Tag: marketing strategy
2023 B2B Marketing Strategy: 3 Things to Look for in a Partner
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?
… Continue Reading >>10 Perils of Paying a PPC Agency to Run Your B2B Pay-per-Click Campaigns
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.
… Continue Reading >>Custom B2B Marketing Programs vs. The Traditional Marketing Agency Approach
Generate Breakthrough B2B Marketing Results with a Customized & Holistic Program
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,
Marketing Agency vs. In-House Hiring: What Works Best?
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:
… Continue Reading >>How to #Fail at B2B Marketing: The Only E-Book You Will Ever Read, Possibly
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.
… Continue Reading >>A Great 2021 Starts with a Marketing Audit
Learn how your marketing compares with best practices, and how to increase B2B lead gen and sales by 30-300%
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).
… Continue Reading >>#fail: How to Create a Pandemic Marketing Strategy as Tactless as a Maskless Shopper Coughing in the Checkout Line
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.
… Continue Reading >>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.
… Continue Reading >>How to Cut B2B Marketing Costs and Increase Leads & Sales
“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:
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.
… Continue Reading >>How to Grow Your Business Out of Uncertainty
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.
… Continue Reading >>