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SYS-CON MEDIA Authors: Liz McMillan, Pat Romanski, Elizabeth White, Wade Williamson, VictorOps Blog

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Penton Launches SmartReach ™ Web Target, Expanding Cross-Channel Marketing Capabilities

Penton, a leading professional information services company, today announced the launch of Penton’s SmartReach Web Target business intelligence solution, which will enable marketers to identify business decision makers early in their sales process – improving their marketing effectiveness and lead generation.

“This is the type of strategic technology solution that capitalizes on data, information and insights that only Penton is delivering across so many business-to-business markets,” said Joann Kropp, Vice President of Customer Data Solutions for Penton SmartReach. “Penton’s SmartReach Web Target demonstrates our unmatched ability to apply powerful data intelligence to drive behavioral targeting. We are confident that this will quickly become the must-have solution for the industries Penton serves.”

Penton’s SmartReach Web Target aggregates billions of points of data from individuals visiting every page on more than 125 Penton websites including wealthmanagement.com, aviationweek.com, industryweek.com and newhope360.com.There are over 100 million unique annual visitors attracted to Penton’s award-winning content as well as from selected sites on the open web. Web Target’s activity analytics produce business intelligence reports showing company activity. These reports can be customized to the marketer’s specific topics of interest, selected business types, geographic targets and more. Web Target’s Business Intelligence Report shows which companies are engaging in certain topics and, over time, allows marketers to see changes in customer and prospect behavior, which can indicate purchasing research and interest.

Penton’s SmartReach Web Target then leverages Penton’s audience database of 16 million engaged users to deliver email marketing campaigns and new prospect acquisition programs to the decision makers at companies who are actively researching topics and products.

Specific examples of Penton’s SmartReach Web Target‘s capabilities from specific Penton sectors include:

  • Technology: A technology company seeking to market a cloud backup solution can use SmartReach to monitor companies in certain sectors for research activity that might indicate an upcoming purchase. The company can then use that information to target decision makers at the potential client company with marketing messages at just the right time.
  • Manufacturing: A manufacturer of plastic products that is about to launch a new line of products can use SmartReach to target engineers in the U.S. in specific sectors – such as construction, automotive and electronics – who might need such a plastic product in the near-term.
  • Agriculture: An agricultural supplier or equipment manufacturer considering a product extension or launch can monitor competitor activity on content pages related to innovations in this product set. The company can compare that competitor’s activity to channel partner activity to gain deeper market activity insights and get ahead of emerging trends.

Penton’s SmartReach Web Target launched in late July and is available on a monthly subscription or project basis.

About Penton

Penton is a professional information services company. We engage and inform millions of professionals every day helping them decide strategy and solve business challenges. As a leading provider of workflow technology and insightful content, marketing services and networking via in-person and online events, we help businesses develop, market and sell products and services. We focus our industry expertise on five core growth markets - agriculture, transportation, natural products/food, infrastructure, and industrial design and manufacturing.

Penton is a growth company with a track-record of strong performance and success and is backed by its co-owners: MidOcean Partners and U.S. Equity Partners II, an investment fund sponsored by Wasserstein & Co., LP.

For additional information on the company and its businesses, visit www.penton.com.

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