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Presentation transcript:

1 B-to-B New 2007 Research on Effective Marketing Tactics Wednesday, February 7, Subscription Benchmarks Stefan Tornquist Research Director Sean Donahue Senior Reporter, ContentBiz

2 The Big Number © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

3 Data Sources 1 - Survey of 65 Summit Publishers 2 - Survey of 337 paid content publisher subscribers to ContentBiz 3 - Interactive audit of 50 paid content publishers’ free trial practices © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

4 Attracting New Subscribers © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

5 Attracting New Subscribers ContentBiz PubsSummit PubsRank SEO Acquisition 1 Offline adv. SEO2 Acquisition Paid search3 Viral campaigns Offline adv.4 Paid search Online adv.5 PR Viral campaigns6 Online adv. Co-registration7 PR8 Affiliates 9

6 Promoting Free Trials © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

7 Free Trial Promotion - emusic

8 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Free Trial Promotion

9 Length of Free Trials © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

10 Free Trial Conversions © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

11 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Free Trial Promo - Britannica

12 # of Registration Pages © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

13 Multi-year subs © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

14 The Welcome Message © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

15 What’s in a Welcome Message? © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

16 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Welcome Message - Classmates

17 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Welcome Message - SalesGenie

18 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

19 Paid Conversion © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

20 Reconnecting After Abandonment

21 How Long Do Subs. Last? © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

22 Multi-year subs © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

23 Which Tests Are Being Conducted? © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

24 Which Tests Are Working? © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

25 State of Web 2.0 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

26 Measuring Impact of Web 2.0 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

27 Impact of Web 2.0 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

28 Emerging Media © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

29 Price Testing © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

30 © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Revenue Tomorrow?

31 Thank You © MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Sean Donahue Stefan Tornquist