A Marketing Approach that Accelerates Thought Leadership, Demand Generation & New Customer Acquisition
Business owners, marketing executives and nonprofits that want double-digit growth face a major challenge: they want to increase lead generation and customer acquisition but lack the right mix of the 15 core marketing skills on their team. They often turn to digital marketing agencies for help, but spend a lot of money without getting results – and realize that their marketing “partner” doesn’t even understand their business.
Innovaxis custom marketing programs produce results by increasing demand generation, customer acquisition and driving profits because we take a holistic approach to all 4 Ps of marketing – product, placement (channels), pricing, and promotions.
Unlike other marketing companies that move from promotion to promotion without an overall strategy, we avoid “hit-and-run” marketing. Piecemeal marketing generates piecemeal results, which is why so many business owners are disappointed by their marketing results. Our program goes deeper, starting with a comprehensive strategy designed to spark genuine and repeatable results. Innovaxis custom marketing programs have three phases.
Phase I: Spark
A comprehensive assessment of our client sales and marketing goals, target markets, differentiation, activities, results, and problems, helps lay the groundwork for a strategic “reset.”
Beginning with a marketing audit or comprehensive marketing plan, we review our client’s marketing and sales efforts to identify gaps and hone in on opportunities where we can have the greatest impact on lead generation and thought leadership – short and long-term – across all 4 Ps of Marketing:
- Products & Services: current line-up, future roadmap, target markets, differentiation, etc.
- Pricing: methodology, applying value and market-based pricing, application for channel partners and end-users, promotional pricing, etc.
- Channel Marketing: target channel partners, programs, discount structure, channel marketing, website portals, etc.
- Promotions: website, search engine optimization (SEO), content marketing, AdWords, campaigns, PR, videos, social media
Because internal views can be hampered by blind spots, it’s essential to incorporate external views from key partners, customers/end-users and even competitors. Our market research and competitive intelligence exposes what’s being missed roots out misconceptions, and prevents multi million-dollar mistakes by vetting new products, programs and pricing concepts.
In close collaboration with our clients, we engineer comprehensive strategies to plug the gaps, seize new opportunities and achieve marketing best practices – with the goals of increasing leads, sales and the thought leadership that generates more leads. Unlike other marketing firms, we function as both an advisor and a member of the team.
Phase II: Ignite
In the second phase, we focus on shoring up the foundation and aligning marketing strategy with executive management and sales department goals.
Inbound lead generation is central to our efforts in this stage. Existing website content is revised and optimized for search engine optimization results that will pull prospects in and put them on the path to purchase. Online searches are where prospects begin educating themselves. Our methods are designed to remove any barriers keeping our clients from showing up in those searches. Content has to do more than just prospects in, however. It has to tell them a compelling story once they get there. Our team of professional writers works with clients to develop the content that their clients want to read.
If there’s an opportunity to sell online, especially to international channel partners or aftermarket products to end-users, we create and launch B2B e-commerce sites.
Outbound lead generation is also part of the mix, with email marketing, direct mail, events, webinars and calling campaigns, among other strategies.
Phase III: Accelerate
The third phase of the program focuses on reinvesting profits generated from inbound marketing to drive additional thought leadership, lead generation and product sales.
Higher-level inbound lead generation activities build upon our results, like creating compelling, gated content that separates the casual visitor from a qualified lead. Gated content includes eguides, whitepapers, ebooks, checklists, recorded webinars, partner portals, and other content available for download. Vertically focused content, including case studies, videos, solution sheets, and microsites highlights subject matter expertise, which we magnify with social media promotion. Public relations campaigns and link-building efforts create high quality backlinks and establish the reputation of our clients as thought leaders in their fields.
In cases of under-performing organic inbound lead generation activities (often in highly competitive industries), we create and launch search engine marketing (SEM) campaigns using Google AdWords and Google Shopping (for product sales). We also work to increase search results within targeted websites such as Amazon, LinkedIn, Thomson Reuters, etc.
Public relations campaigns also fuel high-level outbound efforts, generating media coverage, publishing opportunities and speaking engagements. Outbound efforts can also include channel partner recruitment campaigns, market research projects to investigate new vertical markets, industry association sponsorship, and selective advertising.