1. Gem Global Engineering & Manufacturing Database

2. Challenges Fragmented, “siloed” audience segments
Limited pool for outbound marketing
Missing insights on behavior, content consumption
Missing the “Big Picture”

3. Unified Audience Database (UAD)
Magazine Subscribers
Newsletter Subscribers
Web Site Users
Webinar Attendees
Event Attendees
Other Lists
GEM UAD
879,383

4. GEM Data Card Highlights

5. Integrating Attributes
GEM UAD
Dimensions Industries Job Titles Geography
Products Magazines eNewsletters Events
Behavior Webinars White Papers Content

6. Audience Engagement Qualified Demographic Attributes Name Title
Company
50,000 Names
Behavioral Attributes
clicks
Website hits
Events & Webinars attended
10,000 Names
Contextual Attributes
Topics clicked in s & websites
Content downloaded
2,000 Names
Engaged

7. Beyond Lists – Data Centric Sales
Low hanging fruit
List sales
Custom e-newsletters
Middle ground
Leverage behavioral and contextual data
Virtual events, lead gen programs
Holy grail
Sell audience and behavior first
Choice of vehicle comes last

8. How To Start The Process
Qualify
“What is your target market/audience?”
“What do you want from them?”
Awareness, lead gen, purchase
“Ongoing or campaign?”
And is there a budget?
Quantify
“How is success measured?”
500 MQL, 100 new customers, 5% conversion rate, etc.
“What is your cost per acquisition?”
Bonus points for lifetime value of customer
Time frame
“How many by when?”

9. Sales View Avoids “Let me get back to you”
Read-only list counts built from YOUR most common requests
Gives source for each bucket of records to help you sell
“Leads for your white paper? Here’s how many names we have from white papers in your target.”
Question based navigation
Give us your questions and we will add the pull
RFPs a great place to start
Avoids “Let me get back to you”
Advances conversation one more step
Demonstrates SAE/TBMG competence and trust

10. Product Roadmap Phase 1 - Demographic and product data, IMS behavior
Phase opens and clicks, domain tracking
Phase 3 - Taxonomy applied to products, weighting of behavior
End Game - We can tell you who they are, where they went, what they did, how often, and when.