Company: Makana Solutions
Contact: Arthur Gehring, Director of Marketing
Location: Lexington, Mass.
Industry: Software, B2B
Annual revenue: Confidential
Number of employees: 20

Quick Read:

Makana Solutions offers on-demand software that helps companies design and communicate optimal incentive-compensation plans. Makana—"reward" in Hawaiian—aims to ease labor-intensive planning by pinpointing the relationship between individual performance and compensation. The software helps small companies (10-15 sales reps) determine the appropriate mix of incentive (commission) and ordinary compensation.

Makana needed an inexpensive way to reach those elusive small businesses. It hired an online "inbound marketing system" to help small businesses find Makana.

Some four months later, Makana says, its search engine marketing is far more effective, Web site traffic was up an impressive 75% in the first quarter of this year, and sales leads have doubled.

The Challenge:

Established in 2004, Makana immediately discovered that it could be very expensive to market to its core customer base: businesses worldwide with 10-15 sales representatives.

"Our audience of small businesses is really hard to reach," said Arthur Gehring, Makana's marketing manager. "Everyone knows which companies are in the Fortune 1000. Not everyone knows who the small companies are."

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