Intelligent Demand’s Client, Kaiser Permanente Colorado, Wins B2B Marketing Award; Named Finalist in 2 Marketo Revvies Categories

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Intelligent Demand’s client, Kaiser Permanente Colorado, Wins B2B Marketing Award; Named Finalist in 2 Marketo Revvies Categories

“Kaiser Permanente Colorado now has a scalable, centralized way to engage, capture, nurture and manage business leads and consumer leads."

Intelligent Demand would like to announce that its client, Kaiser Permanente Colorado, has won the Revvie award for Most Dramatic Business Impact in the B2B, Enterprise category at this year’s annual Marketo Summit. Kaiser Permanente was also named a finalist in two other Marketo Revvies categories, Visionary Marketing Executive and Most Dramatic Business Impact B2C, Enterprise.

In light of the Affordable Care Act, Kaiser Permanente recognized it needed new ways to engage its market and increase the number of qualified leads to its sales team. The integrated demand generation programs engage, nurture and qualify targeted B2B and B2C audiences via multiple channels, including paid search, social media, email, teleprospecting, trade associations, and brand activation events. Intelligent Demand and Kaiser Permanente Colorado designed and executed the programs via an iterative, agile methodology, guided by real world results and demand generation practices.

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

Lawrence Montgomery, Kaiser Permanente Colorado Advertising & Marketing Manger, said, “The creative and content we developed for this program is unique in that it educates and delivers relevant value to our target buyer personas while still building affinity for our value proposition and nurturing our leads toward sales engagement. It also gives us a way to speak to our business audience that is highly integrated with our brand.”

The campaign that earned the marketing award for Most Dramatic Business Impact – B2B, Enterprise delivered significant and measurable results within the first 18 months:

  • 165 new group sales – closed won
  • Over $23 million in marketing-sourced revenue impact
  • The program is directly influencing over 53% of all closed B2B business in the region
  • 58% of all qualified leads came from nurturing latent demand – proving the value of mid-funnel nurturing content and lead management
  • Over 80 million branded impressions and campaign touches were delivered

The B2C program results to date include:

  • 13 community events
  • An estimated 40,000 participants visited the brand activation events
  • Over 10,000 leads were captured and more than 9,000 were qualified for the lead nurturing campaigns
  • Nearly 2,400 of those were qualified and routed as Sales Ready Leads
  • Cost per lead (CPL) was reduced by nearly 40%

“Kaiser Permanente Colorado now has a scalable, centralized way to engage, capture, nurture and manage business leads and consumer leads. The integrated 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,” says Intelligent Demand CEO, John Common.

About Intelligent Demand

Intelligent Demand is a modern marketing agency specializing in integrated growth strategy, demand generation, content marketing and sale enablement. The agency’s unique One Revenue Team™ methodology helps transform the way clients engage their target audience, tell their unique story and generate qualified leads, and enable sales teams to succeed. Intelligent Demand is committed to delivering measurable results and optimizing based on real-time data, with a primary focus of growing client revenue and driving marketing ROI.

To learn more, visit

About Kaiser Permanente Colorado

Kaiser Permanente Colorado is the state’s largest nonprofit health plan, proudly working to improve the lives and health of Colorado residents for 45 years. Kaiser Permanente Colorado provides comprehensive health care services to more than 585,000 members through 28 medical offices and a network of affiliated hospitals and physicians. The health plan was named “Highest in Member Satisfaction” among Commercial Health Plans by J.D. Power and Associates for the seventh straight year. Kaiser Permanente was recognized by the National Committee for Quality Assurance (NCQA) as the top- ranked commercial health plan in Colorado and the fourth ranked Medicare plan in the nation. Kaiser Permanente was also recently recognized as a 2012 Hypertension Champion by Million Hearts™. In 2013, Kaiser Permanente proudly directed more than $96 million to community benefit programs to improve the health of all Coloradans.

For more Kaiser Permanente news, visit

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John Common

Tyler Lane
since: 12/2010
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