Customer Profile

Innovas Technologies: a Profile in Marketing Execution

Innovas is a growth-oriented, privately-held company with a lean corporate organization. In the absence of a full-time head of Marketing, CEO Charles Dirks, saw the need to identify a partner with the expertise to develop a comprehensive marketing strategy, and then implement it based on the allocated budget.

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Case Study

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Using a refined process to develop an integrated marketing strategy.

Peritus used Stakeholder Interviews to develop Buyer Personas and map the Buyer Journey for awareness, consideration and conversion.

Innovas is a growth-oriented, privately-held company with a lean corporate organization. In the absence of a full-time head of Marketing, CEO Charles Dirks, saw the need to identify a partner with the expertise to develop a comprehensive marketing strategy, and then implement it based on the allocated budget.

The company needed a foundation for creating relevant content to attract potential customers. Innovas has an exceptional track record of delivering value for customers, but they needed help bottling the message.

Marketing Execution

When faced with a decision on how to address it’s marketing challenges one thing became clear: Innovas needed someone with a deep understanding of digital marketing to frame a strategy based on persona research, keyword  targets, and marketing channels.

They also wanted someone with experience managing an editorial calendar and content creation to help facilitate execution. Another priority was finding the technical skills to manage an integrated technology stack. In addition, a knowledge of industrial products was necessary.  Written content needed to resonate with the operators of industrial chiller plants so that messaging would help attract, nurture, and convert prospects.

The decision was easy, Peritus offered executive level expertise at a fraction of the cost for hiring an in-house resource.

Marketing Strategy

Peritus’ approach to the Innovas engagement began with the end in mind. The focus was on filling the top of the sales funnel with viable prospects so that the sales team could spend more time nurturing and converting viable prospects with greater visibility. Marketing strategy centered around the highest priority buyer personas which helped shape an editorial calendar. However, content was only part of the strategy.  Leveraging marketing automation technology to measure prospect engagement was central to providing actionable insights for the sales team.  This includes lead scoring and automated deal creation within the CRM.

Integrating the Technology Stack

Peritus integrated their SalesRocket marketing automation software with Innovas’ website to track prospect engagement. A lead scoring model was developed to qualify leads and automate deal creation within the CRM.

Combined with an email drip campaign strategy this led to the creation of 48 new Marketing Qualified Leads (MQL’s) within the first 90 days.  To learn more about how Innovas found a solution to marketing execution read the full case study.

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