CRM service provider KnowledgeBase Marketing has reorganized its divisions and rebranded as KBM Group as of October 7. The reorganization includes KnowledgeBase Marketing’s US and global divisions, as well as subsidiaries Datacore Marketing and Fortelligent.
KBM’s aim is to simplify its organization and position it for expansion and future acquisitions. Wunderman is KBM’s parent company under the Young & Rubicam and WPP Group umbrellas.
“We’re at an inflection point. Our expansion is taking off, and we are looking to add capabilities” said Gary Laben, CEO of KBM Group. “We wanted to move to a brand that unified the organization and prepared for future acquisitions that we may make.”
The new divisions are organized by the markets they serve. KBM’s Midmarket Services group will offer b-to-b services for North American businesses, while the Enterprise Services unit will focus on taking a multi-pronged approach to corporate clients, creating a strategy across a number of divisions for each client. A Global Services division will handle KBM Group’s global clients.
The one division defined more by products offered rather than markets served is the Analytics Services group, which is focused on gathering marketing data and converting it into action plans for clients. Laben described the company’s analytics services as its fastest-growing sector, adding that he sees the Analytics Services as an “incubator” for developing better ways to track, gather and assess data.
“You’ll see us doing significantly more activities across all channels and across all media,” said Laben. “It’s really about using those analytics across all channels — everything from direct to all of the other channels, whether that’s direct, social, Internet and offline.”
