Austin, TX (April 9, 2015) Intelligent Demand (ID), an agency partner who transforms the way companies grow revenue, and Kaiser Permanente Colorado (Kaiser Permanente), one of America’s leading health care providers and not-for-profit health plans, delivered an impactful presentation at the Marketo Engagement Lounge for SWSX Interactive 2015.
Steve Krizman, Senior Director of Communications, PR, and Marketing at Kaiser Permanente, and ID’s CEO, John Common, presented a joint session on “Transformational Engagement Marketing Through Brand Activation and Consumer Nurturing” at the conference.
In the session, Steve and John talked on the topic of transformation—specifically, when B2B and B2C marketers engage with their business and consumer audiences. The integrated marketing professionals recommended using multi-channel, integrated, demand generation, in conjunction with sales enablement, marketing automation, consumer engagement, and plenty of learning and teamwork. And they also shared how they developed Kaiser Permanente’s award-winning modern marketing B2B and B2C programs.
“Think multi-channel throughout the customer journey. It’s hard, but you can’t skip out on this,” Steve said during the presentation.
And John said, “Have a bias towards action. Get away from the whiteboard. Testing and learning beats philosophy and talking.”
To date, the Kaiser Permanente B2C and B2B programs’ results are:
- 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 present 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.
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.
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 intelligentdemand.com.