5 Advantages of Online Advertising for B2B Marketers

graph of advertising data

According to Statista, online advertising spend is steadily growing year-over-year, and is expected to grow almost 11% yearly through 2021. Online advertising opens up many possibilities for marketing teams to scale, reach new contacts, and nurture leads through their funnel. …


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Benefits of a Landing Page for B2B

B2B Marketing: Lead generation landing pages - conversion strategy

You’ve probably heard about how much you need landing pages on your website. You might also know best practices for a landing page and how it differs from your home page. These are all good tidbits to learn. But if …


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Creating a Great Landing Page for Sales Leads

Conversion points - website

Sales leads are new contacts who have opted in to be contacted and have a high likelihood of being ready for a sales outreach. Capturing sales-ready leads is one of the most rewarding benefits of digital marketing. While it’s great …


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Customer Lifecycle Management: Tips for B2B Tech Companies

Lead management: lifecycle stages from marketing to sales

As a B2B tech company, your sales process is often several months to even a year long (or more!). It’s also usually a winding pathway, filled with education and deliberation. For tech companies especially, there are often multiple buyers and …


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Top of Funnel Marketing: Strategies for Acquiring More B2B Leads

Top of the funnel marketing

What is Top of Funnel Marketing? Top of funnel marketing refers to strategies, often digital, that help brings new website traffic and leads into your funnel. Many of these prospects are just becoming aware of your company or offering for …


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My Google Rankings Dropped — What Now?

Google ranking drop - SEO drop

Have your Google rankings dropped suddenly, or perhaps gradually over time but you are noticing it for the first time now? This can be a serious offense for your website performance and business, especially if you are reliant on organic …


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Remarketing vs Retargeting: Defining a Strategy for B2B Lead Conversion

Targeting personas - digital marketing

One in five marketers now has a dedicated budget for retargeting. (InvespCRO)   Once someone leaves your website, all hope of converting them is not lost! Companies can and should recapture attention for their products and services. Acquiring new B2B …


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5 Remarketing Examples for B2B Companies

Paid campaigns: remarketing

With today’s data capabilities, we’re used to seeing remarketing ads for our favorite consumer brands. If you browse any major online retail store you will soon find the same products following you around the web in what is called retargeting …


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5 Ways to Optimize Your Downloadable B2B Content for Sales Leads

Lead generation for sales: Optimize Your Downloadable B2B Content for Sales Leads

The average person consumes 11.4 pieces of content before making a purchasing decision, according to Forrester.   Clearly, content matters for the sales process. Content marketing can help give context, or it can show thought leadership. It can be the …


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5 Reasons Content Creators Should Be Looking At Analytics

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

Content creators might not be in the habit of mining the wealth of analytical data to find clues to what kind of content they should be planning to write or how well existing content is impacting their bottom line. But …


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Simple Web Design + Content Upgrades for Instant Engagement

Conversion points - website

While it’s always nice to get a “facelift” on your website and a fresh new look, redesigning a website is about so much more than branding and visual appeal. Your website should be a tool for lead generation and sales …


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How to Create a Keyword Strategy for SEO

SEO tip: landing pages for SEO

A keyword strategy is a wonderful way to organize your search marketing activities. We advise that every company starts with a documented strategy before getting too far with content writing or anything else.   Google’s market share in 2017 was …


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What is an SEO page? Definition and Best Practices

A successful search engine optimization (SEO) strategy involves different tactics across your digital marketing mix. Some SEO tactics include content marketing, blog publishing, and technical SEO (such as ensuring that your website is fast and high-performing.) In order to rank …


5 Ways to Fail at Account-Based Marketing

Account-based marketing is a solid technique for marketers to attract the right prospects into their marketing and sales funnels. By targeting specific accounts or individuals, you can “trim” off resources from your marketing efforts that may be spent capturing irrelevant …


The Missing Element in Your 2018 Business Growth Strategy: Sales and Marketing Alignment

By Anna Tindal How would you describe a marketing campaign’s success? Do you simply show your CEO an attractive new website page, or do you track leads and sales? Research suggests marketers are still choosing to allocate marketing dollars to …


7 Common SEO Mistakes That Website Designers Make

Website SEO pencil sketch

Launching a new website for a business can be a hectic period with competing stakeholder agendas. Within this launch period, it’s important to remember to focus on performance goals. SEO should be included as part of these goals. Based on …


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The Top 6 Most Common Account-Based Marketing Challenges and Obstacles

Top Six Most Common Account-Based Marketing Challenges and Obstacles

The road to success in account-based marketing (ABM) can be fraught with challenges and obstacles that each agency has to overcome. While some of these issues may be specific to the agency and its method of operating, some recurring problems …


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Smart Car Statistics – The Increasingly Digital Experience of the Connected Vehicle

Smart car statistics

In the decades since Model Ts starting rolling off the conveyor belt and sparked a national obsession, cars have been many different things to the American people. They have served as dining rooms for busy families, status symbols for those …


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Key Skills for a B2B Marketing Career



Skilled B2B marketers are in high-demand, but the critical skills needed to perform as a competitive marketer shift continuously. With the increasing availability of data, marketers have to evolve how they organize and execute campaigns. Data provides new opportunities for …


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Using Content in the Sales Process

Using content in the sales process

Tips For Using Content in the Sales Process Successfully We feel that content is just as important in the sales process as it is in marketing. Content in the sales process is an excellent way to nurture prospects down the …


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The seven most effective account-based marketing activities

Most effective account-based marketing activities

As your marketing efforts become more complex, they can also become more time-consuming. One of the reasons some organizations remain loyal to an ineffective sales approach is because making the leap to an inbound marketing, account-based marketing, and agile marketing …


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Enterprise IT spending statistics for 2018

Enterprise IT Spending in 2018

The Many Unpredictable Factors That Influence Enterprise IT Spending in 2018 Predicting growth and the related costs in certain parts of an enterprise can be as simple as plugging numbers into a formula. If you’re adding more desks to your …


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SEO Is Driven By Quality Content That Users Love

A balancing act: visibility vs buyer experience

The challenge of striking a balance between your SEO goals and user experience is nothing new for marketers, but in recent years, the balance has shifted. Instead of considering the needs of robots and algorithms first, content needs to be …


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Mistakes Small Businesses Make with SEO

Search results with flag - Ironpaper illustration by Jonathan Franchell

Marketing presents an interesting dilemma for small business owners. There is a tremendous amount of information online to small business owners and managers. But the amount of information can be daunting to absorb and put into practice. As with the …


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Components of a Strong B2B Marketing Plan

B2B marketing companies with a formal marketing plan - survey

A B2B marketing plan should help teams stay on track, achieve goals, and focus on the right objectives. Though having a marketing plan may seem obvious before starting a campaign, the majority of B2B companies do not have one. 55% …


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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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