They say 80% of businesses fail, so it’s actually pretty easy to suck at B2B marketing strategy.
Still, a broken clock is right twice a day and you could get lucky, so here are some tips for covering all the bases in your next strategic marketing debacle.
Don’t Listen to Your Customers
The quickest way to fail is to ignore the people who might actually buy from you.
You know what’s best for your channel partners and customers, so why bother with getting their input? After all, it would be better if we didn’t have to deal with them at all, right? So why would we want to [gulp] actually talk to them?… Continue Reading >>
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 >>
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.… Continue Reading >>
Time and time again, we’ve found that any given market has at least 3-4 main segments. Many of their requirements overlap, but there are always key differences. Are you marketing to these market segments and, if so, do you know which are the most profitable?
For example, in the commercial document scanner market, we found three main types of resellers through market research: System Integrators (SI), Hardware Resellers and Services Firms. The SIs offered hardware installation as just one of their services, so they sold many scanners at a fat margin because they are a smaller part of the sale and can be marked up nicely. Hardware Resellers sell only hardware, sell in high volume and at the lowest price (and margin),… Continue Reading >>
If the market is large and growing, we can become millionaires if we just show up and only get 5% market share, right? Wrong.
One of our clients (who shall remain nameless) exhibited this “Show Up and Win” mentality and launched a series of new products without once asking their customers what they wanted or their distribution channel partners if they would sell these new products over the existing products they had sold for years. The result: even in an exponentially growing market, they could only win <1% of the overall market. Why?
Even if the product were in tune with the customer requirements that would generate the most sales (it wasn’t because they didn’t talk to any customers or channel partners before launch),… Continue Reading >>