For 46 years, World Innovators has worked with B2B companies to help them reach the people who genuinely matter to their business.
The tools have changed considerably over those years. The number of ways companies can market themselves has grown almost beyond recognition. But one thing hasn't changed: reaching more people isn't necessarily the answer. Reaching the right people is.
That is why we are excited about our relationship with Informa.
World Innovators is now managing Informa’s Properties marketing channels: Email, Postal, Display/Native, Audience Extension, Linkedin/Facebook Sponsored Content, Video, Connect TV and other integrated opportunities. This gives our clients access to their target audience across several different channels all in one place. It is easy to accomplish and more effective.
For us, the value isn't simply having access to more names. It is having access to established industry sources and audiences that professionals already know and trust.
Why this Matters
One of the biggest challenges we see today is that companies have more marketing options than ever, yet it can still be surprisingly difficult to reach a very specific audience.
A company may know exactly who it wants to reach: engineers in a particular market, healthcare professionals, manufacturing decision-makers, technology leaders, or another specialized group, but finding a credible way to get in front of those people can be much harder.
Informa gives us another way to solve that problem.
Their portfolio reaches professionals across numerous specialized industries through established media brands, publications, events, and industry communities. We can now help companies identify which of those audiences align with what they are trying to accomplish and build a targeted campaign around them.
That distinction is important to us. We aren't interested in sending more emails simply for the sake of sending more emails.
We want to understand who you actually need to reach and whether there is a credible audience available that makes sense for your business.
We think being honest about that is part of doing our job well.
A more thoughtful approach to targeted marketing
There is a lot of conversation right now about data, automation, AI, and increasingly sophisticated marketing technology. We use many of these tools ourselves, and they can be incredibly valuable. But technology doesn't replace good judgment.
Before we recommend a campaign, we still want to understand some very basic things:
- Who are you trying to reach?
- Why would they care about what you have to say?
- What are you trying to accomplish?
- Is this actually the right audience and approach for that goal?
The Informa relationship gives us a much broader set of resources to answer those questions and, when there is a fit, to help our clients reach highly specific professional audiences through trusted industry sources.
What Hasn't Changed
Although this is an important new capability for World Innovators, our approach hasn't changed. We are still a hands-on company. We are very much so a tight-knit, family-owned company that believes in relationships and being genuinely authentic, not just looking for the next sale.
We still believe in conversations.
We still believe that marketing should make sense before money is spent on it.
And we still believe that sustainable growth comes from building relationships with the right people, not simply accumulating impressions, clicks, or names in a database.
After 46 years in this business, we have seen marketing change many times. We expect it will continue to change, probably faster than ever. Our job is to keep finding better ways to help our clients navigate those changes without losing sight of what matters.
The Informa relationship gives us a powerful new resource to do exactly that.
If there is a specific audience your company has been trying to reach, we'd be happy to look at it with you. If there is an Informa audience that makes sense, we'll show you what is available and talk through the options.