TechInsights creates marketing performance unit

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In recessions, it’s no secret that marketing budgets, especially at b-to-b companies, are among the first expenses to be cut. At many companies, top management is suspicious of marketing expenditures in the first place, and anticipated dips in revenue can be an excuse to trim advertising and other marketing efforts that haven’t been shown to produce a direct return on investment.

It’s also no secret that a recession is looming, and United Business Media’s TechInsights announced last week the creation of a new performance marketing unit designed to produce measurable ROI for tech marketers.

“Performance marketing as a concept isn’t new per se,” said Jenn Markey, the head of TechInsights’s new team. (Indeed, other technology media companies such as TechTarget offer programs that guarantee performance-based marketing results). But Markey said the downturn gives such programs more urgency and stronger appeal to marketers. “In terms of what’s happening with the economic climate, our clients, very simply, are going to be challenged to do a lot more with less.”

With its performance marketing program, TechInsights—which publishes versions of EE Times around the world, operates TechOnline and produces the Embedded Systems Conferences—is offering its clients customized performance marketing programs intended to deliver measurable results.

“The end goal of any performance marketing engagement is meaningful and measurable results,” Markey said. “This may translate to a percentage increase in marketing share, a specified number of qualified prospects, percentage growth in revenues or another relevant metric.”

Through consultation, TechInsights and the marketer will agree upon the goal of the marketing expenditure and how to measure the results. Markey said that TechInsights was more prepared than ever before for such a consultative selling process thanks to the recent acquisition of consulting-oriented companies, such as Semiconductor Insights and Portelligent.

The marketing programs will include Web analytics, reporting and dashboard software to help marketers keep up to date on the program’s performance. TechInsights will offer both guaranteed lead-generation programs and pay-per-download programs.

Markey said the performance marketing program is global in scope. EE Times is published around the world, with Chinese and European editions. And TechInsights continues to introduce products with global reach, an important feature for such industries as electronics design and manufacturing. Earlier this month, the unit announced the launch of TechOnline India, based in Bangalore, which offers an engineering and technological information site aimed at the electronics community in India.

Paul Miller, TechInsights’ CEO, summed up what he hopes to achieve with the new performance marketing program. “Our clients are facing relentless downward pressure on their budget, time and resources, making demonstrable ROI everything. Our clients don’t think in terms of banners, trade shows and print ads; nor can we,” he said. “Performance marketing is about understanding our clients’ business objectives, developing a customized program with client-defined success metrics and executing seamlessly across mediums and geographies.”

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