Tag: custom marketing program
How Effective B2B Marketing Increases Business Value
If you’re a business owner, you don’t need to hear that you need a marketing plan.
What you may not know or not had a reason to believe until now: if your marketing strategy is developed by people that understand your business and executed effectively, marketing can take you much farther than even the best salespeople – though marketing is meant to align with the sales team and make selling easier. The result: maximum business value when it comes time to sell or pass your business on to the next generation of owners.
Marketing is a way to increase the value of your business – often more so than your sales team,
… Continue Reading >>What Business Owners Should Know about Effective B2B Marketing
Q&A with Innovaxis Founder and President Sean Parnell
Q. What made you decide to make B2B marketing the focus of Innovaxis?When I started in 1996 for a market research and consulting firm, all of our clients were B2B. We interviewed and researched their channel partners, customers and even competitors and reported on market sizing, brand share, new product development, pricing, channel programs, customer satisfaction, and competitive intelligence. We created strategies for our clients to grow based on this information and they did. I then went to work for Shure, an internet startup, and Bell + Howell in a product marketing, product development, and project management capacity.
As a result, B2B is where all my experience has been and,
… 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 >>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,
… Continue Reading >>