An innovative B2B growth agency generating leads and driving sales for B2B companies that have a long sales cycle: Ironpaper

The Silicon Review

Ironpaper helps organizations use the digital space to grow their business and increase market share. The company crosses the boundaries of the digital skill divide. Ironpaper’s work blends content, strategy, design, technology, marketing, sales, and business consulting in order to solve real-world growth issues for clients. The company cares deeply about growth, and works hard to cut through the clutter and obstacles that prevent prospects from becoming buyers. The internet and digital arena are transforming the way business is done today. Organizations need to be digital-first in order to attain an advantage. This is especially true in marketing and sales. Ironpaper help its clients go-to-market using the internet as an advantage.

As an agency that integrates marketing, sales, content, design, web, and strategy, Ironpaper embraces hard problems and creative challenges in order to drive results. Ironpaper's process is data-driven and creative. We cut through the clutter that burdens many organizations.

Digital marketing execution
Sales enablement
Marketing and sales alignment
B2B strategy
Content

Ironpaper is a B2B marketing agency obsessed with acquiring and nurturing qualified leads. The company provides strategy and execution for companies that need their investment in marketing to drive business growth. The company focuses on moving the needle for sales. The results of digital marketing are measurable. Engagement, conversion, and attribution metrics are the guide rails for tracking the outcomes of marketing investments. Growing businesses need qualified leads from their marketing programs. Traffic and clicks do not sustain and grow a B2B company. Ironpaper is a growth partner. Ironpaper’s team combines the critical skills needed to drive results. As a results-driven digital marketing agency, Ironpaper partners with clients to achieve business goals. The company provides digital marketing solutions that are data-driven and improved continually. Ironpaper’s campaigns are strategically designed to convert your existing customers, attract new ones, and optimized for success.

The company focuses on transforming marketing investments into business drivers. Ironpaper cares about the impact of its work. The company cuts wasted processes and invests in programs that move the "business needle" using an agile-LEAN model for management. Ironpaper’s work combines strategy and execution with smart, data-driven insights. The company audits and creates an adaptive strategy. Ironpaper sees its mission as influencing strategy while providing agile execution. Starting with the Playbook, the company crafts a game plan designed to drive your business goals and align the right activities. Ironpaper’s marketing solutions are data-driven and strategically designed to attract new leads, convert prospects, and improve lead quality over time.

Digital marketing agencies can be specialized or offer a wide variety of interrelated services. Ironpaper focuses on generating outcomes from marketing--instead of merely being a production agency. The company feels that production agencies tend to fall short when driving business results. Ironpaper’s mission is to provide a full set of services that allow B2B companies to grow faster by gaining qualified leads, engagement pathways, sales opportunities, and better customer engagements.

Use Gated Content to Generate Leads

Offer value and build trust by offering gated content. Gated content targeted to your buyer personas provides value and builds trust with potential leads while allowing you to learn more about them. When using gated content in lead generation for B2B SaaS companies specifically, content should educate readers on their pain points — the causes, market forces affecting their business, and a high-level overview of how leads can solve those pain points. At the top of the sales funnel, leads aren't typically ready to hear about solutions to their problems, so content should be educational and establish you as a trusted resource in the client's industry. Consider using a free eBook, a white paper, original research reports, or a free trial of your product as gated content. Many SaaS companies struggle to convert leads who haven't used their product and aren't sure it will be useful to them. SaaS solutions can be highly complex, so companies must make support products easy to find and read when designing their website to show potential leads that they'll be supported and guided through implementation and use.

Make user guides, demos, product documents, and other support resources available and easy to find on your website. You can even post them to social media or on your blog to boost SEO efforts and show leads doing preliminary research how your solution works. Case studies can also help you instill confidence in potential leads by showcasing customers' positive experiences with your product and the unique ways they've used it.

Improve User Experience

User experience is a significant issue for B2B companies. B2B sites have an average bounce rate as high as 75%, which means they're failing to engage users with their content and convert leads. Improving the user experience on your website will help you solve this problem. When it's easy for users to find the information they're looking for and see the benefit of engaging with a conversion point, they'll be more likely to do so. Your website should also provide an experience specific to the user's pain points, goals, and what you know about them. Using smart forms, progressive profiling, and your understanding of your buyer personas will help you create a positive, tailored experience. Improving the user experience requires thinking about how people currently interact with your website or app. What pages are people bouncing from? Where do they drop off when they're browsing? Are there landings or pillar pages generating a lot of traffic but with low conversion rates? The answers to these questions can tell you where your website's user experience needs improvement.

Jonathan Franchell, Founder and CEO