2. www.innovaxisinc.com
About
Innovaxis
– Marketing audit + strategy + execution = results
– B2B marketing strategy
– Inbound and outbound marketing execution
– HubSpot Gold Partner
– Certified Google Ads partner
– 7 full-time employees
– Started a nonprofit practice
– 300% ROI within 18 months
3. www.innovaxisinc.com
Introductions
WeSeek
– Target markets:
– Manufacturers, software vendors and their resellers
– Outsourcing providers and specialty services
– Nonprofits
– All add value to their industry and society
– Want double digit growth
– Current marketing and sales not getting it done
– Willing to change, try new things
– Explore if a marketing audit makes sense
– Then create a marketing program based on audit
recommendations (marketing plan)
6. www.innovaxisinc.com
Marketing
Strategy vs.
Opportunism
– Marketing opportunism
– Goal: grow “more”
– Plan: ideas in your head
– Tactics: throw spaghetti against the
wall, see what sticks
– Marketing strategy
– Goals: SMART only
– Plan: covers 4 Ps of marketing,
written and reviewed
– Tactics: implement prioritized
objectives from the audit
– Ideal: work backwards
– Start at 3-5 years out (or your exit)
– The Merlyn Principle
– 1-page plan a great way to start
9. www.innovaxisinc.com
TheSubstance
ofYour
Branding
– Focus on the problems you solve and for
whom
– Then how you do it, testimonials, content
marketing
– Resist leading with products & services,
features & benefits
– They’re part of the ”how”
– Connect the dots between these and
customer problems!
– Process:
– Surface your brand story
(workshop and /worksheet)
– Rework your home page, about page, main
solution pages, company profiles
– Create sub-brand stories (solutions, markets)
– Work into your training and all sales and
marketing material
11. www.innovaxisinc.com
YourWebsite
– Your #1 marketing asset
– 72% of B2B buyers begin on Google
– Your 24/7 sales rep and 1st or 2nd impression
– Effective websites generate leads – the
components:
1. Marketing Strategy
2. Great Design
3. Optimized User Experience: Speed!
4. Content is King
5. SEO Best Practices
6. Technology: Back-End & Hosting
12. www.innovaxisinc.com
Inbound
Marketing
• Educational and compelling – no fluff!
o Center it around how you solve problems
• Not just blogs
o Foundational web content, case studies, guides,
calculators, checklists, brochures, etc.
• Where SEO begins
• Repurpose in email campaigns, social media, third-party websites, etc.
The heart and soul of your website
• 50-100 web pages
• 2-4 blog posts/new web pages per month
• Brainstorm ideas to create a content calendar
• Need to watch top pages, site duration and bounce rate
o Look at the bounce rate for your top 20+ pages
Critical mass
13. www.innovaxisinc.com
SEO Best
Practices
– Leverage your website content for max visibility
– Incorporate offsite content
– Incorporate keywords that read well
– Do your research with Google Ads keyword tool makes it easy
– Page names/URLs/folders, page titles, meta descriptions, ALT
– H1 and H2 headers on every page/blog
– Nuts and bolts
– XML sitemap, robots.txt, canonical links, blog indexed properly,
no broken links, etc.
– Monitor key tools
– Google Analytics, Google Search Console, Moz/SEM Rush/Spyfu
– Offsite SEO
– Get links from websites that rank higher than yours
14. www.innovaxisinc.com
Website
Technology
– Recommended:
– WordPress: 30-40% of all websites
– WP Engine: managed WordPress hosting
– Nothing is more secure, cost-effective, automated, and easy to use
– Other platforms can work
– But may have security risks, questionable development
roadmaps, expensive developers
– Consider ecommerce
– For the transactional side of your business
– Including services
– Marketing automation
– Ties your CRM, website and email together
– 360º degree view of all prospects and customers/clients
– HubSpot is all of the above plus CMS, live chat, ticketing
15. www.innovaxisinc.com
Marketing &
Sales
Campaigns
– Don’t wait to be Googled!
– Your target markets may need you, but aren’t actively
searching
– It’s all about generating touchpoints
– Targeting: the more specific the better
– Messaging: focus on your brand story
– Consistency: once a month over the next 12 months
– Process: email, call, direct mail, repeat
– Email campaigns often don’t work by themselves
– Professionalism: leave them alone after 3-4 touches!
– But keep them on your drip marketing list
– PR can still work wonders
– Press releases + unpaid article placements and speaking
engagements
16. www.innovaxisinc.com
How to Do It
All
– People
– Have at least one point person
– Dedicated marketing person or time
– Partner with a marketing company
– To supplement missing skill sets (at least 15)
– There is no effective, faster or more cost-effective way
– Process
– Strategy, brand story, marketing mix implementation
– Focus on low hanging fruit
– Technology
– Website needs to be secure, easy to create content
– Tie your CRM, website and email together
– HubSpot, Zoho
17. www.innovaxisinc.com
Start with a
Marketing
Audit
– What you get
– Problems that need to be fixed
– Opportunities to further accelerate sales
– How to take your business to the next level
– Process
– Kick-off with your team
– Optional: interviews with key third parties
– Holistic and comprehensive analysis
– Presentation of the audit to you
– The next step
– A strategic marketing audit and plan
– Not much to audit? Let’s review your brand
story… and you still need a plan