Supernova Award Category

The Problem

Innotas is in a mature market with larger, well-funded, competitors.  Their problem was to:

1. increase revenue faster than their operating expenses were growing
2. improve the cost of acquiring new customers via scaling inbound marketing efforts
3. work more effectively leveraging their content assets in a most effective way
   • Get real-time buyer intent information to prioritize their efforts/spend
   • Know what competitors are doing to engage new buyers before they do
   • Create, and optimize, more campaigns at scale with the same number of people.

The Solution

Innotas chose Captora because it enabled them to increase marketing productivity immediately and to drive incremental revenue leveraging their current assets more effectively. By using Captora to scale their inbound campaigns (integrated with Marketo for marketing automation and Salesforce for CRM), they were able to prioritize their work based on data…for example, which search terms to prioritize for new inbound marketing campaigns. 

Innotas has seen an increase in marketing productivity based on the insights from Captora and has been able to capture buyers they didn’t know who were looking for their solution. And they have been able to significantly amp up the efficiency of their marketing team. 

The results

Before Captora, Innotas had to guess where to prioritize their inbound efforts; all inbound marketing campaigns were manually created and there was limited reporting around which campaigns or assets were driving new revenue.

After Captora, Innotas launched more than 600 new inbound marketing campaigns that are created and optimized by the same three people.  Innotas is also one of the first companies in the world to have a dashboard showing the ROI of their assets – for example, one particular asset  is generating over 200% more revenue than any other offer they are promoting on their campaign landing pages.

Metrics

The most impressive metric is INCREMENTAL REVENUE from leveraging Captora.  Innotas can measure this clearly and new revenue came in the first 6 months of working with Captora – they saw three incremental deals close from the campaigns they used Captora to identify, create, and optimize. 

What makes this unique is that their sales cycle is typically 6 months…that means the leads coming from Captora campaigns are faster-moving and higher quality than buyers coming from other sources and this more than paid for their annual subscription cost for Captora – their results have continued to scale every month going forward.  Innotas is seeing about 2-3X better conversion rate on their Captora campaigns versus other campaigns, and are expecting this to increase to well over 10X.

The Technology

Captora 

Disruptive Factor

Captora’s vision is to help marketers drive revenue growth faster than their budgets are growing – a core problem for all growth companies.   We do this by taking the guesswork out of digital marketing and automating the process of launching and optimizing campaigns across channels (search, advertising, and social).

• Captora is the first SaaS/Cloud company built from the start to work across multiple marketing channels.
• Captora is the first SaaS/Cloud company built from the start to automatically discover digital buyer intent and match a company’s content to that intent to speed results and simplify launching/optimizing campaign landing pages.

Now I know:

• What keywords and pain statements I should prioritize in order to drive incremental revenue fast.
• Before Captora, I could typically only manage ~10 digital campaigns per person.  After Captora, we see that number rising to over 500 campaigns per marketer.  That improved productivity means marketing spends more time working on things that drive growth – not wasting time.
• What is the ROI on my content assets?
• What can I learn from monitoring my competitors every day?  What actions will I take to beat my competition every day?

Shining Moment

“With Captora we were able to see that buyers were searching for Innotas products using phrases we never thought of going after. Not only did we generate new revenue fast, but we are  able to report the ROI on my content spend! My CEO trusts that marketing is executing on the right things and trusts how we are reporting results, making it easier to justify our budget and to make the case for more in the future.”