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Interview with Our Founder Sean Parnell

Lina Parnell - Thursday, December 15, 2016

Interview with Our Founder Sean Parnell

Our founder, Sean Parnell, was recently approached by a casting company seeking entrepreneurs in Chicago to take part in a commercial for a major credit card company. They asked some good questions, so we thought we'd share his answers. Enjoy...

Q: Tell us a little about yourself. What do you like to do for fun? Passions? Hobbies?

A: By night, many know me as Chicago's historic bar expert by night: I wrote Historic Bars of Chicago and Created the Chicago Bar Project. By day, I run a marketing consulting agency that I founded 10 years ago. My wife is from Colombia, so we travel there often with our 7-year-old son. Otherwise, it's tennis, baseball, hockey, piano, and basking in the continued afterglow of the Cubs World Series victory.

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B2B Mystery Shopping Questions & Qualifications

Sean Parnell - Monday, December 12, 2016

B2B Mystery Shopping Questions & Qualifications

Unless you have a monopoly, you face competition. So, what do your competitors charge for their products and services so you can compare their value proposition to yours?

Competitive Pricing

In business-to-business marketing, you probably won't find your competitors' price list on their websites. Even if they sell software or cloud solutions and do advertise their pricing, it's often only a baseline: pricing for basic products or services without any customization or significant volume – and so they do not advertise their true pricing following bundling and negotiation.

If you'd like to find out how your competitors really price out their products and services, as well as insights about their selling process, B2B mystery shopping is something to consider. This form of competitive intelligence takes its name from a consumer marketing term as "shopping" doesn't quite capture the path to purchase or buying decision. It's more of an investigation that must be conducted on a strictly ethical basis, but we'll run with it as "B2B mystery shopping" for now...

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What Goes Into B2B Marketing Blogging?

Sean Parnell - Sunday, December 11, 2016

B2B Marketing Consulting: Content-Based Lead Generation

In order to turn blogging into a lead generating machine for our business-to-business (B2B) clients, a lot goes into every single blog post and web page that we create.

For the vast majority of our clients, weekly blogging can turn into gains of over $100,000 in new business per year.

Recipe for Success

Here's the recipe for a successful B2B marketing and lead generation effort:

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Are You Happy with the Results of Your Marketing?

Sean Parnell - Thursday, October 20, 2016

Are You Happy with the Results of Your Marketing?

As you think about strategic marketing planning and budgeting for 2017, I have 3 questions for you:

  1. Are you happy with the results of your marketing efforts this year and how they translated into lead generation and sales success?
  2. Are you confident in your ability to execute your marketing plan for 2017 with your current internal and external resources?
  3. Are you on top of content marketing, and ranking as high as you want for your highest priority keywords?

If not, we should talk.

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Strategic Marketing Planning for 2017: How Strong Is Your Plan?

Sean Parnell - Tuesday, October 18, 2016

Strategic Marketing Planning for 2017: How Strong Is Your Plan?

Once again, it's budget season. Try to contain your excitement...

While establishing budgets is a critical step, we believe that a more powerful way to look at it is "strategic planning season" – especially for companies that want to grow by 10-20% or more.

Budgeting vs. Strategic Planning

Strategic planning season is where budgets are driven by your goals for 2017. Sales and marketing goals often include:

  • Revenues: overall, per country, per service, per channel partner, and per account
  • New Client Acquisition: average selling price per engagement, number of new engagements, close rate
  • Client Retention: retention percentage, growth of each account
  • Lead Generation: combination of inbound (web, content marketing and SEO), and outbound marketing efforts (campaigns, events, PR, etc.)

The most effective strategic marketing plan gives you clarity on how to achieve these goals, how much those efforts will cost (internal time and external costs) and the expected ROI.

If you focus on budgeting first, the temptation is to think about doing the same thing next year as this year with some incremental increases. This likely will lead to incremental results and not serious growth.

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How to Self-Administer an Adobe Business Catalyst Site

Sean Parnell - Wednesday, October 12, 2016

How to Self-Administer an Adobe Business Catalyst Site

If you need to transfer the administration of your Adobe Business Catalyst (ABC) website to yourself, here's how to do it.

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B2B Marketing: 3 Components

Sean Parnell - Saturday, July 16, 2016

B2B Marketing: 3 ComponentsMarketing can seem very complicated but it doesn't have to be. Marketing is three things: strategy, inbound marketing and outbound marketing. Here they are explained along with critical success factors.

Strategy

Critical Success Factor: be holistic with goals – remember the 4 Ps of Marketing:

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Strategic vs. A La Carte B2B Marketing

Sean Parnell - Friday, March 04, 2016

Strategic vs. A La Carte B2B MarketingIf you realize that marketing your business powerfully can create a competitive advantage for you that generates higher levels of revenue and profitability than sales can do its own, then we congratulate you. You're about to take a big step, especially if you understand that you can't go it alone anymore.

To select a marketing company that is best suited for you, there are two primary options: an à la carte vendor or a strategic marketing partner.

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Website Strategy: Performance vs. Design

Sean Parnell - Wednesday, February 24, 2016

Are You Satisfied with How Your Website Performs?

B2B Website StrategyB2B buyers today spend a great deal of time educating themselves about a business issue and possible solutions. When a visitor lands on your site (if they can find it), you've only a few seconds to convey that your product or service is relevant and your company is an authority. If you do, you will generate quality sales leads. If you don't, you'll never make it to the shortlist.

It All Starts with Strategy

A website that delivers quality leads, a healthy conversion rate and increased sales, begins with strategic planning.

To perform, your website needs to go beyond looking good and being easy to navigate to making it possible to accomplish your business goals, including revenues, profitability, and new client acquisition. Before you even think about a new site, step back and see if you can answer these six questions:

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Innovaxis Named Top Digital Marketing Agency, Again

Sean Parnell - Thursday, February 18, 2016

For the Third Consecutive Year, Clutch Recognizes Innovaxis for 2016

Innovaxis Named Top Chicago Digital Marketing Agency, AgainClutch today announces that Innovaxis has been named a top digital marketing agency in Chicago for the third year in a row.

Agency Selection Methodology

This new research by Clutch identifies Chicago-based agencies with exceptional records of client service in digital marketing. Clutch uses a proprietary Leaders Matrix methodology that maps each digital marketing agency's focus on digital marketing services against their ability to deliver based on client expectations.

"In today's digitally focused market, businesses of all sizes benefit from a strong online presence," stated Eleonora Israele, Analyst at Clutch. "Innovaxis has shown the ability to plan and execute complex digital marketing campaigns that increase their clients' online visibility."

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