CASE STUDY
CASE STUDY
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eRelevance’s marketing automation service is a new and innovative approach to helping small to medium-sized businesses generate revenue from their customers. Our expert marketing done by marketing experts is faster, cheaper, and more effective. Unlike traditional marketing consultants, we are the marriage of next-generation technology and experts, at an attractive price point. eRelevance’s marketing service generates, on average, 16x the ROI potential per month for our customers. No more marketing software tools to learn or use, or expensive consulting fees.
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Marc Parrish has been has been on the cutting edge of e-marketing, mobile and Big Data from the beginning days of each. He has built large data and direct marketing-driven e-commerce sites and online communities, and has created many multi-channel digital strategies and technologies. Marc is an investor in and advisor to a variety of startups and high-growth companies in Marketing Automation, Big Data and Mobile, all of which are solving big challenges. Marc has held senior management and marketing roles at Barnes & Noble, Jigsaw (acquired by Salesforce.com), Capcom Entertainment, Palm Inc., and Egghead.com (acquired by Amazon). He has an MBA from UCLA and an engineering degree from the University of Michigan, Ann Arbor.
Hildy is an experienced technical business executive who has successfully led global strategic initiatives across multiple industries and cross-functional organizations to deliver marketing results though web, mobile and social platforms.
She has a passion for member experience and customer engagement and has honed her skills in customer journey mapping. The consumer decision journey is her preferred framework to deliver customer success and engagement on digital platforms.
Klee Kleber has spent 20 years working as a marketing executive at companies such as WP Engine, Rackspace, Dell and Segway. He has managed through periods of hypergrowth and significant market change, and has specialized in building high-performance teams from the ground up.
Most recently, Klee was CMO of WP Engine, responsible for global marketing for the fast-growing WordPress platform provider. He led branding, demand generation, content marketing, social outreach, partner/affiliate marketing, and product marketing.
Before WP Engine, Klee worked for Rackspace, the Open Cloud Company. He joined the company to run marketing during a time of rapid expansion that included Rackspace’s IPO as well as a rebranding effort. He later led the company’s entrance into the private cloud market, first with VMware and later with OpenStack.
Klee worked at Dell for 10 years, where he split time between Austin and global locations in Tokyo, London and Frankfurt. He worked on Dell’s notebook product line from inception to #1 market share. While overseas, Klee launched Dell’s e-commerce business in Japan and the company’s SMB division in Germany.
At Segway, Klee worked to establish the “personal transporter” in market segments such as police and security, tour operations, and consumer markets.
Klee currently serves as a strategic advisor to startups in Austin, including WP Engine, Pingboard, eRelevance Corporation and a number of companies at the Capital Factory, where he is a Partner.
Anu Shukla is a serial entrepreneur with over 20 years of high-tech industry experience. She is the Founder & CEO of RewardsPay Inc. Formerly, she was the founder and CEO of Offerpal Media ( aka Tapjoy, Inc.) She was the Founder and former CEO and Director of MyBuys Inc. (formerly Rubiconsoft) a venture backed company she started in 2002.
Prior to RubiconSoft, she was founder and CEO of Rubric, Inc, a Silicon Valley software company that pioneered the explosive new category of Enterprise Marketing Automation systems to collaborate, plan, execute, manage and measure marketing campaigns. Rubric eMA is used by F500 and e-commerce companies to drive revenues and build “sticky” customer relationships. Rubric, was acquired for $366 million in February 2000.
Prior to founding Rubric, Ms. Shukla was the VP of Marketing and Product Strategy at Versata (VATA). As the COO at mFactory, Inc., Ms. Shukla raised significant growth capital and helped it make a successful transition from a technology start-up to ongoing commercial concern. The company was acquired by Quark.
Ms. Shukla was Vice President of Worldwide Marketing and Product Management at Compuware/Uniface Corporation (CPWR), where sales grew from $10 million to more than $85 million. She played a major role in Compuware’s $433 million acquisition of Uniface.
Ms. Shukla served on the Board of Directors of FWE&E (Forum for Women Entrepreneurs and Executives), International Museum of Women (IMOW.org) and the Advisory Board for the Leavey School of Business, Santa Clara University. She was named to the Computer Industry “Dream Team” by Business 2.0 magazine in 2004, awarded the YSU Distinguished Alumni award in 2005, and the Entrepreneur of the Year by the Washington D.C. based Dialogue on Diversity organization in 2005. Ms Shukla served as the commencement speaker and was awarded an Honorary Doctorate from her Alma Mater YSU in 2008.
Andy is an experienced financial executive with over 15 years of progressive experience in industries including big 4 public accounting, manufacturing, technology, and digital marketing. Prior to joining eRelevance Corporation, Andy spent the last 10 years at Bulldog Solutions, one of the leading B2B digital / technology marketing agencies. As CFO of Bulldog Solutions Andy was instrumental in driving revenue growth, technology development, profitability, and effective cash flow management through his leadership in financial & operational process, financial reporting, forecasting, and revenue cycle management. Prior to joining Bulldog Solutions, Andy held various accounting positions at PriceWaterhouseCooopers, Michael Angelo Gourmet Foods, National Instruments, and Britestream Networks.
Andy earned his MS in Accounting and BS in Finance & Accounting from Trinity University in San Antonio, TX.
Mike Hancock brings thirty years of experience in high-tech sales and marketing management, in large corporate environments and start-ups, to his role as Vice President, Client Success and Sales, at eRelevance.
Most recently Mike was with IBM as their VP of NA for IBM’s Platform Computing, leading a $160M high-performance computing sales organization. Previously he has held executive sales leadership positions with increasing success at such companies as Cadnetix, Synopsys, Hire.com, Mentor Graphics, ViaMetric, and WhiteGlove Health, where he was brought onboard to drive worldwide sales success. At WhiteGlove, Hancock drove sales from zero to $20M in 4 years. As VP Americas for Mentor Graphics he headed direct and channel sales targeted at the semiconductor, consumer electronics, computer, and aerospace industries. And at Hire.com, Hancock drove revenue from $0 to $7.3M while pioneering a new On-Demand Software model using a Monthly Recurring Revenue (MRR) scheme. Hancock was a member of the President’s Club for twelve consecutive years at Synopsys and Cadnetix.
Mike received an appointment to the United States Naval Academy in Annapolis, Maryland, and earned his BS in Civil Engineering from the University of Texas.
He attributes his success to having developed expertise in building sales teams, and sales processes that quickly capture new opportunities and convert them to sales; specifically, the sale of new concepts requiring engagement at the C-level to address identified pains, which when eliminated, result in financial and operational impacts worth investing in.
Prior to joining eRelevance Corporation, Jessica spent six years in sales with Yodle, Inc. – an online marketing service for small businesses. She started with Yodle in New York as a sales representative, moved into management, and ran top producing inside sales teams specifically focused on medical practices.
Because of her success onboarding and working with dentists, when Yodle acquired Lighthouse360 in early 2013 Jessica was asked to relocate to Austin to start a sales department for the product. Lighthouse is a patient communication system that provides appointment reminders, confirmations, and recall automation for dental and chiropractic offices. Under her leadership, Lighthouse expanded from 3 inbound sales reps to 90 outbound reps across 6 teams, and quadruped their client base over the course of 2 years. Most importantly, in moving from an inbound to outbound sales model, customer retention did not decline – which speaks volumes both about the product and about the integrity of the sales process. She was recognized with a “Big Hitter” award for her impact on the business in 2013.
Prior to Yodle, Jessica spent two years with Stride & Associates, an agency recruiting firm in New York. Her experience there gave her a start in sales, as well as an ability to understand how to put the right people in the right roles for the right reasons.
Jessica holds a B.F.A. in Theatre from New York University.
Prior to joining eRelevance Corporation, Eben spent the last 10 years in various software development and team lead roles. Eben spent three years as a key contributor developing some of the innovative software components for WhiteGlove Health. Eben also held software development positions with Overwatch, thirteen23, and DecisionGrid.
Eben holds a B.S. in Computer Science from Texas State University.
Mr. Drenner is a visionary, entrepreneur and senior leader who has dedicated himself to both large organizations and fast paced startups. Blair has 21 years of experience in the high tech industry, which he has applied to other ventures and verticals.
Blair came to eRelevance from Compuware / dynaTrace, where he was a senior executive who produced 100% Y/Y revenue growth over his 4 year tenure. Blair ran strategy, sales and the partner program as well as started the solution marketing organization. Blair was instrumental in the growth of dynaTrace pre-acquisition and continued expansion of the product portfolio regionally into Asia / Latin American as well as expansion into new sales channels. He was part of the executive team who successfully spun dynaTrace off in a equity purchase in 2015.
Before his position at dynaTrace / Compuware, Blair ran the competitive strategy organization for Tivoli within the IBM software group, where he was instrumental in influencing over 100M in sales engagement and drastically changing solutions and messaging to be more competitive. During his tenor at IBM, Blair had roles ranging from client engagements to leading solutions development in the application performance management space. Blair was also the founder and CEO of SiteScream, which focused on predictive capacity planning for web servers and has been involved in several other successful investments and startup companies.
Blair holds a Bachelors of Science in Computer Science from the University of Texas at Austin.
Prior to joining eRelevance Corporation in 2014, Michael spent twenty five years in various marketing roles at both enterprise companies and startups. Michael’s team at eRelevance is responsible for the creation and execution of integrated multi-channel marketing campaigns for all customers.
Michael has been known throughout his career as a results-oriented marketing professional with an exceptional record of driving demand generation for companies across multiple industries. As a long-time power user of a variety of marketing automation platforms including Eloqua, Pardot, ExactTarget, and others, Michael brings a comprehensive hands-on perspective on the effectiveness of integrated marketing campaigns.
Michael’s start-up experience spans the last seventeen years with companies that include WhiteGlove Health, ViaMetric, Traq Wireless (merged with Tangoe and went public), Cesura, and Hyperformix (acquired by CA Technologies). Prior to his work with startups, Michael held leadership roles in product marketing and product management within enterprise companies Dell, Tivoli, Sun Microsystems (acquired by Oracle), and Digital Equipment Corporation (acquired by HP).
Michael holds a B.S. EET (Electronic Engineering Technology) from Colorado Tech University and a Masters degree in Management from Webster University.
Prior to directing Product Management and Analytics at eRelevance Corporation, Tim has spent 15 years in industry as an IT Analytics and Marketing Analytics expert bringing new products to market.
Tim was a Ph.D. Candidate at the University of Texas at Austin in Management Science, after earning an M.S. degree in Decision Science at Kansas State University and a B.A. in Applied Mathematics at Rice University.
Tim’s most recent position was Principal Product Manager for CA Technologies for the market-leading Application Performance Management (APM) product line. Tim directed Analytics for CA APM, introducing the first integrated behavioral analytics feature in any product of its kind, enabling CA APM to automatically analyze its own big data and find relevant correlations and root causes in the crucial applications and application infrastructures of the world’s largest corporate enterprises, service providers, and government agencies. Tim also led the product integration of CA Application Performance Management (the former CA Wily) with CA Infrastructure Management (including the former CA-NetQoS). While serving in Product Management for both CA Technologies and NetQoS (acquired by CA), for five years Tim led the SuperAgent product line and introduced to it the innovative NetQoS Multi-Port Collector, bringing together network packet capture and analysis with network response time monitoring. Tim’s other market-first innovations with SuperAgent included the integration of network response time monitoring with Wide Area Network (WAN) Optimization, co-developing joint offerings with leading optimization vendors Cisco Systems and Riverbed Technology.
Prior to NetQoS, Tim Smith was a Research Scientist and Analytics expert for technology startups VIEO and Trajecta, as well as Pavilion Technologies. VIEO introduced to market an innovative closed-loop automation system for Application Performance Management (APM). Trajecta was a pioneer in applying mathematical modeling and large-scale optimization to the field of Customer Relationship Management (CRM). Tim specialized in developing predictive models for customer behavior and using those models to populate portfolio optimization models which improved corporate marketing decisions such as initial offer selection for customers, retention offer selection, and portfolio repricing in order to maximize the lifetime customer value metric.
Prior to his work in startups, Tim was an award-winning graduate instructor and researcher at the University of Texas at Austin. He also served ten years as a Military Intelligence Officer.
Mr. Fabbio is characterized as a visionary and successful serial entrepreneur. He has founded and built multiple industry-leading healthcare and technology companies by identifying large emerging markets, gaining intimate knowledge of the market needs, challenging conventional wisdom, and bringing targeted, innovative solutions to those markets.
Fabbio has functioned as a Chief Executive Officer, board director, and venture capitalist for over 25 years with notable experience launching, funding, growing, and managing innovative and category creating companies. He has had a transformational impact on the software, systems technology and healthcare industries resulting in the creation of over $1.5 billion of shareholder value at time of exit.
In recognition of his success in building world-class businesses, Fabbio was awarded the Ernst & Young Entrepreneur of the Year Award in 1997 and later served as a chair person and a judge for the Austin E&Y awards. He also has been a national judge for the E&Y awards. Fabbio has been recognized in the 1999 Digital South Magazine List of “Most Influential People In the South’s New Economy,” 2002 Forbes Magazine Midas List of the “Top 100 Technology Venture Investors (technology’s top 100 deal makers),” and 2013 Rochester Institute of Technology Innovation Hall of Fame, to name a few.
Prior to eRelevance Corporation, in 2006, Mr. Fabbio left the technology industry to focus on healthcare and launched WhiteGlove Health where he was able to uniquely apply his technology background to address the many challenges found in the healthcare industry today. Prior to WhiteGlove Health, Fabbio spent nearly 6 years in the venture capitalist industry with Austin Ventures, as a Venture Partner, and with TL Ventures, as a Managing Director. While in the venture industry, Fabbio had a very strong track record. He co-founded Ventix Systems, which later merged with Motive Communications and went public. Fabbio also lead the incubation and funding of Agere Systems that was acquired by Lucent Technologies for $415M. He was an early investor and board member of Rubric, a company that lead the creation of the Enterprise Marketing Automation category, which was sold to Broadbase for $366M. In 1993, Fabbio founded DAZEL Corporation, which quickly became the acknowledged market leader in Output Management, before being acquired by Hewlett-Packard. In 1989, Fabbio founded Tivoli Systems and was the catalyst for what became one of the largest software categories in the world — Enterprise Systems Management. In 1996, after a successful IPO, Tivoli was acquired by IBM. In addition, Fabbio has held senior technical and executive management positions with Cesura, VIEO, IBM, Prime Computer, Applix, and Kodak. Mr. Fabbio also served as a Rochester Institute of Technology Board of Trustee member.
Fabbio received a A.A.S in Chemistry from Mohawk Valley Community College, a B.A. in Chemistry/Computer Science from SUNY at Potsdam and an M.S. in Computer Science and Technology from Rochester Institute of Technology.