B2B Articles

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content marketing

It Isn’t The Tech; It’s What The Tech Does: An Engineers’ Guide to Buyer-Centric Messaging

You’re the Einstein of fidget spinners! The spinners you pioneered are state-of-the-art. Cutting-edge. Unparalleled. They spin faster than any other fidget-soothing device ever assembled. Why wouldn’t a fidgeter want to buy one? Because buyers often aren’t looking simply to buy the next great...

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B2B

B2B Healthcare organizations may experience negative outcomes when B2C marketing practices are applied to growth efforts.

In B2B healthcare, incorporating B2C marketing practices can inadvertently impede growth efforts. While consumer-focused strategies often prioritize emotional engagement and eye-catching design, B2B healthcare organizations typically require a more nuanced approach. Decision-makers in these...

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Sales enablement

Navigating the Competitive Landscape: Strategies for B2B IT Firms to Overcome Top Marketing Challenges

IT service firms face unique challenges to win business with larger customers. The complexities of these challenges often stem from a multitude of factors. Addressing these challenges in isolation is not an optimal strategy. This is because the intricacies of marketing in the B2B IT services sector...

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Lead Generation

Six Steps to a Successful Lead Gen Strategy for Healthcare Tech Companies

By Ava Campion, Content Specialist In 2022, health IT, mental health tech, and telehealth all saw funding increases, according to a CB insights report on the State of Digital Health.1 As the need for innovative technology grows within the healthcare industry, B2B healthcare tech companies need to...

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content marketing

How To Strike a Balance Between Thoroughness and Agility in Review Processes

By Jenny Goldade, Content Specialist Even if B2Bs have skilled writers, they can’t develop high-quality, relevant content without established agile review processes. B2B marketers and their agency partner (if applicable) need to align on project goals and review process protocol. Implementing a...

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Lead Generation

How to Sell B2B Products Without Cold-Calling

Who hasn’t been on the receiving end of an unsolicited sales call? We all get them, and usually, we don’t want them. It can seem intrusive, distracting, and even awkward for recipients who aren't in a position to make a decision. The fact is, 90% of top-level B2B decision-makers say they don’t even...

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content marketing

When Should a Brand Invest in Outside B2B Lead Generation Services?

By Matt Pilon, Content Specialist From a small bootstrapped startup to a large B2B organization, marketing and selling products and services to business buyers can bring many challenges. B2B lead generation is a strategy that drives ideal customers to a company's products and services using paid...

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content marketing

Get the Most From an Investment in B2B Content Marketing Services

By Jenny Goldade, Content Specialist Choosing a marketing agency for B2B content marketing services is the first step. B2B businesses must follow a few best practices to get the most from their investment. Ultimately, they should ensure the content team understands their goals and how to solve...

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content marketing

Ironpaper’s 2023 Content Marketing Predictions

Content marketers in 2023 will consider changing buyer behaviors, privacy concerns, and the need to measure content’s impact. We know that content marketing is no longer optional, but this method of reaching buyers will become increasingly important as B2B companies try to build brand awareness...

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Lead Generation

10 Tips for Time-Strapped Content Marketers

By Chantel Hall, Content Specialist In 2021, 67% of content teams were asked to do more without additional resources.1 Unfortunately, this trend is likely to continue as recession looms and buyers experience uncertainty in the marketplace. Instead of working longer hours and eventually burning out,...

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e-book

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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