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Marketing the Design Thinking Process

B2B Helps Innovationship Attract & Meet Decision Makers

After decades of helping organizations prosper at IDEO and in their own practices, Leon Segal, PhD, Scott Underwood, Larry Shubert, and Anna Gatmon, PhD formed Innovationship. The company's specialty: training business leaders to use design thinking methods to drive innovation at their organizations.

When Innovationship approached B2B Communications, its recent clients included Fujitsu Labs of America, Pepsico, Qualcomm, and UCLA Anderson School of Management. Yet Innovationship had unused capacity to lead design thinking seminars and consult. The partners hired B2B Communications to guide marketing.


Figure 1: The first booklet was downloaded hundreds of times in 12 months.

Visit the web page on innovation training

Fig 2: In 6 months, Innovationship's rank for top keywords surpassed competitors'.

Visit the brochure page

Fig 3: B2B produced Innovationship's brochure for use online and in print.

Visit the booklet page

Fig 4: The second booklet attracted more new contacts and re-engaged known ones.

Click to visit Innovationship's news room

Fig 5: With B2B's help, Forbes ran an Innovationship customer story.

Innnovationship's new home page

Fig 6: B2B redesigned the company website and migrated it to Hubspot COS.

Listening to Leadership & Customers

B2B assembled a five-member account team to work with Innovationship. The team interviewed leadership about the firm's unique value proposition, and interviewed more than a dozen clients and partners. After discussing the results, B2B and Innovationship drew up a marketing plan, updated company and services descriptions, secured approval to use testimonials garnered during interviews, and outlined possible case studies (one of which would later appear in Forbes).

Innovationship and B2B planned to publish and promote a series guides, each focused on a particular persona. For the content marketing effort to be successful, visitors would need to find Innovationship in search engine results and by other means, and then be willing to provide their contact information at landing pages. But the website was not appearing in relevant search results, and was not generating leads.

Attracting Decision Makers

B2B prepared a strong landing page where visitors could download the first booklet, Innovation Leadership Training (Figure 1). The landing page where visitors download the booklet has a conversion rate of 30-40%. The booklet has been downloaded hundreds of times since it was first publicized. The team also search optimized Innovationship's existing website (Figure 2), drew up navigation, design, and content upgrades to tackle in future.

B2B Communications drove daily implementation of the agreed marketing plan, established marketing processes, and led weekly check-in calls. Soon Innovationship saw website traffic start to rise, and visitors accepting offers to download educational material and a new company brochure (Figure 3). The company was publishing premium content for download via conversion-optimized landing pages, and promoting its premium content (Figure 4) via search engine optimization, social media, blogging, search optimized press releases, LinkedIn, Twitter, and email.

Setting Meetings & More

B2B hand-built lists of contacts and called to set meetings for Innovationship. We also reached out to media contacts. Co-founder Leon Segal, PhD. was featured in Forbes (Figure 5) and Chicago Tribune, and invited to keynote conferences. At the same time, B2B migrated Innovationship's website to the Hubspot COS to ensure mobile-friendliness and redesigned it to ensure user-friendliness (Figure 6).


Leon Segal, PhD, Founder, InnovationshipReviewing B2B's work for Innovationship, founder Leon Segal, PhD, commented, "If you're looking for a super-sharp mind, great insight, and professional expertise, look no further. Rebekah and every member of her team has all of these. I'm happy to recommend them as experts."

Innovationship partner Scott Underwood added, "From the start, Rebekah was committed to making our business successful, and has looked for new ways to make that happen, including tasks that were not in our original scope. Fortunately, she has a great team with the skills to execute extremely well, even as our goals changed. I recommend them without hesitation."

At last check, Innovationship had gained:

  • Several hundred new contacts attracted to quality content
  • In-person meetings with decision makers at large enterprises
  • Phone meetings with decision makers at medium size enterprises
  • Media coverage in Forbes, The Chicago Tribune, North Bay Business Journal, KFBK, and more
  • Exposure via keynote addresses at the North Bay Innovation Summit, events at Stanford, and more

Recap of services provided under retainer:

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List Building
Lead Follow
Search Engine Optimization
Conversion Optimization

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Ebooks & Guides
Case Studies
Website Content
Blog Articles
Social Media & PR

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Ebook Design
Banner Design
Brochure Design
Landing Page Design
Website Redesign

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Marketing Roadmap
Agile Implementation
Dedicated Team
Proven Method
Weekly Reporting


We are a business to business (B2B) marketing agency helping companies accelerate trust, leads, and growth. We help Marketing Directors and Business Owners engage more potential clients, while using limited resources. Allstate, National Business Group on Health, Qualys, Sutter Health, Surewest, and Swagelok, as well as dozens of $1M-$50M firms have hired us since 2001. Close teamwork with clients has helped produce roughly $2.2B worth of qualified leads over the last decade.

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