Business media organizations have been offering varying flavors of marketing services for their customers for years. In the last few years, however, there has been a lot of refining of what to offer, how to deliver those offers and programs, and how to measure and optimize to deliver the greatest customer ROI.
Marie Griffin of BtoB’s Media Business captured UBM Tech’s approach in a recent interview with Paul Miller, CEO, Stephanie Stahl, Executive Editor, Content Services and Robyn Duda, VP Events along with other industry leaders. Here’s what they had to say:
During a companywide restructuring in April at UBM Tech, the former marketing services unit was reorganized and renamed the Partner Solutions Group.
At the time, Paul Miller, CEO of UBM Tech, explained that the new group has two main focuses: content marketing and custom events. The events area, which was not previously a separate unit within marketing services, will get more focused attention in the new structure and is expected to provide a huge growth opportunity for UBM Tech, he said.
The company has appointed personnel to oversee those two functions. Robyn Duda, VP-events for UBM Tech, who previously handled branded and custom events for the InformationWeek Business Technology Network, will now focus exclusively on custom events for all of UBM Tech. Stephanie Stahl, executive editor-content services, previously oversaw content marketing for the InformationWeek brands and will now perform that function for the entire company.
“Stephanie and I have been working closely together to create fully integrated programs [within the InformationWeek group],” Duda said. “Now that we’re together under one roof—along with our design central group—we can take these services to the next level and carry them through the whole UBM Tech organization.”