B2B Marketing Consulting & Agency Services Blog

B2B Marketing Strategy & Managed Services Blog Tag: brand story

The Formula for Successful Messaging in Headlines, Ads, Emails & Everything

Sean Parnell - Saturday, June 1, 2024

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 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.

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How to Increase Lead Generation with Thought Leadership

Sean Parnell - Tuesday, May 14, 2024

Man holding lightbulb

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.

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Why Website Development Projects Fail

Sean Parnell - Monday, May 22, 2023

Website development graphic

Learn how to develop a website that drives sustainable, double-digit growth instead of a sharply designed digital brochure

A new website is an exciting step for any business, whether it’s a build-from-scratch project or more of a renovation.

Why then are so many marketing leaders and business owners unhappy with their website? Why do so many well-meaning website developers and marketing agencies go wrong?

Based on our experience, which includes creating our first web page in 1995, most website projects fail because they are done backwards: they start as creative endeavors instead of being a strategic demand generation engine and end up serving as a digital brochure that doesn’t increase demand or generate leads.

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10 Perils of Paying a PPC Agency to Run Your B2B Pay-per-Click Campaigns

Sean Parnell - Thursday, October 27, 2022

Google Ads Partner Badge

With 15 years of experience providing B2B marketing and consulting services, we are not timid in warning B2B clients of the risks of using a pay-per-click (PPC) agency to run ads on Google, Bing, LinkedIn Campaigns, and others.

While clients are often tempted – and sometimes will give them a try – at best, these campaigns generate a few leads but do not pay for themselves. At worst, they waste time and money in the process of producing no results at all.

Why do PPC agencies fail so often at B2B pay-per-click campaigns? Below are the top 10 reasons.

Lack of Strategy

Most PPC agencies focus on B2C clients.

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Successful Marketing Requires a Deep Understanding of Your Business

Sean Parnell - Saturday, October 22, 2022
The #1 reason marketing is ineffective is because your marketing resources lack a structured process and experienced people for understanding your business, rapidly and holistically

Successful Marketing Requires a Deep Understanding of Your Business

If you want to develop a great marketing strategy, just Google it. There are thousands of them, conveniently portioned into whatever size you’re looking for.

You want “5 Tips?” “Eight Steps”? How about “11 Strategies”? Can we show you something in a bigger size? Maybe “18 Ways” is more of what you’re looking for…?

They’re all there, along with ways to become a social media star, crush your competition, and dazzle your prospects with the latest in marketing automation tools.

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How Content Marketing Can Drive Double-Digit Sales Growth

Sean Parnell - Thursday, September 22, 2022

B2B Content Marketing Best Practices

With signs pointing up for the U.S. economy, despite inflation and supply chain challenges, manufacturers, software developers, service providers, and nonprofits have a unique opportunity to grow their share of the market.

But it won’t happen for everyone. As with luck, economic tailwinds favor the prepared. That’s why it’s critical to establish an effective content marketing strategy.

Door knocking, cold calling, and tradeshows might have been effective in the past but that’s no longer the case for most businesses – even if you can find enough salespeople to do it.

Today’s markets demand educational, online content – with information that helps educate prospects who are increasingly researching solutions before ever speaking to you.

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How to Get the Most out of Google Ads for the Least Amount of Spend

Sean Parnell - Saturday, February 26, 2022

How to Get the Most out of Google Ads for the Least Amount of Spend

While getting results from pay-per-click (PPC) advertising on Google Ads can seem expensive, complicated and mysterious, it can have a significant impact on lead generation and increasing client acquisition with a clear strategy and experienced execution.

With a platform that processes over 8.5 billion searches a day, Google Ads can provides serious reach. According to Google’s annual economic Impact report, companies that advertise on Google Ads generate $2 for every $1 spent, on average.

What Google doesn’t tell you, however, is that it’s easy to spend a lot of money for little or no result if your campaigns are managed by someone without extensive experience, a bit of Google savvy in avoiding common traps,

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How Do Custom B2B Marketing Programs Work?

Sean Parnell - Friday, December 10, 2021

How Do Custom B2B Marketing Programs Work?

Business owners and marketing executives of business-to-business (B2B) companies face a major challenge: to dramatically increase lead generation and sales without having the right mix of marketing skills on their team.

They turn to marketing agencies for help, but spend a lot of money without getting results.

Custom and comprehensive marketing programs produce results by increasing demand generation for B2B clients because they take a holistic approach to all 4 Ps of marketing – product, placement (channels), pricing, and promotion.

Unlike what is very common in B2B marketing, where companies move from promotion to promotion without an overall strategy, it’s important to avoid “hit-and-run” marketing. Piecemeal marketing generates piecemeal results,

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How to Grow Your Business Out of Uncertainty

Sean Parnell - Friday, July 24, 2020

Grow Your Way Out of Uncertainty; diverging pathway with signs pointing in different directions

If you’re struggling to conduct “business as usual” right now, you’re not alone. Whether it’s a global pandemic or a more ordinary hurdle, uncertainty can be crippling.

If you think of your brand as a story, “uncertainty” is your new villain – your nemesis in times of crisis. But there is a path to a happy ending, and we can help you get there.

Here are four steps for growing your way out of uncertainty.

Step 1. Embrace the Situation

Uncertainty is often a product of unexpected change; finding your way out means accepting that things are different. You certainly don’t have to like it. But there’s a lot of opportunity out there—there always is—though it can be stressful as we work through the churn.

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SEO & The Role of Content Marketing

Sean Parnell - Monday, June 29, 2020

SEO & The Role of Content Marketing

“Creating compelling and useful content will likely influence your website more than any of the other factors discussed here.” – Google SEO Starter Guide

Once all of your current web pages and blogs are fully optimized for SEO, you’ll see significant rankings increases often 2-30% or more. For keywords where you’re not yet ranking on Google page one’s top 3 results, you will need more content to drive them higher in addition to offsite link building, which we will cover later.

After brainstorming and prioritizing new content ideas, you will have a new content calendar. We recommend that you create at least three new website content items per month that include fully optimized page names,

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