TradeBriefs inks partnership deals with 5 new partners, including eTailing India and Great Place to Work Institute

TradeBriefs produces industry-specific newsletters for professionals. Last year, it introduced a partner model where opt-in members/prospects of companies and associations could take advantage of TradeBriefs’ content and technology expertise to create custom daily newsletters for their members. The first partner to sign up was Retailers Association of India. This was followed by Internet and Mobile Association of India (IAMAI).

Following this, TradeBriefs has rolled this model out to several new partners, including eTailing India (eCommerce) and Great Place to Work Institute (HR). “Each newsletter is carefully curated by an editor who understands the space,” says Sree Vijaykumar, Managing Director, TradeBriefs. This helps corporate decision-makers and professionals stay knowledgeable about their industry in just a few minutes a day.

Ashish Jhalani of eTailing India agrees. “TradeBriefs is a valuable partner for eTailing India. The daily briefs powered by them are something the entire industry looks forward to every day.We havereceived tremendous branding and leads for our events through this channel, as more and more industry professionals opt in to stay informed and knowledgeable.”

Here are TradeBriefs’s current partners. 

DMAI Great Place to work IAMAI
RAI ASSOCOM eTailing
Young Biz Times Webvriksha CIM Global
Franchise association of india Select R and D Creativity

How Native Advertising helped Gartner double its lead count in 30 days

Status

It started with Minaz Adenwala, Marketing Manager – Gartner (and a TradeBriefs Software subscriber), thinking about ways to attract new audiences to Gartner’s events in India. There are 2 role based summits in Mumbai and a Symposium/ITxpo conference in Goa that Gartner conducts in India every year. “The TradeBriefs Software audience seemed like a good fit, so we started with a partnership where we offered them branding at our event in return for promotional e-mailers to their audience,” says Minaz. “However, we soon realized that a deeper relationship was in order, to really take advantage of the audience engagement that TradeBriefs has.”

The result was a native advertising campaign within TradeBriefs newsletters. Readers were segmented to include CEOs, CIOs and the next level of reports.They were further segmented into 2 groups – top of the funnel and bottom of the funnel.

Top of the funnel

The top of the funnel folks were those who had heard of Gartner but had never really engaged with the brand. The way to get them into the Gartner funnel was by providing them access to exclusive content that added value to their job roles. The objective was educating them about Gartner. Once they saw value in the content, they were more likely to respond to offers to attend Gartner events (fyi – The annual Goa conference is priced at at Rs 73,650 plus taxes). Below is a screenshot of the content included in the newsletter followed by the lead capture form, most of which gets pre-populated since readers have submitted their profile information to TradeBriefs before.

Bottom of the funnel

The bottom of the funnel folks are already convinced about the brand, but needed more information about the specific event, pricing, etc. Here the approach was to gather their inputs on specific areas in IT (BI, ERP, Cloud, etc) that were of interest to them and create a custom agenda from the event and send it to them. Note that there are 9 parallel tracks going on at the Gartner annual conference at any given point in time, so it’s physically impossible to attend all sessions. Readers appreciate the customization and are more likely to actually attend once they see the specific value to them. This was enabled through native advertising again, but with a more direct approach. Below is a screenshot of the content in the newsletter followed by the custom lead capture form, which captured the reader’s preferences.

In either case, Gartner sales team members were told to educate these prospects about Gartner events, the speakers, the analysts and the whole package, through a series of emails, followed by phone calls to the more likely prospects. The native advertising within the daily email newsletters delivered several hundred leads, mostly CIOs and direct reports. We’ve analyzed why this campaign worked vs some other approaches and here are our conclusions.

  1. Native advertising is less intrusive than direct email marketing, which although more effective in the short term, cannot be used too frequently. Native advertising on the other hand can be used daily, since the ad content is interspersed with news and jobs content that the reader finds direct value in.
  2. Targeting and context are important. Native advertising content cannot be too removed from the rest of the content as the reader is in a certain frame of mind and is reading your publication with a certain purpose. For TradeBriefs, it’s typically B2B advertising that works well.
  3. Understanding of the funnel is important. Like with any form of advertising, some readers will be exposed to the brand being advertised for the first time, others would be closer to making a purchase decision. As long as marketers understand how to handle these different types of leads, it’s fine. Top of the funnel folks need more education and hand-holding. Bottom of the funnel folks need specifics and perhaps an offer to convert quickly. So, don’t waste time educating bottom of the funnel folks or giving offers to top of the funnel folks.