Lead Generation

Two ALM execs discuss the launch of the publisher's Audience First platform and their strategy to deliver ‘smart marketing, not spray-and-pray.’

ABM is quickly becoming a staple of modern B2B revenue teams because it's a simple idea that works. B2B sellers concentrate sales and marketing resources on a clearly defined set of target accounts and execute personalized campaigns designed to resonate with each account. The principles aren’t revolutionary, but scaling can be a bit tricky.

The hype around creating data businesses is at an all-time high in the B2B media sector. With display ad revenue falling off a cliff and lead-gen business models becoming more challenged, there is a clear focus to diversify digital revenue further, and data models are a clear player in that picture. But, as I talk…

For the longest time I resisted calling website visitors anything but readers. After decades as an editor and publisher, I pushed back on calling them “users.” I still don’t like the sound of it, but resistance is futile. Individuals you have a relationship with – be they core customers, newsletter subscribers, or occasional visitors –…

Customer identity and data privacy are at the core of every marketing strategy, driving everything brands are doing with marketing data

Last year, Apple News brimmed with promise for publishers, offering an engaged, high-quality audience that seemed to do nothing but grow. Ad revenue wasn’t great, but at the start of 2018, most publishers assumed that would come around. One year later, most publishers are still waiting. Monetization on Apple News remains a slog, according to seven…

Successful publishers realize that marketing is much more than just getting people to pay.

Troy Young was president of Hearst Magazines Digital Media since 2013 and this past summer was named president of Hearst Magazines, succeeding David Carey, who stepped down as president and is now chairman of the division. In his new role, Troy will oversee Hearst Magazines’ global business, encompassing more than 300 print editions and 240…

Scotts Miracle-Gro Co., the plant-care giant, had a problem: Millennials weren’t gardening enough. So the company turned to one of the most renowned experts on millennial behavior, BuzzFeed Inc. But Scotts didn’t just advertise on the site, known for its viral quizzes and lists. Scotts worked with a more obscure part of BuzzFeed focused on inventing new…

In a year where Facebook has pushed publisher content further down the news feed (and further down their list of priorities in general), Apple News has seemed to be a relative bright spot in the ongoing tug-of-war between publisher and platform. Pre-installed on millions of devices, Apple’s news aggregator allows publishers to reach large audiences…