The Market Leader Program harnesses the voice of Informa’s influential audience to create an insightful, and data-driven content program, designed to educate your buyers on the key trends of your market. Each stage of this four-part program builds on the Informa’s proven framework of awareness and lead generation initiatives to create an immersive customer-centric experience for true thought leadership series that delivers a continuous ROI.
Our expert analysts identify the most critical trends of your industry, then design and implement an audience survey to unlock actionable insights from our B2B communities. Survey results are transformed into an interactive, co-branded report, to help buyers stay competitive and increase performance. Incorporated into the interactive report, Sponsors receive a blog post based on the research and tailored to their distinctive market position and expertise. Finally, a roundtable webinar provides sponsors with an opportunity to expand upon research data and showcase relevant perspectives to galvanize potential customers into action.
- Third-Party alignment with credible and independent data-driven content from Informa
- Position sponsor at the forefront of trending topics or issues to meet customer priorities
- Strengthen customer’s thought-leadership value with customers and prospects
- Generate quality leads with a high-value assets
- Content assets provided to sponsor for use in future marketing and lead nurture efforts
1. Informa Research Study, Underwritten by Sponsor(s)
- Comprehensive market research combined with analysis from a subject-matter expert around an industry hot-button topic or issue.
2. Interactive, Co-Branded Report:
- Independent and data-driven analyst report derived from survey research and developed into an interactive, digital market-facing report.
3. Blog Posts
- Custom blog post written on behalf of sponsor, referencing key developments from the research and personalized to reflect the sponsor’s relevant value proposition.
Blog post hosted on interactive report Blog post can be syndicated on Informa media website; per brand discretion.
Custom Webinar
- Moderated roundtable webinar featuring a conversation with sponsor executives to expand upon research data and share related industry insights, challenges, and use case resolutions.
Webinar promoted on interactive report and, upon completion, will become on-ramp to full webinar (gated)
Suggested Client Pricing
Single Sponsor: $75,000
Multi-Sponsor: $25,000 per sponsor (4x sponsors, $100,000 total)
- Marketing Promotion: included
- Lead Gen: included
* Interactive Report: estimated 100-300 leads, delivered over 3-month period
* Webinar: estimated 100-200 leads, delivered over 1-month period
Variables that may impact lead volume:
- Lead estimates will vary by market based on audience reach and market capabilities
- Lead total may be adjusted depending on filter requirements
Variables that may impact pricing:
- Pricing variable: extending media promotion
- Pricing variable: added lead filter criteria beyond standard capture information
- Pricing variable: custom questions to lead filter criteria
- Pricing variable: geographic targeting
- Pricing variable: outsourcing of analyst or content expert
- Pricing variable: customization beyond standard scope of program
Cost Estimates:
Informa Engage Internal Hours ($80 per hour)
- Program Management: 20 hours
- Digital Events: 8 hours
- Campaign Marketing: 15 hours
- Set Up/Reporting: 1 hour
- Design: 28 hours
- Research: 50 hours
- Total Internal Hours: 122 hours
Informa Engage Subtotal: $9,760
Added: In-Market or Outsourced Analyst/Editor, Research Report (1x): $5,000
Added: In-Market or Outsourced Analyst/Editor, Blog Posts (4x): $3,000
Added: In-Market or Outsourced Analyst/Editor, Webinar Moderator (1x): $2,000
Added: In-Market or Outsourced Analyst/Editor Subtotal: $10,000
Total Cost Estimate: $19,760
- Lead estimates will vary by market based on audience reach and market capabilities
- Target Profit Margin, Multi-Sponsor ($100K client price): 80%
*Cost estimates may vary based on scope of program
**Cost estimates may vary based on Analyst/Editor rates (i.e. in-market vs outsource)
Overall program timeline is roughly six months from kickoff to completion:
- Total of 3 months production to develop the assets
- Total of 3 months marketing promotion to the audience
Specific timelines will vary by each product
Production Timeline
Production to commence upon receipt of all signed insertion orders / contracts- Informa Research Study, Underwritten by Sponsor(s): 6 weeks to complete
- Interactive, Co-Branded Report: 6-8 weeks to complete
- Blog Posts: 4 weeks to complete
- Custom Webinar: 4 weeks complete
3. Blog Posts
- Custom blog post written on behalf of sponsor, referencing key developments from the research and personalized to reflect the sponsor’s relevant value proposition.
Blog post hosted on interactive report Blog post can be syndicated on Informa media website; per brand discretion.
Custom Webinar
- Moderated roundtable webinar featuring a conversation with sponsor executives to expand upon research data and share related industry insights, challenges, and use case resolutions.
Webinar promoted on interactive report and, upon completion, will become on-ramp to full webinar (gated)
Materials Required from Sponsor:
- Agreement on research topic
- Signed insertion order or contract
- Dedicated contact for content approval process
- Company Logo (.eps or transparent .png preferred)
- Company description
- Company product background information
- Designated company URL to be used for all sponsored links
- Designated URL’s to be used within text of Blog Posts (identified during development)
- Webinar presenter information: name, title, headshot, bio
- Related content asset for dedicated sponsor Page on Interactive, Co-Branded Report and webinar
Marketing Promotion
Promotion package developed in partnership with market, unique to each deliverable.
Promotion Elements
Marketing promotion to drive content engagement may use a combination of the following:
- Dedicated email promotion
- Editorial newsletter inclusion
- Onsite native ad placement (as available)
- Onsite banner ad placement (as available)
- Social media promotion, Informa brand channels (as available)
- Offsite audience extension; native/banner (as available)
Efforts will include a mix of channels guided by a unified branding strategy where there is a consistent look and feel as well as a cadence with these channels to further enforce the weekly message.
* Informa Engage will optimize promotion placements based on performance
Q. Can I sell a Webinar Key Takeaway for a customer webinar that we didn’t produce?
Yes, we can create the same offering regardless of whether we produced the webinar or not. We’d just need access to the sponsor webinar and some additional materials used in original webinar such as speaker information and headshot, sponsor logo, slides used. Note that production timeline would likely be slightly longer as a result.
Q. What is the production timeline for a Webinar Key Takeaway?
Delivery turnaround time on a typical Webinar Key Takeaway is between 3-4 weeks. Client responsiveness and level of involvement in content of the takeaways developed are the key variables that could alter production timeline.
Q. What materials are required from the sponsor?
Sponsor logo, speaker bios, headshots and social links, up to 3 assets for inclusion on landing page, destination URL for click-thru to client site.
Q. What does the marketing promotion plan consist of?
Dedicated emails, newsletter inclusion, onsite promo placements, social media promotion, in-article video (where available)
Q. What are the deliverables provide back to sponsor?
The digital asset itself (site url) is the primary deliverable provided back to sponsor.
Additionally, the following program metrics will be provided:
- Page views by sections/takeaways
- Time spent by section/takeaways
- Click-throughs on links
- Referrals to full webinar page
