Crain Communications, Inc. is among the largest privately held media businesses on earth. They hold 30 leading brands across the continents of North America, Europe, and Asia. Crain is responsible for producing numerous publications, digital products, events, research projects, and also provides marketing services, publishing services, and lead generation services. They service hundreds of customer directly, and influence millions of readers around the world.
Crain Communications’ Challenges
For all of Crain Communications’ capabilities, they also had some significant challenges (which you can read about in their case study). One of their holdings, Business Insurance magazine, utilizes marketing automation for its demand generation initiatives and to expand its base of subscribers. This magazine networks with print subscribers as well as online readers so that they are delivering information that is relevant and meaningful to their readership. The marketing automation tool also helps the magazine connect its various advertisers with quality leads. However, the marketing automation tool Crain was using had some significant data quality problems.
According to Business Insurance magazine’s Director of Demand Generation Services, Steve Susina, “Once we implemented our marketing automation solution and began to map user behavior to our database, it exposed issues with our data quality such as inaccuracies and incomplete data.” Since that database was critical to the company’s marketing strategies, Susina had to address those quality issues quickly and decisively. “We wanted to use our list more aggressively to reach our goals and meet advertiser and subscriber expectations,” he said.
Why Crain Communications Chose to Work With ReachForce
Susina and Business Insurance magazine turned to ReachForce for help with the quality of their critical database. ReachForce provides data solutions in the cloud, targeted to B2B marketers in order to help them accelerate the time between lead generation and revenue generation. ReachForce delivers continual data enrichment for marketing data, which helps their clients deliver better insights faster. Since their founding in 2005, ReachForce has made an impact with over 400 top companies, including big names like Marketo, Eloqua, Webtrends, Dassault Systemes, and many others.
The Results of Crain’s Partnership With ReachForce
Using ReachForce’s product Data Cleanse & Enrich, Crain Communications and Business Insurance magazine were able to make quality improvements to their database that resulted in an 80 percent match rate for a database of about 60,000 names. Crain achieved as much as a 100 percent delivery rate for emails, and increased email open rates by an average of more than 30 percent.
Additionally, ReachForce helped Crain get a click through rate of 460 percent on one of their campaigns, and boosted the attendance of a last-minute event by tenfold by utilizing a single-click registration process. Furthermore, Crain was able to free up their marketing staff in order to send out more messages that were keenly targeted to their audience, enabling them to make progressive profiling a reality for their marketing department.
Susina says that since marketing staff are focused on gathering lead information and using it to track and interact with prospects, it’s tempting for them to gate their content. He points out that it’s much better not to fall into that temptation, “With ReachForce, we gain insights into the people in our database without requesting information from them directly,” he said. “This frees us to tap into subscriber behaviors on our sites and in response to our emails to determine the next best content offer. In other words, we can deliver extremely targeted content aligned with the person’s stage in the buying process, rather than delivering generic content that assumes all subscribers are moving through the funnel at the same speed.”
How ReachForce Can Achieve Great Results Like This for Your Business
Would you like to see some impressive improvements when using your marketing automation tools? ReachForce helps marketers increase revenue contribution by solving some of their toughest data management problems. We understand the challenges of results-driven marketers and provide solutions to make initiatives like marketing automation, personalization and predictive marketing better. Whether you have an acute pain to solve today or prefer to grow your capabilities over time, ReachForce can unify, clean and enrich prospect and customer lifecycle data in your business, and do it at your own pace.