Rogers Communications should help digital marketing company Yodle reach a $100 million annual run rate as the company exits startup mode and heads into adolescence. Yodle CEO Court Cunningham said the Canadian data-and-voice phone services company will become the digital marketing firm's value-added reseller (VAR) of search and social services.
Rogers signed an exclusive partnership with Yodle to offer paid search, search engine optimization and display advertising to small and medium-sized businesses (SMB). Aside from selling broadband and mobile services to SMBs, Rogers will sell search marketing and Web optimization services and Yodle will be responsible for fulfillment.
Cunningham said the digital marketing company is profitable. In 2011, it generated less than $100 million, but he said that if last quarter's revenue is annualized, by the end of 2012 the numbers should tell another story. Rogers will help Yodle achieve that run rate by helping SMBs in Canada build and optimize Web sites. He estimates only 45% of the 2 million SMBs in Canada have a Web site -- and that does not include mobile Web sites.
About 20% of all queries that Yodle handles come from mobile devices, Cunningham said. Mobile search queries tend to be more local, and convert into business at a higher rate.
Supporting both mobile and desktop search and social marketing in Canada, Milind Mehere takes on the role of general manager to oversee the Canadian business and alliance.
This is not Yodle's first VAR partnership. The company works with four others in the United States, including the Chicago Sun Times. About 700 employees in the U.S. support 30,000 customers. The company ranked 21 in Deloitte’s 2011 Technology Fast 500, resulting from the company's 8,269% revenue growth during the past year.