Intelligent Demand and Kaiser Permanente Colorado recently appeared at the Marketo Engagement Lounge in Austin, TX for SXSW Interactive 2015 to present their joint session on Transformational Engagement Marketing Through Brand Activation and Consumer Nurturing.
In the session, KPCO and ID explained how they partnered together to transform and upgrade the way that they engaged their business and consumer audiences using multi-channel integrated demand generation, sales enablement, marketing automation, consumer engagement as well as plenty of learning and teamwork.
With insights such as “Think multi-channel throughout the customer journey. It’s hard, but you can’t skip out on this”, and “Have a bias towards action. Get away from the whiteboard. Testing and learning beats philosophy and talking,” presenters Steve Krizman, Senior Director of Communications, PR, and Marketing at Kaiser Permanente Colorado, and John Common, CEO at Intelligent Demand shared how they developed KPCO’s highly effective B2B and B2C programs.
To date, the B2C and B2B programs have generated impressive results:
- 6,788 opted in leads in the B2B program
- 52 million targeted, branded impressions in the B2B program
- Over $50 million in revenue impact (B2B program)
- 11,318 leads sent to Sales during Open Enrollment in the B2C program
- Over $13.5 million in revenue impact (B2C program)
The duo also gave a brief overview of the aspects of integrated, modern marketing, the framework for revenue transformation, and they introduced a checklist for change agents interested in revenue transformation.
John and Steve will be presenting their story again, along with Lawrence Montgomery, National Director of Advertising for Kaiser Permanente, at the Marketo Summit in San Francisco, CA on April 14th, 2015 at 4:30 pm. If you’re attending Marketo Summit this year, you don’t want to miss this session on incredible revenue transformation.
Interested in leading real revenue transformation at your company? Give us a shout and let’s discuss the details of your use case. We’re here to help!