Your content is the foundation of your inbound marketing efforts. According to Content Marketing Institute, content marketing is “a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience—with the objective of driving profitable customer action”. Think of content as the fuel to all of your marketing campaigns from email to social. Create content that is impactful to your audience and drives sharing. Through creating high quality content, you can begin to gain your buyer’s trust and start breaking through the noise.
An autoresponder is a computer program that generates a response to an email, request, or action. Autoresponders were initially used to notify a sender of an undeliverable email, but now they are often used in email marketing. Autoresponders can give you the ability to send a customer a pre-written email when a specified event takes place, such as a customer creating an account or purchasing a product.
Content is a great way to guide users to a landing page. Typically, you create content to provide visitors with useful, free information. You can include CTAs anywhere in your content — inline, bottom-of-post, in the hero, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.

In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.
In B2B, inbound is the preferred channel of lead generation. The whole process of drawing a lead into doing business with you—by educating first and selling later—matches the B2B business model, where businesses don’t make impulsive purchase decisions. Which is why inbound marketing in B2B takes leads through three levels of the sales funnel: ToFu (top of the funnel), MoFu (middle of the funnel), and Bofu (bottom of the funnel).
Flexibility is necessary, but not always easy—especially when you’re trying to get both your marketing and sales teams up to speed. Best practices around the many complex things that comprise marketing today, including website best practices, mobile viewability, email, SEO/SEM, marketing automation, content marketing, and social media change so swiftly that many people find it difficult, if not downright impossible, to keep up.
When a new approach to marketing takes marketers by storm, some marketers make the mistake of moving into new strategies full force, leaving methods that have worked well in the past smoldering in the dust. The best marketing campaigns use several marketing forms simultaneously. The key to maximizing results with every effort is to know your purpose, target the right customers and learn from your results.
No matter how effective the subject line you’ll always have subscribers who don’t open it for a variety of reasons. Send your email again specifically targeting a list segment of those who didn’t open the first time around. Not only is this a second chance in case they just missed the first email, it’s another opportunity to further split test subject lines as well as send times.
Whether you’re dealing with consumer or business leads, successful lead scoring depends on a number of factors, such as high-quality content, well-defined buyer personas, relevant interactions, and involvement of the sales team. Lead generation software can be a useful tool, as often includes automated lead scoring. Learn more about how to generate leads on the blog.
In the old world of information scarcity, the concept of “lead generation” meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person.  So businesses must make sure that they build their digital presence.
When an MQL displays sales-ready behavior, like requesting for a demo or signing up for a free trial, they become a sales qualified lead. These leads are usually handed over by the sales team to an Account Executive (AE). SQLs are close to making a purchasing decision, so the quicker the AE acts, the higher their chances of conversion. A good way to identify an SQL is by applying the BANT framework—do they have the Budget, Authority, Need and Timeframe to buy from you? https://s3.amazonaws.com/mailbakery/wp-content/uploads/2017/06/28123309/25_Brilliant-670x310.jpg
When a subscriber is sorted into a segment, it can trigger an automation to send to them. Each person’s interactions with your email campaigns or your website can trigger a sequence of follow-up emails based on their interests, allowing you to hone your message to your targeted audience. For example, if someone visits your pricing page, you know they’re probably further down your sales funnel and will want to follow-up appropriately. Or if they went to a specific product page or clicked on a link for that product, you can send additional information about the product, testimonials and more.

With the new buyer it is important to note that your marketing efforts don’t end once a new lead comes into your system – what we call Top of the Funnel (TOFU) marketing.  Many companies do a good job at generating leads, but the problem is that most new leads are not ready to buy yet.  And if a sales rep does engage and the lead isn’t ready to talk with them, it reinforces the notion that marketing sourced leads are not great. As a result leads get lost, ignored, or snatched up by your competitors.
Ironpaper works with B2B enterprises and organizations wishes to scale their marketing efforts. We focus on sales qualified lead generation and prospect to lead conversion rates. Our services include lead-generation marketing, automation, advertising, social media, SEO and PPC. We build websites, mobile apps and produce great content to win new business and leads for clients.
When a subscriber is sorted into a segment, it can trigger an automation to send to them. Each person’s interactions with your email campaigns or your website can trigger a sequence of follow-up emails based on their interests, allowing you to hone your message to your targeted audience. For example, if someone visits your pricing page, you know they’re probably further down your sales funnel and will want to follow-up appropriately. Or if they went to a specific product page or clicked on a link for that product, you can send additional information about the product, testimonials and more.
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