Sean Parnell
Fuel Sustainable Growth with Brand Storytelling
We are excited to announce the launch of the Brand Story Workshop for business owners and marketing leaders who want their messaging to increase leads and sales.
The Brand Story workshop is available for nonprofits, government agencies, manufacturers, software vendors, and other businesses that want their messaging to resonate powerfully with target markets. In particular, startups can utilize the Brand Story Workshop to avoid ineffective messaging that often leads to catastrophic failure.
As a Vistage member since 2021, the Brand Story Workshop is available to Vistage chairs as well as other organizations and industry associations.
... Continue Reading >>4 Marketing Partner Best Practices: How Does Yours Stack Up?
As a former head of market research consultant, head of product management, and having worked with hundreds of clients that have been under-served by their so-called marketing “partner” over the past 18 years, I know what ineffective marketing looks like and how much it can hold you back.
How well does your marketing partner stack up with the following?
1. Being a True Marketing Partner vs. a Vendor
Does your marketing company actively bring new lead generation and thought leadership ideas to you on a regular basis? Do they meet with you on a regular basis and provide monthly reporting? Can they provide useful guidance on even beyond marketing?
2.
... Continue Reading >>Brand Story & SEO: Increasing Website Conversions
To increase your website’s capacity to generate leads, many often turn to a commissioning new web design. Facelifts can help but only addresses the style of your brand and not its substance.
Savvy marketers know that you can increase traffic to your website with content marketing leveraged by search engine optimization (SEO) and PR to increase leads but that’s only half the battle.
While a creative, professional web design, content marketing, SEO, and PR are all important pieces of the puzzle, converting more website traffic into leads depends more upon how strongly your messaging resonates with prospects.
... Continue Reading >>Innovaxis Earns Women-Owned Business Certification from WBENC
We’ve always believed that great marketing starts with great people. Our team brings together a talented and diverse group of professionals dedicated to helping businesses grow. We’re excited to announce that Innovaxis is now a nationally certified Women-Owned Business through the Women’s Business Enterprise National Council (WBENC), the nation’s leading certifier of businesses owned and operated by women.
This milestone reinforces our values of excellence, diversity, innovation, and collaboration. Beyond the certification itself, WBENC opens doors for us and our clients, enabling us to partner with corporations and government entities that prioritize supplier diversity.
Innovaxis: Built on Expertise, Talent, Leadership & Diversity
Innovaxis was founded in 2007 with a vision of delivering marketing strategies that drive business growth and value.
... Continue Reading >>Your 2025 B2B Marketing Plan: What You Should Be Doing Differently
Well into the tech boom of AI, automation and machine learning, we are navigating a marketing landscape that is evolving faster than ever – and it’s time to rethink your marketing approach.
The old playbook is no longer enough. Markets are evolving, buyer behavior has shifted, and the tools available are more powerful than ever. To succeed, businesses must adapt, innovate, and make strategic decisions to seek meaningful engagement, blue oceans, and revenue growth.
Here’s what you should be rethinking for the year ahead.
1. Align Marketing with Revenue Goals
Too many marketing plans focus on vanity metrics – clicks and traffic that may or may not be human – without directly linking efforts to revenue.
... Continue Reading >>3 Critical Website Measures
Every company knows they need a compelling website to stay competitive. Still, far too many spend little or no time tracking and evaluating the effectiveness of their website and online marketing campaigns. Over the last decade, our experience has taught us that having the answers to 3 basic questions—and knowing what to do with that information—can lay the foundation for higher conversion rates, increased sales, and greater ROI on marketing budgets. These answers can be the difference between success and failure.
- How many unique visitors does your site get per month?
- What are the top 5 pages on your site?
- What are the top 5 sources of traffic to your site?
7 B2B Marketing Steps for Fueling Sustainable, Double-Digit Growth
From manufacturing to software developers to professional services to contractors, breaking through competitor noise in the B2B marketing landscape isn’t easy, but it’s essential for growth. Picture this: you’re not just aiming for incremental gains but for sustainable, double-digit growth that propels your business forward.
Achieving this requires more than just surface-level tactics. It’s about diving deep into market research, crafting compelling stories, and executing a balanced mix of inbound and outbound strategies. Here are seven essential steps that will transform your B2B marketing efforts into results you can measure by leads and sales, not noise.
1. Marketing Strategy
An effective marketing strategy isn’t something you can whip up after a few sales calls.
... Continue Reading >>How to Cut B2B Marketing Costs and Increase Leads & Sales
“Reducing marketing spending will, in most cases, only make a bad financial situation worse. You can almost never save your way to profitability.”
– Craig Bloem, Inc.
When the market falters or new obstacles cut into your business goals, are you tempted to cut marketing costs? Be careful not to cut your leads and sales as a result:
Not all outsourced marketing is effective, so how do you select the right partner?
The right marketing partner is a cost-effective way to control costs without losing the momentum that marketing provides for your sales efforts. Here are some key criteria for identifying the partner – and the ROI – that you need.
... Continue Reading >>The Formula for Successful Messaging in Headlines, Ads, Emails & Everything
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 print and digital ads, Google Ads and other pay-per-click campaigns as well as for blog post and web page titles (H1 headings), page titles and meta descriptions (SEO), email campaign subject lines and preview text, direct mail pieces, company tag lines, and anywhere else you promote your messaging.
Why is this book so good and relevant over the last 100 years? Because it takes a simple and powerful approach to writing headlines and other copywriting that generates leads and sales.
... Continue Reading >>How to Increase Lead Generation with Thought Leadership
It may seem obvious to say that people seek out businesses that demonstrate thought leadership in their industries, but you would be surprised at the number of business owners whose marketing includes few examples of it – or none at all.
When a potential customer is researching your products and solutions, thought leadership can be a powerful differentiator. There are few ways as effective at driving leads as guides, industry publication articles and whitepapers that demonstrate the depth of expertise and experience you provide.
So why don’t more marketing efforts feature this type of content?
In many cases it’s because of a mistaken idea that marketing should lead with the benefits of products and services.
... Continue Reading >>