Sean Parnell
B2B Marketing KPI Guide: Leading vs. Lagging Indicators
All businesses want more leads and sales, which are critical key performance indicators (KPIs), but they can’t tell you much about where your marketing efforts are falling short. They are lagging indicators.
To generate leads and sales, a lot of other things have to happen first. What are they and how can we measure them? These are the leading indicators that preview the lead generation and sales to follow.
Here is an overview of some of the most useful leading indicators:
Keyword Rankings
Once you’ve conducted comprehensive keyword research using the Google Ads Keywords Tool, you need to track keyword rankings. Neither Google Analytics nor Google Search Console will share this information with you.
... Continue Reading >>8 Best Practices for B2B Email Marketing
B2B email marketing is a powerful tool for businesses to connect with prospective clients and nurture leads, but it doesn’t work without a focused strategy and the right tools.
Too many email campaigns are launched into a void of wishful thinking, without a clear target or messaging that can break through the flood of other in-box demands competing for attention. Some are even worse.
But when you take the time to tailor your strategies and your message to a targeted audience, email marketing can drive leads and sales with an outbound reach that is hard to match.
It starts with knowing exactly who you want to reach, and tailoring your message to the specific challenges they face.
... Continue Reading >>Marketing for Distributors: 3 Examples of 40% Revenue Growth
Some of the most successful distributors and rep firms work closely with their customers in a consultative relationship built on expertise and trust.
That kind of credibility can deliver a steady flow of repeat business and referrals, but it’s not enough to ensure the kind of growth that can be achieved with the right B2B marketing. The right B2B marketing strategy can fuel double-digit revenue growth.
When you work with a B2B-focused marketing partner experienced in working with distributors, manufacturers, and who understands your business, you can reap a blue ocean of new opportunities to market the value of the solutions and expertise you provide – and grow the value of your business.
... Continue Reading >>How to Increase Demand, Revenues & Business Value with Lean Marketing
Especially in business-to-business (B2B) markets, many business owners complain about the effectiveness of their marketing. Why is effective B2B marketing so rare?
Some business owners see a competitor’s fancy new web design, snappy taglines, or flurry of LinkedIn posts and start to think they’re in need of a blingy makeover. Just because a business invests their time in the noisy currency of social media or a digital color scheme doesn’t mean such efforts are driving business their way.
It’s what we call “Shiny Object Syndrome,” and it’s usually just a distraction, especially when the bells and whistles are not accompanied by messaging that clearly articulates the business value in a way that resonates with the right audience.
... Continue Reading >>Why Website Development Projects Fail
Learn how to develop a website that drives sustainable, double-digit growth instead of a sharply designed digital brochure
A new website is an exciting step for any business, whether it’s a build-from-scratch project or more of a renovation.
Why then are so many marketing leaders and business owners unhappy with their website? Why do so many well-meaning website developers and marketing agencies go wrong?
Based on our experience, which includes creating our first web page in 1995, most website projects fail because they are done backwards: they start as creative endeavors instead of being a strategic demand generation engine and end up serving as a digital brochure that doesn’t increase demand or generate leads.
... Continue Reading >>Ensure Compliance with Streamlined & Automated Privacy Policy Management
In 2019, the FTC issued a whopping $5 billion fine to Facebook over its mismanagement of data from approximately 87 million profiles. The fine – the largest imposed on a company for “violating consumer privacy” according to the Commission – capped a yearslong saga that (among other things) kickstarted a reckoning about how consumer data is used and how that use is disclosed.
If you own or lead marketing for a small or medium-sized business, your website doesn’t handle Facebook-levels of consumer data. But that doesn’t mean you should neglect your website’s approach to data – it’s likely top of mind for visitors as well as the State of California and the European Union.
... Continue Reading >>Custom Market Research vs. Analyst Reports
Gartner, Forrester, IDC, Frost & Sullivan – all of these analyst firms do good work, giving us a good handle on macro trends in the market.
However, what happens when you need to size the market, your brand share, and growth for, say, the market opportunity for selling handheld induction heating tools to repair farming equipment? Or how many production document scanners sold through enterprise content management (ECM) resellers? Or how many miles of trenchless sewer rehabilitation technology have been used in the last 10 years? No analyst report on the planet contains this information.
How Analyst Firms Obtain Data
Analyst firms rarely size the market by interviewing resellers, distributors and other channel partners but instead interview many of the same vendors to whom they sell their marketing reports,
... Continue Reading >>Clutch Names Innovaxis One of Chicago’s “Game-Changing” Digital Marketing Agencies
Many companies claim to offer “digital marketing services.” And there is no shortage of vendors who can build you a website. But few can offer the level of strategy, services, technology and specialization provided by the B2B marketing specialists at Innovaxis Marketing.
That’s not just our business proposition. That’s the feedback from our clients, and while we’d rather show you than brag about it, we’re proud to acknowledge a bit of recognition we’ve received from a leading customer review platform.
“…boosted inbound leads from zero to over 2,000.”
-Financial Services company
Since 2007, Innovaxis has been helping B2B clients achieve double-digit growth with marketing services and strategies built around a deep understanding of the solutions they bring to their clients.
... Continue Reading >>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 >>