MediaGrowth is grateful to Hal Cohen, President and CEO of BridgeTower Media, Jeff Mancini, CEO or Arizent, and Dan Oswald, CEO of Simplify Compliance for sharing their thoughts at MGES'24. They addressed the future of B2B media and their
considerations for dealing with the opportunities and risks they see ahead. Though bullish, they are all focusing on issues that must be addressed for success. Here is some of what they are spending their time on:
The shift from volume to value:
Marketers have become much more tech-focused and want segmented intent-level data rather
than large numbers of leads. This is where media companies’ 1st party data can provide incredible value and revenue as bundled solutions are matched to thoroughly understood customer needs.
Diversification within the business model:
The correct number of diverse revenue streams guards against risks related to certain market downturns, evolving
customer expectations, and competitive disruptions. But companies can’t be all things to all people and must balance diversification with a focus on what they can do better than others.
Ways to address audiences’ needs more effectively and economically:
Personalized content delivered to segmented interest groups. Events restructured to better
foster networking and to provide forums for attendees to discuss and solve problems. Professional skills development and information-gathering opportunities that are more accessible. Creative responses to inflation and higher costs.
Opportunities for revenue growth:
Monetizing 1st party data in every way possible. Capitalizing on quality content
and well-maintained audience trust. Individual and enterprise subscriptions; annual, monthly, standard, premium. Acquisitions that add to or complement existing strengths. The intelligent and ethical use of AI and the protection of content.
Company culture in a time of remote work and competition for talent:
Maintaining connections with regular
communications. Leadership updates. Celebrating successes. Onboarding, training, and leadership development.
The technology that makes it all possible.
Excellorate Growth!
MediaGrowth Executive Summit 2025
Save the Dates!
February 4 and 5, 2025
InterContinental Hotel at Doral, Miami, FL
Agenda
