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The founders of ApexTwo have been pioneers in CRM, online marketing and lead generation since 1995.

Beginning with early careers in sales, marketing and consulting into the Fortune 500 with firms like IBM, First Chicago, Sears Roebuck, Blue Cross Blue Shield, and McKinsey, three former colleagues set out to form a new company called Language Partners International (LPI). Over the years that followed, LPI managed to become the world’s leading independent provider of specialized tools, training and consulting into the foreign language translation market.

The birth of LPI was coincidental with the birth of the internet and the World Wide Web which turned out to be a life saver for LPI with markets that turned out to be a very fractionalized and spread across the globe. Traditional telesales activities just couldn’t cut it and it wasn’t until LPI discovered the power of online and email marketing did it begin to gain traction.

During the years that followed, LPI became highly proficient in developing effective email marketing campaigns and was one of the first online marketing organization to successfully implement automated nurture marketing (aka drip marketing) in order to educate and qualify prospects for its products and services. Driven by a customized version of GoldMine, LPI drip campaigns included automatically scheduled email, direct mail, fax and telesales activities targeted by buyer segment and based on website visitor activity. LPI continued honing its skills until it was acquired by SDL International (LSE: SDL.L), a public UK company in the localization space.

ApexTwo and a Simple Mission

2007 brought the formation of ApexTwo with a very simple mission – to take all of those previous learnings to the market in order to assist clients in achieving remarkable results with cost effective automation for CRM and online marketing.

Holistic, CRM-Centric Approach

Believing that the key to success lies in the strength of the customer relationship, ApexTwo takes a holistic, CRM-centric approach that includes all aspects of marketing from traditional to emerging social media. Working with companies that range from venture-funded startups to divisions of major public companies, ApexTwo has worked with all of the major CRM platforms.

After having worked with SugarCRM for 3 years developing some very effective client solutions and seeing the evolution of the Sugar’s product and organization, ApexTwo saw that the future of CRM lied in the power and flexibility in SugarCRM combined with advanced marketing automation. As a result, ApexTwo decided to sign on as a Silver sales and implementation partner.