Informa Engage Launches Business Targeting Suite

In New York, recently launched B2B marketing services business Informa Engage has introduced a suite of account-based marketing (ABM) capabilities, using its global database of more than 30 million business decision makers and 1,000 plus data segments.

Part of business information and events group Informa, the new business opened in September to build on Penton Marketing Services, acquired by the Informa last year. Penton develops data solutions such as the NEXT Trend product, offering trend data, predictive consumer segmentation, and a concept testing lab for CPG companies. The firm also offers the SmartReach Audience Extension, which taps into Penton's proprietary database of business decision-maker profiles.

The new ABM suite uses behavioral data at each stage of the buying journey, to understand its users' needs and provide marketers with targeted prospects. The suite also enables look-alike modeling to identify and build records that match company account lists; and targeting of personas across data points such as industry, employee size, sales volume, title and job function. It can also focus in on particular user behavior of interest to a marketer and provide analysis of this.

Company President Kate Spellman (pictured) comments: 'We connect marketers with customers as they move from discovery to identifying features and functionality of a solution to selecting a provider and making a purchase. With a trusted reach to millions of global decision makers through deep sector knowledge our proven strategy allows marketers to reach customers through the entire buyer's journey'.

Web site: http://engage.informa.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.