Intelligent Demand Creates Award-Winning B2B Demand Generation Campaign

Client, Kaiser Permanente Colorado, wins BMA Gold Key award

Denver, CO (August 25, 2014) Intelligent Demand (ID), an agency partner who transforms the way companies grow revenue, today announced its client, Kaiser Permanente Colorado (Kaiser Permanente), one of the nation’s leading health care providers and not-for-profit health plans, won a Business Marketing Association Colorado Gold Key award.

“What happened during the course of this project is nothing short of transformation,” said ID’s Creative Director, Theo Romeo. “Kaiser Permanente’s modern marketing maturity went from emerging to award-winning in the span of two years.”

ID and Kaiser Permanente designed and executed a lead generation program via an iterative, agile methodology that was guided by demand generation best practices.The campaign targeted B2B audiences through multiple channels, including paid and organic search, acquisition email, teleprospecting, and social media.

The results earned the team a Gold Key award in the Demand Generation Campaign category:

  • 165 new group sales—closed won
  • Over $23 million in marketing-sourced revenue impact
  • The campaign influenced more than 53% of all closed B2B businesses in the region
  • 58% of all qualified leads came from nurturing latent demand
  • Over 80 million branded impressions and campaign touches delivered

“We were spending money in this space, but we had limited visibility into the impact of that spend,” said Steve Krizman, Senior Director of Communications, PR, and Marketing at Kaiser Permanente Colorado. “ This program enables us to create a direct link between our marketing spend and our revenue impact.”

The Gold Key Awards is recognized as Colorado’s most prestigious competition dedicated solely to B2B marketing communications. A panel of independent judges representing agency and corporate marketing professionals from across the country scored entries in various categories on objectives, creativity, production, and results.

About Kaiser Permanente
Founded in 1945, Kaiser Permanente is recognized as one of America’s leading health care providers and not-for-profit health plans. The organization currently serves 11.8 million members in eight states and the District of Columbia. Kaiser Permanente Colorado has proudly served the residents of Denver and Boulder for more than 40 years, providing high-quality coverage and care together, to help their community thrive.

About Business Marketing Association Colorado
The Colorado Chapter of the Business Marketing Association connects business marketing professionals from local companies and agencies, independent business owners, and consultants. Its members are leaders in the fields of business-to-business marketing and advertising and represent a wide range of skills—digital marketing, research and data analysis, media relations, social media, content marketing, product management, and channel marketing to name a few.

Intelligent Demand is a full service, integrated revenue agency that specializes in growing companies who have complex marketing and sales use cases. But we don’t just help our clients make a one-time sales impact; we transform the way they grow revenue so that it is strategic, scalable, modern, and measurable. And we do this using an integrated, holistic methodology we call Real Revenue TransformationTM. Learn more at

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