and family, often comes into question as to whether or not it’s a …


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Is Twitter an Effective Social Channel for B2B?

Social media platforms for B2B marketers

Many B2B companies struggle to use social media in their marketing efforts, but this is a missed opportunity for too many. Twitter can be an effective platform for B2B organizations to connect with their target market. First, look at Twitter’s …


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How Effective is Linkedin for B2B Marketing? These 20 Stats Say it All

Social media platforms for B2B marketers - report graphic

These 20 Stats Prove LinkedIn Must be Part of B2B Marketing LinkedIn is a powerhouse social network for B2B marketers. Built for business networking, LinkedIn works exceptionally well for B2B lead generation, making it one of the top tactics for B2B …


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Tips for Building a B2B Content Strategy for Social Media

Content marketing strategy: testing process

Social media and messaging services account for roughly one in every three minutes users spend on the Internet (Global Web Index), which means businesses of all sizes need a sound social media strategy. A good social content strategy for social …


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Tips for Transitioning from Journalism to a Marketing Career

Journalism to marketing career change

With the increasing popularity of inbound marketing and content marketing, journalists and writers have new options when it comes to career changes. In fact, Harvard Business Review discussed this phenomenon in their article, The Content Market Revolution, saying big brands are poaching …


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Digital Marketing Career Growth Tips

Tips for Boosting your Marketing Career

Marketers who want to advance their careers need to take a proactive approach to boosting their skills and gaining valuable experience. Instead of waiting for the employer to offer professional development, marketers should take action on their own volition. For …


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15+ B2B Marketing Statistics: What is Relevant for 2018

Leading attributes of content marketing effectiveness according to B2B marketing professionals as of January 2015

B2B marketing statistics and trends show the industry’s shift towards a more digital strategy. B2B marketers now heavily rely on content market tactics to bring in leads and grow the lead pool. Below are 15+ statistics that show how B2B …


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20+ Sales Statistics that Matter for 2018

Sales

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 …


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How to Nurture Content Leads

Ironpaper content mapping system

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 …


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How to Get a Job in Marketing without a Degree

Learning marketing skills

It may feel impossible, but getting a job in marketing without a degree is entirely possible. With the numerous marketing bootcamps, online certifications, books, articles, and MOOCs available, the field of marketing is changing, and a traditional degree may not …


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Where Should You Focus B2B Marketing Strategy? Builder vs Driver Activities

B2B Marketing: Builders vs Drivers

“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. Why? Because building marketing assets is only half the …


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Small Business Marketing Trends for 2018 – 10 Stats and Insights

Most effective marketing tactic - graph

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 …


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Inbound Marketing Statistics: 10 Stats That Demonstrate Impact

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 …


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Using Lead Data to Improve Your B2B Close Rate

Data pattern

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 …


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The Best Content Types for the Bottom-of-the-Funnel

Decision stage in the sales funnel

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 …


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Guide: How a Shift in Mindset will Improve Brand Growth

5 steps for buyer's reference campaign

by Katie Surace – For more tips and hacks: 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 …


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Most Valuable Types of B2B Sales Content

Most valuable content marketing types for moving prospects through the sales funnel according to B2B marketers in the United States as of July 2017

Purposefully-written content, that aligns with buyer needs, can drive prospects down the sales funnel, increasing close rates. Often times, the content sales teams produce is ineffective, because it is too pushy and sales-driven. This presents an opportunity for marketing teams …


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How to Nurture Leads from the Awareness to Consideration Stage

How to Nurture Leads from the Awareness to Consideration Stage

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 …


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Benefits of Website Personalization for Lead Generation: 15+ Stats that Prove it’s Necessary

Buyer Driven Perspectives in Marketing. Using personas to create great value propositions.

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 …


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Tips for Transitioning from Outbound Marketing to Inbound Marketing

Outbound vs inbound

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 …


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9 Most Common Problems With Website Design Projects (And How to Fix Them)

Website project problems

This article outlines the common shortcomings of website design projects based on the feedback from clients, project leads, and agency owners. The goal of this article is to outline common issues that arise during the course of a website project …


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Inbound Marketing Tips for Building Donor Retention

Nonprofit effectiveness

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 10 years, donor and gift or dollar retention rates have been consistently weak — averaging below …


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Best Channels for Account-Based Marketing Campaigns

Account-based marketing illustration

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 …


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Agile LinkedIn Best Practices for B2B

LinkedIn sponsored content

LinkedIn sponsored content is one of the best ways for B2B companies to generate targeted, qualified leads. An agile strategy — that is, one that involves testing, iteration, and scalability — is ideal to get the most return on your …


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