Situation
- A software startup wasn’t growing quickly enough and needed to reverse course before funding and time ran out
- The costly, siloed marketing agency the startup used employed inexperienced writers who didn’t understand the complexity of the subject matter that needed to be covered; this resulted in “out of funnel” and “top of funnel” content that failed to convert website visitors into leads
- The VP of marketing was overwhelmed, managing the ineffective agency and a multitude of other marketing vendors that didn’t understand the startup’s business or the needs of its prospects
- Their lead generation was sufficient but costly: they gifted a YETI tumbler to each prospect they met with
- Their young and inexperienced sales reps struggled to build credibility with highly educated and experienced prospects
- “Schedule a demo” was the only conversion point on the website
Results
Within the first 10 months of working with Innovaxis, the company experienced:
- A 259% increase in overall traffic
- A 239% increase in organic traffic
- A 1,492% increase in paid search traffic, with a budget that only increased 20%
- $393,000 of sales revenue generated from website conversions: over 835% compared to the previous year ($42,000)
- An ROI of 402% in revenue dollars based on their investment in Innovaxis and Google Ads
Solution
Innovaxis crafted a marketing strategy and executed a custom B2B marketing program that included the following deliverables over the course of one year:
- Implemented brand story messaging throughout the home page and the entire website, pay-per-click (PPC) campaigns, marketing collateral, and email campaigns to resonate powerfully with prospects
- Migrated the WordPress website to WP Engine, implemented automated plugin and theme updates, and ensured the successful migration from MySQL 5.0 to 8.0
- Overhauled the pricing page, which is now converting at much higher rates
- Created the following content from scratch: 34 blogs, 4 guides, 2 case studies, 2 multi-touch email campaigns, and 1 press release
- Overhauled their Google Ads campaign and launched a Microsoft Ads campaign
- Developed an ROI calculator that helps prospects cost justify the software and has made sales calls easier for the sales reps
- Implemented advanced HubSpot sales and marketing workflows
- Suggested changes to their onboarding wizard that previously prevented customers from purchasing the software. Now the changes have been implemented, the wizard successfully converts website visitors to customers
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 small and midsized firms and offers special expertise for manufacturers, software vendors, distributors, integrators, and service providers. Get started with a marketing audit.
