It’s no mystery that marketing campaigns are becoming more and more targeted. People expect relevancy online. Fewer people have the patience for emails, ads, and other interruptions that aren’t relevant to them. 40.5 percent of survey respondents prefer to see targeted ads above generic ads,...
As B2B marketing teams adopt better CRM technology, they can do more advanced things to manage and convert business leads. Read more: What is Progressive Profiling? Progressive profiling is a great tool for growth teams. It allows marketers and sales reps to gather lead information over time. Many...
HubSpot is not often advertised as a platform to support account-based marketing. Therefore, many businesses don’t consider it when transitioning into ABM strategies — targeting specific accounts rather than casting a wide net. But did you know HubSpot has a range of capabilities for ABM? Besides...
As with any large purchase, it’s easy to take the price tag as the most important factor when deciding if the expense is worthwhile. But transitioning from Mailchimp to Hubspot is not just a question of money but also the vision and execution of your overall marketing efforts. Teams that are...
Making an impact online doesn’t need to come from flashy, yearly redesigns. You don’t even need the latest web trends or a fresh branding package. Simple optimizations can make your B2B website more impactful. We call these quick wins “low hanging fruit.” Think of small changes for a big return....
At some point in an advanced lead generation strategy, you will come across the question: What is a qualified lead? A qualified lead is someone who could become a potential customer to you based on criteria and identifying information that they have freely provided. It’s important to note two...
Digital marketing in 2018 was defined by several major trends — there was more targeting, more technology and automation, and, of course, more concern about privacy as spurred by GDPR. B2B marketers moving into 2019 should know some critical things about the digital marketing funnel that will...
You may be familiar with behavioral targeting for consumer brands — you see it in action every time you search for a product online and see that product “chase” you around the web in different advertising slots. This can make you more likely to buy products by showing you relevant items that are...
Did you meet your lead generation goals for 2018? Whether you were right on, above, or just below the bar, 2019 can be a year of even greater growth. You may need to get back to basics while also trying out some new strategies. The key this year is relevance and targeting, even more so than in the...
In the past, marketing teams were concerned with softer metrics like social media shares, video views, and webpage visits. These metrics spoke to marketing value but not business value i.e. revenue, and it was hard to convince stakeholders to invest in or appreciate marketing. However, B2B...
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...
Despite decades of evidence showing its diminishing returns, Ironpaper's research found that 74% of B2B leaders still purchase cold lists to feed their pipelines. For many, this seems like an easy answer to pipeline pressure: push more messages, get...
B2B marketing isn't getting easier. It's getting exponentially more complicated. The system wasn't built for this level of complexity. Today's marketers are asked to deliver pipeline, build long-term brand value, enable sales, manage campaigns, and...
The traditional B2B lead generation funnel is built on a simple, comforting idea. Awareness leads to interest, interest leads to action, and action leads to revenue. But today's buyers don't behave like that anymore. "Buyers only spend 17% of their...
It's not your offer. It's not your CTA. It's not even your form length. Regulated industries like healthcare, finance, manufacturing, and government face a hidden conversion killer. And it's not visibility. It's one often overlooked factor:...
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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