Extraprise, a provider of revenue optimization services for BtoB and BtoC enterprises, announced a 30% increase in revenue for its i2i demand generation services in the company’s fiscal year 2011.
The company reported that strong demand for high volume, complex multi-channel marketing campaigns drove average annual contract values higher by 16%.
During fiscal year 2011, Extraprise saw increased demand for its i2i marketing service offerings, particularly in marketing operations and lead generation and nurturing.
The company’s i2i marketing services focus exclusively on aligning sales and marketing to drive revenue at the right time, with the right offer, and in the right place during each stage of the customer life cycle. The services are designed to transform data into customer intelligence that can be used to execute multi-channel marketing campaigns relevant to each stage of the customer life cycle.
Other key indicators of the company’s continued growth include a 300% increase in the number of customer interactions the company executed for its clients through marketing campaigns during fiscal year 2011.
Since its 1997 inception, Extraprise has evolved into a database marketing and demand generation services agency focused on helping clients develop programs and campaigns to interact and communication with prospects and customers to optimize revenue.
“The proliferation of marketing automation tools offered a great starting point for a lot of BtoB companies that were not practicing the discipline of database marketing and marketing automation,” said Mike Shanker, CEO & Co-Founder, Extraprise. “Those that did quickly ran out of runway with those tools. The runway was two-fold — they no longer could use the tool from marketing operations perspective. The second aspect is that eventually after starting to use these tools, they started to crave much more extensive needs and use for data.”
Shanker told DemandGen Report that marketers are finding greater success by subscribing to a “work backwards” approach to performance measurement. “Past performance is the best indicator of future performance, and in order to execute on this effectively in the BtoB world, marketers must match marketing interactions with sales interactions and leverage purchase history to more efficiently target prospects,” he said. “I hear a lot about metrics and data, but [the ability to efficiently measure] is outside the scope of marketing automation tools. Our clients are demanding that. They want that customer intelligence capability.”
Recently certified as an Aprimo partner and reseller, as well as an Eloqua partner, Extraprise also recently unveiled its Right Time Revenue Optimization solution The solution uses customer intelligence-based multi-channel marketing campaigns to optimize value to the buyer at the right time in the customer life cycle.