Lead Gen and Mobile: Adapting to the Changing Needs of Marketers and Audience Rob Keenan VP of Online Media

Agenda Quick intro on Edgell Evolving lead gen Lead-gen staffing/tech needs Making the mobile transition Initial results from mobile rollouts Summary

About Edgell Communications Privately-held media company based in Randolph, NJ Eight media brands in markets such as retail, consumer goods, hospitality, apparel, and enterprise mobility Business is split evenly between print, online and events Launched EKN Research in 2012 to break into the research and data markets

Lead-Gen Evolution

Lead Gen: It’s Time to Change Lead gen continues to be a big part of discussions in the marketing community – As we know, marketers are looking for more than click results from online campaigns. – Marketers are being tasked to generate qualified names not just awareness Too many publishers are still relying on basic lead-gen product offerings. – Simply delivering a name, though, is not good enough – Marketers want “nurtured” and more targeted names that will move through their sales funnel quicker To make this happen, you need to get into lead gen or enhance your lead-gen strategy

Making the Shift to “Nurtured” Leads The key moving forward will be to deliver “Nurtured” leads to the customer – By nurture, we mean leads that have additional information that provides insight on the behavior of the lead Demographic targeting is a key nurturing component – More and more we have customers asking for a certain type of customer on lead reports – Deliver a structure that can filter based on those demographics while also tracking all leads on the campaign Content engagement can also add value – At Edgell, we can provide our customers with valuable analysis of a user’s reading habits

Tech and Staff Considerations Here’s a some of the tech and staffing considerations for enhancing your lead-generation efforts Look for ways to align/merge your lead-gen and audience development teams – By consolidating these departments, we can deliver better audience targeting to customers Build your system to meld user interaction with content tagging – At Edgell, we have the ability to not only see what content users read but also to associate users against content tags in our CMS Add company tagging to your line up – We often tag based on markets and topics. But, don’t forget to add company tags to content Upgrade your lead management system (LMS) – Look for a system that provides enhanced filtering and ties nicely to your CMS filtering on leads

Lead Gen By the Numbers If you get lead-gen working right, here’s the impact it can have on your business. 67% of Edgell’s online revenue is being driven by lead-gen initiatives today. If you count live events, more than 70% of Edgell’s business is driven by lead-gen initiatives Profitability on new lead-gen efforts continues to be high, with many products delivering 50% profit margins or better!

Mobile Evolution

Making the Mobile Transition With mobile usage on the rise, it’s critical for independent publishers to position themselves as a mobile player However, making the leap to mobile requires good strategy and a good technology plan – You have to make the choice between responsive and adaptive technologies – Ad structures and ad serving need to be ironed out – Development teams need to be upgraded or re- trained to support technologies like CSS3 and HTML5 It also requires time… – Edgell is seeing a 2X increase in time to launch mobile- enabled websites over other traditional website launches.

But the Results are Promising Edgell is seeing a 5% to 10% increase in web traffic from the move Leads and event registrations can now easily be generated across devices and platforms We’ve increased the impression totals available for advertisers On average, 50% of our event attendees are leveraging our apps while on site.

Thank You Contact Info Rob Keenan LinkedIn: