For quite some time, lead generation for a product line at a leading financial services company was struggling to achieve projected growth. The powers-that-be in the company brought in Regalix, an online marketing services company, with the hope that it might be able to turn things around. Regalix’s integrated online marketing approach combined with depth in Web analytics  helped grow the lead generation for the product in a significantly short span.

Says Vikas Sharan, CEO, Regalix, “With increasing complexity of the market, working with a wide set of programs and vendors becomes cumbersome and unproductive.” It was on this premise that Regalix built its core value proposition; that of innovatively using the optimal combination of Web technology, in-depth analytics, and online marketing technologies to achieve its client’s strategic and revenue goals while maximizing RoI on the client’s marketing budget.

Clearly Regalix knows how to satisfy the big guns, as is evident from this customer quote: “Citibank views Regalix as a trusted strategic marketing partner. They have consistently delivered innovative solutions of exceptional quality over the last couple of years of our engagement. Regalix has proven experience in supporting an enterprise of our size and diversity, while respecting the stringent quality standards that we’ve set.”

Crowded Landscape
The marketing services landscape, as one would agree, is very crowded. There are traditional as well as new media players (read Internet, Web 2.0, Marketing 2.0) that build their value proposition around one particular aspect of marketing. For example, there are companies that operate in the market research area - helping clients with pre-product launches and feedback. Other marketing services companies are built around a tools perspective. Some operate in the marketing strategy arena. With the popularity of Google and Yahoo! one has seen many companies proliferate on the principle that search ‘is’ marketing. Then there are companies built around e-mail or social media marketing.

The problem here, as Sharan points out, is that none of these firms look at objectively solving the client’s marketing problems but often force-fit their services for short-term revenue, even if there is no hope of RoI on the overall marketing spend. “CMOs would have to go to different players for different marketing needs,” he says.