B2B Beat

Andy Kowl is a journalist and entrepreneurial publisher with more than 30 years developing, marketing andgrowing publishing companies. He is senior vice president of publishing strategy for ePublishing Inc., the leading enterprise publishing system (EPS) provider which manages content, audience data, workflow, newsletters and e-commerce for more than 600 B2B publications. He helps publishers increasereader engagement and response by integrating behavioral data with contextual content, and shows them direct ways to monetize the results. Andy’s background in B2B includes publishing, editing and/or owning magazines and informationproducts covering specialty retail, horse breeding, real estate, credit unions, Wall Street compliance and wireless technology. He organized dozens of publishers to form the 'B2B Audience Network,' now part of ePublishing, to fill excess ad inventory.

www.ePublishing.com

akowl@ePublishing.com

“The effectiveness of display ads is one-tenth of the effectiveness of native and sponsored content,” says Russell Glass, who founded Bizo in 2008. Glass has been at the forefront of this transformation as the former king of B2B banner ads. “Engagement rates for sponsored content are greater than half a percent,” he adds, saying the…

The Internet of Things can be one of those terms that cause you to glaze over. How much bandwidth can we be expected to dedicate to every gee-whiz idea we hear? Now might be time to pay attention. The Internet of Things is going to make some companies in B2B business information a lot of…

Meeting a publisher who makes almost no money online is still astoundingly easy to do. “Our readers prefer print” is always the response. I love print too, but waiting for next month’s edition is no longer how people consume news and information. This is not a zero-sum game. There is no reason to trade print…

It was late, we’d just had dinner with half a dozen publishers, and I was talking over drinks with Brett Keirstead about data and B2B media. Sounds boring, I know; and with most people this topic would have been a waste of perfectly good after-hours time. “Are we being idiots?” we wondered. Keirstead is SVP…

The following is Part 2 of Andy Kowl’s report on data-driven sales. He caught up with several B2B publishers at the Niche Digital Conference in September to discover how they are using audience data to drive revenue and sell new products. Here Kowl shares how ALM is utilizing “deep” data, not big data, to offer…

What is the formula for B2B media success? “Use content to attract and qualify an audience you can reach anywhere,” advocates Prescott Shibles. He says reader data is more important to your business than ad inventory, and suggests there is no time to lose in figuring out how to use it as a growth engine.…

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