madison logic publisher summit 2013€¦ · major online publishers have adjusted their strategies...

EXECUTIVE SUMMARY

MADISON LOGIC PUBLISHER SUMMIT 2013

© Madison Logic

Madison Logic Publisher Summit 2013

October 15th, 2013, London, United Kingdom

November 14th, 2013, New York, New York

speakers - UKErik Matlick, CEO, Madison LogicErin Cullen, Sales Director, Madison LogicAndy Evans, CEO, Net CommunitiesBob Oord, CEO, HeliviewPaul Briggs, General Manger UK & EMEA, Madison Logic (moderator)

speakers - USErik Matlick, CEO, Madison LogicRobert Armstrong, VP Product Management, Madison LogicJerry Dweck, Marketing Manager, Madison Logic (moderator)

PUBLISHER SUMMIT 2013October 15th, 2013 - London, UKNovember 24th, 2013 - New York, New York

Overview - UKMadison Logic conducted a national summit for all of its European based publishing partners.

CEO Erik Matlick addressed the attendees with an overview of the current state of the online publishing market and shared his experiences in meeting with industry leaders with regard to the challenges of marketers and publishers today.

Sales Director, Erin Cullen, presented a live demonstration of Madison Logic’s Email Segment Builder, which allows online marketers and publishers to accurately gauge the interest of their user databases with regard to relevant topics by listening to their content interactions across a B2B ecosystem.

Andy Evans, CEO Net Communities, followed up and shared his company’s success story in using the Email Segment Builder to drive attendance to a technology conference.

Finally, Bob Oord discussed how his company, Heliview, had integrated Madison Logic’s content into their lead generation publishing app for tablets, allowing them to dynamically serve relevant white paper content to their users based on previously expressed intent in specific topics.

Overview - USMadison Logic conducted a subsequent live-stream summit for publishing partners based in the United States.

Erik Matlick gave a presentation on the state of the publishing industry.

Robert Armstrong, VP Product Management, followed with a live demonstration of the Email Segment Builder

and a pair of case studies.

© Madison Logic 2

EXECUTIVE SUMMARY

© Madison Logic. 2013 3

Madison Logic Publisher Summit 2013: Executive Summary

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Key Takeaways

THE B2B PUBLISHING LANDSCAPE HAS CHANGED DRASTICALLY OVER THE PAST FEW YEARSChallenges faced by today’s marketers: Marketers want tighter filters at a lower price. This is not sustainable. Additionally, marketers’ databases have gone dormant – only 10% of the average marketers’ database is said to be active at a given time. This created an unfavorable situation where marketers are inundated with leads, but they don’t know which ones to call.

Challenges faced by today’s publishers: The advent of the marketing automation platform has effectively turned marketers into content publishers, which is adding more noise into the business users’ inbox.

Users are now faced with more emails and messaging than ever before. Publishers, as well as marketers, are seeking a viable solution towards account-based lead scoring. Simply put, they would like to know who is currently in-market and ready to buy.

MAJOR ONLINE PUBLISHERS HAVE ADJUSTED THEIR STRATEGIES AND PRIORITIZED THEIR AUDIENCESIn order to succeed, online publishers have now placed the interest of their audience before that of the advertiser. Over the last 4-5 years publishers have let the advertiser dictate what they do with their database. They would receive an extremely hard campaign to fulfill, and would pound their database into submission, resulting in massive drop-offs and opt outs. Publishers should focus on re-engaging their existing audience by figuring out what it is they are interested in, and serving them content accordingly. The ultimate goal of a publisher is to help business buyers make informed decisions. Achieving this goal will ensure a healthy list, and better campaign fulfillment.

Marketers Are Realizing a Shift in Campaign Structure

Conducting a lead generation campaign with strict filters and customized registration questions is no longer effective. The surplus of content available on the Internet has created an extremely high demand for user attention and mind-share. If an online researcher is greeted by a registration form with a laundry list of fields to fill out, they may simply choose to abandon the page and continue persuing different websites for alternative content offers with a lower fee of entry (that fee being the disclosure of personal information along with the time they would spend filling out a such lengthy registration form). It is imperative for marketers to push for open-filtered campaigns in order to fill their funnels with as many leads as possible. The endgame is to conduct a lead generation campaign with less filters and more leads.

“Online publishers have now placed the interest of their audience before that of the advertiser.”–Erik Matlick, CEO, Madison Logic



The Importance of Account-Based Scoring as Opposed to the Individual Lead.

Due to the sheer size and life-cycle length of the average B2B purchase, marketers are rarely selling solely to an individual buyer that will speak for the common-interest of an entire company. The typical B2B target audience is now comprised of buying teams, purchase influencers and decision makers with job titles ranging from summer-intern, all the way up the corporate ladder into the C-Suite. In turn, the variance in job titles, job functions and employee seniority among a companies’ buying team creates an understandable need for an account (i.e. company) based lead scoring solution. Logically, how can a lead generation campaign with strict filters account for all the different employees that participate in the purchasing process - from the initial research phase all the way up to the point of sale?

In order to ensure that the proper messages are being transmitted to an entire buying team, marketers must lift the filters from their lead generation campaigns and fill their funnels with as many leads as possible, creating more signals for accurate lead scoring.

Listening to Your Audience with Content Consumption Monitoring.

Once the funnel is filled with leads, it is the job of the marketer/publisher to listen to the intent signals emitted by those leads, and serve them content and messaging that are pertinent to their needs.

Content Consumption Monitoring (CCM) is a technology that monitors B2B content consumption activities and aggregates this information into actionable behavioral intent information. This intent data can be leveraged by both marketers and publishers to create email communications that are more relevant to the end user. Madison Logic listens to 1,200 different business related topics that are currently being researched in the market, and categorizes each intent action.

“Only 10% of the average marketers’ database is said to be active at a given time. Marketers are inundated with leads, but they don’t know which ones to call.” –Erik Matlick



MADISON LOGIC INTENT DATABASE ACTIVITY OVERVIEW - INTENT DATA COLLECTIONMadison Logic has built an intent-driven database monitoring over 50 million interactions per month, across 25 million business professionals who are actively conducting purchasing research on a regular basis.

The Content Consumption Monitoring technology aggregates user intent data across a B2B ecosystem by listening to signals and content interactions that are performed by the user.

IMPLEMENTING THE FUTURE TOGETHER: MADISON LOGIC’S CONTRIBUTORY DATA PARTNERSHIPMadison Logic has developed a new data initiative for the future of online marketing and publishing. The Contributory Data Partnership was created to enable online publishers to maximize the value of their data by adding an overlay of intent topics to their existing database. The inclusion of these intent topics provides for smarter targeting, deeper insights and audience capabilities.

“Publishers need to band together and share their intent data to paint the bigger picture for both marketers and consumers.” - Erik Matlick



A NEW STRATEGY FOR MARKETERS AND PUBLISHERS

CONTENT CONSUMPTION MONITORING: PRACTICAL USE CASESEmail Targeting - Super-charge your email marketing campaigns with highly-targeted, intent-based segmentation.

External Messaging - Deliver the right message, to the right person, at the right time.

Audience Retargeting - Re-engage leads and prospects that have previously interacted with your content.

Display Targeting - Serve relevant display banners to your audience by leveraging intent topics based on their content consumption patterns.

Lead Scoring - Leverage Madison Logic’s Intent Database to build an effective lead-scoring formula for your marketing automation platform.

Event Promotion - Drive registrations and attendance to your next webinar or live event using Madison Logic’s intent data.

Step 1: It’s All About the Data: More More MoreMarketers are starting to realize that if 90% of their purchased leads drop dead before they even hit the funnel, then they have a data problem on their hands. The increase in lead-inactivity is an extremely common occurrence, caused by a significant lack of data on those leads.

More customer data will allow marketers to create more relevant messaging for their campaigns, and will in-turn create a more engaged user.

Step 2: Breaking Down the Data Silos

“Nobody can do this by themselves.” There is no single 1st party database that contains enough meaningful aggregated data on every buyer/decision maker in the B2B space. Additionally, marketers and vendors simply do not generate the amount of traffic on their websites as a publisher would. It is the publishers who possess the droves of valuable customer data which can be utilized by marketers.

Step 3: Sharing Perishable Data is the Way to Win

The key to the Contributory Data Program is that the data is perishable; it will not carry any value in 9-12 months. Say your data shows that a user is potentially in-market for a cloud computing software solution today -- odds are that this will not be the case 9 months from now. It is important to remember that, by nature, intent data operates with an expiration date.



Product Demonstration: Email Segment BuilderMadison Logic’s newly released Email Segment Builder was developed to answer one simple question for Marketers and Publishers: To whom should I send this email?

The Email Segment Builder is a simple yet powerful tool allowing the marketers and publishers to accurately gauge the interest of their user database in their content.

• Step 1: Upload a list of contacts into the Email Segment Builder

• Step 2: Upload your asset (white paper, webinar, case study, etc.) to the Email Segment Builder

• Step 3: Madison Logic’s Data Match® Engine will screen the content within the asset and dynamically assign categorical topics that are related to trending keywords within the asset.

• Step 4: The ESB will identify the users within your database that have expressed interest in topics that are related to the asset.

Instead of sending out one large, generic email to an entire database, marketers and publishers can now target specific segments of their subscriber database that have expressed interest in specific topics over the past 90 days.

The Email Segment Builder is powered by a technology called Content Consumption Monitoring, which essentially provides marketers and publishers with the ability to listen to content signals from their customers, and develop insights based on those signals, creating the opportunity for them to offer more appropriate communications.

Madison Logic’s Email Segment Builder was developed to answer one simple question: “To whom should I send this email?”



Case Studies: Email Segment Builder

Net Communities was asked by the organizers of IP EXPO, the UK’s number one Enterprise IT conference, to drive registrations to their networking event, taking place on the 16th and 17th of October in London. To reach a more engaged audience, Net Communities chose to work with Madison Logic’s new email segment building platform, segmenting existing contacts into specific topic sets based on intent.

Results can be seen below:

Advertising and direct marketing agency Mason Zimbler enlisted Madison Logic to re-engage dormant leads within the CRM database of one of their clients using the Email Segment Builder.

Additional case studies can be viewed at madisonlogic.com/resources



Platform Integration: XPRTS Media and Madison LogicXPRTS Media has developed a technology platform to optimize content consumption for tablet and smart phone users in the B2B space. XPRTS partnered with Madison Logic to integrate their extensive white paper content library into the XPRTS magazine app, which is optimized for use with tablets. The goal of the integration is to create a lead generation platform built entirely on content consumption via tablet computers.

Based on the users pre-defined profile, the app will generate a tailor-made digital magazine filled with Madison Logic white paper content, relevant to topics of their interest.

This magazine-style app has been developed with lead-generation in mind, with the goal of identifying qualified leads for content providers and advertisers.

Additionally, the app was developed to integrate with a

“Traffic from tablets is roughly 6-8% in the B2B space.”

- Bob Oord, CEO, XPRTS MEDIA

multitude of content sources, providing a more immersive reading experience for B2B users.

The app is currently available for download in the iOS App Store, Google Play for Android, and Windows Phone Store.

Madison Logic and XPRTS Media are continually looking for new and innovative ways to marry intent-data with content consumption for a better user experience.

madison logic publisher summit 2013€¦ · major online publishers have adjusted their strategies...

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