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A consultative approach to the Account-Based Model positioned Vera Whole Health for long-term success. Read the Case Study

“The team at Heinz Marketing are pipeline strategy experts and were the unanimous choice following a rigorous search for an ABM partner.”

Sarah Daniels previously served as Chief Marketing Officer leading all marketing initiatives for Market Leader, including expanding services to customers, and building brand awareness. Previously, Daniels served as Vice President of Marketing and Sales for DreamBox Learning, a highly innovative and award-winning education software company. Prior to this, she served for six years as Vice President of Marketing and Product Management at Aventail Corporation, a network communications company. Daniels has also been an entrepreneur, co-founding two software companies and successfully selling both. She holds a BS in mathematics from Yale University, and an MBA from Stanford University, where she was an Arjay Miller Scholar.

1. Describe your business and what you do? Market Leader provides more than 70,000 real estate agents, teams and brokerage companies with a complete lead-to-close marketing and technology system that enables them to grow and manage their business. Founded in 1999 by a second-generation real estate agent, Market Leader enables success for its customers with subscription-based real estate marketing software, a complete contact management system and advertising products that enable them to generate a steady stream of prospects, plus the systems and training they need to convert these prospects into clients.
2. What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically? Heinz Marketing has been valuable on a number of different projects for us, including public relations, customer engagement, business development, and many others that have come up during our relationship. What I really appreciate about Matt and his team is their ability to put on a strategic hat to think through a wide variety of problems and then being able to roll up their sleeves and help us implement those projects. When I joined Market Leader, we were already working with Heinz Marketing. As the new CMO, I got to see their work first-hand, evaluate their progress, and as a result I then chose to continue to have them work on our projects and start new ones as well.
3. What impact did Heinz Marketing have on your business? Matt and his team have basically served as our marketing department in a time of internal turnover. They have worked on a broad range of marketing activities for us – from lead generation to PR and sales tools to thought leadership.
4. What impact did Heinz Marketing have on your business? As a company, we are going through a period of significant growth and change. The various strategic and tactical programs Heinz Marketing has been involved with have absolutely helped us achieve objectives and grow.
5. Where did Heinz Marketing surprise you in the value & insights provided? Matt does a great job of thinking holistically about our whole business and how our various projects fit in to our overall goals. He often surprises me with insights into projects that are slightly tangential to something else he is working on, but valuable none the less.
6. What’s it like to work with Heinz Marketing? I really enjoy working with Matt and his team. I am able to have clear, straight-forward conversations built on a foundation of trust and understanding, and know I can count on them both strategically and tactically.
7. In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business? Heinz Marketing can really help with a lot of the strategic and tactical elements of marketing programs, from high-level decisions and planning to the execution of those plans. That broad range of capabilities really makes them valuable.

Brian is the co-founder and leads the WhatCounts team overseeing tactical management and direction for the company. He has over fifteen years experience in building brands, forging strategic relationships, and driving revenue for several Internet pioneers. Some of the companies he has worked with include ESPN.com and Netstock Corporation (Sharebuilder), which became the second fastest growing online brokerage in 2000 (later acquired by ING). He holds an MBA from the Ivey School of Business, University of Western Ontario, Canada and a BA from Trinity Western University in Vancouver, Canada.

1. Describe your business and what you do? WhatCounts is an email services provider. We provide a platform for customers in the publishing, travel, and retail space to communicate with their customers through email. I was the President & co-founder.
2. What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically? We knew Matt from the Seattle interactive community – knew of his background and reputation in online pr & lead gen. We were also familiar with him through HouseValues. We were looking for help in lead generation in core 3 segments – publishing, travel, and retail. Matt came highly recommended, so we didn’t really search for other vendors.
3. What specifically did Heinz Marketing focus on for your business? We were looking for certain number of leads within our vertical segments to nurture from prospects into customers. Matt helped generating those leads through various channels – white papers, webinars, partnerships, and paid search, etc. In addition, he also created a Salesforce system to manage those inbound leads.
4. What impact did Heinz Marketing have on your business? Our primary goal was to get qualified prospects through our lead generation efforts. Overall, Heinz helped increase our total lead gen number by 50 or 60%. Most importantly was the quality of the prospects the programs generated. They were in our sweet spot as related to our technology offering.
5. Where did Heinz Marketing surprise you in the value & insights provided? Having a high volume of low quality leads isn’t valuable to anyone. Matt helped us target our focus, so we may have received a lower overall volume but of higher quality leads that turned into customers at a higher rate leading to increased revenue for our firm. I don’t know if this was so much a surprise, but the insight into the process was really valuable. Half the battle is getting the leads into the sales process, but the other half is nurturing those that aren’t ready to buy immediately and that nurturing was the other piece Matt brought to the table.
6. What’s it like to work with Heinz Marketing? Matt is very creative and process driven. At the end of the engagement, you feel like you’ve received good value for your budget expenditure.
7. In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business? On the lead gen. side, where we intersected with Heinz Marketing, we can attest to a results-oriented, process-driven approach to lead gen. that will be seen as a real value-add to the sales team.

Mike is a senior sales and marketing executive with over 22 years of experience in high technology, primarily with web software organizations. Mike began his career at IBM where he spent nine years in various sales roles. He was then recruited to WRQ, an infrastructure software provider, as a Regional Sales Manager, leading a sales team to consistently exceed its revenue objectives. Over the following ten years Mike served as a Vice President of Sales for three venture capital-backed software companies, including House Values, Inc., GiftCertificates.com and Verdiem Corp. Mike has a demonstrated track record of building teams, exceeding objectives and leading high growth, early stage companies. Mike is currently an elder at University Presbyterian Church in Seattle and also serves on the board of directors of Teleios Ministries.

1. Describe your business and what you do? I run the customer facing functions for The City. The City is a web-based software platform for churches owned by Zondervan, part of News Corporation.
2. What objective did you have in mind that led you to seek outside help and Heinz Marketing specifically? We needed help with our strategic marketing and campaign execution support. I have known Matt for 10+ years and, having worked with him previously, he had a proven ability to do great work on a marketing strategy level and then executing against that strategy. I choose Heinz Marketing because I trust Matt and his team and I knew quality of work and value they deliver.
3. What specifically did Heinz Marketing focus on for your business? Matt and his team have basically served as our marketing department in a time of internal turnover. They have worked on a broad range of marketing activities for us – from lead generation to PR and sales tools to thought leadership.
4. What impact did Heinz Marketing have on your business? We’re experiencing aggressive growth in sales and I can point to Matt and his team as a catalyst for that growth through their marketing efforts.
5. Where did Heinz Marketing surprise you in the value & insights provided? Matt is always thinking ahead and looking at the opportunity beyond what’s immediately in front of us. He thinks about the business strategically and then executes.
6. What’s it like to work with Heinz Marketing? Our relationship is based on trust – I know if there’s something I need done it will be completed on time and in a high-quality manner.
7. In a referral situation, how would you describe Heinz Marketing and what they can do & enable for another business? Heinz Marketing is focused on delivering tangible, quantifiable results – not the touchy-feely, hard-to-justify stuff. Matt and his team achieve measurable objectives like sales, increased market share, etc.