BNZSA Enters “Hypergrowth Phase”

European IT Sales and Marketing Agency BNZSA announced that it is enjoying “hypergrowth” with 274% year-on-year revenue growth in Q2.  Bookings are up 176% year-to-date.  It is forecasting 300% annual growth in 2021.

During Q2, BNZSA added 25 new clients and doubled its multi-national team.  It hired 163 employees, evenly distributed between their offices in Madrid and Tangiers.  BNZSA employs more than 300 employees from 34 nations, allowing it to broadly deliver tele-based lead generation services in sixteen languages across EMEA.  BNZSA has also been expanding its lead generation services in the Americas.

Q2 net revenue retention rose to 190%.

BNZSA doubled its campaign delivery load in H1, completing 433 lead generation campaigns.

“Coming off the back of a record-breaking 2020, we planned for 2021 to be a year of hypergrowth.  By January, a lot of meticulous planning had been done – in business development, client services, data, IT, and HR – to ensure that we are able to effortlessly scale up throughout the year and meet unprecedented client demand.

“The phenomenal performance in the first half of the year demonstrates the unique value BNZSA brings to the B2B IT lead generation marketplace. It also indicates that demand for enterprise hardware and software solutions is very strong globally. We are seeing businesses aggressively investing in their infrastructures to enable their teams to operate effectively from wherever, and to ramp-up their agility in responding to customer needs.”

BNZSA CEO Brahim Samhoud

BNZSA’s agents place more than 1.5 million calls a year, delivering a 96% lead acceptance rate.

Earlier this year, BNZSA launched its Intent Activation Engine.  The service identifies, tracks, and activates buyer intent.  BNZSA combines technographic, firmographic, intent, NLP, and B2B telemarketing data to deliver a set of intent-activated leads.  Agents then initially join calls to foster “warm handovers” to their clients.

Along with tele-based demand generation, BNZSA supports buying committee identification; intent, firmographic and technographic insights; and prospect engagement.

“BNZSA is built on four core values – people, highest quality, extra mile, and changing the industry,” Brahim added. “Our business is all about people and the relationships we build with clients and their prospects.  We’re obsessed with the quality of the information we hold, how we use it, and the insights it brings to client programmes – as well as the quality service we deliver daily.  Going the extra mile is not a nice to have, it’s how we operate.  Bring all of this together and we’re changing the industry by default.”

Headquartered in Madrid, BNZSA is well-positioned to conform to GDPR and country-specific data privacy regulations.  It was founded seven years ago as a marketing agency focused on tele-based demand generation.  It has steadily grown at 30% per annum since launch and grew revenue by 38% last year before entering its hypergrowth phase this year.

BNZSA has over 100 clients, including Acer, Dell, Fujitsu, HP, Intel, Juniper Networks, Oracle, Samsung, and SAP.  Growth is combined with a 95% client retention rate.

BNZSA Intent Activation Engine

B2B IT Marketing Agency BNZSA (pronounced BEN-zah) entered the intent data space with the BNZSA Intent Activation Engine product launch.  The new service identifies, tracks, and activates buyer intent.  BNZSA combines technographic, firmographic, intent, NLP, and B2B telemarketing data to deliver a set of intent-activated leads.

The new service “connects all the disparate tools available to deliver the most accurate buyer Intent data, with the highest possible lead qualification and industry-standard GDPR compliance.”

Madrid-based BNZSA supports buying committee identification; intent, firmographic and technographic insight; and prospect engagement.

“At the heart of the BNZSA Intent Activation Engine is a combination of data and digital capabilities with inter-personal engagement,” stated CEO Brahim Samhoud.  “No one else offers this. There are intent vendors, technographic vendors, firmographic vendors, contact vendors, digital agencies, and tele-agencies.  Some provide pieces of the puzzle, but none does everything – until now.  No other offering provides B2B sales and marketing leaders with so many different execution options.”

BNZSA describes itself as a customizable, full lifecycle intent data solution for B2B sales and marketing teams.  

“The BNZSA Intent Activation Engine realises an end-to-end value journey through information enrichment via broad-based Intent, firmographics, and technographics, to digital warming through social media, content syndication, email, display, and PR, to local language phone-based BANT qualification,” wrote the firm.

The BNZSA Intent Activation Engine supports the following processes:

  • BNZSA Intent Data Pool: An aggregated database of billions of global, weekly intent records.
  • BNZSA Tech-Lab: An AI, NLP platform that analyzes intent potential and selects relevant records.  The NLP supports twelve European languages and combines it with machine learning and knowledge graphs.  High-intent records are matched with “client TALs [tele-prospecting accepted leads] for advanced re-targeting and adapted nurture tracks” while “the remaining selected data is further filtered by criteria specific to clients’ needs.”
  • BNZSA OmniDatabase: A reference database holding millions of company records for firmographic and technographic enrichment.  The OmniDatabase gathers data from half a dozen third-party data sources and is enriched by BNZSA’s data research team.
  • BNZSA Pipeline: Local-language demand-generation teams engage with prospects to generate a “predetermined number of highly qualified, information-rich leads” that are delivered to client sales and marketing teams.  The demand-generation teams support fifteen languages and places 15,000 calls per day.

BNZSA does not publicly disclose its data partners, but they are all respected firmographic, technographic, and intent data sources.

Leads are fed to Marketo, Salesforce, PipeDrive, and Microsoft Dynamics.  They also support warm handovers to clients where the demand generation rep schedules the call and joins the first meeting.  Because leads are BANT qualified, 70% of leads convert to opportunities with a 35% faster lead-to-close window.         

UK Country Manager Paul Stacey argues that personalizing messaging through digital campaigns alone is difficult and that ABM campaigns should never be purely digital.  The need for a human touch is even more important during the pandemic when face-to-face meetings are no longer possible.

“If you read the ABM technology vendor’s marketing claims, you would be led to think that automation can overcome marketing and sales teams’ current challenge for intimacy with clients and do it all instead – identify, reach, and engage with your highest-value prospects – at the touch of a button.  But can these off-the-shelf solutions truly automate at scale while retaining key customer insights and preserving intimacy?  I think not.

There is a place for automation of course, but it’s worthless without high-quality data, and essentially, the intervention of people. 

I would argue that the human touch is necessary in at least one, if not multiple, touchpoints in any company’s ABM campaigns.  Demand generation must ultimately be powered by people.”

BNZSA UK Country Manager Paul Stacey

BNZSA is based in Europe, so it is well-positioned to conform to GDPR and country-specific data privacy regulations.  It was founded seven years ago as a marketing agency focused on tele-based demand generation.  It has steadily grown at 30% per annum since launch and employs 200 in Spain, the UK, France, and Morocco.  Last year, it grew revenue by 38%.

BNZSA has over 100 clients and a 95% client retention rate.