GUIDE TO
February 2013
R E P O R T
The Demand Gen Report 2013 Consulting Guide The marketing automation industry is poised for continued, rapid growth in 2013. According to a 2012 IDC survey, up to 58% of the CMOs surveyed said they expect to increase their investments in key automation categories, including lead management, digital marketing and campaign management. At the same time, CMOs face enormous pressure to show a return on their investments. In fact, the same IDC research showed that 79% of the respondents will be required to produce an ROI analysis for marketing IT projects in 2012. Similar pressures exist to improve lead conversion rates, achieve closer marketing/sales alignment and allocate organizational resources more efficiently.
58% of the CMOs surveyed said they expect to increase their investment in key automation categories, including lead management, digital marketing and campaign management. Against this backdrop, the consultants featured in this year’s guide play a critical role. They understand the fast-moving marketing automation technology space, and they know how to leverage this technology in today’s B2B organizations. They also know how to combine the right mix of technology, people and processes to drive ROI.
February 2013
Please use this guide as a starting point for your company’s own consultant search, and feel free to share it with your coworkers and business associates.
R E P O R T
Want to add your demand generation consulting firm to our next guide update? Contact DGR Managing Editor Kim Zimmermann at
[email protected].
2
Consultants ANNUITAS
4
B2B Fusion Group
6
BlueBird Strategies
8
Bulldog Solutions
9
DemandGen
11
Extraprise
13
LeadFabric
14
LeadMD
16
Left Brain DGA
18
The Pedowitz Group
19
Spear Marketing Group
20
Televerde
22
RR EE PP O O RR T T
Table of Contents
Guide to
3
ANNUITAS
ANNUITAS Company Specs: • Headquarters: Grand Rapids, MI
Service offerings: ANNUITAS helps clients transform their Demand Generation Programs through it’s Demand Process Methodology. ANNUITAS supports this transformation by providing the following services: Email Deliverability and Privacy, Technology System Optimization, Content Development and Creation, and Data/Analytics Strategy.
Special Focus:
• Employees: 13 • Annual Revenue: Undisclosed • Customer Count: 75+ • Vendor Partnerships: Catapult Systems, Eloqua, Harte Hanks, Marketo, Silverpop, Kapost
ANNUITAS focuses on the transformation of demand generation to drive perpetual revenue for B2B enterprise companies.
Customer Landscape: ANNUITAS provides services to large enterprise organizations primarily in the high tech, manufacturing, financial services and healthcare verticals.
2012 Snapshot: ANNUITAS is on pace for double-digit growth again in 2013, marking the fourth year in a row for explosive growth. ANNUITAS expanded its team and expertise with the addition of Chief Strategy Officer and Principal Adam Needles, helping to make ANNUITAS the only B2B marketing organization offering strategic buyer-centric Demand Process for enterprise
Services Checklist Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing marketing strategy consulting?
companies. ANNUITAS CEO and Principal, Carlos Hidalgo, was named one of the Most Influential by the SLMA and Who’s Who in Demand Generation by B2B Magazine. Additionally, ANNUITAS client, Rubbermaid, was a winner of the Marketing and Sales Integration Award. Another client, inContact won the Eloqua Markie for One View of the Truth.
Market Focus & Insights: ANNUITAS focuses on helping B2B enterprise organizations improve their marketing and sales revenue performance by taking a buyer centric, process based view of their demand generation. B2B marketers are struggling to provide quality leads, contribute to pipeline, create compelling content, fully leverage their marketing technology and effectively determine ROI. The ANNUITAS Demand Process methodology addresses those pain points, allowing marketers to gain the insight they need into their buyer, develop programs that address buyer pain points, and ultimately lead to increased revenue and customer lifetime value.
Vendors Supported:
vendor recommendations?
R E P O R T
• Founded: 2005
Yes No
• Eloqua • Marketo • Neolane • Pardot • Silverpop
4
Rubbermaid Medical Solutions (RMS) came to ANNUITAS with a booming business, including 25% annual growth. Yet RMS realized it was missing opportunities in spite of this growth. The company lacked a formal process for developing, managing or measuring marketing-generated leads, its existing Salesforce.com system wasn’t being used to its full potential, and customer and sales data was often out of date. ANNUITAS worked with RMS to implement a formal Demand Process. The company integrated Silverpop Engage with Salesforce.com, providing a solid technology foundation. The RMS sales team used Salesforce.com more consistently, and the marketing team gained greater visibility into web site, lead generation and nurturing performance. Annuitas also worked with the RMS sales and marketing teams to rethink their shared funnel,
lead qualification, scoring, nurturing and measurement criteria. They also adopted a segmentation strategy and performed a content audit to support the new RMS lead generation and nurturing programs. Finally, ANNUITAS recommended a comprehensive set of revenue performance indicators to track campaigns and allocate resources more effectively. According to RMS executives, the ANNUITAS recommendations have enabled the company’s sales and marketing teams to work together far more closely than they did before. The marketing team is confident in its ability to measure campaign effectiveness, and the sales team no longer struggles with unqualified leads – freeing sales reps to concentrate on high value opportunities.
R E P O R T
ANNUITAS
Case Study:
5
B2B Fusion Group
B2B Fusion Group Company Specs: • Headquarters: Princeton, NJ • Founded: 2011
Service Offerings:
• Employees: 5
B2B Fusion Group works with clients to enhance their lead generation, sales and marketing processes in order to drive higher revenue. We are your demand generation “personal trainers.” Most clients have invested in a demand generation “gym membership,” including an ecosystem of CRM and marketing automation investments, where they have good intentions yet they often underutilize these ecosystem capabilities to convert more revenue and consequently are “out of revenue shape.” We accelerate your demand generation ecosystem capabilities and condition your revenue acquisition process by creating measureable marketing ROI from inquiry to close.
Special Focus: • We establish KPIs and connect marketing investment to new revenue. • We invest time to thoroughly understand how your company acquires new customers through sales and marketing. • We analyze funnel dynamics, create segmentation approaches, augment inside sales strategies, and deliver best practice data hygiene instruction and nurture methodologies.
Services Checklist Does your organization do
Yes No
• Annual Revenue: Undisclosed • Customer Count: Undisclosed • Vendor Partnerships: Salesforce.com
Customer Landscape: We serve B2B global companies or divisions that need to demonstrate a clear connection between marketing investment and new revenue. We are focused on the mid-market, but we also service select Fortune 500 clients for specific engagements. Recent engagements include Level3 Communications, IEEE, Liaison Technologies, SAP and GlobalEnglish, among others. Our work has been cited in Demand Gen Report, Forbes and Forrester Research.
2012 Snapshot: We have enjoyed well over double-digit year-overyear growth. We also donated 10% of our 2012 earnings to Entrepreneurs Bootcamp for Veterans, a program to equip wounded war veterans with business skills.
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
R E P O R T
independent consultants to provide vendor recommendations?
6
Vendors Supported:
We focus on being accountable and doing more with less.
We support any system that integrates with Salesforce. We have particular expertise in Eloqua, HubSpot, Manticore, Marketo and Pardot.
During 2013 we anticipate that clients will demand significantly more revenue value out of their existing sales and marketing ecosystem investments – including CRM, marketing automation, inside sales tools and lists – than they currently get. Specifically, non-marketing executives will demand accountability for return on these investments. Consequently, marketing will need to execute campaigns with surgical precision and tie marketing investments explicitly to ROI. Segmentation will be key to achieving these goals, as will data quality. We bridge these gaps by accelerating marketers’ initial revenue plans. Most prospective clients who engage us are wrestling with proper segmentation and use less than 10% of their marketing automation capabilities. Surprisingly, the majority do not use their CRM relative to best practices when it comes time for revenue recognition. We also help to solve the consistent data quality issues that impact KPIs, segmentation and campaign performance.
Reseller Status: We are vendor neutral and do not act as a reseller. We understand a client’s operational needs and, if asked, will make appropriate vendor recommendations.
Case Study: We recently enabled global segmentation for a client by building a marketing database; this cut a year off the client’s technology deployment timeline and saved an additional $500,000 a year through better use of their existing investments. We sourced 30% more marketing revenue year over year, based on proper tagging and tracking in the client’s CRM and marketing automation systems. We built KPIs and installed dashboard technologies to report on marketing-sourced and marketing-influenced revenue to the client’s executives and global marketing team. The foundation of our success in this project was installing data hygiene tools and processes to drive surgical campaign accuracy.
R E P O R T
B2B Fusion Group
Market Focus & Insights:
7
BlueBird Strategies
BlueBird Strategies Company Specs: • Headquarters: San Francisco, CA • Founded: 2010 • Employee Count: 15+
Service Offerings: BlueBird Strategies is a demand and lead generation firm that optimizes marketing automation to drive marketing success. Unlike agencies that are limited to only creative services or just technical expertise, BlueBird Strategies acts as a flexible adjunct to client marketing and sales teams, finding and filling the gaps in demand generation and funnel management.
• Customer Count: 25+ • Vendor Partnerships: 8
Special Focus: Marketing systems, lead management, marketing advisory, marketing programs, data management, marketing automation, production, lead scoring model development, demand generation planning, corporate alignment, content creation and strategy, lead nurture design and execution; landing page design and optimization, data cleansing, standardization and augmentation; lead management process, marketing automation and demand generation planning and execution and lead management, lead scoring, and marketing automation training.
2012 Snapshot: Growth for 2011 was double that of 2010, from a revenue, customer wins and talent acquisition standpoint.
Vendors Supported: • Act-On
• Marketo
• Eloqua
• Pardot
• Loopfuse • Manticore
Customer Landscape: BlueBird serves global BtoB companies with an annual revenue of $10 million+. A sample of current BlueBird clients includes: • Financial services firm - $20 billion+ in revenue;
Case Study: BlueBird Strategies recently looked across 10 of its lead generation clients and identified some trends from their work with the firm:
• Modular building manufacturer - $1billion+ in revenue (estimated); • Software company - $650 million+ in revenue; • IT services company - $240 million+ in revenue; and • Software company - $315 million + in revenue
Services Checklist R E P O R T
• Annual Revenue: Undisclosed
Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide vendor recommendations? Does your organization do
Yes No
Before
After
Change
Leads sent to sales 1,372
1,058
22% decrease
Deal close ratio
31.3%
40.9%
30% increase
Revenue per deal
$35,100
$45,900
17% increase
Total marketing sourced revenue
$14,9mm
$19mm
30% increase
BlueBird has worked with a fast-growth SaaS corporate performance management software company for more than three years. The company built and executed demand generation programs, implemented and currently manages its Marketo instance. Bluebird helped increase the company’s email campaign performance by 23% and saw the conversion of leads to opportunities increase by 4.5%.
implementation and rollouts? Does your organization do ongoing marketing strategy consulting?
Yes No
8
Bulldog Solutions
Bulldog Solutions Company Specs: • Headquarters: Austin, TX • Founded: 2002
Service Offerings:
• Employees: 65
Bulldog Solutions is the global leader in designing and executing revenue performance strategies. Bulldog helps its clients improve their revenue performance by providing the right mix of strategy, infrastructure and programs to meet their business objectives. Bulldog has developed three proven practice areas – consulting, execution and measurement – based on deep experience driving revenue performance in enterprise organizations.
• Annual Revenue: Undisclosed • Customer Count: Undisclosed • Vendor Partnerships: Demandbase, Eloqua, FreshAddress, Full Circle CRM, IDC, Madison Logic, Marketo, OneSource, Salesforce, Silverpop, UBM/TechWeb
Customer Landscape: Bulldog provides its services to enterprise clients in a broad array of industries, with special emphasis on the hardware, software and services technology and telecom markets.
Vendors Supported: • Aprimo
2012 Snapshot:
• Eloqua
Once again in 2012, Bulldog Solutions was recognized, for the fifth straight year, as one of the Inc. 5000 fastest growing companies.
• Marketo • Silverpop
Reseller Status: Services Checklist Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide vendor recommendations? Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
Bulldog currently delivers data quality and data augmentation solutions from OneSource, FreshAddress, DemandBase and Pure Incubation, and media and content solutions from IDG, IDC, The Aberdeen Group, UBM / TechWeb, TechTarget, Madison Logic and a variety of vertical-market focused publications.
R E P O R T
marketing strategy consulting?
Bulldog Solutions not only includes best-of-breed revenue performance processes and methodologies and its own content, management and reporting infrastructure, but also some of the industry’s leading data, content and audience acquisition solutions.
9
Bulldog Solutions
Special Focus
STRATEGY
CONSULTING
EXECUTION
• Business Goal Alignment
• Process Re-engineering
• Demand Waterfall Reporting
• Sales & Marketing Alignment
• Demand Center Operations
• Revenue Performance
• Lead Management Plan
• Account Direction & Management
• Marketing/ Sales ROI
• Budget & Program Alignment • Metrics and Reporting Plan • Revenue Performance Model
• Systems Assessment
INFRASTRUCTURE
• Systems Improvement Plan • Data Assessment • Data Improvement Plan
• Audience Definition • Segmentation
PROGRAMS
• Anchor Positioning • Personas Development • Program Architecture • Content Assesment Plan
• Business Reviews
• Marketing Automation Implementation and Optimization • MAP/CRM/Web Intergration • Data Quality Projects
• Program Creative/Execution
• Sales/Marketing Budget • Lead Service Level Performance
• Database Health • Database Growth/TAM Coverage • Web Performance • Systems Adoption • Systems Utilization
• Content Development
• Program and Campaign Performance
• Program Automation
• Asset Performance
• Media/Audience Acquisition
• Media Performance
• Sales Playbook Development
• Sales Performance
• Globalization/Localization
R E P O R T
• Sales Enable Plan
• Benchmarking
MEASUREMENT
10
DemandGen
DemandGen Company Specs: • Headquarters: Silicon Valley, CA (additional offices in Europe and Asia-Pacific) • Founded: 2007
Service Offerings:
• Employee Count: 70+
DemandGen is a global team of marketing automation and lead management experts, with consultants across North America and Europe. DemandGen combines more than a decade of experience in marketing automation and CRM with quality service, business process knowledge and deep technology expertise. Best known for its award-winning lead scoring and nurturing methodologies, DemandGen has helped hundreds of clients establish best practices, implement effective lead management programs and produce measurable results — helping to deliver success with every engagement.
Special Focus: DemandGen empowers marketing organizations around the world with the strategies, techniques and tools they need to drive revenue. The company’s primary focus areas are marketing automation, marketing and sales alignment,, lead management (including strategies such as scoring and nurturing), data management, campaign execution, revenue performance management, and general strategy consulting. CEO David Lewis, who literally “wrote the book” on Manufacturing Demand (New Age Publishing, 2012), and his team are the world’s leading authorities on the key principles of successful lead management.
• Annual Revenue: $10+ million • Customer Count: 300+ • Vendor Partnerships: Eloqua, Marketo, Salesforce
Customer Landscape: DemandGen serves clients in a variety of industries including technology, SaaS, healthcare, business services and financial services. A majority of the consultancy’s clients, however, are global technology firms.
2012 Snapshot: With the major transformation taking place in marketing today, DemandGen continues to focus on aligning sales and marketing through its lead management framework – a strategy which has resulted in a 10% revenue gain over 2011. DemandGen has been consistently rated by the Inc. 500/5000 as one of the fastest growing companies, and shares with its clients over 50 awards around marketing excellence.
Market Focus & Insights: Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? R E P O R T
Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
The marketing automation market has reached the early majority market, and therefore we expect broader and more rapid adoption of the leading systems. We expect this expansion to continue to provide high demand for firms such as ours who provide guidance and resource support to clients that are adopting marketing automation and CRM.
Vendors Supported:
independent consultants to provide
• Eloqua
vendor recommendations?
• Marketo
11
Concur, a provider of integrated travel and expense management solutions, needed to deploy a strategy that properly targeted prospects for its different products, which focus on mid-market, large market and small business. DemandGen helped Concur develop a lead management process. The company also adopted the SiriusDecisions Demand Funnel taxonomy, a lead nurturing strategy designed to help organizations take leads through various stages. The sales and marketing teams worked together to define and agree on process stages, lead taxonomy and a lead scoring process. A nurturing strategy also was developed with team members dividing prospects into three different categories: suspect, inquiry and marketing development representative working.
Overall, the company noted a greater sales and marketing alignment. The sales team can now see the communication process between marketing and prospects and add prospects to MDR. Sales is now versed on when to engage with the prospect through a nurturing program. Lead status is accurately updated on a real-time basis through a scoring program, allowing sales and marketing to keep track of the information.
R E P O R T
DemandGen
Case Study:
12
Extraprise
Extraprise Company Specs: • Headquarters: Boston, MA • Founded: 1997
Service Offerings:
• Employees: 60
Extraprise is a provider of revenue optimization, database marketing and demand generation services for B2B and B2C enterprises that combine customer intelligence with multi-channel marketing campaigns at the right time, in the right places throughout the customer lifecycle. The company’s i2i demand generation services are compatible with marketing automation and CRM solutions. Extraprise offers clients of all levels of marketing maturity the flexibility to start and grow with lead generation services to drive revenue performance.
• Annual Revenue: Undisclosed
Special Focus:
• Vendor Partnerships: Alterian, Aprimo, Eloqua, Oracle Siebel On Demand, Appature, NetProspex, ReachForce
Vendors Supported:
Data integration, management, customer intelligence, multi-channel campaign development and execution, marketing strategy, lead generation, nurturing and qualification.
• Alterian • Aprimo • Eloqua • Oracle Siebel On Demand
Customer Landscape: Extraprise works with B2B and B2C companies, including organizations in financial services, high technology, pharmaceutical and business services.
Reseller Status: We resell Alterian, Aprimo and Eloqua solutions.
Market Focus & Insights:
Case Study:
The company delivers customer intelligence-based marketing databases, with marketing strategy and demand generation services. In 2013, Extraprise expects increased use of customer intelligence to drive multi-channel marketing for new customer acquisition and greater account penetration.
A technology solution provider to enterprises sought a strategy to improve its global lead generation and nurturing programs. The client was missing significant sales opportunities due to its inability to integrate and manage campaign response and lead data across 172 international geographies and nine business units. The company tapped Extraprise’s insight-to-interaction (i2i) solution to integrate more than 100 global data sources into one centralized marketing database.
Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? R E P O R T
• Customer Count: 15
Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as independent consultants to provide vendor recommendations?
Yes No
Extraprise worked with the client to create business rules and to automate the processing, cleansing, standardizing, de-duping, augmenting and management of customer and prospect information. The client utilized Extraprise’s services to further evolve their marketing capabilities. Additionally, a campaign management function was implemented to support data-driven, multi-channel programs, and a lead qualification and distribution process to increase revenue. The company now has an automated process for nurturing leads until they are ready to be distributed to sales, resulting in a 400% increase in their lead to opportunity conversion rate.
13
LeadFabric
LeadFabric Company Specs: • Headquarters: Brussels, Belgium • Founded: 2009
Service Offerings: LeadFabric helps mid-market companies and enterprises improve their sales and marketing alignment. LeadFabric’s offering is tailored around three core disciplines:
• Employees: 15-25 • Annual Revenue: Undisclosed • Customer Count: 75+ • Vendor Partnerships: 4
• Consultancy: Offering knowledge via demand gen, sales enablement process reviews, audits and alignment re definition. Institutionalizing process via playbook creation, and aligning sales and marketing by developing and implementing SLAs. • Technology provisioning: Reselling technology that improves productivity levels of sales, marketing and how both departments work together. This includes Brainshark, Slideshark, Microsoft CRM, Sitecore and Pardot.
Services Checklist Does your organization do
Services: • Managed Services: Demand generation and sales enablement business process outsourcing, including Business Process Reviews and Roadmap Development focused on the selection or usability improvement of marketing automation tools as well as sales and marketing alignment processes. Translation of defined strategies to system processes and implementation, validation and monitoring of those processes covering the full marketing automation spectrum: scoring, nurturing, integration, data governance.
R E P O R T
• Marketing as a Service: together with your Marketing department we build your campaigns from start to finish, including setting up emails, landing pages, form and target audience segmentation and also including set-up and considerations for scoring, nurturing and other system integrations • Full -Service Digital Campaigns: from concept to mood- and storyboards to the actual development of creative assets such as animations, assessment tests, ROI calculators etc… either embedded into a larger nurture campaign or as a standalone asset. We build screenplays and write scenarios for your nurture tracks at any stage of the buying journey and develop any assets needed in order to increase
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide vendor recommendations?
Special Focus: We help our clients break through the typical linear and tactical marketing execution and help them weave two-dimensional campaigns – from a creative and process perspective, leveraging or optimizing processes and marketing automation infrastructure. We focus on either EMEA headquartered global companies or EMEA subsidiaries of NA or APAC-based companies. Due to our geographical location and our multi-lingual staff we are well positioned to operate in international or multicultural environments. We offer knowledge, best practice advise and fullservice sales and marketing campaign development services that fully leverage the underlying technology foundation.
14
LeadFabric
We also develop our own technologies, enabling customers to further leverage their investment in a Marketing Automation Platform. FabChat is one of those applications which offers an online chat functionality that is fully integrated with marketing automation platforms allowing you to appends a contacts’ data and use chat conversations as part of lead scoring and lead nurturing programs.
Customer Landscape: Major verticals served include high-tech, industrial technology, healthcare, professional and educational services, SMBs with a continental (EMEA) or global focus, and global or EMEA operations of large enterprises.
2012 Snapshot: LeadFabric revenue has doubled year-over-year. The company recently created a Dutch and German presence and has won several global accounts which they service across the global regions. Leadfabric’s customer list includes ADP International, AON Risk Solutions, Intergraph, Danaher, HP ESSN EMEA, F-Secure WW, Fluke EMEA, Plantronics and GenRe.
Vendors Supported: • Brainshark • Eloqua Gold Certified Partner • Marketo Services Partner • Marketo Strategic Partner Emea • Pardot Silver Partner • Sitecore CEP Partner • Silverpop Strategic Market Partner
Reseller Status: We resell the following solutions: • Brainshark • Hosted Microsoft CRM • Pardot • Scribit • Sitecore • Slideshark
Market Focus & Insights: In 2013 we expect to see an increased level of interest from a broader market as buyers operating in more traditional industries start embracing the Internet as a part of their buying process.
R E P O R T
Nevertheless, even if ‘closed loop marketing’ and ‘sales enablement strategies’ are becoming part of the European B2B marketer’s vocabulary, success will depend on getting tailor-made guidance and knowledge transfers from a regional, cross-cultural partner that can fill the gaps unaddressed by most NA based and / or technology vendors. This includes local knowledge about legislation and regulations, understanding the importance of channels and how to integrate them in an RPM play, as well as knowing how to work with and respond to the operational capacity constraints caused by operating in a fragmented, pan-European landscape with smaller teams and specializations.
15
LeadMD
LeadMD Company Specs: • Headquarters: Scottsdale, AZ • Founded: 2009 • Employees: 21
Service Offerings: LeadMD is the recognized leader in marketing automation and CRM consulting. We couple the art of cutting-edge marketing concepts with the science of marketing automation technology to achieve some pretty outstanding results. LeadMD is one of the few consultancies that can offer both strategic and executional assistance. Our plans work with customers based on their specific needs – from project based help and implementation to ongoing retainer-based support. We help streamline the tedious and confusing marketing automation process and achieve real ROI.
Special Focus: LeadMD is everything marketing and a little bit more because we built the kind of team and partnership ecosystem we’d want if we were going to outsource marketing. LeadMD offers the core competencies needed to transform organizations into a revenue machine. From web design and UI/UX, to marketing automation consulting, to CRM development and integration, customers work with us because we get things done – and in half the time of our competition.
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as independent consultants to provide
• Vendor Partnerships: Kapost, Marketo, Pervasive, Salesforce.com, StrongPages
How? We are a flat organization that employs nothing but experts – no project managers to get in the way, no sales staff that fakes their way through the conversation, and no outsourcing overseas. When you work with LeadMD, you are working with experts.
Customer Landscape: We’re one of the few organizations to successfully work with both SMBs and enterprise-level clients. LeadMD is a true outsourced marketing-as-a-service provider for its SMB clients and serves as a critical piece of the marketing puzzle for Fortune 100 customers.
Yes No
In 2012, LeadMD grew its customer count by over 450 with revenue increases of more than double its 2011 benchmark. Driven to attract and maintain marketing automation experts, LeadMD is the ONLY consultancy to employ a 100% certified staff of Marketo experts. In late 2012, LeadMD began offering a Marketing Resource Management platform as part of its Extended Management offering, which revolutionized the way retainer marketing services are delivered.
R E P O R T
vendor recommendations?
• Customer Count: 761
2012 Snapshot:
Services Checklist Does your organization do
• Annual Revenue: $3.5 million
16
LeadMD
Market Focus & Insights:
Case Study:
LeadMD helps serious marketing automation adopters across all industries. As a consultancy focused on both CRM and marketing automation strategy, technology and development, as well as day-to-day execution LeadMD is a true extension of its clients internal resources. The LeadMD customer base runs the gamut from startups to mid-size organizations all the way up to fortune 100 enterprises and some of the largest software providers around the globe. The LeadMD ecosystem of marketing offerings, well-integrated partners and an industryleading team allow LeadMD to play across multiple verticals and create some of the most innovative lead management models in the world.
LeadMD has engaged with more than 750 client organizations to drive revenue performance management. Find a full sampling of LeadMD success stories online at: http://www.leadmd.com/blog/
resources/case-studies/
Vendors Supported: We work with Marketo as a marketing automation supplier and also offer the Marketo platform via an agency (multi-tenant) model. We also work with Salesforce.com and are an App Exchange consulting partner, as well as a Certified Administration, Consulting and Development organization. In addition to our core relationships LeadMD offers a full range of partner and organic service offering from content creation to web development to SEO and SEM solutions. You can explore the LeadMD ecosystem online at www. leadmd.com
Reseller Status:
R E P O R T
We offer Marketo and Salesforce.com licensing.
17
Left Brain DGA
Left Brain DGA Company Specs: • Headquarters: Silicon Valley, CA
Service Offerings:
• Founded: 2009
Left Brain DGA offers sophisticated demand generation agency services to enterprise clients such as Lenovo, Sage Software, PNC Bank and others. Our services include strategy, content creation, MA tool management and post campaign optimization.
• Employees: 23 • Annual Revenue: Undisclosed • Customer Count: 5
Special Focus: We help companies build perpetual demand generation programs. We focus on understanding buyer and influencer behavior, and creating content and nurturing programs that educate and convert.
Customer Landscape: Left Brain DGA focuses on large enterprises and supports clients in a variety of industries.
2012 Snapshot: Left Brain DGA will more than double its revenue in 2012 and released a dashboard reporting tool in 2011.
Vendors Supported: Left Brain DGA works with automation vendors to meet the needs of large enterprise clients – that’s our focus.
Reseller Status: Left Brain DGA does not resell any technology.
Market Focus & Insights: Marketing automation is still struggling to bridge the gap that exists between tool sophistication and user knowledge. Most users leverage less than 25% of a tool’s capability, a reality that won’t change in 2013 given the already overburdened life of a marketer.
Case Study: In the recent case of a large enterprise B2B OEM, Left Brain DGA generated over $85M in pipeline revenue for one division.
Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? Does your organization offer basic
Yes No
R E P O R T
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide vendor recommendations?
18
The Pedowitz Group
The Pedowitz Group Company Specs: • Headquarters: Alpharetta, GA • Founded: 2007 • Employees: 59 Consultants
Service Offerings: The Pedowitz Group has provided Revenue Marketing solutions for more than 1,000 clients. As a result of our experience, we created the Revenue Marketing Transformation™ model, which transforms marketing from a cost center to a revenue center and encompasses six key controls: strategy, people, process, technology, content and results.
• Customer Count: 1,000+ • Vendor Partnerships: Aprimo, Brainshark, Demand Metric, Demandbase, ExactTarget, HubSpot, KnowledgeVision, Marketo, Oracle, ReachForce, Salesforce.com
Special Focus: The consultancy helps global clients execute Revenue Marketing strategies that generate repeatable, predictable and sustainable top-line revenue results. TPG offerings range from strategic to tactical, from process to technical, for companies of all sizes, verticals and global locations, and for both inbound and outbound marketing strategies. Our award winning clients include Citrix, Brinker Capital, Rackspace, D&B, Equifax and the Cleveland Cavaliers.
Customer Landscape: Our client base consists primarily of enterprise B2B organizations, but includes many B2C companies. We support six languages.
Vendors Supported: • 19 Marketing automation technology platforms • 213 Revenue Marketing technology certifications
Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
Yes No
marketing strategy consulting? R E P O R T
• Annual Revenue: Undisclosed
Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as independent consultants to provide vendor recommendations?
Yes No
Case Study: ELT is a SaaS E-learning provider that develops employee compliance content. With more than 2,000 clients and six million people trained on their courses, they needed a way to drive more qualified leads and prioritize and process leads in the mid-stage of the sales funnel. ELT knew they needed a marketing automation solution instead of the disconnected email, web and analytics technologies they were using. ELT partnered with The Pedowitz Group to get best practices for both their big-picture strategy and for the tactical building of campaigns and workflows. TPG assessed their existing campaigns and provided a plan for next steps. A kickoff planning session with a team of senior sales and marketing leaders resulted in sales and marketing alignment, agreed upon definitions for qualified leads, lead status values and lead scoring. Services included creating a communications subscription and preference center, testing models and campaigns, and funnel optimization, all with an emphasis on reporting. The results: higher conversion rates and improved open and click rates. ELT now has 10 different nurture campaigns, with a threefold increase in number of emails sent, but the unsubscribe rate has remained stable because they are now delivering the right information to the right person at the right time. The team also focused on more robust dashboards and reports, allowing them to assess the ROI on different marketing initiatives and adjust spend accordingly.
19
Spear Marketing Group
Spear Marketing Group Company Specs: • Headquarters: Walnut Creek, CA • Founded: 2009
Spear Marketing Group is a full-service B2B marketing agency specializing in demand generation, lead management and ROI-based marketing. We help clients generate leads quickly and cost-effectively, and then nurture, cultivate, educate and convert those leads into opportunities and sales. Spear client engagements range from comprehensive demand generation strategy, to turnkey campaign development, to on-demand creative execution. Whether it’s crafting a simple webinar invitation or helping launch an entire company to market, our team of seasoned strategists, in-house creatives and expert technicians work seamlessly to generate measurable results for you, your sales team and your brand. Spear is one of very few firms in the demand generation space to combine strategic expertise, creative flair and in-depth technical experience under one roof.
Special Focus: We help our clients maximize marketing ROI in two main areas: Lead Generation: developing, executing and managing effective lead generation strategies and campaigns through search (SEO and SEM), social media, content marketing, email marketing, online display, mobile marketing, direct mail, webinars and more.
Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do ongoing
R E P O R T
• Employees: 26
Service Offerings:
• Annual Revenue: Undisclosed • Customer Count: 50+ • Vendor Partnerships: Marketo, Optify
Lead Management: developing comprehensive lead management plans and strategies (workflow, frequency, offer/content), turnkey lead nurturing campaigns (creative, set-up, program management, reporting) and effective e-marketing creative (emails, landing pages, microsites, offer content.)
Customer Landscape: Spear primarily serves B2B companies in the technology sector. Clients range from small, VC-backed startups to large, global brands, in categories that span software, hardware and services. We are equally adept in marketing to small businesses and large enterprises, titles from software developer to CFO, and key verticals including financial services, healthcare, utilities, ecommerce/retail and government/ public sector.
2012 Snapshot: 2012 was a year of record growth for Spear. The firm tallied more than 50 clients during the year, an all-time high, and added new hires in account management, technical production, traffic and creative. Key new business wins included Dropbox, Stratix and WatchGuard.
Yes No
marketing strategy consulting? Does your organization offer basic
Yes No
ongoing program support? Does your organization serve as
Yes No
independent consultants to provide vendor recommendations?
20
Case Study:
Spear is a “Preferred Services Partner” of Marketo, the leading marketing automation platform. We currently support more than 30 active Marketo clients, primarily in the areas of lead management strategy, campaign development and creative execution, as well as ongoing program management and support.
For more than two years, Spear has worked as lead demand generation agency for a fast-growing SaaS software company targeting the healthcare industry. As a strategic partner, Spear works closely with the client’s marketing team to drive inbound leads, convert leads to opportunities, and maximize measurable ROI from marketing activity.
Vendors Supported: • Marketo
In the course of our tenure working with the client, Spear has: • Developed and executed demand generation plans responsible for 8,000+ inbound leads per year, lowering cost per lead by 26%; • Designed, implemented and managed a comprehensive, automated lead management program to respond to, filter, qualify and nurture all inbound leads; • Coordinated all promotional efforts for webinars and field events – including both online (email) and offline (direct mail) campaigns; • Revamped and expanded the client’s paid search (SEM) program, doubling lead volume in just 12 months; • Designed, launched and helped manage a blog that generated 500 leads in its first nine months and more than 700% ROI.
R E P O R T
Spear Marketing Group
Market Focus & Insights:
21
Televerde
Televerde Company Specs: • Headquarters: Phoenix, AZ • Founded: 1995 • Employees: 350+
Service Offerings: Televerde provides end-to-end sales pipeline development solutions that drive increased revenue for our clients by integrating the highest quality data, marketing automation services and worldclass teleservices. Our high-impact “3D” (data, digital and dialogue services) approach improves sales pipeline performance and aligns sales and marketing with targeted buyers by generating and nurturing the highest quality sales leads. We’ve generated more than $3 billion in net new revenue for more than 2,000 leading B2B technology and non-tech clients. We do this within an innovative “responsible sourcing” business model that enables optimized demand generation and lead nurturing program performance.
Special Focus: We provide a truly integrated, end-to-end, measurable, ROI-centric lead generation and lead nurturing solution comprised of data provisioning and remediation services, marketing automation services, content strategy and development, inbound and outbound teleservices, and consulting services. Within each of these core service areas, we provide an array of other sales and marketing services, processes and
Services Checklist Does your organization do
Yes No
implementation and rollouts? Does your organization do
Yes No
ongoing marketing strategy consulting? Does your organization
Yes No
offer basic ongoing
R E P O R T
program support? Does your organization
• Annual Revenue: Undisclosed • Customer Count: 150+ • Vendor Partnerships: Marketo, Eloqua and strategic relationships with other sales and marketing technology/data providers
technology support that enable a unified marketing approach. Our teleservices agents and other staff have a highly developed understanding of relevant, human touch-driven marketing approaches and are savvy about numerous market segments within the B2B space. Their knowledge helps achieve optimized results for our tech and non-tech clients.
Customer Landscape: Our clients include leading enterprise and SMB technology companies (software, hardware, services); non-tech companies (healthcare, financial services, business services, manufacturing); channel partners; high-growth companies and VC/PEfunded companies. Our solutions are well-aligned for companies interested in supplementing their existing in-house sales and marketing capabilities for lead generation and nurturing, or in outsourcing all or significant components of these services.
2012 Snapshot: Televerde continues to grow. We enjoyed a 30% year-over-year revenue increase due to deeper relationships with our existing clients and the addition of many new clients who are using our integrated capabilities.
Yes No
serve as independent consultants to provide vendor recommendations?
22
Televerde
Market Focus & Insights:
Case Study:
As more sales and marketing executives continue to adopt automated lead generation and lead nurturing best practices, they will realize that they lack some or all of the people, process and technology components to implement and fully achieve the ROI results they desire. As a result, they will continue to seek out strategic relationships with outsourced providers of these services who have demonstrated competencies and success.
Televerde implements a variety of teleservices campaigns, integrated teleservices and digital campaigns, and data cleansing projects for our clients. Overall, across all of the campaigns we implemented for clients in 2012, we generated more than 89,000 targeted tele-qualified and automationqualified leads, event registrants, and buyer and account profiles.
In 2013 and beyond, we will sustain our emphasis on providing clients with a blended, unified approach to achieving their revenue objectives by continuing to enhance our end-to-end integrated data, digital and dialogue services, and providing the strongest people, process and technology to support revenue generation.
Vendors Supported: •
Eloqua
•
Marketo
Reseller Status:
• 80% increase in average order size value • 25% reduction in lead to closed-won deal sales cycle time • MQL to sales rep hand-off time reduced from three days to 20 minutes • $100,000+ annualized reduction in telemarketing investment • 75% conversion rate increase from calls to generation of Tele-Qualified Leads • 60% conversion rate increase from SalesAccepted Leads to Sales-Qualified Leads • 9:1 campaign ROI
R E P O R T
We are an agency partner of both Marketo and Eloqua. We have the expertise to support our clients with a fully managed end-to-end services approach. We have also developed deep technology integrations for both Marketo and Eloqua to seamlessly incorporate our human-touch activities with the full digital body language provided by both platforms, which enables more effective and relevant conversations and increased conversions.
Here is a collection of highlight results from several clients we worked with this year:
23
About
About Demand Gen Report Demand Gen Report is a targeted e-media publication spotlighting the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multi-channel demand generation efforts.
Contact Us
R E P O R T
Demand Gen Report 411 Rt. 17 South, Suite 410 Hasbrouck Heights, NJ 07604 P: 201.257.8528 F: 201.257.5281
[email protected]
24
