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A Better Way to Market Your Brand & Accelerate B2B Sales Growth

Sean Parnell - Monday, March 18, 2019

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,

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Farewell, Adobe Business Catalyst – What’s Next?

Meredith Schraeder - Wednesday, January 30, 2019

Adobe Business Catalyst Logo

At this time two years ago, we encouraged B2B companies to use Adobe Business Catalyst – our website content management system (WCMS) of choice.

Sadly and unexpectedly, Business Catalyst announced that they will end-of-life the platform by March 26, 2020. Adobe originally wanted to pull the plug in 2018, but pushed the date back as torches were lit and pitchforks were being sharpened. This leaves more than 700,000 websites currently hosted on Adobe with the daunting task of migrating to another platform.

Choosing a WCMS for your B2B website can be a struggle. There are so many – trendy platforms entice you with promises of do-it-yourself website designs and minimal prices. Others wow you with functionality until you realize that the monthly subscription is more than your entire marketing budget.

So, how do you choose the right WCMS without sacrificing something key?

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Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

Sean Parnell - Wednesday, January 10, 2018

Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

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 &

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The Stock Market Is Booming, So Why Isn’t Your Business?

Sean Parnell - Tuesday, November 7, 2017

The Stock Market Is Booming, So Why Isn’t Your Business?

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
big business?

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.

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Buyerlytics® Plus Creates a New Opportunity for Businesses to Achieve 10X Growth

Sean Parnell - Monday, October 30, 2017
Innovaxis & Infinity Partner to Help Businesses Achieve B2B Sales & Marketing Alignment for Midwest Companies with Digital Sales Models

Buyerlytics Plus Creates a New Opportunity for Businesses to Achieve 10X Growth

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.

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Sales & Marketing Alignment: Strategy vs. Tactics

Sean Parnell - Monday, September 18, 2017

Sales & Marketing Alignment: Strategy vs. Tactics

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.

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Adobe Business Catalyst: Far Better than WordPress for B2B Small Business

Sean Parnell - Thursday, January 12, 2017

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.

Adobe Business Catalyst: Far Better than WordPress for B2B Small Business

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).

What Do You Like Best about Adobe Business Catalyst?

Adobe Business Catalyst requires a minimum of website development to look great (no more need for Joomla,

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Interview with Our Founder Sean Parnell

Sean Parnell - Thursday, December 15, 2016

Interview with Our Founder Sean Parnell

Our founder, Sean Parnell, was recently approached by a casting company seeking entrepreneurs in Chicago to take part in a commercial for a major credit card company. They asked some good questions, so we thought we’d share his answers. Enjoy…

Q: Tell us a little about yourself. What do you like to do for fun? Passions? Hobbies?

A: By night, many know me as Chicago’s historic bar expert by night: I wrote Historic Bars of Chicago and Created the Chicago Bar Project. By day, I run a marketing consulting agency that I founded 10 years ago. My wife is from Colombia, so we travel there often with our 7-year-old son. Otherwise, it’s tennis, baseball, hockey, piano, and basking in the continued afterglow of the Cubs World Series victory.

Q: Tell us a little about your business.

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B2B Mystery Shopping Questions & Qualifications

Sean Parnell - Monday, December 12, 2016

B2B Mystery Shopping Questions & Qualifications

Unless you have a monopoly, you face competition. So, what do your competitors charge for their products and services so you can compare their value proposition to yours?

Competitive Pricing

In business-to-business marketing, you probably won’t find your competitors’ price list on their websites. Even if they sell software or cloud solutions and do advertise their pricing, it’s often only a baseline: pricing for basic products or services without any customization or significant volume – and so they do not advertise their true pricing following bundling and negotiation.

If you’d like to find out how your competitors really price out their products and services, as well as insights about their selling process, B2B mystery shopping is something to consider. This form of competitive intelligence takes its name from a consumer marketing term as “shopping” doesn’t quite capture the path to purchase or buying decision.

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