Industry overview
What is shaping information services
Data, ratings and information providers need to understand what users actually need, keep their data fresh and size new opportunities accurately.
- Users want timely, verified data in their workflow
- Data collection at scale needs strong quality control
- New products need validation before launch
Client background
A data analytics company, working in Australia & New Zealand. Client identity is withheld to protect confidentiality.
- Organisation
- A data analytics company
- Sector
- Information services
- Team engaged
- Digital Marketing
- Services
- B2B digital marketing, Content marketing, Lead generation
Client challenge
The company had few enterprise leads. Its sales team relied on cold outreach, which produced few meetings with senior buyers. The company’s sales team relied on cold outreach, and prospects knew little about the value of its data.
Research objectives
- Deliver on the brief: generating leads for a data analytics subscription.
- Set measurable targets and a tracking baseline before launch.
- Improve results through structured testing, reported in plain language.
Target audience
Scope: Content programme.
Audiences we typically reach in information services
Data users and analystsSubscribers and enterprise buyersData contributorsProspectsPartners
Geographic coverage
Coverage: Australia & New Zealand. Markets: Australia and New Zealand.
- Australia
- New Zealand
Research methodology
A test-and-learn programme: a clear baseline, focused campaigns and weekly optimisation against agreed targets.
- 1Brief
- 2Webinars
- 3Reports
- 4Insight
We created reports and webinars using the company’s data insights. We created quarterly reports using the company’s own data, ran webinars with its analysts and promoted them through LinkedIn and email. Webinars featured analysts discussing trends relevant to each target industry. Reports were gated with a short form, and leads were nurtured with follow-up insights relevant to their industry.
B2B digital marketingContent marketingLead generation
Sampling strategy
- Audiences were defined from the client's customer data and platform targeting, with test and control groups where possible.
Data collection
- Campaign, website and CRM data were tracked daily through analytics and ad platforms.
Data quality & validation
- Conversion tracking tested end to end
- Consistent UTM tagging on every link
- Numbers reconciled between ad platforms and analytics
- Two-person check before anything goes live
Data analysis
- Funnel analysis from impression to lead or sale
- A/B test results on creatives, keywords and pages
- Channel and campaign attribution
Key findings
- Qualified leads grew.
- Report downloads and webinar registrations became a steady source of leads, and several turned into enterprise contracts.
Original data attracted buyers.
Recommendations
- Build on the core insight: original data attracted buyers.
- Keep testing creatives, keywords and landing pages against the new baseline.
Business impact
- Sales teams prioritised leads based on webinar attendance and report downloads.
Impact is described qualitatively.
Deliverables & next steps
- Campaign assets and landing pages
- Monthly performance report
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: what do users need from the product?
Client identity is withheld to protect confidentiality.