“You need to make it clear that these are professional services you’re offering,” said James Capo, vice president of digital business development, Access Intelligence, in his session last Wednesday at the Connectiv Executive Summit, on Creating New Revenue Streams with Customer Data Management. (You can access it here.)
“This is not the agency role. We are taking our professional data and our understanding of the marketplace and providing professional services back to the client… It sets us in a different light as a B2B industry. We’re professionals; we have professional content, professional data, and know more about this industry than you. And we think you should pay for that.”
Capo gave a strong presentation on the huge new force that is data—in both B2B and B2C media. Given all the new players—Facebook and LinkedIn to name two—publishers engaging with their data is becoming extremely important. He said that NBC Universal is “taking a smaller part of their audience and charging more—[the theory being] quality is better than quantity.
“The idea is to understand what the audience is doing,” Capo said. “How is that person interacting with the brand? This is happening because of the convergence of three things: marketing, technology, and data… We’re better able to understand our audience now. The media industry is not driving it. Advertisers and marketers are.
“The business media can benefit from it—we know our audience. We just haven’t sold it that way.”
Capo showed how people who are engaging with your content can be narrowed by different data categories and then targeted. “Let’s say we want to look at Pepco, a huge utility in the mid-Atlantic. Who from Pepco has been looking at gas content? We see five users. And oh, by the way, three are coming to our trade show next week in New Orleans. We can say to the advertiser: ‘Do you want to reach them?’ Do you want to work with us to create a marketing campaign geared to them. That’s the level of detail we’re getting into. That’s where the power is—integrating the data, sending it back out and activating it against the marketplace.”
Capo added that there are then the individuals who browse your content but haven’t said, ‘yes, contact me.’ “Let’s invite them to a happy hour at the show or offer a white paper, something where they can take that first step to interact with us.”
He gave three case studies to show the success Access has had with their data approach. Sponsored content, targeting that sponsored content, monthly targeted banner ads, conference proposal, up-front consultation, access to our digital services team – this all sets the groundwork” to present us in that consultative role.
CASE STUDY 1 – “In our power market. A customer wants to target key high-value accounts. They gave us a list of those accounts in companies and individuals. They wanted to schedule face-to-face meetings at our event. Using our behavioral targeting platform, we could match about 80% of the list they gave us. We created a marketing strategy with highly sophisticated client content. Then, based on user engagement with that content, we used special VIP codes to provide the user with a discount to attend the trade show if they agree to meet with the client.
“We reviewed that list with the advertiser and sent those folks a special invitation to have a meeting with the client at our show. We scheduled three meetings—doesn’t sound like a lot but these are multimillion dollar meetings for this client. This made the show for them. We’re able to do this through behavioral marketing, bringing them down the funnel, showing them who’s engaged, and talking with the client about what we can do differently to get them in the door. Was a winner for us.”
CASE STUDY 2 – “Operating room managers in our health care brand. Hybrid OR. Can all be done now in the OR—don’t have to wheel you out any more. They needed lead generation and targeted content. We did a six-month content marketing program using behavioral data that targeted key facilities and individuals. The result? We created five face-to-face meetings for the client at our trade show. Here’s the interesting part: Because we were partnering with them and really engaged with them, we found 12 individuals from the same health care system that they weren’t talking to who were engaging with their content.”
“Because we were able to see the behavioral data on the back end, we saw some important titles from one particular company and we asked, ‘Hey, are you guys doing anything here?’ Now they’re in the process of reaching out and there’s a strategy around it. The key was the additional data discovery we were able to do for them and show them the information they didn’t have.”
CASE STUDY 3 – A mid-sized company in our satellite space. They did not have many internal marketing resources but wanted a proactive plan that had branding, thought leadership and lead generation. We did a year-long program with them included behavioral marketing, targeting both online marketing and email, as well our satellite trade show, the largest in the industry, and print. We produced over 1000 leads for the company in the first nine months of the campaign. But the question is, ‘Who has time for a thousand leads?’
“You don’t know where to start. So we took their lead retrieval data from the show and we matched that with anyone who had been engaging with their content online. Of the leads you have who is the most likely? Is this lead scoring? Absolutely. But what we’re able to do is show them who’s engaging. Of the 400 you have, here is the 10 you should be calling tomorrow. We can bring the 'qaunt' to them, but the qualitative, that’s what they can add. ‘Oh, he’s a tire-kicker, but the other 4… let’s get in front of them right now. So it starts to change the dynamic of not seeing us as just a distribution platform for them, but really as a strategic partner for them to drive sales and business.”
“We basically act as an internal consulting team,” Capo said. “We work with our marketers and have outside advertisers and sponsors.”