By Matt Pilon, Content Specialist In digital marketing assets, design is as essential as the message it conveys. The two must be paired to be effective. “When design and content work well together, they guide the journey you’re sending your reader on,” said Sara Backus, Ironpaper’s Design Director....
By Jenny Goldade, Content Specialist A solid homepage design will set B2B companies up for success when potential customers visit their website. Even though visual design trends change, some key homepage best practices stay consistent. These tips revolve around knowing that a lead-generating...
By Lindsey Glorioso, Digital Marketer, and Chantel Hall, Marketing Content Specialist An estimated 15% of the global population — roughly 1 billion people worldwide — has a disability, according to the World Health Organization.1 The conversations around disability are often framed in terms of...
A least 50% of B2B buyers moved to a more fully digitized purchasing process in 2021 as a result of the pandemic.1 A website is a critical element of successful digital marketing and sales processes. In this blog post, we’ll discuss some statistics that show just how vital functional and engaging...
By Shawn Smajstrla, Content Specialist Mood boards have a long tradition in interior decoration, photography, and wedding planning, but their utility has carried into the digital design space. This is particularly relevant for brands because websites have become the most valuable real estate they...
The SaaS industry is maturing and tackling more business needs each year. Likewise, the demand for SaaS to solve business problems grows. SaaS products often have similar benefits: the potential to reduce IT support costs, improve ease of use through ongoing updates, and the ability to access tools...
Put the phone down. You don't want to cold-call anyone. Your prospects don't want to be cold-called. Consider these statistics: The average sales development rep makes 52 calls daily. It takes 18 dials to connect with a single buyer. 84% of B2B decision-makers start the buying process with a...
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 sales, and increasing conversions, it's not doing its job. Figuring out why your website is not...
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 innovations in analytics, publishing tools, understanding of web user behavior, and lead tracking tools. The...
The IT services industry must grapple with growing competition. From other providers to the evolving self-help SaaS industry, competitors come in all shapes and sizes. There is also enormous opportunity in the IT services industry. Gartner predicts that worldwide IT spending will grow 6.2% in 2021....
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...
Most IoT marketers excel at describing their product but not at helping buyers make a decision. The result? Long sales cycles, vague interest that stalls out, and technical demos with no business case attached. The root issue isn’t the product. It’s...
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 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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