By Lauren Lyons, Senior Analyst and Research Writer Lead generation is vital to creating sustainable growth, and it’s where many marketers spend a large portion of their yearly budget. An Ironpaper survey found that marketers still encounter many challenges in this area, notably: understanding...
By Lauren Lyons, Market Analyst and Research Writer As markets, industries, and demographics shift, keeping up with changing buyer needs can feel challenging. Ironpaper’s latest survey of 180 B2B decision-makers found that when asked what changes are impacting their ability to generate revenue,...
By Lauren Lyons, Market Analyst and Research Writer There is an abundance of digital data in our world. While this makes for high amounts of Internet traffic and endless potential buyers, it also means it’s harder to reach the specific market you’re targeting. Account-based marketing (ABM) bridges...
For clean energy companies, increasing demand for renewable solutions should feel like a win—but the reality is more complex. The surge in market entrants has made it more challenging to stand out, leaving even innovative providers fighting to avoid...
B2B buyers are inundated with repetitive marketing messages and surface-level content. Generative AI has contributed to this oversaturation by enabling brands to produce content faster. However, are brands considering how this oversaturation impacts...
Hiring great talent is vital to business success, but it’s not an easy feat. Many companies turn to recruiters to help fill open roles. It’s expensive, and it doesn’t foster a strong connection between the company and the candidate. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
B2B marketing isn't getting easier. It's getting exponentially more complicated. The system wasn't built for this level of complexity. Today's marketers are asked to deliver pipeline, build long-term brand value, enable sales, manage campaigns, and...
Campaigns that took weeks to build can miss their mark in hours. B2B buyers are faster, more skeptical, and less predictable than ever. Yet, most marketing plans remain frozen in time. Strategic execution now hinges on something most B2B marketing...
Manufacturers have spent the last five years adapting to one disruption after another. Global supply chain instability, volatile demand patterns, and shifting production strategies have become the norm. As operations teams work to regain control,...
Most IoT marketers excel at describing their product but not at helping buyers make a decision. The result? Long sales cycles, vague interest that stalls out, and technical demos with no business case attached. The root issue isn’t the product. It’s...
The traditional B2B lead generation funnel is built on a simple, comforting idea. Awareness leads to interest, interest leads to action, and action leads to revenue. But today's buyers don't behave like that anymore. "Buyers only spend 17% of their...
It's not your offer. It's not your CTA. It's not even your form length. Regulated industries like healthcare, finance, manufacturing, and government face a hidden conversion killer. And it's not visibility. It's one often overlooked factor:...
The Internet of Things is reshaping and defining markets, so much so that it has been dubbed “the next Industrial Revolution.”
Download our comprehensive guide on the opportunities, challenges, and best practices for IoT solution providers in the B2B space.
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