Every year, Marketo’s Revvie Awards recognizes innovative companies and marketers who embody the real world application of technology and best practices to generate revenue, improve organizational alignment and prove ROI. We are beyond proud to announce that our client, Kaiser Permanente Colorado, was named as a finalist in three categories:
a. Most Dramatic Business Impact—B2B, Enterprise – Finalist and WINNER!
b. Most Dramatic Business Impact—B2C, Enterprise – Finalist!
c. Visionary Marketing Executive—Steve Krizman – Finalist!
It’s a genuine honor to be included with so many great brands and amazing marketers.
The health care campaign that could
So, what went into the B2B and B2C integrated demand generation programs that the good people at Marketo chose to honor? Glad you asked…
As Kaiser Permanente prepared for the roll out of the Affordable Care Act (ACA), it quickly recognized it needed a way to increase the flow of qualified health care leads to its sales team. Having never implemented an integrated demand generation strategy before, Kaiser Permanente Colorado enlisted Intelligent Demand. Kaiser’s marketing, sales and executives worked collaboratively with Intelligent Demand to design and implement a multi-channel integrated demand generation program. The program was powered by Marketo and integrated with Salesforce CRM.
The programs engaged targeted B2B and B2C audiences via acquisition email, paid search, teleprospecting, organic search, mircrosites, targeted print and broadcast advertising, social media, brand activation events, channel partners and industry associations (whew!).
Intelligent Demand and Kaiser Permanente Colorado executed the programs via an iterative, agile methodology, guided by real world results and demand generation practices.
Kaiser Permanente Colorado now has a scalable, centralized way to engage, capture, nurture and manage business leads (small and mid groups) and consumer leads (individual and family). The program is giving Kaiser Permanente Colorado’s marketing, sales and executive teams a way to align around shared goals, shared processes and shared visibility into the stages, channels, campaigns and tactics of their revenue funnel.
Being finalists for three Revvies and winning Most Dramatic Business Impact for B2B Enterprise is wonderful news for all of us. But the icing on the cake is that Kaiser Permanente Colorado’s Marketing and Sales teams are now truly on the same page. When an agency and a client’s Marketing and Sales teams come together in beautiful harmony like this, we call it One Revenue Team™.
Kind of makes you feel all warm and fuzzy inside, right?
Congratulations to everyone at Kaiser Permanente who played a role in these successful, and now, nationally recognized, programs. We’re happy and proud to be your agency partner!
Interested in learning more about our award-winning demand generation strategy and execution services? Give Intelligent Demand a shout. We’d love to speak with you.
In the meantime, be sure to visit the rest of our Demand Generation blog category.
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