Matching B2B Content to Customer Needs and Company Goals

C ASE STUDY / INCISIVE MEDIA 851 SW 6th Ave., Suite 1600 Portland, OR 97 204 From Quantity “Eyeballs” to Quality Visitors: Matching B2B Content to Customer Needs 1.503.294.7025 fax: 1.503.294.7 1 30 Webtrends Sales and Company Goals 1.888.932.87 36 sales@Webtrends.com Europe, Middle East, Africa + 44 (0) 1784 415 700 “What customers are doing online is paramount to the success of our emea@Webtrends.com business. Webtrends helps us view, track and measure activity, which For offices worldwide, visit: helps us improve the services we provide.” www.Webtrends.com -John Bentley, Digital Development Marketing Manager at Incisive Media BUSINESS OVERVIEW In little more than a decade, Incisive Media has grown from being the publisher of a single B2B financial magazine to a global business media company with a portfolio that includes leading brands in the financial, legal, accountancy and IT sectors. The Association of Online Publishers recently named Incisive Media the 2010 Digital Publisher of the Year. The company now publishes more than 100 print magazines and operates 60 websites, plus coordinates 500 annual conferences in 20 countries, all of which require websites, seminars and offices. Its online reach generates in excess of 35 million page impressions a month. CHALLENGES As with media companies all over the world, Incisive Media faces the overall challenge of providing meaningful content while generating revenue. 1. Improving user experience and editorial content. Incisive Media Results Overview The behavior of customers is changing — they are now engaging on Implemented Webtrends Analytics to multiple platforms. Historically, the value of B2B publishing was based on view, track and measure online activity the number of “eyeballs,” or visitors, to a magazine or website. Now it is across all digital properties. about the quality of customers. The challenge is in matching content and Improved ability to target specific content services to customer needs. to active audience segments, enhanced the customer experience and helped 2. Implementing a registration gateway. increase advertising sales. Although B2B is different from general media in that it serves niche Successful deployment of a registration markets, online content is often expected with free access. Incisive Media gateway showed that registrants viewed worried that implementing a registration gateway would affect website more pages and remained online longer. traffic. The challenge lies in gaining and retaining customers while improving acquisition, retention and revenue goals. SOLUTION Webtrends Analytics™ is the single analytics solution employed by Incisive Media across all their digital properties in order to provide a cohesive view of online customer engagement. Webtrends views, tracks and measures visitor behavior, painting a picture of the customers within each industry sector. The data helps the marketing team understand what customers respond to — and what they don’t — and enables them to increase effectiveness while better targeting content and services within the parameters of the company’s online format. In addition, Incisive Media recently deployed Webtrends “After a trial registration program, Optimize™, a unified testing and targeting platform that enables multivariate tests and real-time segmentation. Webtrends data revealed better Data-rich tests reveal specifics of what customers are interested engagement and increased page in, and give Incisive Media the ability to provide highly relevant views—and they are continuing to rise. digital content to targeted audiences. It is a positive indicator of the future.” A registration barrier was put up in front of one of their -John Bentley, Digital Development publication sites to have visitors register to access online Marketing Manager at Incisive Media content. Webtrends Analytics™ was used to understand the behaviors of visitors as a result of this change. RESULTS Incisive Media is improving the customer experience with rich, relevant content provided in real time. Webtrends Optimize provides deeper profiles of each B2B industry’s customer base, which helps increase acquisition and retention rates and enhances the ability to incorporate relevant advertising. A key indicator of success is engagement, and one major measurement of engagement is registration. Initially there was a drop in visitors coming through their registration gateway, but Webtrends Analytics data showed that page impressions increased and customers had higher engagement rates. Bentley says the “stickiness” factor (the engagement of quality customers) is a positive indicator for the future. About Incisive Media Incisive Media is one of the world’s leading B2B information providers, serving the financial and professional services markets globally. Bringing product provider and purchaser business communities together in print, in person or online, Incisive Media has an unquestioned reputation for delivering high quality, timely information in whatever format best suits our customers. With an unrivalled passion for the products they produce, over 750 staff across 3 continents provide an ever-increasing range of valuable marketing opportunities, enabling the professional communities we serve to do more and better business. About Webtrends Inc. Webtrends is the global leader in mobile and social analytics. We help marketers create, measure and improve campaigns for more than 7,000 leading brands including: The New York Times, Microsoft, BMW, RIM, China Telecom, China Mobile, CCTV, Tencent QQ, Hitachi, The Associated Press, HSBC, Barclays, Vivo Cellular and Petrobras. Our leadership extends beyond the web analytics industry we founded to the measurement, optimization and integration of all digital content and customer intelligence, including websites, social media, mobile, and paid-search advertising. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners. Webtrends is a registered trademark of Webtrends Inc. in the United States and other countries. All other trademarks and registered trademarks are the properties of their respective owners. © 2006 - 2009 Webtrends Inc. All rights reserved.