Learn how your marketing can fuel sustainable, double-digit growth in revenues

1. www.innovaxisinc.com
How MarketingCan
FuelSustainable,
Double-DigitGrowth
B2BContent & Digital Marketing Best Practices

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)

4. www.innovaxisinc.com
The Flow
Marketing Strategy vs.
Opportunism
The Substance ofYour
Branding
The Right Marketing Mix for
You
Remember: there is no such
thing as certainty!

5. www.innovaxisinc.com
Marketing
Strategy vs.
Opportunism
“If you don’t know where you’re
going, any road will take you there”
“Whether you think you can or you
can’t, you’re right”

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

7. www.innovaxisinc.com
TheSubstance
ofYour
Branding

8. www.innovaxisinc.com
TheSubstance
ofYour
Branding:
Look Familiar?

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

10. www.innovaxisinc.com
The Right
Marketing Mix WEBSITE INBOUND
MARKETING:
Content & SEO
OUTBOUND
MARKETING:
Campaigns
KPI REPORTING

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