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 response from prospects is getting harder, according to HubSpot. In part, the reason for this...
To build a sales funnel that really works, sales and marketing teams need to set objective goals and agree on consistent lead qualification criteria that will define each phase of the buyer's journey. Organizations that don't get departments on the same page run the risk of losing highly-qualified...
Article by the Ironpaper team. Content marketers, beware: The people who buy technology products and services don’t care how many awards your company has won or how long you’ve been in business. Buyers crave valuable, educational content that helps them overcome challenges and make difficult...
While there are many types of content marketing imaginable and you are only limited by your creativity, sometimes it can help to start with ideas for inspiration. Content marketing doesn’t need to refer to just the written word (although “crawlable” text content is great for SEO.) Content can be...
Marketing and sales teams are understanding that they need to align their KPIs and goals to be successful. In fact, when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates, according to HubSpot. But planning and mutual agreements can...
SaaS marketing should be used to generate leads and new users who are a qualified fit for your business. Unlike shorter term sales, SaaS companies need to generate a large pool of leads who have a clear problem that can be solved by an ongoing investment. Because of this, SaaS companies should take...
Over 700 people per month search “business email list” into Google, with many others searching variations on the term. Clearly, marketers and salespeople are still trying to purchase their way into building a contact database. But purchasing a business list is risky for a few important reasons....
Iteration and optimization are the two words that should define your account-based marketing campaign. If you want to lower your cost-per-acquisition and scale up reliably, you need to be lean with your campaign launch and test from a few different angles. Not even the most seasoned marketers or...
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 they transition into ABM strategies — that is, targeting specific accounts rather than casting a wide net. But did you know HubSpot has a range of capabilities for ABM?...
by Jonathan Franchell, CEO of Ironpaper - For more tips and hacks: Need to remove a new line after h1 tags? Both web designers and SEO practitioners need to employ headline tags: H1, H2, H3 in several ways to improve web page structure and tag...
The field of digital marketing is evolving rapidly in response to new technology and changing buyer expectations. To help career-minded marketers, we’ve rounded up the top 10 skills needed to succeed in the field. These are skills marketers should...
Searching for a job in the marketing industry when you don’t have a degree in marketing can be discouraging, but getting a job without a degree is entirely possible. The industry is changing, and a traditional degree may not be necessary for all...
The software development market is competitive. Many organizations use sales development teams to attempt to hit their numbers. For most organizations, outbound lead generation isn't sustainable, and it often has diminishing returns if organizations...
By Nicky Capella, Content Strategist The role of marketing within an organization has undergone a significant transformation over the past several years. As businesses increasingly focus on customer experience as a competitive differentiator,...
2022 was a wild year for the job market. From on-the-spot offers to mass resignations, we saw a seismic shift in how employees articulated what matters to them in the workplace. Companies that offered limited flexibility lost out on talent, while...
The digital privacy landscape has been shifting more towards the individual's right to privacy for years, and digital marketers need to ensure they can work effectively without access to third-party data. Sam Ward, Associate Director; Tim Maurizio,...
Content marketers in 2023 will consider changing buyer behaviors, privacy concerns, and the need to measure content’s impact. We know that content marketing is no longer optional, but this method of reaching buyers will become increasingly important...
Consultants are in high demand as businesses adapt to a landscape reconfigured by digital transformation. Still, winning business in this environment requires effective marketing strategies that convey your value proposition. New business starts...
Just as technology continuously evolves, so does digital marketing for B2B technology companies. That's why SaaS, IT, and tech marketers must stay informed about demand and lead generation trends and how to convert prospects into sales...
By Chantel Hall, Marketing Content Specialist With the digital marketing revolution in full swing, there are more tools available to marketers than any team could need. When there’s seemingly a tool for every little task and activity, it’s hard to...
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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