B2B Marketing Consulting & Agency Services Blog

B2B Marketing Strategy & Managed Services Blog Tag: marketing strategy

2023 B2B Marketing Strategy: 3 Things to Look for in a Partner

Sean Parnell - Saturday, December 3, 2022

B2B Marketing Partner 2023

With a new year around the corner, you may be tempted to experiment with marketing strategies you’ve read about online or cherry-pick some new marketing technology in an effort to start the year off right.

Every year, a flood of shiny new marketing products, strategies and services promising exponential growth hits the market. But without a trusted advisor or thoughtful strategy, it’s hard to know which way to go.

If you’ve decided to look for a B2B marketing partner to help you navigate this process, the challenge can seem just as daunting as going it alone. Should you turn to a web designer for a redesign? Hire a freelance writer to helm your blog?

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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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Custom B2B Marketing Programs vs. The Traditional Marketing Agency Approach

Sean Parnell - Wednesday, December 8, 2021
Generate Breakthrough B2B Marketing Results with a Customized & Holistic Program

Custom B2B Marketing Programs vs. The Traditional Marketing Agency Approach

If your B2B marketing efforts generate more costs than leads, you’re not alone. Too many B2B owners, marketing directors and sales executives fall victim to a marketing strategy that isn’t crafted around the different needs of B2B enterprises. They spend a lot of money for generic programs or splashy products, and end up frustrated when the efforts don’t generate qualified leads or profitable growth.

That is why we offer clients a custom and holistic B2B-focused marketing program designed to produce measurable results and profitable growth, with strategies built around the needs and goals of your business.

Causes of Ineffective Marketing

Failure can take a variety of paths:

  • Buying the empty promises of marketing agencies that lack expertise and experience around the unique requirements of B2B marketing efforts
  • Buying shiny objects like marketing automation and other software that require a lot of time,
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Marketing Agency vs. In-House Hiring: Which One Is Best?

Sean Parnell - Friday, November 12, 2021

Marketing Agency vs. In-House Hiring: Which One Is Best?

Find the best approach for your marketing efforts, taking the top 15 skillsets needed for maximizing B2B demand generation into consideration

With 25 years in B2B marketing—from market research to product management to agency consulting—I have found that marketing firms have a 3x faster and bigger impact than a full-time hire, often at a lower cost – if you find the right agency, and these two approaches are not mutually exclusive.

Effective Demand Generation Requires a Multitude of Skillsets

Marketing agencies use a team of specialists vs. expecting one person to be able to do it all. Maximizing demand and lead generation today requires a multitude of skill sets – here are the top 16:

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How to #Fail at B2B Marketing: The Only E-Book You Will Ever Read, Possibly

Sean Parnell - Tuesday, March 9, 2021

Innovaxis #Fail at B2B Marketing e-book cover, hand pushing over wooden blocks

Math: 80% of businesses fail 100% of the time.

While it may seem easy, failing at business-to-business (B2B) marketing requires more than just math. It takes a delicate blend of poor judgment and a robust lack of strategy.

But don’t worry. While the internet is crawling with so-called experts spewing complicated strategies for organic, gluten-free lead generation and viral cat videos, we’re here to make it easy.

Our brave new e-book, How to #Fail at B2B Marketing, provides the insights you need for no-results marketing that will tank your sales efforts faster than you can say “where did the leads go?”

The best part? Everything Some things in this guide may have been inspired by true events and a few mishaps we’ve encountered along the way.

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A Great 2021 Starts with a Marketing Audit

Sean Parnell - Tuesday, December 8, 2020
Learn how your marketing compares with best practices, and how to increase B2B lead gen and sales by 30-300%

 

A Great 2021 Starts with a Marketing Audit

If you feel under-served by your marketing resources or would like a report card on their work, an Innovaxis marketing audit will uncover marketing gaps and reveal new opportunities to increase leads and sales.

The audit’s findings and recommendations will form the foundation for your 2021 marketing plan.

Case Studies

Here’s a case study of our work with a manufacturer of induction heating tools, which started with a marketing audit. We then implemented many of the audit’s findings, which increased their flagship product sales by 20%-100% and their ecommerce sales have grown 20% ever year since we implemented it (45% this year).

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#fail: How to Create a Pandemic Marketing Strategy as Tactless as a Maskless Shopper Coughing in the Checkout Line

Raven Chapman - Thursday, October 15, 2020

Dumpster on fire floating down street

A global pandemic, civil unrest, out-of-control wildfires, economic disaster, locusts, hurricanes and marathon Zoom meetings: it’s been an apocalyptic year no matter how you spin it.

But marketing rests for no crisis – as they used to say in the marketing department at Pepsi – so let’s wade into some strategies that boldly go where angels fear to tread.

There’s always a “silver lining” if you ignore a substantial percentage of what used to be called “reality” before there was Facebook and the Kardashians.

Here are some tips designed to ensure that your marketing campaign lives up to the standards set by the hot mess inside a dumpster fire wrapped in a train wreck known as 2020.

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Innovaxis Is Your HubSpot Gold Partner

Sean Parnell - Tuesday, September 22, 2020

Innovaxis is Your HubSpot Gold Partner

After years of helping clients get the most out of their marketing automation capabilities, Innovaxis is proud to be taking the next step as an official HubSpot Gold Partner.

From Pardot to SharpSpring, Marketo, and more, we have worked in a lot of marketing automation platforms. And – simply put – HubSpot is the best.

As the most powerful and intuitive marketing automation software we’ve seen, HubSpot is flexible, agile, and scalable to a company’s needs. HubSpot is a great option for companies who do not have a CRM, but for those that do, the platform seamlessly integrates with existing CRMs for streamlined marketing efforts.

We have used HubSpot for years and have experienced the benefits of the platform firsthand.

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How to Cut B2B Marketing Costs and Increase Leads & Sales

Sean Parnell - Wednesday, July 29, 2020

“Reducing marketing spending will, in most cases, only make a bad financial situation worse. You can almost never save your way to profitability.”
Craig Bloem, Inc.

When the market falters or new obstacles cut into your business goals, are you tempted to cut marketing costs? Be careful not to cut your leads and sales as a result:

How to cut marketing costs and increase lead generation and sales

Not all outsourced marketing is effective, so how do you select the right partner?

The right marketing partner is a cost-effective way to control costs without losing the momentum that marketing provides for your sales efforts. Here are some key criteria for identifying the partner – and the ROI – that you need.

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