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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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How to Grow Your Business Out of Uncertainty

Sean Parnell - Friday, July 24, 2020

Grow Your Way Out of Uncertainty; diverging pathway with signs pointing in different directions

If you’re struggling to conduct “business as usual” right now, you’re not alone. Whether it’s a global pandemic or a more ordinary hurdle, uncertainty can be crippling.

If you think of your brand as a story, “uncertainty” is your new villain – your nemesis in times of crisis. But there is a path to a happy ending, and we can help you get there.

Here are four steps for growing your way out of uncertainty.

Step 1. Embrace the Situation

Uncertainty is often a product of unexpected change; finding your way out means accepting that things are different. You certainly don’t have to like it. But there’s a lot of opportunity out there—there always is—though it can be stressful as we work through the churn.

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#fail: How to Create Google Pay-Per-Click Campaigns that Pay Off … for Google

Raven Chapman - Saturday, July 18, 2020

How to Fail at Google Ads Campaigns

A whopping 90% of internet search traffic takes place through the magic of Google, a company so ambitious that it named itself for a mathematical concept that means a number so big we don’t have time to explain it to you.

But that’s no reason not to trust them to help you play the world’s most popular pay-per-click competition, The Game of Google Ads.

This wild bidding war is perfect for the marketer looking to spend as much time and money as possible for results that are as predictable as ripening avocados.

Will your ad strike the right note at the right time with the ripe prospects?

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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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#fail: How to Suck at B2B Marketing Strategy

Sean Parnell - Wednesday, April 8, 2020

B2B Marketing Strategy & Failure

They say 80% of businesses fail, so it’s actually pretty easy to suck at B2B marketing strategy.

Still, a broken clock is right twice a day and you could get lucky, so here are some tips for covering all the bases in your next strategic marketing debacle.

Don’t Listen to Your Customers

The quickest way to fail is to ignore the people who might actually buy from you.

You know what’s best for your channel partners and customers, so why bother with getting their input? After all, it would be better if we didn’t have to deal with them at all, right? So why would we want to [gulp] actually talk to them?

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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.

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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,

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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.

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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.

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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?

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