As media companies struggle with audience engagement and new revenue models, Kathleen Connolly is tackling both head on. Tech companies are demanding leads for their marketing and sales funnel. Connolly, UBM Americas’ EVP of sales for the IT audience, thinks it is not about the number of leads, but about the right leads.
Through an Audience First strategy, Connolly has purposefully created limits on all lead generation products. These limits include a set number of promotions that are emailed to the database as a means to garner leads for clients, and a “sold out” policy once a threshold of lead generation products have been sold. This strategy is an effort to protect the database and to nurture the community in a more constructive way. Connolly’s no-lead guarantee model allows her to offer technology marketers higher quality leads and better engagement with an audience of IT decision makers.
As head of sales for both IT events and media, Connolly has extended her best practices across businesses. Through UBM’s Pre-Event, On-Site and Post-Event (POP) marketing programs, she is offering technology marketers’ opportunities to engage with attendee prospects before, during and after an event. This integrated package helps marketers extend their event conversations year round with UBM’s digital communities.
And the hard work is paying off. Clients are getting high quality leads, and the strategy has helped to preserve the database. Clients such as Comcast, Tenable, and CA Technologies effectively use the POP event marketing strategy for events such as Enterprise Connect, Interop, Black Hat, and CA World.
What’s more, her internal events and media teams are now working together. By incentivizing collaboration, she has been able to get different sales teams to work together. The result was an additional $1 million in net-new revenue for the organization in addition to exceeding sales goals for 2015.