The Kilpatrick Group

What The Kilpatrick Group does

The Kilpatrick Group (TKG) is a privately held, Nashville-based marketing services company founded in 2010 by Connor Kilpatrick that exclusively serves the funeral services vertical. The company packages preneed marketing programs—including targeted Facebook lead generation, custom landing pages, direct mail campaigns, the Push Play Seminar video format, and a 225-day 'Grieve Well Live Well' grief support email program—into an integrated offering for funeral homes seeking to grow preneed sales. Underlying the offering is a cloud-based CRM that organizes leads by source, runs drip campaigns, and enrolls prospects in an automated 'Nurture Series' follow-up, with the company reporting a consistent 15% conversion rate from automated touch points to appointments.

TKG also operates a Certified Managed Agents (CMA) Program that recruits, hires, and trains preneed agents for funeral home partners using a hip-to-hip training model reinforced by weekly coaching from a Sales Development Manager using the Elevate presentation methodology. The technology stack is conventional marketing automation rather than AI/ML; no proprietary AI models or machine learning capabilities are disclosed. Distribution is relationship-driven and field-based, with two Regional Sales Managers covering assigned territories in the Southeast U.S. (Tennessee, Kentucky, Mississippi, North Carolina, South Carolina) and providing on-site support, customized marketing strategies, and ongoing coaching.

The company is entirely founder-owned, with no disclosed external investment or institutional backing. Revenue is generated through customized, quote-based, multi-year professional services contracts with funeral home partners; pricing is not publicly disclosed. The leadership team of approximately 8 people includes the founder/president, a VP/Director of Sales who is a fifth-generation funeral director, a Director of Operations, two Regional Sales Managers, and an Administrative Operations Specialist.

Name

The Kilpatrick Group

Legal name

The Kilpatrick Group

Website

https://kilpatrickgroup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The Kilpatrick Group is a Nashville-based marketing services firm that provides preneed lead generation, sales training, cloud-based CRM, and aftercare programs exclusively to funeral homes across the Southeast U.S. on multi-year contracts.

Ownership category

akta.pro rank

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Preneed Marketing Programs: Provides funeral homes with lead generation, marketing campaigns, and sales training programs. Revenue likely derived from program fees, agent recruitment/training services, and ongoing support contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

The Kilpatrick Group provides preneed marketing services to funeral homes, including targeted lead generation programs (Facebook ads, direct mail, landing pages with automated Nurture Series follow-up), Push Play video-based preplanning seminars, the Grieve Well Live Well 225-day email grief support aftercare program, and a Certified Managed Agents program that recruits, hires, trains, and coaches preneed sales agents. A proprietary cloud-based CRM is provided to manage leads, run drip campaigns, and generate reports for partner funeral homes.

Product overview

The Kilpatrick Group offers a comprehensive suite of preneed marketing services for funeral homes. The core offering consists of multiple integrated programs: Landing Pages with automated Nurture Series follow-up (15% appointment conversion rate), Facebook Lead Generation, Direct Mail campaigns, and Push Play Seminars (video-based presentation format). Supporting services include the Cloud Based CRM for lead management and drip campaigns, the Grieve Well Live Well 225-day email grief support program, and the Certified Managed Agents (CMA) Program with recruiting, hiring, training, and ongoing weekly coaching using the Elevate presentation methodology. These services work together to help funeral homes educate families through planning and prefunding while driving preneed sales growth.

Differentiator

Problem solved

Functional benefit

Products and services

• Targeted Lead Generation Targeted lead generation program designed to increase preneed sales for funeral homes, combining Facebook advertising, direct mail campaigns, and custom landing pages to capture and nurture family inquiries.
• Push Play Seminars Video-based seminar presentations that combine emotional storytelling with proven preplanning education, allowing funeral home counselors to deliver consistent persuasive messaging without having to present live, addressing common objections and building strong rapport with families.
• Cloud-Based CRM Cloud-based CRM system provided to funeral home partners that organizes and manages leads by source, runs automated drip campaigns, and generates reports to support preneed sales operations.
• Grieve Well Live Well Aftercare Program Email-based grief support program delivered over 225 days with articles and videos timed to the grieving process, including dedicated check-ins at 90 and 180 days, designed to enhance client relationships and provide ongoing aftercare to families served by partner funeral homes.
• Certified Managed Agents (CMA) Program Program that helps funeral homes of all sizes recruit, hire, and train preneed agents using a hip-to-hip training model and ongoing weekly coaching delivered through the Elevate sales methodology presentation by the Sales Development Manager.
• Landing Pages with Automated Nurture Series Custom landing pages integrated with automated tools that capture leads from funeral home marketing campaigns and enroll them in a strategic Nurture Series follow-up program, with automated touch points converting into appointments at a consistent 15% rate.
• Facebook Lead Generation Targeted Facebook ad campaigns that use sponsored posts with compelling calls to action to capture high-quality preneed leads for funeral homes, attracting interest from younger demographics while strengthening brand awareness for older audiences.
• Direct Mail Campaigns High-quality lead generation through niche-targeting direct mail campaigns combined with cross-media promotion to reach households most likely to engage and respond, generating preneed inquiries for partner funeral homes.

Quantifiable outcome

• 15% conversion rate from automated follow-up touch points to appointments

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Frazer Consultants: Frazer Consultants provides marketing, website, and technology services specifically to funeral homes, including lead generation tools and preneed-focused campaigns. Overlapping service bundle (funeral-home-only digital marketing, websites, and lead nurturing) makes it a direct comparable.
• Precoa: Precoa is one of the largest independent preneed marketing companies in the U.S., providing funeral homes with lead generation, sales training, and preneed program management. It is the closest direct competitor to TKG's preneed marketing and agent training model.
• Ring Ring Marketing: Ring Ring Marketing is a digital marketing agency dedicated to the funeral industry, offering SEO, paid media, and lead generation for funeral homes. Same niche customer base (funeral homes) and similar service focus on digital lead gen make it a direct peer.

Emerging players

• Tribute Technology: Tribute Technology offers a funeral home management software platform with website, marketing, and family engagement tools that overlap TKG's CRM, aftercare, and lead-generation services. It is an emerging funeral-tech player with partial overlap on TKG's marketing stack.
• FrontRunner Professional: FrontRunner Professional provides website, marketing, and case-management software tailored for funeral homes, with preneed functionality overlapping TKG's CRM and lead-management capabilities. Broader funeral-tech scope positions it as an emerging player intersecting TKG's wedge.

Others

• Foundation Partners Group: Foundation Partners Group is a private-equity-backed funeral home and cemetery operator that has acquired multiple regional funeral brands and centralizes preneed marketing and training. It is a customer-side adjacent player (large operator buyer) rather than a direct competitor.
• ASD - Answering Service for Directors: ASD is the leading telephone and digital communication service provider exclusively for funeral homes, including web chat, social media, and aftercare messaging. It is an adjacent death-care service provider that overlaps with TKG's aftercare and family-engagement capabilities.
• Batesville Services: Batesville is a leading supplier of funeral products (caskets, urns, technology) and provides supporting marketing and technology services to funeral homes. It is an adjacent death-care vendor whose technology and marketing offerings can overlap or substitute for TKG's services.

Broad incumbents

• Service Corporation International (SCI): SCI is the largest funeral, cemetery, and cremation operator in North America and operates in-house preneed marketing, training, and CRM at scale. It represents the scaled, in-house alternative that competes for the same funeral-home marketing budget TKG targets.
• Homesteaders Life Company: Homesteaders is a leading preneed insurance and funding provider that also offers funeral home marketing, training, and agent support services. It is a broader incumbent whose preneed marketing and agent training offerings compete with TKG's CMA program.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@The_Kilpatrick_Group
• Facebookfacebook.com/TheKilpatrickGroup
• LinkedInlinkedin.com/company/the-kilpatrick-group
• Instagraminstagram.com/thekilpatrickgroup
• Xx.com/kilpatrickgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Kilpatrick Group