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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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Ideal Customer Profiles vs. Buyer Personas: Defining B2B Buyers

By Matt Pilon, Content Strategist For companies marketing B2B products and services, accurately defining likely or ideal buyers is an early but crucial step on the path to sales. A strong...

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5 Reasons Your Website May Be Failing

Your company website is often the visitor's first impression of your business, so it must work to grab their attention and convince them to take action. If your site is not generating leads, driving...

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What is a Landing Page?

Have you ever wondered what page you land on after clicking on an Instagram ad or a product demo request link? They’re called landing pages—the ultimate destination for all marketing campaigns. ...

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Don't be fooled by these six vanity metrics

Analytics and reporting are critical to marketing teams that want to prove an ROI for their clients. Finding the appropriate numbers, however, can mark the difference between success and failure for...

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Most Valuable Types of B2B Sales Content

Purposefully written content that aligns with buyer needs can drive prospects down the sales funnel, and increase close rates. Oftentimes, the content sales teams produce is ineffective because it is...

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4 Best Practices in B2B Digital Marketing

B2B marketing has evolved greatly with innovations in analytics, publishing tools, understanding of web user behavior, and lead tracking tools. B2B marketing has significantly evolved with...

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Linkedin Best Practices for B2B Growth

By Jeff Vining, Director of Research and Market Analysis Before LinkedIn, how did we develop our career interests or forge professional relationships? If we have difficulty answering this question,...

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Long B2B Sales Cycles: How Marketers Can Improve Engagement

By Matt Pilon, Content Strategist Selling B2B products has become an even longer and more involved process, thanks in part to more deliberative buyers and market forces accelerated by the COVID-19...

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How to Solve the Top 3 B2B Content Marketing Challenges

B2B marketers strive to reach a select target of business buyers using high-quality content disseminated effectively. Since B2B marketing wants to reach other businesses, some consider it a more...

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Why Iterating Content is Crucial for Lead Generation

By Ross Lancaster, Content Specialist In 2021, there’s an abundance of content available in pretty much every form of media and outlet imaginable. That means attention spans are minimal, and any...

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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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