Executive Summary
Over the course of three decades, a forward-thinking CPA firm serving small and mid-sized businesses across the Midwest experienced rapid growth. However, as the firm began to identify its next generation of leadership and growth, it needed to diversify its business development effort, which had long been centered on the relationships and referrals generated by the firm’s founder, who was planning to retire.
While the firm had established itself as a results-oriented partner to growth-minded entrepreneurs, traditional sources of leads – bankers, lawyers and other professionals – had ebbed in the post-pandemic years, and the firm wanted to reach out directly to business owners seeking a more strategic approach.
An attempt at email marketing via a third-party that didn’t understand their business produced few results. The firm’s website, while well-designed, wasn’t optimized to generate leads. An accounting news service provided some generalized blog content, but traffic to the site was lackluster. The firm hired Innovaxis to develop and implement a custom marketing program.
Last year 79% of their leads came from marketing, with new business accounting for more than $700,000 in mostly recurring business.
Results
- From 2-4 good leads a month to 10-20 per month
- From 300-500 organic visitors a month in 2020 to between 2,000 and 3,000 per month in 2025
- A series of new guides and case studies generated 950 form submissions
- Nearly $1 million in new, mostly recurring revenue.
- Consistent page 1 ranking for more than two dozen targeted keywords
Marketing Solutions
The custom marketing program began with the development of brand story messaging and a comprehensive marketing plan targeting established small and medium-sized business owners with a growth mindset. Initial steps included the development of new home page messaging, a series of new foundational service web pages, and comprehensive search engine optimization (SEO).
Content marketing, including bylined blogs, case studies, guides, and videos, drives inbound leads and is further bolstered by:
- Google Ads
- Content syndication
- Email campaigns
- HubSpot marketing automation
- Social media
- PR support
- Paid discovery development
PR support included a campaign to announce the firm’s transition to an Employee Stock Ownership Plan (ESOP).
About Innovaxis Marketing
If you want to transform your website into a lead generation machine, increase ecommerce sales by 20-40%+, and fuel sustainable, double-digit sales growth, a custom B2B marketing program from Innovaxis could be right for you. Business owners and marketing leaders rely on Innovaxis to increase sales and generate a 300% ROI in the first 18 months by leveraging marketing strategy, agency services, and marketing automation – with Blue Ocean Strategy to make competition irrelevant. Innovaxis works with established small and midsized firms and offers special expertise for manufacturers, software vendors, distributors, integrators, and service providers. Get started with a marketing audit and plan.
