B2B Marketing Consulting & Agency Services Blog

B2B Marketing Strategy & Managed Services Blog

B2B Messaging Under Duress: 3 Recommendations for Managing COVID-19 Communications

- March 25, 2020 6:00 pm

B2B Storytelling that Cuts Through the Clutter

Your clients have a lot of things to worry about right now. First of course, is protecting the health and safety of their employees and others around them.

But while that’s the priority, the economic risks are hard to separate from our other worries right now. Your clients, like all of us, are navigating the health threat while also scrambling to keep it from spilling over into a threat to their businesses.

How do you communicate with them without simply adding to the noise, or worse – creating the impression that you put profits ahead of public health?

Here are three recommendations on how to communicate with your customers or prospective customers during this crisis:

Share the State of Your Operations

Your customers need to know if there are changes to your capacity or availability.

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B2B Marketing Automation Software: The Case For & Against

- January 27, 2020 5:18 am

B2B Marketing Automation Software: The Case for & AgainstThanks to aggressive sales reps from HubSpot, Pardot, Act-On, Marketo, SharpSpring, and others, many businesses get excited about B2B marketing automation software. It’s the definition of the proverbial “shiny object.”

However, the vast majority of businesses, especially SMBs, are not ready to take advantage of marketing automation software and its myriad features. Why?

When Marketing Automation Makes Perfect Sense

  • You have a written marketing plan at least for this year that connects the dots between your financial goals and marketing activities
  • You have a website that already generates good search engine rankings for keywords and subsequent lead generation
  • You have good website content and some higher level marketing collateral (e.g.
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B2B Storytelling that Cuts Through the Clutter

- January 26, 2020 7:42 pm

B2B Storytelling that Cuts Through the Clutter

In a world full of countless, noisy marketing messages vying for our attention from a multiplying list of platforms, many companies mistakenly try to compete with messaging that is louder. HEY! LOOK AT US, LOOK AT WHAT WE CAN DO!

Meanwhile, your prospects are struggling to figure out whether you are a good fit for helping them do what they do. Hey, look over here! Look at what we need…

Brand Story marketing, adapted from sources like Donald Miller’s book, Building a StoryBrand and Joseph Campbell’s The Hero with a Thousand Faces, reframes the traditional view of marketing, placing the customer at the center of the message rather than the company.

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Tell Your Prospects a Better Story: Theirs

- October 28, 2019 8:43 pm

Tell Your Prospects a Better Story: Their Story

Are you leading with the blah, blah, blah in your marketing? Yawn.

Do you want prospects to see you as just another vendor or a trusted business advisor?

Many companies make the same mistake in their messaging and branding: they lead with their products and services, features and benefits. You know Sandler preaches against this, so why is it so… everywhere in marketing? It’s the same tired story. Prospects have heard it so many times… blah, blah, blah. It’s just noise to them.

Problems Solved vs. Features & Benefits

Lead with the problems you solve and the people you solve them for instead – and you’re likely to find prospects who want to share their problems with you.

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Innovaxis Named to List of Chicago’s Top Marketing Consultants

- July 31, 2019 4:57 pm

Innovaxis Named to List of Chicago's Top Marketing Consultants

As a B2B-focused digital marketing firm with a track record of creating lead-generating marketing content and strategy for a wide variety of businesses, we are proud to have been named to a list of the top marketing and consulting firms serving Chicago.

The ranking, created by Seattle-based research firm Expertise, used 25 variables across five categories that include reputation, credibility, experience, availability and professionalism to establish its list. The agencies on the list were culled from a starting point of more than 600 marketing consultants serving Chicago.

B2B Expertise that Drives Lead Generation

Our president Sean Parnell said the ranking reflects the hard work and specialized expertise that the Innovaxis Marketing team brings to its B2B clients both in Chicago and across the United States.

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30 Proven Formulas for Writing Headlines

- July 27, 2019 11:23 pm

Tested Advertising Methods by John Capbles

As mentioned in our recent blog, The Formula for Headline Success, the book Tested Advertising Methods by John Caples is an all-time classic and must read for all marketing professionals.

Here is another excerpt from the book that I feel is essential for B2B marketers and copywriters: 30 proven formulas for writing headlines that generate results.

News Headlines

Begin Your Headline with the Word “Introducing”
  • Introducing a New Generation of Affordable Art Materials for Student Artists
  • Introducing a New Way to Help Bridge the Gap Between What You’ve Saved and What You’ll Need During Retirement
  • United Airlines Proudly Introduces Something Shockingly Amazing…
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3 Steps for Applying the Merlyn Principle in Business Planning

- July 27, 2019 9:49 pm

Book of Merlyn

In T.H. White’s The Once & Future King, Merlyn explains how he predicts the future: “Now ordinary people are born forwards in Time… But I unfortunately was born at the wrong end of Time, and I have to live backwards from in front, while surrounded by a lot of people living forwards from behind. Some people call it having second sight.”

If you want to predict the future of your business, then start by developing your exit strategy and work backwards. Here are three steps for doing so.

Step 1: Create Your Exit Strategy

It can be uncomfortable to explore the answers to questions like, “How long will I live?

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B2B Lead Generation Demystified: New SEO Guide Available

- July 25, 2019 11:37 pm

B2B Lead Generation Demystified: New SEO Guide Available

SEO is easier than you think when you understand what works: apply these best practices to increase lead generation by 30-300%+…

Creating B2B website content that ranks high and generates leads shouldn’t feel like a baffling exercise in hit-or-miss tactics. High keyword rankings and sales leads are built on practices that leverage expertise in Google architecture and the unique demands of B2B marketing.

Our new guide offers you the best of both, combining more than 16 years of Google experience with deep knowledge of B2B sales and marketing best practices.

Learn how to update your website to reach the right prospects. Overcome your fear of Google algorithm updates and learn techniques that may leave you looking forward to them.

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The Formula for Headline Success

- July 24, 2019 9:34 pm

Tested Advertising Methods by John Capbles

The book Tested Advertising Methods by John Caples is an all-time classic and must read for all marketing professionals.

Though first published in 1932, the fifth edition has been updated so that its even more relevant today and, in our opinion, is relevant for every blog post title and meta description, email campaign subject line and preview test, Google AdWords and other pay-per-click ads, company tag lines, as well as in today’s advertising headlines.

Why is this book so good? Because it takes a simple and powerful approach to writing headlines and other copywriting that generates leads and other results.

3-Step Approach to Headline Creativity

For example,

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5 Common Mistakes Made by Content Marketing Agencies

- July 22, 2019 11:22 pm

How Content Marketing Agencies Fail Their ClientsContent 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.

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