Customer-centric messaging — where narratives center buyer needs and concerns over descriptions of the product or the brand — is an effective way to engage buyers navigating complex market forces. The problem: many companies think their messaging is customer-centric without realizing that...
The way buyers interact with information is evolving, shifting from keyword-based searches to intent-focused queries. Generative AI now analyzes context to deliver synthesized answers, fundamentally transforming how buyers evaluate options and make decisions. Rather than navigating through lists of...
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 the B2B buying process? Content Must be Helpful...
Marketing healthcare technology presents unique challenges that differ significantly from other industries. The complexity of medical products, the stringent regulatory environment, and the diverse needs of healthcare providers create barriers that many selling organizations fail to overcome. In...
Many, if not most, IT companies struggle with marketing. Despite having state-of-the-art products and services, their marketing efforts often fall short. Below, we explore some critical marketing issues that lead to underperformance among IT companies. Failure to Differentiate or Specialize One...
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...
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...
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...
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...
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...
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.
Customer-centric messaging — where narratives center buyer needs and concerns over descriptions of the product or the brand — is an effective way to engage buyers navigating complex market forces.
B2B companies know that marketing — and the world at large — are undergoing seismic shifts right now.
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