We help companies develop, deploy and measure
their business and online marketing strategies.
Founded in 2004, Lima Consulting Group (LCG) helps
companies develop, deploy and measure their business
and online marketing strategies. We offer a range of
professional services that complement our online
marketing strategy consulting service, including online
marketing, website and ecommerce development,
implementation services, business process consulting,
and project management services.
We work with the leading web analytics solutions provider, Omniture, and with the
leading on-demand business management software, NetSuite. We maintain
technical certifications with many other technical solutions such as Google,
Microsoft, Ektron, SalesForce, MX Logic (now McAfee) and many e-mail marketing
We describe our capabilities by aligning our capabilities with our client’s business
models. We find that many of our clients know that they have a business challenge,
but they often express concerns that they ―do not know what they don’t know‖ when
it comes to identifying answers. By organizing our offering by business model our
clients more easily identify the services needed to address their challenges.
We work with four business models. Each model has many variations and many
companies utilize more than one within their organization. It is also important to note
that the nearly all of these models are used by the industries we serve.
Business Models Description
e-commerce business For those companies that sell their products and services online,
or that connect others who do.
Services For companies that perform services in behalf of a client. This is
the broadest of the models and includes initiatives to lower costs
to serve clients such as the online banking model.
Digital Publishing For those companies that sell their digital content.
Digital Advertising For those companies that profit by advertising to their online
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What Makes Lima Consulting Group Different?
We’ve always believed that to grow our business we have to offer the most value in
the marketplace for the segments we reach. We do that in four ways:
(1) Consultants First. We focus on advancing our clients interests before
our own or those of our technical partners. We’re problem solvers first,
not promoters of technology. That’s why we call ourselves a Consulting
(2) Relentless Thinking From Teams of Experts. Companies don’t make
money- people do. The skills needed to win in the online marketing and
business software industries will continue to accelerate in line with the
pace of innovation. Our role is to help you develop and deploy
appropriate marketing strategies and tactics to provide engaging
relationships with each of your client segments. To do this successfully,
we recognize that our people must provide highly specialized skills as
they collaborate in a multi-disciplinary team. We train our consultants to
be subject matter experts within their discipline and highly collaborative
in their interactions with equally talented experts from other disciplines.
Because innovation waits for no one, we are relentless in our thinking
and in exceeding expectations.
(3) Proven Processes, Methods & Frameworks. Because we understand
that no organization has unlimited resources, we know how important it
is to align your people, processes and technology with your business
objectives. Lima Consulting has a unique methodology that aligns
business objectives with the appropriate marketing execution and
software needed within your organization. We go beyond executing a
creative brief because we start with
strategy and end campaigns by
measuring results so that we can make
recommendations to improve the
strategy, execution and campaigns in
(4) Deep & Breadth of Expertise. Whether
we’re developing traditional or digital
marketing strategy, conducting
implementation services, executing
tactics or measuring results we’ve
worked awfully hard to attract and
retain a team of all-stars. Our team has
experience in leading marketing
companies, technology organizations
and consulting firms.
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We understand that bringing a new relationship into your organization has its
challenges. We are consultants first, relentless in our commitment to solving your
challenges, who bring world-class marketing, business and technical backgrounds.
We are one of a very few companies who can help marketers develop the appropriate
strategies, tools, tactics and measurement to accomplish their business and online
We have offices throughout Latin America to bring our clients world-class resources
at an excellent value. Our teams become an integral part of each client’s marketing
efforts, which means long-term effectiveness and exceptional cost-efficiency.
Industries We Serve
Lima Consulting Group serves professional services firms, financial services,
distribution companies, e-commerce stores,
media companies, publishers and
advertisers of all sizes and government
agencies at the state and federal levels.
We also focus on companies interested in
reaching Spanish speaking markets be they
in Latin America or the United States.
We have offices in the United States,
Uruguay, Colombia and plan to open one in
Brazil in the fall of 2010.
How is Lima Consulting
Positioned to Help?
We are not a digital agency.
We are not a management consulting firm.
We are not software innovators.
We are integrators who stand at the center of the strategy, technology, execution and
measurement of online marketing and business strategy initiatives.
We often hear from our clients that our clients are dissatisfied with marketing
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consultants who don’t understand how to benefit from information technology and
that their technical practitioners don’t understand how to relate software or online
marketing to their business. Our clients generally work in environments where they
also are held accountable to consistently improve marketing result. Over time, the
hodge-podge of software makes it difficult to measure results, new strategies prove
too difficult to implement and what you can do is often confined or defined by
technical or human resource limitations.
So with each budgeting cycle our clients undergo a process that often looks like the
process outlined in the graphic below: they develop their traditional and online
marketing strategy, select the technical solutions to support the intended strategy,
execute the plan and then measure the results from end-to-end. Assembling a
coherent and integrated plan to effectively put all of this together is also a skill-set in
and of itself, but not one that marketers are generally prepared to conduct.
The consultants at Lima Consulting Group are integrators that stand with you at the
center of these four disciplines (1) strategy, (2) tools, (3) execution and (4)
measurement of your online marketing and business initiatives.
Our Strategic Framework
Since 2004 we have worked hard to
improve our processes to address our
clients’ needs. Our methodology is
simple, comprehensive and easy to
deploy across the four business
models we serve. Our methodology is
four step process that incorporates
the disciplines needed to play and
needed to win in online marketing.
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Lima Consulting Group is best known for delivering cohesive and integrated online marketing
strategies. Developing strategy starts with an understanding of business objectives. From
there, Lima Consulting Group’s collaborates with you to make a recommendation on an
appropriate online marketing strategy. We help define objectives and goals, set your
expectations and determine how results should be measured. The deliverables at this stage
generally include the roadmap for the life of the strategy.
We have offerings to audit the existing content, analytics posture, technical solutions, and of
course, the effectiveness of existing strategies.
We identify the software, systems and even processes needed to execute the strategy.
Sometimes we make recommendations on human resources, training and we implement the
software needed to run a successful and integrated online marketing strategy.
Technology should not define or confine the desired business processes; rather they should
support them. Business requirements and process maps are very helpful tools we deploy to
ensure we get this step right.
Executing a strategy often involves the coordinated management of internal and external
resources. We often manage these processes and resources for our clients to ensure the
Measure and Adjust
This is where we help our clients make more money and gain efficiencies. We hold routine
meetings to review the performance of campaigns and identify new areas for testing. As we
gain more consumer insights, we offer recommendations on how to create new experiences
for our clients.
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Service Offering Line Up
Consulting Services Business Solutions
Online Marketing Strategy Customer Relationship
Business Process Analysis and Management Systems
Engineering Content Management Systems
Custom Application Development Vendor Selection and
Technology Purchasing Decisions Implementation
Website Traffic Analysis and E-commerce system selection
Campaign ROI and Implementation
Market Survey Systems and Polls
Online Marketing E-Learning Systems
Pay-Per-Click Advertising Vertical Solutions
Search Engine Optimization
E-Mail Marketing Defense Industry
Link Building Financial Services
Internet Media Buying Professional Services
Field Service Organizations
Web Analytics Analysis Franchises
Manufacturers and Distributors
Web Analytical Implementation Associations and Non-Profits
Online Marketing Consulting Technical Solutions
Campaign Evaluation Certified Google Consultancy
Interactive Media Implementation Partner
Web site development Implementation Partner
Software as a Service for E-mail Ektron Certified Implementation
marketing campaigns Partner
Salesforce Certified Reseller
Creative Services MX Logic Certified Reseller
Digital Graphic Design
Logo and Branding Development
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Paul Lima, e-Business Consultant and Founder
Paul brings twenty years experience in serving industry, government
and non-profit organizations.
Prior to starting Lima Consulting Group, he spent seven years in the financial
services industry. He held various positions at SEI Investments (SEIC), a $5
Billion dollar company, where he developed business and technology strategies and was
responsible for new product development and service offerings.
He also served in the US Army and most recently served as a Reservist as the Deputy
Commander of the unit supporting the Defense Information Systems Agency (DISA), the
Agency responsible for the IT Infrastructure for the Department of Defense. Mr. Lima held
Board Positions with the National Society of Hispanic MBA’s and founded an ―English as a
Second Language‖ program in his community. Paul speaks Spanish and Portuguese and
serves on the Philadelphia Boards of Alumni for his Alma Maters, West Point and Wharton,
and as the Chairman of the Greater Philadelphia Hispanic Chamber of Commerce.
Paul holds an active top secret security clearance (TS/SCI). He earned a Masters in the
Management of Technology awarded jointly by the University of Pennsylvania’s School of
Engineering (SEAS) and the Wharton School and holds a B.S. from the United States Military
Alan Colmenares, Director for Business Development, Andean Region
Alan Colmenares has over twenty years experience in technology in sales,
thought-leadership and Venture Capital. As the Director of Business
Development for Lima Consulting Group he is responsible for growing sales.
Prior to working with Lima Consulting Group, Mr. Colmenares held senior executive
roles at Compaq Computer, Intel, Oracle and SAS Institute in Latin America and the United
States. Mr. Colmenares has extensive experience developing and executing business
development strategies as well as selling through channels and developing robust channel
Mr. Colmenares was the Strategic Investment Manager for Intel Capital in Mexico and Brazil.
Prior to that, he surpassed sales objectives at Intel Corporation where he achieved 130% of
his regional sales objectives and at Oracle where he consistently exceeded his sales
objectives. Prior to moving to Latin America in 1995, Mr. Colmenares worked in Silicon
Valley at software and hardware companies such as Santa Cruz Operation (SCO),
NetManage, Inc. and Madge Networks. Prior to moving to Silicon Valley, Mr. Colmenares was
an advanced engineer at a Pennsylvania-based defense contractor.
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As a thought leader, his research and articles has been publishes in Computer Reseller
News, InfoWorld, and VarBusiness. He holds a Bachelor of Science in Electrical Engineering
from Lehigh University in Bethlehem, PA as well as an MBA from INALDE Business School in
Nicolas Cano, Software Architect
Nicolas manages the technical aspects of client engagements. He is a subject
matter expert in several programming languages and has over eight years
experience in developing applications with NetSuite. Other software solutions he has deep
experience include Sharepoint, Ektron, Omniture, and common open – source solutions
such as Drupal, Joomla, and Magento and others.
He holds a Bachelors of Science Degree in Computer Science from the Technical Institute of
Buenos Aires and a Masters of Science Degree in Software Engineering from the University
of Madrid. He is fluent in English and Spanish.
Brian Leatherberry, Marketing Strategy Consultant
Brian Leatherberry is a marketing strategist. He specializes in helping clients develop their
marketing strategies and integrating them into an integrated methodology that supports
their business objectives. He was a former brand manager for Tylenol and Imodium, and at
Campbell’s Soup, and has held senior marketing executive roles at IMS Health, the nation’s
largest provider of pharmaceutical use data.
Brian is a graduate of Temple University and earned an MBA from the Wharton School of the
University of Pennsylvania.
Milton Huezo, Operations Manager
Mr. Huezo has eight years experience in managing complex technical and business
projects. He is responsible for the quality of the services rendered by LCG. His experience
in retail, financial services and the insurance industries brings depth to the "Applied" within
the LCG philosophy: Strategy Applied Results SM.
Previously, Milton co-founded Infinity 2, where he managed the company’s marketing
department. He is a specialist in developing, implementing, and measuring lead generation
programs, search engine optimization, e-mail marketing and all forms of pay per
performance internet advertising. He has experience in conducting analysis for the
effectiveness of marketing campaigns through the use of quantitative modeling and web
analytics software and is a certified Omniture consultant.
He holds an B.A. from Dickinson College and an MBA with emphasis in E-Business from the
University of Phoenix.
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Karen Johnson, Financial Manager
With over seventeen years in the accounting industry, Karen brings key insights into the
purchasing decision of General Ledger systems and consults on how best to setup systems
and processes to provide routine reporting for leaders.
Paul E. Lima, Sr. (Major General, Retired) – Business Development
Paul E. Lima, Sr. is responsible for marketing and sales of Federal contracting opportunities
with Alfonso Cotto-Rivas. Paul brings a seasoned perspective of over forty six years in
marketing and managing various international businesses in the automotive, consumer
goods, defense, insurance and financial services industries. Most recently, Paul managed
the international businesses lines for Northwestern Mutual Financial Network. Prior to that,
Paul managed the Latin American (LAM) international insurance business interests of ITT
Hartford, and before that, the LAM insurance businesses of AIG.
Prior to that Paul managed product lines for Black & Decker in LAM, and prior to that he
managed the LAM business relationship for PACCAR, the holding company for Kenworth and
Peterbuilt trucks. Paul is also a retired Major General Officer from the US Army Reserves
where he served as the Deputy Commander and Chief for the Southern Forces, representing
America’s military presence in Latin America and the Caribbean. Former President Clinton
appointed Major General Lima as the lead US Advisor to the Haitian government during the
Paul also speaks Spanish, Portuguese. He currently holds the highest security clearances
awarded by the Department of Defense (an active TS/SCI). Paul holds Masters Degrees
from the Darden School of Business, Boston College, and the US Army War College, and is a
graduate of the United States Military Academy.
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Lima Consulting Group Values
Do what’s right, legally and morally. Integrity is a quality developed by adhering to
moral principles. It requires that we do and say nothing that deceives others. As our
integrity grows, so will the trust others place in us.
Put the welfare of clients, the company, and subordinates before our own by placing
loyalties to the values of the organization before personal gain. The basic building
block of selfless service is based on the commitment of each team member to
persevere in making contributions while placing our clients’ interests first.
Exceed the expectations of others. Your personal expectations demonstrate who you
are, and since companies don’t make money, people do, our people are the best
metric others have in assessing our company’s future. Doing your duty means more
than completing a job. Duty means that we execute as part of a team. It’s not
enough to get great results for our clients; every member of the team owes it to the
team to grow along the way.
Treat others with dignity and respect while expecting others to do the same. Respect
is what allows us to appreciate the best in other people. Respect is trusting that all
people have done their jobs and fulfilled their duty. This attribute starts with self-
respect which results from knowing we have put forth our best effort. We are one
team and each of us has something to contribute.
Passion for Thought Leadership
Get out in front of our clients’ needs by anticipating their challenges through foresight
and relentless thinking. Objectively council our clients by drawing on our collective
experiences and through disciplined thinking. Innovate, use imagination and use
technology to address their objectives. If your passion for getting results isn’t at
100%, let someone else serve the client.
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325 Chestnut Street
(866) 500 — LIMA (5462) Suite 405
Philadelphia, PA 19106
Lima Consulting Group (LCG) helps companies develop, deploy and measure their business
and online marketing strategies. We offer a range of professional services that complement
our online marketing strategy consulting, including online marketing, website and
ecommerce development, implementation services, business process consulting, and
project management services. We are integrators who specialize in web analytics, business
management software and content management systems. Our customers include AmeriGas
(NYSE: APU), Lazard Alternative Investments, IQuote.com, the Philadelphia Zoo and the
University of Pennsylvania.