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 storytelling 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 that 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 mid-sized firms and offers special expertise for manufacturers, software vendors, distributors, integrators, and service providers. Get started with a marketing audit.
