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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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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