By Chantel Hall, Marketing Content Specialist With the digital marketing revolution in full swing, there are more tools available to marketers than any team could need. When there’s seemingly a tool for every little task and activity, it’s hard to know where to invest your budget and what tools...
By Chantel Hall, Marketing Content Specialist As leads move through the marketing-to-sales funnel, your lead nurturing tactics have to evolve to meet them where they are. Relationship building is essential throughout the entire process, but the tone and context of your outreach to leads will change...
By Chantel Hall, Marketing Content Specialist, and Lauren Lyons, Senior Analyst and Research Writer The crucial step between attracting a lead and closing a deal is often misunderstood or ignored altogether: lead nurturing. Educating and connecting with leads while they’re still in the research and...
By Chantel Hall, Marketing Content Specialist The option to talk to a customer service agent (real or robotic) through a website chat function is growing in popularity with both businesses and buyers. But do they work? Or are they just a fad? The answer depends heavily on how you implement it. Chat...
B2B companies use terms such as "sales funnel," "buyer's journey," or "buyer's lifecycle" to discuss how a potential client goes from a prospect (or someone who knows nothing about the B2B company) to someone who purchases the product or service. No matter which term you use, content plays a...
Content marketing is an efficient method for businesses to engage new prospects, nurture leads, and upsell clients. To create effective content, your business must speak directly to a buyer's needs and pain points and include SEO best practices to increase the likelihood the content will rank well...
Webinars can be a great tactic to grow both sales and marketing campaigns. A business leader can use webinars at the top of the funnel to talk about industry challenges or in the middle of the funnel to shine a spotlight on the benefits the service or marketed product offers. 63% of B2B Marketers...
By Emily Ferron, Content Director “Sales and marketing alignment” is a buzzy term, thanks in part to attention-grabbing statistics like these: Aligning sales and marketing can generate up to 208% more marketing revenue. Aligned sales and marketing teams can improve customer retention by 36% and...
Put the phone down. You don't want to cold-call anyone. Your prospects don't want to be cold-called. Consider these statistics: The average sales development rep makes 52 calls daily. It takes 18 dials to connect with a single buyer. 84% of B2B decision-makers start the buying process with a...
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 companies recognize the rewards of effective research that informs their marketing messaging. Companies...
B2B buyers are exhausted. Their inboxes are full. Their feeds are flooded with ads. Worst of all, everything sounds the same. Generic messaging makes it difficult for buyers to understand what makes brands different from each other, creating...
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.
B2B companies know that marketing — and the world at large — are undergoing seismic shifts right now.
Deal-Based ABM is a lighter, more practical version of traditional account-based marketing. The strategy is to target live deals that are already in the pipeline rather than engage new accounts early in the funnel.
Buyer expectations have shifted. Traditional tactics may still capture attention, but they fail to create the clarity buyers need to move forward. Lead generation isn’t underperforming because of a lack of effort or tools. It’s struggling because...
Lead generation used to be a numbers game. Push traffic, capture form fills, and hand everything to sales. But the modern B2B landscape is more complex than ever. Marketing and sales teams are battling longer sales cycles, intensified risk-aversion,...
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.
IRONPAPER RESEARCH
See how your company stacks up in Ironpaper’s latest research report