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,”… Continue Reading >>
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,
Content 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,… Continue Reading >>
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 >>