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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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Ideal Customer Profiles vs. Buyer Personas: Defining B2B Buyers

By Matt Pilon, Content Strategist For companies marketing B2B products and services, accurately defining likely or ideal buyers is an early but crucial step on the path to sales. A strong...

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5 Reasons Your Website May Be Failing

Your company website is often the visitor's first impression of your business, so it must work to grab their attention and convince them to take action. If your site is not generating leads, driving...

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Using Effective Market Research to Inform your B2B Messaging

Written by Shawn Smajstrla, Content Strategist. Research by Jeff Vining, Director of Research and Market Analysis Successful organizations understand the importance of market research. Thriving...

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The Purpose-Driven Culture – Shareholder Value is Not Enough.

By Jonathan Franchell The quest for meaning is a profoundly human experience. Throughout our lives, we search for purpose. Yet, much of our time is spent working. Should this pursuit of meaning not...

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Don't be fooled by these six vanity metrics

Analytics and reporting are critical to marketing teams that want to prove an ROI for their clients. Finding the appropriate numbers, however, can mark the difference between success and failure for...

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Most Valuable Types of B2B Sales Content

Purposefully written content that aligns with buyer needs can drive prospects down the sales funnel, and increase close rates. Oftentimes, the content sales teams produce is ineffective because it is...

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4 Best Practices in B2B Digital Marketing

B2B marketing has evolved greatly with innovations in analytics, publishing tools, understanding of web user behavior, and lead tracking tools. B2B marketing has significantly evolved with...

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How to Solve the Top 3 B2B Content Marketing Challenges

B2B marketers strive to reach a select target of business buyers using high-quality content disseminated effectively. Since B2B marketing wants to reach other businesses, some consider it a more...

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How B2B Companies Can Keep Up With Changing Buyer Needs

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...

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Reallocating Event Budgets to Feed Your Sales Pipeline

By Michelle Ashmun, Senior Market Analyst & Research Writer The trend of reduced business travel and in-person events continues, with the outlook of recovery being uncertain. Businesses need to...

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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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