The Top 5 B2B Marketing Mistakes
Content marketing is the foundation of inbound lead generation. When part of a strategic marketing plan leveraged with search engine optimization (SEO), content marketing can dramatically increase thought leadership, inbound lead generation, revenue and profits.
Effective content marketing can generate ROI of at least 300% within 9-18 months, sometimes sooner. Unfortunately, ineffective content marketing is more common, can cost several thousand per month and may only result in a handful of leads. How can you tell the good from the bad so you don’t waste a lot of time and money?
Here are five common mistakes made by content marketing agencies, and how to avoid them.Mistake #1: Content in a Vacuum
Any content marketing agency who guarantees they can boost your online ranking with content alone is telling you a tired story.... Continue Reading >>
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,... Continue Reading >>
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.
This year’s winners will be celebrated with 1,500 business and civic leaders at the Chicago Innovation Awards on October 29, 2018, at the Harris Theater. Winners will be covered in local and national media, invited to ring the NASDAQ Bell, invited to meet with the Mayor, Governor, Cook County President and more.... Continue Reading >>
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.
Marketing Strategies that Leverage Your Team &... Continue Reading >>
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
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.
Innovaxis & Infinity Partner to Help Businesses Achieve B2B Sales & Marketing Alignment for Midwest Companies with Digital Sales Models
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.
The Case for Sales & Marketing Alignment Best Practices
While markets have rebounded since the Great Recession, many organizations between $25 and $100 million in annual revenues are still experiencing a
lack of growth.
These companies implement sales and marketing strategies that should be effective, but still fall short of their B2B revenue and profitability goals.... Continue Reading >>
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.... Continue Reading >>
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.
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.
Does This Sound Familiar?
The first example comes from a software vendor
whose engineers came up with an interesting
concept that was a spin-off of a successful,
“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,... Continue Reading >>
Update: Adobe has announced the end of life for Adobe Business Catalyst as of March 25, 2021. Contact us to learn the best options to migrate your website.
As an Adobe Business Catalyst partner for over five years, I’m often asked why this web content management software (WCMS) is so effective for business-to-business (B2B) marketing for small and mid-sized (SMB) businesses. Having worked with WordPress for numerous years, as well as Joomla, Drupal, Modx, Umbraco, Miva, Adobe Muse, American Eagle, Ruby on Rails, Tridion, HubSpot, and good ol’ straight HTML, here’s why Adobe Business Catalyst continues to make so much sense for our clients and for us (this is an Adobe Business Catalyst website).