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A Better Way to Market Your Brand & Accelerate B2B Sales Growth

Sean Parnell – Monday, March 18, 2019


So many companies make the same mistake: they lead with what they sell and why they're good at it. While this may sound counterintuitive, leading with who you serve and what problems you solve resonates with prospects and customers in a far more powerful way – especially when you craft a compelling story around the needs of your clients.

Messaging that Doesn’t Put the Solution Before the Problem

The problem with the traditional approach to messaging is that it only works if the products, services and solutions you sell align exactly with what your prospects think they need. What if they don't know what they want? What if they're wrong? What if they're not even aware your solutions exist?

Unless they are experts in your field, which is unlikely, your prospects are self-prescribing and are likely to be wrong, at least to some degree. It's like prescribing your own medication without a doctor’s advice: you might be right, but you could also be disastrously wrong.

 
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Farewell, Adobe Business Catalyst – What’s Next?

Meredith Schraeder – Wednesday, January 30, 2019


Adobe Business Catalyst Logo

At this time two years ago, we encouraged B2B companies to use Adobe Business Catalyst – our website content management system (WCMS) of choice.

Sadly and unexpectedly, Business Catalyst announced that they will end-of-life the platform by March 26, 2020. Adobe originally wanted to pull the plug in 2018, but pushed the date back as torches were lit and pitchforks were being sharpened. This leaves more than 700,000 websites currently hosted on Adobe with the daunting task of migrating to another platform.

Choosing a WCMS for your B2B website can be a struggle. There are so many – trendy platforms entice you with promises of do-it-yourself website designs and minimal prices. Others wow you with functionality until you realize that the monthly subscription is more than your entire marketing budget.

So, how do you choose the right WCMS without sacrificing something key?

 
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How to Unlock the Power of Your B2B Website with Structured Data

Meredith Schraeder – Tuesday, July 17, 2018


Coding structured data on a computer

The first objective of any marketing effort is to get your message where it needs to go. In digital marketing, your first audience is often a search engine: the powerful, frequently misunderstood gatekeepers of the internet.

Search engines are designed to deliver the best possible results based on what you're searching for. To do so, automatically, they have to decipher and reconcile thousands of formats, languages and vocabularies associated with website coding.

The addition of "structured data" – highly organized blocks of code added to web pages to provide search engines with additional page details – can streamline this process by "speaking" to search engines directly, in a vocabulary they can easily interpret.

Until recently, these multiple languages and vocabularies used on the web for structured data made this process difficult for search engines and web developers alike.

But in 2011, Google, Yahoo, Microsoft, and Yandex jointly conceived Schema.org, an open-source vocabulary that can be built into pages to help site crawlers produce "richer page results." The schema.org project ultimately created a template for communicating directly with Google using uniform microdata, or "structured data," added to any site.

The result is a powerful tool for boosting SEO and unlocking the full potential of your website.

 
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Chicago Innovation Awards 2018: Call for Nominations

Sean Parnell – Friday, June 22, 2018


Chicago Innovation Awards 2018: Call for Nominations

For the 17th consecutive year, the Chicago Innovation Awards will celebrate the most innovative new products and services introduced in the Chicago. Nominees and winners cut across all industries, from large corporations to start-ups, for-profit and non-profit, public and private sector, high tech and low tech. The key is innovation.

I encourage all who have developed a new product or service within the last 3 years to self-nominate for this year's awards. Nominations are free, and can be submitted via an online form at www.chicagoinnovation.com. The deadline is July 31, 2018.

 
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Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

Sean Parnell – Wednesday, January 10, 2018


Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

The B2B sales and marketing landscape can be a murky place.

Visitors may flock to your website but create few qualified leads. A flurry of sales activity doesn't necessarily lead to sustainable gains. You can flaunt your services at all the right trade shows and still go home with little to show for it. And every five minutes some new "must do" marketing platform or technology pops up on the scene.

It's never been easier to sink time and money into marketing your business. What's harder is creating a focused and disciplined strategy that's tied to genuine and measurable ROI.

At Innovaxis, we specialize in helping B2B businesses develop and implement effective sales and marketing strategies specifically tailored for B2B success. Our strategies don't just drive leads – they drive sustainable B2B success. But we don't do it alone.

 
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The Stock Market Is Booming, So Why Isn’t Your Business?

Sean Parnell – Tuesday, November 07, 2017


The Stock Market Is Booming, So Why Isn’t Your Business?

The stock market is at all-time highs. The economy is in the seventh year of expansion since the Great Recession. Big business has never been more profitable, even before proposed cuts to lower the corporate tax rate.

So why aren't small and mid-sized businesses growing at the same rate? Why is it so difficult to generate new business? How can SMBs compete against big business?

If the answers were clear, SMBs would be growing along with the rest of the economy. Instead, they suffer from many hidden barriers to growth. One of the most common, and most damaging, is a misalignment between sales and marketing.

Buyerlytics Plus is the product of 30 years of combined sales and marketing best practice experience between Innovaxis and Infinity, and provides SMBs what no other company can: alignment between sales and marketing and the first step to 10X sales growth.

 
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Buyerlytics® Plus Creates a New Opportunity for Businesses to Achieve 10X Growth

Sean Parnell – Monday, October 30, 2017


Innovaxis & Infinity Partner to Help Businesses Achieve B2B Sales & Marketing Alignment for Midwest Companies with Digital Sales Models

Buyerlytics Plus Creates a New Opportunity for Businesses to Achieve 10X Growth

Chicago & Cedar Rapids – October 30, 2017 – Infinity, Inc., a Cedar Rapids-based sales and service agency, today announces the launch of Buyerlytics Plus: a new way for business-to-business (B2B) technology and service companies to achieve 10X sales growth by aligning sales and marketing.

Buyerlytics Plus provides integrated sales and marketing through Infinity's strategic partnership with Innovaxis, a Chicago-based marketing consultancy and managed services firm.

 
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Sales & Marketing Alignment: Strategy vs. Tactics

Sean Parnell – Monday, September 18, 2017


Sales & Marketing Alignment: Strategy vs. Tactics

If there is anyone who hasn't weighed in by now on the concept of sales and marketing alignment, it's hard to imagine who it could be.

Getting everyone on the same page, in the same boat, on the same planet, holding hands and having a beer together, is, apparently, a goal upon which we all agree and a topic that generates no end of strategies for how to reach it.

Can there possibly be anything left to say? If not, then why isn't your sales & marketing aligned?

The idea of sales and marketing professionals locked in endless disagreement over how to grow a business seems a little dated at this point. We can't really talk anymore about how one pursues results that are easily measured while the other operates in a cloud of theory. The cloud is our second office now and the metrics of modern B2B marketing are as nailed down as any sales quota. Technology has also brought crossover in our interactions with customers, who are likely to engage with our digital marketing long before their first encounter with a sales representative.

However, we hear a lot how salespeople are still cold-calling, sending out their own email campaigns and so embarrassed by their website that they don't want prospects to look at it. What is marketing doing?

 
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New Product Development: Do You Feel Lucky?

Sean Parnell – Tuesday, May 23, 2017


Market Research & New Product Development: Do You Feel Lucky?

It happened again. We've observed another software vendor that released a new product that has generated almost no sales in the first year and which faces an increasingly grim outlook.

How does a vendor with an otherwise successful track record in their bread-and-butter market fail so miserably?

The answer is a lack of insight into both channel and end-user requirements—insight that could be obtained through primary market research.

We've seen this scenario play out time and time again, with millions wasted and many people fired. Two instances come to mind where products were launched with no evidence of market or channel demand, only to see them fail.

 
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How to Drive ROI with ECM Marketing Strategy

Sean Parnell – Tuesday, May 23, 2017


"Marketing doesn't work" – statement from a document imaging reseller to us in 2012.

He was 100% correct: marketing without a strategy, with poor execution and being disconnected with sales most certainly does not work – and this is the most common form of marketing that we've encountered.

So, what does work?

The Marketing ROI Formula

Based on our 16 years working in the ECM industry with over 50 companies, plus our 20 years of business-to-business (B2B) marketing experience, here's what we've found to be a successful marketing formula:

  • Marketing Strategy: creation of a comprehensive marketing plan that answers how marketing will achieve your lead generation, sales, profitability, branding, and thought leadership goals
  • Implementation: execution of the marketing plan, in harmony with sales and executive management, where leads generated are qualified and tracked to determine how much sales was generated to determine marketing's ROI

ECM Marketing Strategy

For this blog post, we'll focus on what makes for an effective strategy. Here are five elements for you to consider:

 
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