At a certain point, we all have to pull off the Band-Aid. We know it’s going to hurt, but it’s necessary to heal.
When LiveIntent began to focus on the development of a B2B (business-to-business) channel, we knew there was tremendous value in the B2B audience and that B2B advertisers are constantly trying to tap into this exclusive market. We also knew that the means to reach this audience was limited, so sophisticated buyers weren’t going to start investing their budgets in untested waters.
So to get things started, we needed a great partner – a traditional, trusted publisher that isn’t afraid to fly into the wind and dive into change.
When LiveIntent approached the NAPCO Media team about a partnership, their sales team was excited. NAPCO’s team could see the potential revenue growth from being able to offer advertisers diverse targeting and reporting features.
But NAPCO Media’s advertising operations team – the people that actually traffic, set up, and run the advertising campaigns within their email newsletter – was concerned.
The promise of simplified processes and real-time metrics were appealing, but NAPCO Media’s Ad Ops team wanted to know where the proverbial rubber would meet the road. During the onboarding, this savvy NAPCO Media team grilled us as we are rarely grilled.
This team asked hard-hitting questions that addressed concerns we’d never heard, even from large consumer brands with enormous ad inventory. For NAPCO Media’s brands and advertisers, often-traditional B2B companies, much of what we were asking them to do was foreign.
For NAPCO Media, adopting our platform didn’t mean just pulling the Band-Aid off, it meant forcing a greater organizational and industry strategy shift than they had ever imagined. They were ripping off the duct tape that had held everything together and it was going to sting.
But in the end, NAPCO Media’s operations team walked away with the ability to not only educate their teammates, but also their advertisers on the new way to approach advertising in email and improved operational efficiencies. NAPCO Media’s operations team is now a thought leader within the company. They’ve ripped off the Band-Aid and can testify to the freedom on the other side of the ouchies.
Ambrose Crenshaw, Director of e-Media at NAPCO Media, told us, “We’re in the business of producing great content and cultivating engaged audiences. Our biggest challenges most often involve finding new ways to monetize around our core competencies while simultaneously reducing costs. LiveIntent has provided a great solution to achieve both. Since the adoption of the platform, we’ve seen an increase in remnant inventory revenue and drastic reductions in the time it takes ad ops and sales to produce reports. The platform has also allowed us to experiment with new sales and marketing strategies around digital concepts already familiar to our Brand Directors and their clients.”
Learn more about NAPCO Media and LiveIntent by downloading the case study.