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B2B Insights

A collection of articles, insights, provocations and trends on the latest in
B2B digital marketing

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Where Do Inbound Marketing Personas Fit In ABM?

By Chantel Hall, Marketing Content Specialist Account-based marketing (ABM) is a highly-targeted strategy where marketers target specific companies instead of verticals or industries. ABM campaigns...

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How to Write Buyer-Focused Copy to Improve Content Engagement

By Chantel Hall, Marketing Content Specialist Buyer-driven messaging is the cornerstone of Ironpaper’s content methodology, and we often discuss it with our clients and in our educational content. If...

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How to Customize B2B Lead Scoring For Your Marketing and Sales Teams

By Chantel Hall, Marketing Content Specialist Lead scoring helps marketing and sales teams understand the quality of their leads and allows them to focus their efforts on prospects who are the most...

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Focus on Lead Quality, Not Quantity, to Cut Costs and Improve Conversions

By Chantel Hall, Marketing Content Specialist Most marketing teams are familiar with the pressure to do more within the limits of their budget, with attracting and qualifying more leads usually at...

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Copywriting vs. Content Writing (And Why You Need Both)

By Chantel Hall, Marketing Content Specialist Digital marketing relies heavily on strong writing.  Copywriting and content writing — two critical functions of successful digital marketing — are...

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3 Tips for Building an Effective Lead Engagement Strategy

Salespeople are often eager to get a lead on the phone or in a meeting with the hopes of closing a deal, but pitching a meeting or a live demo can be a big ask of a buyer. Additionally, since 70-80%...

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Learn How to Convert Website Visitors with CTAs

By Chantel Hall, Marketing Content Specialist Many businesses focus on increasing the number of visitors to their website, but without any clear next steps for visitors to take, the higher number of...

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Why Do My Leads Suck? 5 Benefits of an Agile Marketing Methodology

By Chantel Hall, Marketing Content Specialist, and Lauren Lyon, Senior Analyst and Research Writer In our “Why Do My Leads Suck?” series, we’ve covered a few different ways to address the quality of...

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The Plague of Production: Why Marketing Teams Get Caught In The Production Trap

By Chris Brunau, Content Specialist Marketing teams who don’t adopt an agile marketing approach may find themselves falling into a production trap. Traditional marketing practices require a...

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Why Do My Leads Suck? Because You're Not Focusing on Qualified Leads

By Chantel Hall, Marketing Content Specialist, and Lauren Lyons, Senior Analyst and Research Writer While marketing is the most powerful tool businesses have to attract qualified leads, smart...

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Marketing Opportunities for B2B IoT Companies

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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