Where Does Content Fit into My B2B Marketing Funnel?

A great content marketing strategy requires an investment into copywriting, research, editing, and oftentimes design and marketing distribution. Content marketing generates over three times as many leads as outbound marketing and costs 62% less, according to DemandMetric. So it makes …


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Account-Based Marketing on LinkedIn: Does it Work for B2B?

LInkedin Social network advertising spending in the United States from 2016 to 2020

LinkedIn is one of the most successful channels for account-based marketing that we’ve seen for our clients at Ironpaper. When it’s paired with other ABM channels and strategies, LinkedIn can be used to create demand generation and engagement among your …


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What is Content Marketing?

Content marketing

In order to define what is content marketing, we also want to define the most effective types and define its purpose. Content marketing is a marketing strategy in which you create and publish various educational and sales materials to generate …


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Key Stages + Stats for the B2B Customer Journey

Key Stages of the B2B Buyer Journey

The “old way of sales” for B2B on its way out—prospect, cold call, email repeatedly, hiding pricing info, and pressure to close. If you don’t believe me, consider this statistic:   The vast majority of B2B buyers do research online …


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How to Drive B2B Sales Leads with Problem-Focused Content Marketing

Stat: most valuable types of content for B2B

Article by the Ironpaper team. Content marketers, beware: The people who buy technology products and services don’t care how many awards your company has won or how long you’ve been in business. Buyers crave valuable, educational content that helps them …


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Shorter Isn’t Always Better — How to Boost Conversions Without Cutting Content

Optimizing forms and fields for lead generation

By Arielle Hurst We hate to break it to you, but there are aren’t any universal silver bullets that will instantly improve your conversion rates. Although some marketers may strike gold during an A/B test and announce, “Orange buttons tripled …


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15 Types of Content Marketing (Including Some You Haven’t Thought of Yet)

15 Types of Content Marketing

While there are many types of content marketing imaginable and you are only limited by your creativity, sometimes it can help to start with ideas for inspiration. Content marketing doesn’t need to refer to just the written word (although “crawlable” …


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Landing Page vs Homepage: 5 Strategic Differences 

Conversion points - website

Both landing pages and a strong homepage are necessary for your digital marketing strategy and website presence. But what is the difference between the two? It’s a great question and one we can answer in a few different ways. In …


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6 Ways to Automate Your Marketing and Sales Alignment With HubSpot

HubSpot goals

Marketing and sales teams are understanding that they need to align their KPIs and goals to be successful.   In fact, when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates, …


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Tips for More Digital Marketing Conversions

Graph: Digital Marketing Conversions - metrics

If you’re thinking about digital marketing conversions, your head is already in the right place. More than just a static brochure for your business, a business website can convert new leads and bring in business to your sales funnel. And …


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4 SaaS Marketing Strategies to Generate and Retain Users

SaaS marketing should be used to generate leads and new users who are a qualified fit for your business. Unlike shorter term sales, SaaS companies need to generate a large pool of leads who have a clear problem that can …


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5 Ways Content Can Aid the B2B Sales Process

Sales lead nurturing with content

40% of salespeople say earning a response from prospects is getting harder, according to HubSpot.   In part, this is because buyers have more research and insight available online without talking to a salesperson. So how can sales reps bridge …


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How to Build Your Own Business Email List

Over 700 people per month search “business email list” into Google, with many others searching variations on the term. Clearly, marketers and salespeople are still trying to purchase their way into building a contact database.   But purchasing a business …


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How to Iterate and Test an Account-Based Marketing Campaign

Marketing testing and iteration using data

Iteration and optimization are the two words that should define your account-based marketing campaign. If you want to lower your cost-per-acquisition and scale up reliably, you need to be lean with your campaign launch and test from a few different …


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How Remarketing Works to Nurture B2B Leads

Advertising set-up

What is remarketing? A broad definition of remarketing refers to activities, including retargeting, that seek to recapture attention and information from known leads or previous website visitors. Some remarketing strategies include launching paid advertisements to existing leads or to visitors …


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Targeted Advertising and ABM: A High-Converting Strategy for B2B



It’s no mystery that marketing campaigns are becoming more and more targeted. People expect relevancy online. And fewer people have the patience for emails, ads, and other interruptions that aren’t relevant to them.   40.5 percent of survey respondents prefer …


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How to Gather Lead Intel With Progressive Profiling

Progressive profiling - lead generation data

As B2B marketing teams adopt better CRM technology, they can do more advanced things to manage and convert business leads. Read more: What is Progressive Profiling? Progressive profiling is a great tool for growth teams. It allows marketers and sales …


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Creating Value With B2B Sales Enablement

Workflow automation for B2B sales funnels

Sales is changing rapidly, with a new focus on providing value for buyers. Sales reps of old focused on hitting daily quotas for outreach. They didn’t seek to truly connect with their prospects or providing individualized value. And they didn’t …


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Optimizing a Website Homepage for B2B Technology Companies

Homepage website wireframe design notes

Your homepage is often the first impression many prospects will see of your company. Sure, they may click an advertisement or find you through a social media post — but your website homepage is your major chance to own the …


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How B2B Marketers Can Use HubSpot for ABM

HubSpot for ABM - account-based marketing

HubSpot is not often advertised as a platform to support account-based marketing. Therefore many businesses don’t consider it when they transition into ABM strategies — that is, targeting specific accounts rather than casting a wide net. But did you know …


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B2B Marketing Myths to Drop This Year

Myths

B2B marketing is a constantly changing game, and everyone has something to say about best practices. You can read thousands of blog posts about tips, listen to podcasts and webinars, and attend conferences for the latest industry news. But while …


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HubSpot vs MailChimp: Is HubSpot Really Worth the Money?

5 Reasons Content Creators Should Be Looking At Analytics -- Using HubSpot to analyze content

As with any large purchase, it’s easy to take the price tag as the most important factor when deciding if the expense is worthwhile. But transitioning from Mailchimp to Hubspot is not just a question of money, but also the …


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Low-Hanging Fruit — Simple Website Optimizations for B2B

Conversion points - website

Making an impact online doesn’t need to come from flashy, yearly redesigns. You don’t even need the latest web trends or a fresh branding package. Simple optimizations can make your B2B website more impactful. We call these quick wins “low …


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The 3 Biggest Mistakes B2B Marketers Make with Lead Nurturing Emails

Perceived effectiveness of selected tactics in B2B demand generation according to marketers in North America and worldwide as of December 2017

Author: Nikki Pacitti B2B email marketing is an effective tool for improving lead to sales conversion rates, and lead nurturing improves buyer readiness by sending targeted communications to different audience segments. When companies understand how to effectively nurture marketing leads …


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How to Succeed With Account Based Marketing on LinkedIn

Linkedin advertising

More B2B marketing teams are turning to account-based marketing for lead generation, especially as GDPR and privacy concerns make cold outreach harder and potentially legally risky, too. With account-based marketing, you push marketing campaigns to specific audiences and accounts rather …


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13 Critical Inbound Marketing Statistics for B2B in 2019

Critical Inbound Marketing Statistics for B2B in 2019

While the methodology behind inbound marketing is evergreen, the tactics used to grow and stay relevant are always evolving year to year. It’s important to follow the data and see where customers — and competitors — are heading. Here are …


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SEO vs. SEM: What’s the Difference?

SEO and SEM - search marketing

Simply speaking, SEO (search engine optimization) refers to improving your website for the purpose of generating organic traffic once people search for keywords in search engines like Google and Bing. On the other hand, SEM (search engine marketing) generally refers …


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What is a Qualified Lead? How to Set Criteria

What is a qualified lead?

At some point in an advanced lead generation strategy you will come across the question: What is a qualified lead? A qualified lead is someone who could become a potential customer to you, based on criteria and identifying information that …


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Digital Marketing Funnel: B2B Strategies for 2019

Digital Marketing Funnel: B2B Strategies - marketing plan with testing

Digital marketing in 2018 was defined by several major trends — there was more targeting, more technology and automation, and of course more concern about privacy as spurred by GDPR. B2B marketers moving into 2019 should know some critical things …


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Behavioral Targeting Examples for a Strong B2B Campaign

Actions for behavioral targeting - B2B marketing examples

You may be familiar with behavioral targeting for consumer brands — you see it in action every time you search for a product online and see that product “chase” you around the web in different advertising slots. This can make …


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