About Innessco
Innessco is an IT consulting partnership that helps law firms focus on being law firms. They implement, support and manage all of their IT needs. Innessco offer Hosted Desktop solutions, as well as supplementing or acting as an IT Department.
The Innessco team operates on Australia’s eastern sea board, with consultants in Sydney, Melbourne, Brisbane and Canberra.
Through their extensive experience, all team members have a sound understanding of the applications used in law firms and how they operate.
Their challenges
Lacked a professional
digital presence
Relied on time-poor
directors to execute all
marketing activities
Lacked a clear
understanding of how to
market for Innessco
Had not ‘nailed’ the
problem and message of
their market
No budget for an in-
house marketing team
How we helped
A good plan
Funnel Camp
Innessco directors’ concerns about engaging with an outsourced marketing provider were put aside quickly during the planning workshop, Funnel Camp.
The two-day workshop went deep into not only Innessco’s offering, but really focused on the problem of their buyer. It covered everything from campaign recommendations to their marketing message to the required velocity.
Well executed
Outsourced Marketing
The directors left the workshop with a lot of excitement, a clearer idea about their marketing direction and a three-year marketing strategy.
align.me lay out a plan for simplifying their business message and various channels to communicate the same and reach out Innessco’s target audience.
With both directors firmly on board, at the start of 2018, align.me was brought on board as Innessco’s outsourced marketing provider.
The impact
User growth
Ideal client base
growth
Increase in web
traffic
We are able to have more in-depth and valuable conversations with our prospects. Communication has improved. align.me has made Sales’s job a lot easier.
Robert Cox, Director, Innessco
A few other ways we helped
Growth
Probably the biggest advantage Innessco has experienced with align.me is the ability to rapidly grow their business. align.me helped them with being able to get the right type of client, and let go of the wrong type of clients contributing to Innessco’s large business improvement.
Professionalism
Innessco has been able to create a consistent and professional brand image online. align.me designed and developed their professional website with a clear business message where they are comfortable sending prospects and traffic. Innessco even appear as a local provider across relevant target Australian states.
Business alignment
A more effective outsourced marketing engine has also made it a lot easier for their sales team. Sales staff have a consistent flow of warm inbound leads to follow up with, increased prospect information to utilise in their conversations, and have automated their recycling of leaked prospects.
Market message
After 2 years of growth and a growing market maturity, Innessco’s audience changed from a predominantly early adopter market, to a pragmatist audience who requires social proof before changing IT providers. align.me was able to effectively tweak their messaging to suit their new audience.
Prospect management
Through campaigns focused on recycling of leaked prospects, new name generation, improved customer data tracking, and mentoring, Innessco has been able to improve prospect management. The business improvement has been a significant contributor to the 120% increase in ideal customer clients.
How to identify the right solution for your business
Make sure your outsourced marketing partner is not a one trick pony. Agencies built around a single tactic or two can’t support your wider requirements and won’t let go of a failing tactic if that’s the only one they can do.
Find a company that understands your business.
Don’t look for short-term results. B2B sales cycles are long, and you need your marketing to play the long game too. Choose a partner you can ride with for two years or more.
Choose a partner that drives for outcomes, not inputs. Pretty pictures, luscious copy, and impressive whirly things don’t count for much if they don’t drive sales.
Explore options to lift your
marketing
Lets understand where you are trying to take your business and explore what options you have to get there.
