CLIENT COMPANY

A B2B management software company contacted us to develop market research, with a focus on target audience analysis, in order to better understand its market.

STARTING OBJECTIVES

In particular, the company’s goal was to promote its Annual Convention by being able to reach a wider audience and making better use of the budget invested in the event.

MARKET RESEARCH AND
ACTIONABLE INSIGHTS

The first point was to figure out how we could reach interested potential users. This was a well-delineated target audience of people with a certain role in the company and interested in specific issues. The questions we answered were:

  • What does the target audience search for on search engines regarding these issues?
  • Which issues/topics are most heard (and thus which can be used to convey a content campaign and Adwords)?
  • What are the most read articles on industry blogs?
  • What online channels is the target audience on?
  • Which blogs and media are the most influential and most followed by the target audience?
  • What are the online communities that group the target audience?

The next stage of the analysis then looked at competition :

  • Which competitors in Italy and abroad have organized such conferences?

We identified best practices at the level of organization, marketing campaign, supporting content, and initiatives to enhance content even after the conference.(Click here to find out more about competitive analysis!)

ACCOMPLISHMENTS… BASED ON THE ANALYSIS OF THE TARGET AUDIENCE

The survey helped the company get a clearer overview of the industry, ideas, and potential activities to put in place to enhance the event.