The “Community-First” Approach
How data and community go hand-in-hand.
In today’s environment, we continue to see an overwhelming—and increasing—preference among business professionals to be able to consume information in different ways and at different times. And while many in the B2B media space are choosing to move to an “event-first” model, we at Vendome are taking a distinct, community-first approach.
We recognize that our readers are platform agnostic, and as such, we want to give them the power to consume content in a way of their choosing—providing them with information through a variety of platforms, technologies, and channels that include face-to-face events, digital and print.
However, it’s important to note that we cannot take an effective community-first approach without understanding that our communities—while certainly the focus of our strategy—are also part of a greater ecosystem that cannot thrive without our data and audience development programs. We build and serve the communities. The communities yield intent and behavioral data. And this data not only helps us find and nurture our audience, but also enables us to develop highly relevant content across our media and events businesses. The interdependence of these three components—community, data, and audience—is crucial and undeniable.
An example of how we are harnessing the power of this ecosystem includes our latest product, the Vendome Active Lead Engagement Tool, launched in October of 2014. VALET is a fully searchable, customer-profiled, data resource that delivers high-quality leads for sales and marketing.
The power of VALET—and what sets it apart from other marketing databases—is that it collects detailed engagement data and expanded qualifying demographics across our communities. By presenting a more complete view of prospects, VALET delivers actionable business intelligence that is readily used by sales and marketing to build customer relationships and generate additional revenue.
Vendome’s strategy for 2015 and beyond continues to embrace this power of community and its interconnectivity. It embodies how we continue to elevate our business—bringing valuable content and business solutions to our audience as well as our advertisers.