B2B Marketing Consulting & Agency Services Blog

B2B Marketing Strategy & Managed Services Blog Tag: marketing strategy

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 15:

  • Marketing auditing,
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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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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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