BtoB Media Business - November 2012 - (Page 20)

SALES & MARKETING Sales & Marketing Combining assets Summit’s new Customer Solutions Group offers integrated approach, better segmentation AD VANTAGES Creating more personalization n September, legal publisher ALM named Jeff Litvack to the newly created position of senior VP-digital media. Prior to joining ALM, Litvack was COO-general manager of iCircular, a mobile advertising platform that’s part of the Associated JEFF Press. He LITVACK spoke with Senior VPdigital media, Media ALM Business about what’s in store for ALM’s online assets. Media Business: What are your initial plans to boost ALM’s digital marketing? Jeff Litvack: One of the key focuses for us in 2013 will be to address the shift in behaviors related to the way that lawyers are accessing information. That primarily means mobile. We’re looking at how we can leverage mobile both from a smartphone and a tablet perspective to be able to provide not only breaking news and information but also have utility functionality, which will be tools that can help lawyers be more efficient throughout their day. MB: What’s your strategy to enhance mobile marketing? Litvack: Our mobile models are both ad-supported (and) subscription-based. One of the key things that we’re looking at is how do we take the content that we have available across various brands and bring (it) together so that a lawyer who’s looking to get detailed information about bankruptcy, say, in a particular state and about intellectual property can do so in one digital newsletter, or one site or in one app. —M.S. B they’re doing in the way of marketing and the efore taking charge as senior VP-cus- kinds of services that they need in order to tomer solutions at Summit Business Me- accomplish their marketing goals.” dia recently, Jeff Patterson attended the The group, which represents 13% of Sumcompany’s national sales meeting in Denver. mit’s revenue, also produces custom content Patterson said he was struck by how enthu- like microsites and social-media channels, with siastic the sales reps were about selling the com- direct-marketing capabilities in the pipeline. pany’s products and services in a way that was Another marketing area that Patterson is eabased on solving customers’ problems rather ger to cultivate is face-to-face events that are than selling ad schedules. Summit’s sales force more intimate than conventional conferences. can now put that thinking to the test, thanks to “The current Summit business has typically the company’s Customer Solutions Group. focused on larger, conference-type events,” he Summit, which covers the insurance, finan- said. “We want to do roundtable events where cial services, legal and investment advisory our customers can have a deeper dialogue with markets, introduced the group early last month. the people they’re trying to reach.” Patterson was tapped to lead it. Having a custom solutions unit should The new unit combines enable Summit to change the several of Summit’s businesses perception of the company into one group devoted to craftamong prospects, Patterson ing integrated marketing packsaid. ages. Those businesses include “We’re being considered ProducersWeb, a lead-generanow by companies that didn’t tion program targeting the inpreviously see a ‘media comsurance and financial services pany’ as being the kind of sectors; Agent Media, a leadsolutions provider that can gen tool for companies looking help them in going to marto recruit insurance agents; and ket,” he said. “They now see Kirschner’s, a market directory we’re a full-service marketing in print and online catering to company that they can use in property and casualty insurers. Jeff Patterson, senior VP-customer a variety of ways.” solutions, Summit Business Media “By bringing these assets Patterson said the new together in a single group, we’re able to put unit will provide for better segmentation them to work much more effectively to help cus- among Summit’s various audiences. tomers grapple with the real-world problems The company’s database consists of 13 that they face,” said Patterson, who prior to join- separate audiences such as insurance agents, ing Summit was CEO of media consultancy Mile brokers, retirement planners and corporate 21. “The unit was created to drive growth in the legal departments. The company’s brands company, and we absolutely see this as a collec- include Benefits Selling, Investment Advisor tion of capabilities for customers that can grow and National Underwriter. and can fuel the growth of Summit Business Me“Marketers are no longer executing discrete dia overall.” programs in siloed activity,” Patterson said. Summit is just the latest b-to-b publisher to “Now they are looking for integrated communiestablish a marketing services business, as tradi- cations in which advertising, lead-gen, custional media products continue to lose their lus- tomer and prospect recruitment and retention ter among buyers targeting vertical audiences. are all knitted together.” “It really is a significant change in how we Josh Heitsenrether, director of marketing define ourselves, and how we go to market, and services for the Customer Solutions Group, said engage with customers and communicate what Summit is promoting the new unit through a we’re able to do for them,” Patterson said. “Cus- comprehensive marketing campaign, including tomers are fundamentally revisiting what print ads in trade titles and online messaging. BY MATTHEW SCHWARTZ I “We’re being considered now by companies that didn’t previously see a ‘media company’ as being the kind of solutions provider that can help them.” 20 | Media Business | November 2012 | mediabusinessonline.com http://www.mediabusinessonline.com

Table of Contents for the Digital Edition of BtoB Media Business - November 2012

BtoB Media Business - November 2012
Table of Contents
Upfront
ABM Executive Forum
Resource Guide
Sales & Marketing
M&A
Production
People
Benchmarks
Endnote

BtoB Media Business - November 2012