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,… Continue Reading >>
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 &… Continue Reading >>
As you think about strategic marketing planning and budgeting for 2017, I have 3 questions for you:
- Are you happy with the results of your marketing efforts this year and how they translated into lead generation and sales success?
- Are you confident in your ability to execute your marketing plan for 2017 with your current internal and external resources?
- Are you on top of content marketing, and ranking as high as you want for your highest priority keywords?
If not, we should talk.
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.… Continue Reading >>
Are You Satisfied with How Your Website Performs?
B2B buyers today spend a great deal of time educating themselves about a business issue and possible solutions. When a visitor lands on your site (if they can find it), you’ve only a few seconds to convey that your product or service is relevant and your company is an authority. If you do, you will generate quality sales leads. If you don’t, you’ll never make it to the shortlist.
It All Starts with Strategy
A website that delivers quality leads, a healthy conversion rate and increased sales, begins with strategic planning.
To perform, your website needs to go beyond looking good and being easy to navigate to making it possible to accomplish your business goals, including revenues, profitability, and new client acquisition. Before you even think about a new site, step back and see if you can answer these six questions:
- Who are you?
Thanks to aggressive sales reps from HubSpot, Pardot, Act-On, Marketo, and others, many businesses get excited about B2B marketing automation software. It’s the definition of the proverbial “shiny object.”
However, the vast majority of businesses, especially SMBs, are not ready to take advantage of marketing automation software and its myriad features. Why?
When Marketing Automation Makes Perfect Sense
- You have a written marketing plan at least for this year that connects the dots between your financial goals and marketing activities
- You have a website that already generates good search engine rankings for keywords and subsequent lead generation
- You have good website content and some higher level marketing collateral (e.g. white papers, case studies)
- You have an editorial calendar that also includes some webinars and at least one experienced writer to create it
- You have a targeted list of prospects from 50 to 2,000 per target market
- You have an inside sales rep(s) proactively follows up email opens,
When successful, marketing automation software can take your business-to-business (B2B) marketing and lead generation to the next level. Marketing automation can also cost you at least $7,000 to $15,000 per year and not produce a single lead.
So, how do you avoid an epic fail?
Don’t Believe the Hype
Remember Public Enemy? Before you fall for the hype, take a good look at your business to see if you’re ready for marketing automation. Even the most amazing software tool can’t help someone that without a written marketing plan, a compelling website and content that resonates with your target market.
I’m reminded of one of our clients that spent $10,000 on HubSpot and never used it because they had a dated WordPress website (actually blacklisted by Google because it got hacked and contained malware), and they had no one on staff that could write up a web page,… Continue Reading >>
Aimless acts of marketing, neither strategic nor holistic, have cost companies selling business-to-business (B2B) millions in missed leads, revenue and profits – not to mention the cost of these failed marketing services.
Seeing the need for B2B marketing that generates results, we launched Innovaxis Marketing Consulting in January 2007. During the recession and subsequent (tepid) economic recovery, Innovaxis has increased client website traffic and lead generation by 300% on average. And it costs nothing because it usually pays for itself in 6-9 months, sometimes sooner. Here’s how…
Marketing = Macro Sales
We believe that the essence of marketing ultimately boils down to strategy and execution. Successful marketing makes it easy for you and your sales reps to get in front of new prospective clients and sell with a shorter sales cycle. An individual salesperson can only reach so many people in a day,… Continue Reading >>