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Cygnus gains traction with construction site Penton sees spike in lead-gen activity

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“Our ForConstructionPros.com Web site is a buyer's guide. It has some fantastic traction, and it's helped us from an SEO standpoint. Unique visitors are up considerably, and it also performed well from a revenue standpoint. We launched with 7,000 products on the site; now it has 50,000 products. Since the site launched, it has generated 10,000 qualified leads to the companies that have placed products on the site. It's a self-service site, free of charge. The revenue is derived from marketers' sponsoring categories and opportunities for them to increase the visibility of their products by featuring them closer to the top of the page. ... Another thing we're doing is we have a small-business network of over 700,000 e-mail addresses and data points that includes people from all of our verticals. If I'm a health care company and I want to talk to C-level executives at companies with 25 to 40 employees or with revenue of $40 million to $100 million, we can provide that type of demographic information. Right now our vertical markets mainly have endemic advertising, but here's an opportunity for nonendemic advertisers to be part of the game as well. It's attracted Fortune 100 and Fortune 500 companies.” —PATRICK NADLER, VP-business development, Cygnus Business Media “The things that are doing super well are lead-generation activity. We do a lot of lead-generation activity, and it is actually up year over year pretty strongly already in 2010. You can see that people are getting back into selling—what a concept! The things that are working probably the best are our virtual trade shows. We had our Exchange 2010 [Deploying Unified Communications] in February, and we had about 2,000 registrants. About two-thirds are from the U.S. and one-third international. They're really well-attended. ... We really have good content. It's very educational. The vendors like the virtual trade shows, because they're very interactive. With the trade show industry being very challenged because of travel and expenses, the vendors can get that one-on-one exposure because of the live chat. The people in our market are very comfortable with IM-ing and chatting.” —KIM PAULSEN, senior VP-tech-nology group, Penton Media
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