sales enablement


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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Tips for Transitioning from Outbound Marketing to Inbound Marketing

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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Best Channels for Account-Based Marketing Campaigns

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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Techniques for Writing B2B Case Studies

Business-to-Business (B2B) case studies are a way for companies to showcase the value their solutions provide to clients. The goal is to establish proof and build trust so the prospect feels comfortable progressing down the funnel. Since the solutions behind …

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How to Improve a Blog’s Conversion Rate

Building a cadence of publishing with a company blog is only half the battle. Writing and posting quality content is important, but getting people to see the content and then convert is even more critical to a blog’s success. This …

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5 B2B Content Marketing Stats that Tell What Buyers Really Think

Based on a Statista report, “Content marketing in the U.S.,” B2B and B2C marketers may not know exactly what their buyers are thinking. The company interviewed both marketers and consumers to put together this report dissecting content marketing trends in …

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Essential Advice for Your Manufacturing Marketing Strategy

For industrial companies trying to break into a digital market, there are plenty of opportunities for your manufacturing marketing strategy: lead generation, customer conversion, and brand awareness. However: According to the CMI, only 1% of manufacturing marketing teams rate their marketing …

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7 Crucial Metrics to Measure in a Digital Marketing Audit

Is your website measurably driving B2B lead generation, increasing sales opportunities, and deepening engagement with your target prospects? If not, when was the last time you conducted a digital marketing audit? It’s critical to assess web performance and identify your strengths, weaknesses, and opportunities. …

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How to Create a Marketing Strategy for Information Technology Services

The IT services marketer must become a knowledgeable tech expert. And a marketing strategy for information technology services requires you to understand why your prospects value your solution, too. So, to create an effective plan, marketers must align with sales and product insights to meet …

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15 Digital Marketing Trends for B2B Technology Companies

As technology trends advance each year, redefining buyers’ expectations, so do digital marketing trends for B2B technology companies. So how can tech software, product, and service companies reach buyers with cutting-edge digital marketing trends? Technology marketing executives in the SaaS, IT, and …

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How to Create a High-Ranking Technology Content Marketing Strategy

In the B2B space, you need technology content marketing to attract leads, convert customers, and win over advocates digitally. It’s important to stand out as a thought leader, and you probably want your content to help your website rank in major …

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Marketing Data is the Next Big Opportunity for IoT. Here’s Why.

IoT companies are no strangers to data. Because of this, they are the market leaders in data-driven technology. But what about using marketing data to drive growth? For many IoT companies, they ignore or underutilize marketing data entirely. However, the next big opportunity for IoT …

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Marketing Your B2B Technology Company? You Need These Tools

As a B2B technology marketer, you no doubt want the best tools to measure, boost, and grow your marketing efforts. Thankfully, we live in an era of innovative marketing tech. And you can invest in tools for important B2B marketing functions: like …

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3 B2B Marketing Tips to Help You Understand Your Prospects

It’s important for all businesses to understand their prospects, but this is especially true for B2B companies. These three B2B marketing tips can help you speak your prospects’ language and create relevant brand touch points. Why is prospect research especially important for …

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How to Define Buyer Lifecycle Stages

Phrases such as “buyer’s journey” and “customer lifecycle” are recurring buzzwords in marketing today. Yet how many marketers know how to clearly define buyer lifecycle stages? According to B2B Marketing Research, 68% of marketers have not defined their funnel. Defining …

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Inbound Sales: A Complete Guide for CMOs

The sales process is changing dramatically, and to keep up, CMOs should now take an active role in major inbound sales functions. In fact, companies with a strong sales and marketing alignment achieve 20% annual growth rate, according to Kapost (referencing an Aberdeen …

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HubSpot Funnel: Why It’s Important for B2B Success

HubSpot is a powerful marketing technology. Yet many marketers who pour resources into the marketing tool don’t set up a HubSpot funnel to convert contacts into customers. According to Econsultancy’s Conversion Rate Optimization Report, for every $92 spent acquiring customers, only …

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How to Match Content to Buyer’s Journey Stage

Content is the key for today’s lead generation: According to Curata, 74.2% of companies indicate that content marketing increases both lead quality and quantity. But at the same time, a surprising 87% of B2B marketers struggle to produce content that they find …

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Best Practices for Colocation Marketing and Sales Generation

Colocation companies use efficiency and adaptability to meet the needs of their customers. These attributes need to be communicated alongside other distinct value points for colocation inbound marketing, lead generation, and sales generation efforts. Understanding The Colocation Market Small, mid-sized …

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The Digital Landscape is Changing How we Market and Sell

The digital market is a disruptive force. With the majority of us carrying a computer around in our pockets in the form of a smartphone, the power has shifted from seller to buyer. Digital marketing is evolving as the digital landscape …

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Improving Customer Experience: An Rx for CX

Customer experience is such a catchphrase in marketing today it even gets its own trendy acronym: CX. Improving customer experience requires integration, collaboration, data analysis and more. Companies focused on maximizing satisfaction, with regard to the entire customer journey, have …

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Why Inbound Marketing Matters

Buyers today have more power to do their own research and search alternatives before even interacting with a salesperson. This is exactly why inbound marketing matters. With a focus on attracting, informing, converting and nurturing prospects, inbound marketing meets customers …

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Lead generation tips for IT service companies

Judging by Bureau of Labor Statistics, the majority of Information Technology (IT) service companies are small (10 – 99 workers) or even micro-sized establishments.  Yet, the demands for differentiation, marketing effectiveness, and sales are increasing and forcing IT service companies …

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Email Marketing Statistics and Trends

Email marketing has legs. Doubters could consult an Exhibitor study showing 50% of trade show marketers and exhibitors planned to increase spending on this marketing medium in 2016. These other email marketing statistics and trends should also help prove “you’ve …

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B2B Marketing Statistics and Trends

B2B marketing statistics and trends illustrate the global B2B marketing industry is still going strong. It’s predicted to grow annually through 2018. Digital in particular will continue to garner attention with a 12.9% compound annual growth rate (CAGR), per PwC. B2B …

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Does Web Content Have an ROI?

Content is still king. Inbound marketing requires quality content to drive traffic, visibility and leads. Content needs to exist for each stage of the buying process. So, when asked “Does web content have an ROI?” illustrate the return on investment …

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Marketing Tips for Enterprise Software Companies

There is growing demand for software and cloud services, such as file sharing, online backup, storage, payroll, HR, accounting softwares, and more. The opportunities for enterprise software are countless. The software-as-a-service (SaaS) market is poised to top $112.8 billion by 2019, according to …

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Why Buying Lead Lists Will Kill Future Sales

Earning customers is a challenge in every industry. But marketers make their job even more difficult when they purchase names and send unsolicited promotional communications. By purchasing email lists and sending unsolicited emails (spam), you are putting your business in …

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Sales Enablement Tools For B2B Marketing

As the marketplace has changed, so has the sales process. The dynamic between sales teams and buyers has shifted; salespeople are no longer the information gatekeeper. This forces sales and marketing to become more agile, data-driven, and timely. Sales enablement …

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Lead Generation Mistakes to Avoid

Lead generation was the most important content marketing goal for 85% of B2B marketers surveyed in 2016 by the Content Marketing Institute. Yet even though lead generation is essential to marketing and sales efforts to grow revenue, marketers continue to …

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