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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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5 Ways Content Can Aid the B2B Sales Process

Updated February 2021. B2B sales is changing rapidly. Now with the pandemic pushing relationships online, companies are struggling to stand out in a crowded space. 40% of salespeople say earning a...

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How B2B Marketers Can Overcome ABM Challenges

Account-based marketing (ABM) is an increasingly popular strategy in the B2B industry. Known for closing more qualified leads, ABM yields a higher ROI; 71% of ABM marketers cited a higher return...

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How to Do Content Marketing Effectively (and Earn More Results & Outcomes)

Content marketing is effective for any business that wants to be seen as an industry thought leader, make their website a business-growth driver, improve sales nurturing, and gain visibility with...

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Targeted Advertising Examples for IoT Companies

Selling and marketing your IoT solution? For your prospects, implementing the Internet of Things is a company-wide decision. But individual stakeholders need to get on board, and they have specific...

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Inbound Marketing and Agile are the Perfect Fit. Here's Why.

According to Forbes and CMG partners, 93% of CMOs who employ Agile practices say their speed to market for ideas, campaigns, and products has improved.   Agile process management, and by extension...

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Why ABM is the Best Marketing Strategy for IoT Companies

By its nature, IoT is a decentralized investment. It crosses traditional organizational barriers and breaks down silos. As a result, IoT often impacts several different departments, ranging from...

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How to Excel at Targeted Marketing for B2B Tech Companies

Targeted marketing is the practice of aiming at an audience target with your campaigns like a bow and arrow, rather than casting a wide net to a general audience. It’s a highly effective way to get...

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Account-Based Marketing on LinkedIn: Does it Work for B2B?

LinkedIn is one of the most successful channels for account-based marketing that we’ve seen for our clients at Ironpaper. When it’s paired with other ABM channels and strategies, LinkedIn can be used...

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Key Stages + Stats for the B2B Customer Journey

The “old way of sales” for B2B on its way out—prospect, cold call, email repeatedly, hiding pricing info, and pressure to close. If you don’t believe me, consider this statistic:   The vast majority...

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Shorter Isn’t Always Better -- How to Boost Conversions Without Cutting Content

By Arielle Hurst We hate to break it to you, but there are aren’t any universal silver bullets that will instantly improve your conversion rates. Although some marketers may strike gold during an A/B...

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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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