What Merlin/Leonard does

Merlin/Leonard is a French B2B marketing consulting boutique headquartered at 128 rue La Boétie, 75008 Paris, with a secondary office in Lyon. Founded around 2004, the firm specializes in marketing automation and Account-Based GTM, anchored on three core platforms: Marketo Engage (where it holds Adobe Bronze / Marketo Engage Specialist status and claims the position of #1 Marketo agency in France), Demandbase (Solution Partner status for ABM), and Paminga (a modern marketing automation platform it actively recommends as a Marketo alternative). Its service portfolio spans strategic consulting (vision/strategy, ABM strategy, lead management strategy), implementation and optimization projects, campaign delegation, ongoing support contracts billed by work units, and Qualiopi-certified training delivered through its Académie sub-brand.

The firm's commercial model blends professional-services revenue (project-based consulting and implementation) with managed-services revenue (Marketo support contracts at €115-€128 per UO, UOs that never expire) and training revenue (instructor-led, self-paced, and blended learning formats). GTM is enterprise field sales targeting large French corporates (Grands Groupes) and mid-sized enterprises (ETIs), supported by a content-led distribution engine comprising a blog, video hub on TwentyThree, LinkedIn presence, webinars, Marketing Office Hours, e-books, and tip series.

Merlin/Leonard is privately held, founder-led, and bootstrapped, with no disclosed funding rounds or external investors. Named customers span roughly 25+ enterprise logos across French and international industrials, technology, financial services, healthcare, and education (Schneider Electric, Saint-Gobain, Adecco, Roche, BPCE, Amundi, Orange Business Services, Kaspersky, Fujifilm, HEC Paris, ESSEC, IPSOS, TD SYNNEX, and others). The firm operates regionally (France and Switzerland), has fewer than 10 employees, and has completed 100+ Marketing Automation and ABM projects since inception — characterized by self-described positioning as the #1 Marketo agency in France.

Name

Merlin/Leonard

Legal name

Merlin/Leonard

Website

https://merlinleonard.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Merlin/Leonard is a French B2B marketing consulting boutique in Paris and Lyon that implements and optimizes Marketo, Paminga, and Demandbase for large French enterprises, with supporting training and ongoing support contracts.

Ownership category

akta.pro rank

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Strategic consulting, implementation, and campaign management services for marketing automation and ABM platforms. Includes Marketo and Demandbase expertise.
2. Training Services: Instructor-led and self-paced training programs for Marketo and marketing automation, with Qualiopi certification for eligible training courses. Includes blended learning options.
3. Support Contracts: Marketo support contracts with work units (UO) purchased in blocks, providing expert assistance on-demand with decreasing cost per unit at higher volumes.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Merlin/Leonard is a French B2B marketing consulting firm that delivers strategic consulting, implementation, optimization, campaign delegation, on-demand support, and Qualiopi-certified training for marketing automation platforms (Paminga, Marketo Engage) and Account-Based Marketing (Demandbase). The firm combines vision/strategy work with hands-on technical execution, AI-augmented lead generation, GDPR compliance, and ongoing managed support to help enterprise marketing teams accelerate time-to-market on their automation and ABM roadmaps.

Product overview

Merlin/Leonard is a French B2B marketing consulting firm offering a portfolio of services organized around three core technology platforms: Paminga (a modern MAP), Marketo Engage (a legacy MAP supported as an Adobe Bronze partner), and Demandbase (an ABM platform). The firm's service offerings span strategy (Vision & Strategy, ABM GTM), implementation and optimization across all three platforms, campaign delegation with dedicated certified consultants, technical support contracts (Contrat Support Marketo), Qualiopi-certified training (Academy with instructor-led and self-paced formats), and AI-augmented lead generation. A video hub (videos.merlinleonard.com, powered by TwentyThree) serves as the content platform. The Paminga platform itself is a unified MAP featuring email, landing pages, workflows, social media scheduling, Salesforce sync, brand management, and permissions — positioned as the modern alternative to Marketo. Over 100 ABM and Marketing Automation projects have been delivered since the firm's founding.

Differentiator

Problem solved

Functional benefit

Brands

• Paminga: A modern marketing automation platform recommended by Merlin/Leonard as a solution for teams.
• Académie Merlin/Leonard

Products and services

• Marketo Engage Implementation & Optimization End-to-end Marketo Engage services including implementation, configuration, campaign creation, and ongoing optimization for enterprise B2B marketing teams; covers forms, landing pages, workflows, scoring, and nurturing.
• Marketo Campaign Delegation Outsourced Marketo campaign execution service where Merlin/Leonard-certified consultants manage creation, execution, and optimization of recurring campaigns (events, webinars, newsletters, recurring emailing), billed per ticket based on volumetric needs.
• Marketo Support (Contrat Support) On-demand or permanent Marketo support contract giving clients access to Merlin/Leonard consultants, coaches, strategy experts, and architects, billed per work unit (UO) at hourly-equivalent rates that decrease with volume; UOs never expire.
• Marketo Training & Certification Instructor-led and self-paced Marketo training programs covering essentials, advanced techniques, and Marketo Certified Expert exam preparation, offered in blended learning and online formats through the Académie Merlin/Leonard.
• Marketo Audit Analysis and recommendations to improve an existing Marketo instance, covering architecture, campaign quality, data hygiene, scoring models, and GDPR compliance.
• Account-Based GTM with Demandbase ABM strategy deployment using Demandbase, covering targeting, orchestration, intent signals, and marketing-sales aligned activations for enterprise clients.
• Lead Generation with AI & Automation AI-augmented lead generation services that detect intent, automate qualification, and activate the right buyer signals by combining AI with Marketo, Paminga, and Demandbase platforms for B2B clients.
• Vision & Strategy Consulting Strategic marketing consulting covering ABM strategy, Lead Management strategy, the State of the Art B2B Digital Marketing seminar, and 1.5-hour strategic coaching sessions for marketing leaders.
• Paminga Implementation & Support Implementation and support for Paminga, a modern marketing automation platform featuring email campaigns, landing pages, visual workflow builder, social media scheduling, Salesforce synchronization, brand kits, permissions, and UTM tracking via a built-in URL shortener, positioned as an alternative to Marketo.
• GDPR Compliance Services GDPR compliance services for Marketo including preference center design, consent management, cookie notice integration (Onetrust), and smart campaign configuration for consent-based marketing.
• Marketo Landing Page Design & Integration Custom Marketo landing page design and integration services including guided LP template creation, freeform HTML integration, dynamic content, A/B testing, Google Tag Manager integration, Onetrust cookie notice embedding, and multilingual support.
• Académie Merlin/Leonard Training Programs Qualiopi-certified training catalog offering instructor-led and self-paced courses on marketing automation (Marketo, Paminga), ABM (Demandbase), and B2B marketing strategy, eligible for OPCO financing in France.

Named customers25 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration26 records

AI capability5 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• DemandbasecoreTechnology or IntegrationMerlin/Leonard is a Demandbase Solution Partner and DemandBase Specialist, offering ABM strategy deployment, targeting, orchestration, and intent signal activation for clients.
• Adobe/MarketocoreTechnology or IntegrationBronze Marketo Engage Specialist status. Merlin/Leonard is the #1 Marketo agency in France, providing implementation, optimization, training, and campaign delegation services for Marketo platform.
• PamingacoreTechnology or IntegrationRecommended marketing automation platform solution. Merlin/Leonard provides implementation and support for Paminga, a modern marketing automation platform with native social media planning capabilities.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• LeadMD: US-based Marketo Engage specialist consultancy with a very similar service portfolio: Marketo implementation, optimization, campaign management, training, and ABM enablement. Operates as a boutique with deep platform specialization, mirroring Merlin/Leonard's model in the French market.
• Pedowitz Group: US-based marketing operations and revenue marketing consultancy with Marketo Engage Elite partner status. Closely comparable service mix (MOps consulting, Marketo implementation, training, and demand-gen) and similar boutique positioning.
• DemandGen International: Global B2B marketing agency specialized in marketing automation (Marketo, Eloqua, Pardot), ABM, and demand generation consulting. Comparable in offering tiered services around major MAPs and enterprise clients.
• Periscopix: French digital analytics and marketing consulting firm serving enterprise clients across measurement, attribution, and marketing optimization. Most directly comparable French competitor with similar enterprise focus and analytics-driven B2B positioning.
• Fifty-Five (55): French data-driven marketing consultancy (formerly known as 55) specializing in digital analytics, CRM, and marketing activation for enterprise clients. Comparable boutique consultancy serving French grands comptes with technical marketing expertise.
• Converteo: French marketing and data consulting firm focused on analytics, CRM, and marketing performance optimization. Overlaps significantly with Merlin/Leonard's enterprise B2B marketing consulting scope and serves a similar French enterprise client base.
• Altima: French digital agency offering e-commerce, CRM, and marketing automation services with a Marketo/Magento heritage. Comparable French-based digital marketing services firm serving enterprise and mid-market clients.
• Eskimoz: French digital marketing agency with SEO, SEA, and marketing automation services targeting enterprise and mid-market B2B clients. Operates in adjacent French B2B marketing services space with comparable SMB-to-enterprise client mix.

Broad incumbents

• Capgemini Invent: Global consulting arm of Capgemini with significant marketing transformation and Adobe/Marketo practices. Competes for the same French enterprise marketing automation RFPs but at much larger scale with full-stack digital transformation capabilities.
• Accenture Song: Accenture's marketing and creative services division with global Marketo/Adobe practice. Competes for enterprise marketing transformation engagements and poses scale-disadvantage risk to boutique MAP specialists on large multi-region rollouts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MerlinxLeonard
• LinkedInlinkedin.com/company/merlin-l%C3%A9onard
• Pinterestpinterest.fr/Merlin_Leonard
• Xx.com/merlinxleonard

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Merlin/Leonard