Sean Parnell
5 Mistakes You’re Making on Your B2B Website
You’ve spent a lot of time, money and effort developing your B2B website. But while it looks sleek and includes lots of information about your products and services, it’s a lot less impressive when it comes to generating business.
It’s a common frustration for business owners who go to the trouble and expense of a website renovation only to discover that beneath a superficial layer of style and a few user experience upgrades, there isn’t much happening to convert visitors into leads.
Here are 5 reasons that could explain why.
1. Too much design; too little story ... Continue Reading >>How to Fail at B2B Marketing (Without Even Trying)
In B2B marketing, there’s no shortage of ways to crash and burn. From websites that repel prospects to SEO strategies that vanish into the Google abyss, most companies are just one bad decision away from total marketing meltdown.
That’s why we created How to #Fail at B2B Marketing — the ultimate guide to doing everything wrong.
Inside, you’ll find battle-tested tips on how to:
- Build a website that only looks great on your laptop (and nowhere else)
- Write content so boring your prospects will thank you for the unsubscribe link
- Use AI to automate mediocrity, faster
- Spend thousands on Google Ads that no one ever clicks
- Post “relatable” social media content that makes your brand look unhinged
Think of it as a cautionary tale for anyone who’s ever said,
... Continue Reading >>Why “Top 10 B2B Marketing Agency” Lists Are Nonsense
If you’ve searched for a B2B marketing agency recently, chances are you’ve stumbled across a blog written by an agency titled something like “Top 10 B2B Marketing Agencies You Should Know.” At first glance, it looks promising — until you notice the agency that published it has conveniently listed itself as #1.
Let’s be blunt: this is marketing BS.
Top 10 lists written by agencies that crown themselves the best aren’t credible — they’re self-serving. The real purpose of these blogs isn’t to help you choose the right partner. It’s to game Google rankings and large language models (LLMs) so that when you ask, “Who are the top B2B marketing agencies?” their name pops up first.
... Continue Reading >>4 Strategies to Get More from Your Manufacturing Marketing Efforts
Manufacturers often struggle to get results from their marketing efforts.
Sometimes, it’s the result of relying on traditional sources of marketing in the belief that catalogs, tradeshows and industry advertising are the primary drivers of manufacturing lead generation, e-commerce sales and revenue growth.
Sometimes, the problem is brand story messaging that is so product-focused that it doesn’t convey the and the real value you provide to your customers.
Often, the problem can be tied to an approach that is more random than strategic: a few trade shows here and there, a website makeover, and the occasional email sent out into the wide world of potential prospects.
... Continue Reading >>Innovaxis Is Now DBE & ACDBE Certified
Innovaxis is now certified through the City of Chicago for working with government transportation agencies in Illinois and their prime contractors
Innovaxis has been certified as a Disadvantaged Business Enterprise (DBE) and Airport Concession Disadvantaged Business Enterprise (ACDBE) through the City of Chicago. This is in addition to being a certified minority and woman-owned marketing consulting agency.
Recognized under the Illinois Unified Certification Program (IL UCP), these certifications enable Innovaxis to work with government agencies, including the Illinois Department of Transportation (IDOT), Chicago Transit Authority (CTA), Metra, and Pace, and to serve prime contractors as a certified DBE/ACDBE-certified subcontractor.
“These certifications are more than just a milestone for us;
... Continue Reading >>How to Increase Demand, Revenues & Business Value with Lean Marketing
Especially in business-to-business (B2B) markets, many business owners complain about the effectiveness of their marketing. Why is effective B2B marketing so rare?
Some business owners see a competitor’s fancy new web design, snappy taglines, or flurry of LinkedIn posts and start to think they’re in need of a blingy makeover. Just because a business invests their time in the noisy currency of social media or a digital color scheme doesn’t mean such efforts are driving business their way.
It’s what we call “Shiny Object Syndrome,” and it’s usually just a distraction, especially when the bells and whistles are not accompanied by messaging that clearly articulates the business value in a way that resonates with the right audience.
... Continue Reading >>Innovaxis Is Now a Minority-Woman Owned Business Certified by the State of Illinois & City of Chicago
We are now quadruple-certified as a minority woman-owned business by the WBENC, SBA WOSB, State of Illinois, and City of Chicago
We are proud to be certified as a Women/Minority Business Enterprise (WMBE) by the State of Illinois Business Enterprise Program (BEP) and as both a Minority-Owned Business Enterprise (MBE) and Women-Owned Business Enterprise (WBE) by the City of Chicago.
These designations add to our list of diversity certifications, which includes recognition through the Women’s Business Enterprise National Council (WBE) and the SBA’s Women-Owned Small Business (WOSB).
Meeting Diversity Goals
The Illinois Commission on Equity and Inclusion and the City of Chicago have both confirmed our status as a minority woman-owned business,
... Continue Reading >>Pretty (Ineffective) Marketing: The High Cost of Using a Creative-Only Agency
Many businesses fall into the trap of hiring marketing agencies that deliver beautiful branding, slick websites, and pretty ads — but fail to generate leads or drive sales. Here are five good reasons to avoid that type of marketing.
Style Without Substance Is a Pretty Big Mistake
When you partner with an agency focused on style rather than results, you may end up with a website that looks good but doesn’t communicate your value or convert visitors. You get a design award while your prospects find your competitors instead.
Takeaway: Style-focused marketing gets applause. Strategic marketing gets results.
Creative-Led Firms Don’t Understand Your Business
Vanity marketing agencies rarely take the time or have a process for truly understanding your business,
... Continue Reading >>Paid Discovery: How to Monetize the Discovery Process
In non-commoditized business-to-business (B2B) and business-to-consumer (B2C) markets for products and solutions that cost thousands of dollars or more, building trust is a crucial component of the pre-sale phase.
Prospects don’t make big-ticket investments without a lot of confidence in both the solution and the company. You can’t close a $50,000 to $100,000+ deal on the strength of an initial consultation or even a demo.
For software vendors and manufacturers, prospects may not even want to see a demo because they don’t want a sales rep conducting a dog-and-pony show for something they’re not even sure they need.
The Value of Solid Due Diligence
A paid assessment,
... Continue Reading >>Learn Why Your Marketing Isn’t Producing Results with an Audit
Lackluster marketing results are rarely the result of lackluster efforts. Many businesses devote a lot of time and attention to marketing and still see little return.
While it can be easy to mistake a lot of activity or a big budget for a healthy marketing plan, a closer look can reveal a very different picture. No matter how well-inspired, random acts of marketing rarely produce much more than noise. And when it comes to your marketing efforts, there is no good reason to experiment to see what works.
A comprehensive marketing audit will show you exactly what’s working and what isn’t and provide a plan for transforming your marketing into a lead generation machine.
... Continue Reading >>