Executive Summary
With a new marketing director at the helm, this enterprise content management (ECM) software vendor, technology integrator, and business process outsourcing (BPO) provider sought a marketing partner that could develop a marketing strategy to meet aggressive lead generation goals from the mortgage, government, transportation, and healthcare verticals.
The company chose a custom marketing program from Innovaxis to leverage our extensive experience with business-to-business (B2B) marketing strategy, content marketing, search engine optimization (SEO), website development, and 25 years of ECM industry experience.
In the most recent year of our partnership, the company generated $3 million of new business (20% of all sales) attributable to Innovaxis-led content and digital marketing efforts, and a cumulative marketing ROI of 1,000% over eight years.
Results
The following was achieved over the course of an engagement, now in its eighth year:
- Generated $12 million in new business attributable to Innovaxis-led content and digital marketing efforts and a 1,000% ROI over eight years
- Created two websites from scratch, whose content and SEO generate enough leads to qualify them as the company’s top sales performers
- Developed a partner portal where resellers can register leads and submit pricing requests
- Established the company as a thought leader in multiple industries by developing foundational, brand story messaging, blogs, case studies, guides, press releases, marketing collateral, email campaigns, and social media updates
- Migrated content from five different websites of acquired companies to the company’s two websites
- Led all Google Ads and other pay-per-click (PPC) campaigns
- Optimized and utilized HubSpot marketing automation
Marketing Solutions
Their custom marketing program began with a comprehensive and holistic marketing plan built around inbound and outbound content and digital marketing best practices designed to accelerate growth in mature and highly competitive markets.
That meant maximizing opportunities in the company’s existing spheres of industry while also mining for new opportunities in unexplored vertical industries. Highly targeted, high-quality, SEO-optimized web content, case studies, and whitepapers helped achieve both goals.
Implementation of the marketing plan started with the development of two new websites, which soon filled the pipeline with inbound leads that made it easier for the company’s inside sales reps to generate and cultivate outbound leads among prospects who had a ready source of information to educate themselves about the company’s services and products. Content was then migrated to these sites from the acquisition of five companies.
Today, the company is a national mortgage industry force, a leading ECM and digital mailroom provider, and is gaining strength in other verticals. Innovaxis content and digital marketing efforts continue to drive leads and unearth new opportunities. It’s like having two high-performing salespeople who cost less than half of one.
The company’s private equity ownership has been more than pleased with the bottom-line results, and the company continues to benefit from a marketing partnership that has also established them as thought leaders in the industry with a host of speaking engagements, panel invitations, and industry publishing opportunities.
Client Testimonial
“Innovaxis Marketing is very easy to work with, very responsive, and very knowledgeable – more responsive than typical agencies. I consider Innovaxis an essential member of our team as they are very knowledgeable about our company, the companies within, and the industry. We use Innovaxis as an agency and a consultant, and their pricing is extremely reasonable.
“Increased traffic to our website has allowed us to establish more credibility in the industry. Big companies are now referring to us as a competitor!”
– Associate VP of Marketing (director when we started working together)
