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#fail: 5 Ways to Fail Hard at Product Management

Raven Chapman - Thursday, July 9, 2020

Slime

A dream is a really fragile thing and market research is a death sentence when it comes to really stupid dreams…

Product managers – sometimes referred to as product marketers – are responsible for incorporating the voice of the customer into the development process to produce something – sometimes referred to as a product – that somebody will want to buy, possibly.

What is the big deal exactly? 15-year-olds can do it. We live in a world where it is possible to whip up six-figure profits selling slime out of your parents’ kitchen.

So when you hear the so-called “experts” droning on about things like “product roadmaps” and “market research,” just remember that a dream is a fragile thing and market research is a death sentence when it comes to really stupid dreams like becoming a millionaire by selling rocks or blankets with arms.

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Why SEO?

Sean Parnell - Tuesday, April 7, 2020

B2B Search Engine Optimization (SEO)

Before you jump into the bottomless pool of opinion on how to do B2B search engine optimization (SEO), it’s important to consider an often-overlooked question in the overheated debate around SEO strategy: Why do it? What is the underlying goal?

SEO is perhaps the single most misunderstood factor around the process of creating a B2B website in the hope of converting visitors into customers: if you don’t have high-quality content aligned to a sales and marketing strategy, an SEO strategy is worthless.

The Whole Point

Strange but true – SEO efforts often overlook the fundamental purpose behind the whole exercise: delivering information to a target audience in a way that will prompt them to buy what you’re selling.

A strategy that delivers a bigger audience to a website that has nothing to say is not a strategy at all.

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#fail: How to Write B2B Blogs that Suck

Pat Dunnigan - Wednesday, March 25, 2020

How to Write B2B Blogs that Suck

There are a lot of ways to fail at B2B blogging and sometimes we feel as if we have seen them all, but then from out of the blue – and yes, the internet is in fact, mostly blue; we looked it up – will come a daring and original new form of just plain terrible blogging.

We’re looking at you,                   .com

But you don’t have to be super creative to fail at B2B blogging. There are plenty of ordinary ways to create B2B blog content that is limp, unreadable, ineffective or that actively repels or offends your prospects.

We’re going to walk you through some of the best ways to accomplish all of those things, because while the concept of terrible blogging can be somewhat subjective, terrible B2B blogging happens in some pretty specific ways.

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B2B Messaging Under Duress: 3 Recommendations for Managing COVID-19 Communications

Sean Parnell - Wednesday, March 25, 2020

B2B Storytelling that Cuts Through the Clutter

Your clients have a lot of things to worry about right now. First of course, is protecting the health and safety of their employees and others around them.

But while that’s the priority, the economic risks are hard to separate from our other worries right now. Your clients, like all of us, are navigating the health threat while also scrambling to keep it from spilling over into a threat to their businesses.

How do you communicate with them without simply adding to the noise, or worse – creating the impression that you put profits ahead of public health?

Here are three recommendations on how to communicate with your customers or prospective customers during this crisis:

Share the State of Your Operations

Your customers need to know if there are changes to your capacity or availability. If you’re still fully operational,

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Innovaxis Named to List of Chicago’s Top Marketing Consultants

Sean Parnell - Wednesday, July 31, 2019

Innovaxis Named to List of Chicago's Top Marketing Consultants

As a B2B-focused digital marketing firm with a track record of creating lead-generating marketing content and strategy for a wide variety of businesses, we are proud to have been named to a list of the top marketing and consulting firms serving Chicago.

The ranking, created by Seattle-based research firm Expertise, used 25 variables across five categories that include reputation, credibility, experience, availability and professionalism to establish its list. The agencies on the list were culled from a starting point of more than 600 marketing consultants serving Chicago.

B2B Expertise that Drives Lead Generation

Our president Sean Parnell said the ranking reflects the hard work and specialized expertise that the Innovaxis Marketing team brings to its B2B clients both in Chicago and across the United States.

“Too many B2B companies spend too much money on marketing efforts that aren’t aligned with a successful B2B marketing strategy – which requires a focus that is far more targeted than churning out generic content and Facebook posts,”

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3 Steps for Applying the Merlyn Principle in Business Planning

Sean Parnell - Saturday, July 27, 2019

Book of Merlyn

In T.H. White’s The Once & Future King, Merlyn explains how he predicts the future: “Now ordinary people are born forwards in Time… But I unfortunately was born at the wrong end of Time, and I have to live backwards from in front, while surrounded by a lot of people living forwards from behind. Some people call it having second sight.”

If you want to predict the future of your business, then start by developing your exit strategy and work backwards. Here are three steps for doing so.

Step 1: Create Your Exit Strategy

It can be uncomfortable to explore the answers to questions like, “How long will I live? How much money will I need for retirement? When should I retire?” This may require the help of a financial advisor who can guide you through the process of determining:

  • How much you will need to live on in retirement
  • How much your investment portfolio will provide
  • The gap between the two – or what you’ll need to generate from the sale of  your business
  • How much revenue and profit you’ll need to generate to sell the business for what you want
  • How many years it might take to generate that business,
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5 Common Mistakes Made by Content Marketing Agencies

Sean Parnell - Monday, July 22, 2019

How Content Marketing Agencies Fail Their ClientsContent 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. With over 409 million people viewing more than 20 billion pages each month on WordPress sites alone,

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How to Unlock the Power of Your B2B Website with Structured Data

Meredith Schraeder - Tuesday, July 17, 2018

Coding structured data on a computer

The first objective of any marketing effort is to get your message where it needs to go. In digital marketing, your first audience is often a search engine: the powerful, frequently misunderstood gatekeepers of the internet.

Search engines are designed to deliver the best possible results based on what you’re searching for. To do so, automatically, they have to decipher and reconcile thousands of formats, languages and vocabularies associated with website coding.

The addition of “structured data” – highly organized blocks of code added to web pages to provide search engines with additional page details – can streamline this process by “speaking” to search engines directly, in a vocabulary they can easily interpret.

Until recently, these multiple languages and vocabularies used on the web for structured data made this process difficult for search engines and web developers alike.

But in 2011,

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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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Are You Happy with the Results of Your Marketing?

Sean Parnell - Thursday, October 20, 2016

Are You Happy with the Results of Your Marketing?

As you think about strategic marketing planning and budgeting for 2017, I have 3 questions for you:

  1. Are you happy with the results of your marketing efforts this year and how they translated into lead generation and sales success?
  2. Are you confident in your ability to execute your marketing plan for 2017 with your current internal and external resources?
  3. Are you on top of content marketing, and ranking as high as you want for your highest priority keywords?

If not, we should talk.

Our Mission

We know it’s difficult to outsource your marketing for the first time or to change marketing partners, but we also know that many companies are underserved by well-intentioned marketing agencies, web designers, SEO companies, and freelance copywriters that are neither strategic nor holistic.

Consider that the mission of our B2B marketing practice is to accelerate your sales growth through results-based marketing strategy and managed services that pay for themselves and generate an impressive ROI.

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