June 6, 2017
Business Marketing Association Recognizes InfinityQS for B2B Marketing Excellence
Prestigious B2B marketing awards recognize quality intelligence solutions provider and digital marketing partner for website re-design project that helped elevate brand image and drive online conversions
FAIRFAX, Va. – June 6, 2017 – InfinityQS® International, Inc. (InfinityQS), the global authority on data-driven enterprise quality, and its digital marketing partner, Refactored, have been recognized with a B2 Award of Excellence from the Business Marketing Association (BMA), a division of the Association of National Advertisers (ANA). This distinction is national recognition of the two companies’ 2017 Gold Key Award win for Website Design & Development in the Colorado Chapter of the BMA.
The B2 Awards recognize the top performing Business-to-Business (B2B) marketers for both creative excellence and business-driven results. In 2017, nearly 200 firms from across the nation submitted more than 500 entries for evaluation. The top 82 were rewarded with a prestigious B2 Trophy. InfinityQS’ 2017 Gold Key Award winning submission to the Colorado Chapter of the BMA for Website Design & Development qualified for national consideration in the B2 Awards in the Division 5-3 (website, over $100K) web presence category and secured an Award of Excellence for superior scoring.
This year’s Gold Key Awards received more than 100 submissions from some of the state’s top B2B businesses and agencies. A panel of 12 independent judges representing agency and corporate marketing professionals across the country scored entries in more than 40 categories on objectives, creativity, production, and results. InfinityQS earned one of only 18 Gold Key Awards this year for its website re-design project.
“The Board of Directors extends its congratulations to this year’s winners. Each winner is to be commended for being the very best in businesstobusiness marketing,” said Derrol Moorhead, Executive Director, Colorado BMA. “Because of our emphasis on quality and results, the BMA Gold Key Awards are highly coveted by Colorado marketers.”
InfinityQS wanted to completely overhaul its website, elevating the brand’s look and feel to match its position as a global leader in Quality Intelligence software. It also wanted to create a venue to provide engaging resources that would speak to customers’ needs first and the product second, and accelerate a lengthy buying cycle that includes building consensus among multiple stakeholders.
Refactored, a Colorado-based digital agency known for developing effective marketing strategy and successful customer engagements, designed the site. The agency took a mobile-first approach, optimizing page size for mobile devices and ensuring greater conversions. With the needs of manufacturers in mind, it combined InfinityQS’ product data with SEO research to craft relevant content and engaging experiences that facilitate product learning.
The new website’s modern panel design leverages large, impactful images of manufacturing teams working together within InfinityQS’ key vertical markets to demonstrate the software’s transformational role in manufacturing quality. Further, the site uses illustrations and iconography to communicate complex concepts and makes extensive use of video, as well as featured testimonials from satisfied customers, to support specific content. In creating the design, Refactored greatly simplified the interface and streamlined content to amplify the calls to action. Site content was localized into four languages and InfinityQS can now change messaging and banners based on previous site visits or membership in a given content program.
Greg Matranga, InfinityQS’ Head of Marketing, said, “InfinityQS has paved the way for quality innovation on the manufacturing plant floor for decades and our solutions are thorough and sophisticated. With Refactored, we transformed the intricacies of our technology into clear and concise messaging that perfectly captures the essence of our company as a global leader and our passion for helping clients leverage quality data. The sleek, clean design and strategically crafted buyer’s journey—full of visually appealing and targeted content—help bring traffic to our site, educate visitors, and drive high-value sales.”
Compared to the same period the previous year, key performance indicators since the launch on November 1, 2016 through June 4, 2017 illustrate the success of the website rebrand project:
- Total visits are up 126%
- New users are up 134%
- Prospects are spending 18% more time on the site
- Page views are up 89%
- Social media traffic increased 202%
- 964 keywords now rank in Google’s top 100
- 41 more keywords are ranking in the top 3 positions with Google
Further, from a lead perspective, the site is converting better than ever with mobile seeing the most dramatic lifts—conversions up 34%. Optimized responsive landing pages have allowed the company to reduce the cost of paid conversions by 56% and, by adding exit intent pop-ups, conversions for paid traffic have increased by 15%.
About BMA Colorado
Dedicated exclusively to the discipline of business-to-business marketing, the Colorado chapter of the Business Marketing Association (BMA) is the premier organization for marketing professionals in the region. Its membership is comprised of more than 500 business-to-business marketing practitioners employed by the region’s leading corporations, agencies, suppliers, and small businesses. As one of the largest marketing organizations in the region and the largest BMA chapter in the country, BMA Colorado enriches the professional lives of its members by offering unparalleled opportunities for education, networking, and recognition, as well as exclusive access to industry resources and services. To learn more about BMA Colorado, visit www.bmacolorado.org
ABOUT THE ANA
The ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by advancing the interests of marketers and promoting and protecting the well-being of the marketing community. Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $250 billion in marketing and advertising annually. The membership is comprised of more than 750 client-side marketers and more than 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors. Further enriching the ecosystem is the work of the nonprofit Advertising Educational Foundation (AEF), an ANA subsidiary, which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.