A B2B Marketer’s Guide to Audience Metrics

1. A B2B Marketer’s Guideto Audience Metrics Promat Expo, March 22, 2011 Charles Tanner Director of Audience Marketing Peerless Media LLC Ph: 303-728-9230 Email: ctanner@ehpub.com

2. My Background • 20 years of B2B audience development • CMP Publications (now UBM) • Cahners/Reed Business Information • Peerless Media LLC • Market focus: materials handling, supply chain, manufacturing, electronics, engineering • Developing subscribers for magazines and email newsletters through email, direct mail, fax and telemarketing.

3. Housekeeping • Slide show available on request. • Questions? As we go or after the presentation. • Available to speak after the show. • Ph: 303-728-9230 • Email: ctanner@ehpub.com

4. What We’ll Cover • “Solutions That Make [Marketing to] The Supply Chain Work” • How to evaluate a print magazine‘s quality and engagement; top tips for quickly decoding a BPA statement. • The key questions every marketer should ask about a B2B audience before they make their media buy. • Understanding the most common marketing metrics for online and email programs.

5. “Old School” B2B Audience MixLimited Touch Points

6. “New School” Audience MixMultiple Touch Points White Papers Webinars Events Email Social Media

7. Audience Metric Challenges • Less Independent Verification • Fewer brands audit magazine circulation • Audited brands often reporting less data • More Ways to Reach Audience • Little/no 3rd Party Verification • Little demand for independent verification How can marketers be sure they are getting the audience that they are being sold?“Caveat Emptor”

8. Changing Audience Landscape THEN … … NOW • Magazine centric • Few channels • Stringent qualifications • Detailed demographics • ABC/BPA Audit Standard • Brand centric • Multiple channels • Fewer (if any) qualifications • Fewer demographics • Less 3rd Party Verification Fewer Choices More 3rd Party Verification More Choices Less 3rd Party Verification

9. Decoding the BPA • BPA now requires less standard reporting • Comparing apples-to-apples harder • Maintain high quality, engaged magazine audience is expensive • Not all BPA statements are created equal • BPA assigns no values to metrics, up to the advertisers to judge • Quick 4 Point Checklist for BPA comparisons

10. 4 Point Circulation Checklist

11. 1. Is there an audit statement? • BPA audits are no longer assumed • Why is the publication no longer audited? • Ask for supporting documentation • Printers invoice • Postal receipts • Recency of circulation request • Sources of circulation • Fulfillment system demographic reports • Subscription form

12. 2. How targeted are subscribers? • Demographics are critical • What demographic are collected? • What demographics are reported? • What demographics are required?

13. 3. How engaged are subscribers? • Print magazines measure engagement by… • Source of subscription request • Direct request or paid • Non-request, directories, membership lists • Age of subscription request • When was the last time subscriber confirmed their interest in the magazine?

14. The “Sweet Spot”

15. Circulation Sources • Why source matters • Direct Requested or Paid • Written/Phone/Internet? • Percent via Phone? • Non-Requested • What are the sources?

16. Age of Requests • What is “Qualified Within” • 1 year = Requested up to 12 months prior to analyzed issue • 2 year = Requested 13-24 months prior to analyzed issue • 3 year = Requested 25-36 months from analyzed issue • Older Circulation = Less Responsive Readers.

17. The “Sweet Spot”

18. 4. How loyal are subscribers? • Number of subscribers added/removed over 12 months (2 statements) • Reporting turnover is now optional • High turnover should be questioned (more than 30-40%) • Reader loyalty? • Changing editorial focus?

19. Magazine Metrics Red Flags No audit statement Few qualifying criteria More circulation in 2 or 3 year qualified Less direct request circulation High annual turnover

20. Magazines vs. Email Newsletters Magazines Email Newsletters • Audited (BPA or postal) • Full Postal Mailing address • Demographic data • Limits on age of request • Qualification standards • 3rd Party Audits are rare • Email address only subscribers • Low/no demographics • On list as long as deliverable • No qualification standards

21. Email Newsletters • Questions to ask… • Is the list 100% opt-in? • Are demographics collected/available? • What is the list size? • What is the typical open rate? • What is the typical click through rate? • What happens to emails that don’t respond? • As for samples of reader titles/companies?

22. Dedicated Email Campaigns • Getting your custom message direct to the in-box • Targeting email addresses from B2B media • “Message ready” • Responsive and active respondents • Generating leads for your products or events

23. Dedicated Email Campaigns • Make your offer compelling • Readers only care…“What’s in it for me?” • Make it easy for readers to respond. • Select the right list • Size, Demos, Geographic, Recency, Activity • Test, Test, Test • Message (From, Subject, Message, Personalization) • Timing

24. Dedicated Emails - Post Campaign Data

25. Dedicated Emails - Post Campaign Data

26. Dedicated Emails - Post Campaign Data

27. Dedicated Email Campaigns • Questions to ask… • What kind of selections are available? • Demo, Geo, Recency, Activity • What messaging options are available? • From, Subject, Personalization, A/B testing • What kind of response should I expect? • Similar offers, similar selections. • What are the post campaign reports available • Attempted, Delivered, Opens, Clicks

28. Bringing it all TogetherTotal Audience Profile

29. Questions? White Papers Webinars Events Email Social Media

30. A B2B Marketer’s Guideto Audience Metrics Promat Expo, March 22, 2011 Charles Tanner Director of Audience Marketing Peerless Media LLC Ph: 303-728-9230 Email: ctanner@ehpub.com