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How to Unlock the Power of Your B2B Website with Structured Data

Meredith Schraeder – Tuesday, July 17, 2018


Coding structured data on a computer

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, Google, Yahoo, Microsoft, and Yandex jointly conceived Schema.org, an open-source vocabulary that can be built into pages to help site crawlers produce "richer page results." The schema.org project ultimately created a template for communicating directly with Google using uniform microdata, or "structured data," added to any site.

The result is a powerful tool for boosting SEO and unlocking the full potential of your website.

 
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Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

Sean Parnell – Wednesday, January 10, 2018


Leveraging B2B Sales and Marketing Efforts to Go Farther in 2018

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.

 
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How to Drive ROI with ECM Marketing Strategy

Sean Parnell – Tuesday, May 23, 2017


"Marketing doesn't work" – statement from a document imaging reseller to us in 2012.

He was 100% correct: marketing without a strategy, with poor execution and being disconnected with sales most certainly does not work – and this is the most common form of marketing that we've encountered.

So, what does work?

The Marketing ROI Formula

Based on our 16 years working in the ECM industry with over 50 companies, plus our 20 years of business-to-business (B2B) marketing experience, here's what we've found to be a successful marketing formula:

  • Marketing Strategy: creation of a comprehensive marketing plan that answers how marketing will achieve your lead generation, sales, profitability, branding, and thought leadership goals
  • Implementation: execution of the marketing plan, in harmony with sales and executive management, where leads generated are qualified and tracked to determine how much sales was generated to determine marketing's ROI

ECM Marketing Strategy

For this blog post, we'll focus on what makes for an effective strategy. Here are five elements for you to consider:

 
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Are You Happy with the Results of Your Marketing?

Sean Parnell – Thursday, October 20, 2016


Are You Happy with the Results of Your Marketing?

As you think about strategic marketing planning and budgeting for 2017, I have 3 questions for you:

  1. Are you happy with the results of your marketing efforts this year and how they translated into lead generation and sales success?
  2. Are you confident in your ability to execute your marketing plan for 2017 with your current internal and external resources?
  3. Are you on top of content marketing, and ranking as high as you want for your highest priority keywords?

If not, we should talk.

 
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Website Strategy: Performance vs. Design

Sean Parnell – Wednesday, February 24, 2016


Are You Satisfied with How Your Website Performs?

B2B Website StrategyB2B 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:

 
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B2B Marketing Automation Software: 3 Critical Factors for Success

Sean Parnell – Wednesday, January 27, 2016


B2B Marketing Automation Software: 3 Critical Factors for SuccessWhen 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.

 
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B2B Marketing Automation Software: The Case For & Against

Sean Parnell – Wednesday, January 27, 2016


B2B Marketing Automation Software: The Case for & AgainstThanks 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?

 
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The B2B Marketing Opportunity

Sean Parnell – Wednesday, December 02, 2015


B2B Marketing Opportunity | Innovaxis Marketing Consulting

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...

 
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