The Internet of Things (IoT) is quickly becoming a reality. In fact, Cisco estimates that there will be 500 billion devices connected to the Internet by 2030 (compared to 15 billion today). The IoT is growing 2X year-over-year. — Cisco With this growth, opportunities abound. But providers need to...
Customer experience is such a catchphrase in marketing today it even gets its own trendy acronym: CX. Improving customer experience requires integration, collaboration, data analysis and more. Companies focused on maximizing satisfaction, with regard to the entire customer journey, have the...
Globally, social media marketing accounts for 13% of today’s digital ad market at about $26.4 billion US. Defining Social Media Advertising Social media advertising leverages the network newsfeed to raise awareness, prompt action or sell products or services. Ads in social and business networks...
Small business owners juggle many jobs in keeping their businesses afloat. One of these is often marketing. A review of small business marketing trends indicates nearly half (47 percent) of small businesses take a Do-It-Yourself approach to marketing. The State of Small Business Marketing One study...
Organic search can be a powerful driver of leads. For many inbound marketers, search engine optimization (SEO) is a vital channel for lead generation, brand visibility and sales nurturing--and blogs can play a significant role in driving search efforts. In thinking about how to make more...
Content is still king. Inbound marketing requires quality content to drive traffic, visibility and leads. Content needs to exist for each stage of the buying process. So, when asked “Does web content have an ROI?” illustrate the return on investment with these metrics demonstrating conversion and...
Digital marketing spending trends in the US and globally offer valuable insight into the industry today. One encouraging finding is Forrester Research’s forecast that digital marketing spending will continue to rise through 2019. The research firm forecast an increase from 57.29 billion US dollars...
The 20% of your customer base that are loyal customers drive an additional 80% of business. — Gartner With all the attention paid to lead generation and sales nurturing, it is easy to lose sight of customer retention. The B2B marketer can’t afford to overlook the importance of fostering brand...
To celebrate the release of its 128-page 2016 State of Inbound report, Hubspot organized a week of events related to the future of inbound marketing and sales. Here are some takeaways on the future of marketing and sales that Ironpaper gleaned from the trends discussions, with a few findings from...
Many B2Bs today accept that blogging is an effective inbound marketing tool. Yet attention should also be paid to metrics that enable data-driven tweaking of the blog process. First, why blog? According to one statistic, B2B companies that blog generate 67% more leads per month than those that do...
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. But what if...
Navigating the evolving landscape of technology can be like traversing a veritable minefield. This is especially true in the age of artificial intelligence (AI). For business leaders, understanding and implementing IT transformation in the age of AI...
A fictional persona won't tell you why a deal stalled. A business problem will. But for years, B2B marketing teams have built their strategies around buyer personas: "Maggie the Manufacturing Director," "CTO Carl," and "Procurement Paula." These...
When uncertainty hits, the reflex is familiar: freeze budgets, delay campaigns, cancel that next initiative. On the surface, it makes sense. Cutting marketing spend feels like the safest lever when pressure mounts. But there’s a core problem with...
That form fill that just came through is not the finish line. It’s the start of a conversation you’ll never hear. Your buyer isn’t acting alone. They’re just the first touchpoint in a chain of internal validation. A chain that includes skeptical...
Most companies say they want to improve customer experience. Few start with the most critical piece: the words they use. Buyer-centric messaging is not about slogans or clever language. It is a system that helps buyers move from curiosity to...
Most companies believe they have a clear Ideal Customer Profile (ICP). But when you look closer, it's not a strategic model. It’s a segment definition. A list of filters like industry, size, title, and geography. That’s helpful for ad targeting, but...
Most marketing playbooks assume a return to normal. Pipeline softness is temporary, budgets will bounce back, and next quarter will bring clarity. But what if the volatility isn't temporary? We're in an economic era of perpetual disruption, not...
The B2B buyer's journey has become more complex with the rise of generative AI. Buyers are relying on AI-driven insights before visiting a company's website or speaking with sales. This shift challenges traditional inbound lead generation and...
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...
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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