DemandGen Report Honors 10 BtoB Organizations In The 2011 Sales & Marketing Alignment Awards

BtoB organizations of all sizes across a variety of markets are deploying automation tools to re-engineer internal processes and align sales and marketing teams. This collaboration is driving revenue growth, and improving campaign results and effectiveness for a multitude of companies, churning out effective leads and nurturing longer-term buyers.

DemandGen Report’s third annual Sales and Marketing Alignment Awards profiles 10 companies that have successfully adopted technology to drive an influx of top-funnel lead generation, maximize campaign development and response, and cut internal costs.


Award winners showcased an impressive ability to significantly increase lead generation metrics, enhance marketing effectiveness, build a stronger database and nurture prospects soundly throughout the pipeline. Winning companies also successfully eliminated manual batch-and-blast strategies and increased overall productivity.

Winning highlights include:

Aconex- built a prospect database of 51,000 names, generated a 31% email open rate and 87% landing page conversion rate, and 167 sales opportunities.

Bazaarvoice- increased its quarterly number of generated leads more than 160% and tripled year-over-year growth.

CompassLearning- increased qualified leads by 50% and identified more top-of-the-funnel leads.

Concur- adopted an efficient scoring program that is updated on a real-time basis and allows sales and marketing to keep track of lead information.

F5 Networks- reached 50,000 contacts, generated more than 3,000 inquiries and posted approximately $5M in the sales pipeline;

Kodak- saw a 216% improvement in open rates over campaigns and a 550% improvement in click-through rates over prior campaigns.

Paymetric- marketing-generated leads account for more than 51% of the sales pipeline.

SalesStaff, LLC- saw a 20% increase in web visitors who contacted a sales representative directly.

Skype- experienced a 650% increase in qualified leads.

USA Financial- saw 43% increase in closed conversions and improved revenue by 25%.

These winners demonstrate that clicks, email opens, forms completed or response rates are no longer the primary marketing metrics. As companies realign their sales and marketing teams, they will continue to work cohesively to improve customer acquisition and generated income.

Click here to download the 2011 DemandGen Report Sales & Marketing Alignment Awards Report in full