Many times, the gaps in revenue are not a function of the sales teams.

That’s a bold statement, so let it sink in for a minute.

However, we find that it's often a function of the process and data they have to go to market for acquiring, retaining, and expanding customers. That’s why we believe a data-driven revenue growth strategy is essential.

We call it The Revenue Room^TM.

The revenue room integrates the functions within an organization that are critical to revenue development, from sales to marketing to finance and more, to develop a comprehensive, targeted approach to aligning data, product, and revenue strategy. Data intelligence and alignment are keys to refining your sales process.

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‍Avoiding the Data Disconnect

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Often, revenue intelligence data is collected, but it’s not being utilized for better decision-making. For example, there’s a misconception that everything useful about clients exists in the CRM. That’s simply not true, especially when you are doing sales forecasting and empowering your sales team. There’s a lot of data that sits outside your CRM that is crucial to how you sell.

Often, there is a disconnect with the data collected. The average company has 17 petabytes of data, and nearly 60% of that data is no longer being actively used or managed. It’s often scattered across different platforms, cloud providers, and third-party applications. It may be siloed in different departments or only exist in individual salespeople’s notes. Curating and blending the data into a single source of revenue truth are the keys to delivering on the most important KPIs.

Instead of churn, for example, a company might have strong retention, but they see their wallet share is not moving. That’s often an upsell expansion issue. It might be that sales teams aren’t focusing on upsell opportunities, or you may not have the right products to grow your share of business.

Regardless, understanding your most important KPIs and then tracking them consistently will help everyone stay focused on the key revenue drivers. However, this only works if you can capture all the data from your CRM and different sources with an easy way to visualize it.

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Finding the Missing Data Link

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Real-time reporting with a single source of revenue truth can empower you to:

• Uncover hidden opportunities to grow revenue
• Identify bottlenecks in the sales, marketing, or product cycle
• Benchmark performance with hard data to focus efforts
• Empower your team to make data-driven decisions

A Forbes Insight analysis showed the power of this data in a unified view that impacts customer experience and sales success. Those surveyed reported these benefits:

• 57%: Provide greater ability to target and optimize for specific customers
• 56%: Improve consistency of touch points across channels
• 51%: Provide greater context to engagements
• 49%: More accurately predict customer needs and desires
• 45%: Achieve higher conversion rates
• 25%: Secure more meaningful feedback for products and services

Despite the obvious benefits, 87% of marketers say data is their most under-utilized asset. Seth Marrs, principal analyst at Forrester, put it this way: “Data visibility has been a missing link, preventing sales and marketing teams from aligning.”

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The Power of First-Party Data

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First-party data is information you gather directly from your customers or prospects. The most common is tracking behavior on your website. When you see prospects who are reading articles, looking at products or services, or doing deep dives into solutions briefs or product specs, they are sending intent signals.

Leveraging first-party data is powerful. Let’s say someone keeps coming back to articles about supply chain optimization. You have newsletters focused on the supply chain, an event coming up about optimization, and an active supply chain community. You will want to get that prospect engaged with each of these touch points and provide relevant messaging for this prospect.

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Making a Personal Connection

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With the right data in hand, you can personalize messaging, and it’s critical to do so. A McKinsey study shows that 71% of consumers expect personalization, and 76% are frustrated when it doesn’t happen.

However, personalization is just part of the equation. Success comes from personalization plus relevancy. If the content is relevant, no amount of personalization will matter.

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Managing Misalignment and Churn

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One of the biggest reasons for customer churn is what we call “Your Own Dang Fault” — failing to control program performance that is within your ability to do so. A salesperson might sign a broad-ranging deal with multiple layers. The client is happy, and the salesperson has done their job. But… when it gets to the service delivery team, they struggle to figure out exactly what was sold.

So, they try to deploy programs that deliver on expectations — but may fall short.

If you are using data to assess your programs, you can diagnose when you have an over exuberant salesperson who is selling products that lead to customer dissatisfaction or programs that aren’t meeting client objectives. You can then coach up that salesperson to help them sell the right product mix that meets customer goals.

The digital information you have is important to prove the case to the salesperson, who may need persuading to change their approach.

On the other hand, maybe the salesperson did sell the exact right product mix. You have the data to back it up, so you can go to the customer success team and ensure they deliver on the promises. Tracking these metrics against the goals will show whether you are hitting the targets. If not, you need to pivot and re-assess. This improves the overall customer experience.

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Building Sustainable Revenue Growth

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In sales, you need every possible edge to build sustainable growth. McKinsey research shows that the top performers generate about 2.6 times the sales ROI of poor performers, driving profitability. Equipping your team with the right tools and the comprehensive data they need can help you join the ranks of top performers to scale your revenue.

H2K Labs empowers midsize B2B companies to scale and excel through data. We focus on data strategy, revenue strategy, and product strategy — leveraging cutting-edge data intelligence cloud designed to fuel top and bottom-line growth.

Contact H2K Labs today to discuss how a comprehensive data, revenue, and product strategy can deliver on your revenue goals.

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In a recent episode of The Revenue Room™ Podcast, H2K Labs’ CEO, Heather Holst-Knudsen, interviewed Kate Spellman, Chief Commercial Officer at Questex, about the evolving landscape of B2B media and events. With her extensive experience in the industry, Kate shared valuable insights on how Questex is adapting to industry changes and driving growth.

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Key Highlights

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The Power of Data in Decision-Making

Kate emphasized the critical role of data in Questex's operations, particularly in empowering their commercial team. By centralizing customer data in Salesforce, Questex has gained real-time visibility into their business performance. This shift has enabled more informed decision-making and faster responses to market changes.

“All of our customer data is now in Salesforce. That has made a huge difference because we are actually able to look at it, which we were not able to do when we wouldn't know what that month's rollup was until two months later.” Kate said.

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Leveraging AI for Sales Optimization

‍Questex has also adopted Gong, an AI-powered conversation intelligence platform. Kate shared her surprise at Gong's effectiveness: "It will give you a probability of close, which I think is so interesting and such great learnings for someone like me, but it also helps us train new salespeople.

This AI-driven approach not only improves sales forecasting accuracy but also enhances the onboarding and training process for new sales team members.

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Enhancing Customer Value with Data

Questex is also focusing on empowering their customers with data-driven insights. They're partnering with Channel Metrics to launch a unified end-to-end campaign and lead generation reporting tool that will provide customers with a unified dashboard of their marketing and event performance metrics. And, smartly, they are piloting Channel Metrics with their Telecom division before rolling out enterprise wide.

"The customer will actually have a dashboard that includes lead reporting, Google analytics, event reporting all in one dashboard. So it's not product by product, which is how we report today," Kate explained. This initiative aims to demonstrate clear ROI to clients while also opening up opportunities for upselling through audience scoring.

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Challenges and Threats

Kate didn't shy away from discussing the threats facing the B2B media and events industry. She highlighted concerns about the impact of AI on traditional search and advertising models, as well as the challenges of data sprawl and rapidly changing attendee expectations for events.

Despite these challenges, Kate remains optimistic about Questex's ability to adapt: "I think we just also have to stay very true to who we are... without getting distracted by the next big shiny penny."

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Revenue Growth Strategies

Questex has successfully launched new events and products by leveraging data insights. For example, they launched The Hospitality Show based on observed audience interests. The Hospitality Show was one of Questex’s most successful launches across all KPIs bringing together over 3,800 attendees, 320 exhibitors, 100 industry-leading speakers, and revenues in the seven figure range in its first year (2023).

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‍Collaboration with Revenue Room™ Connect

Kate was very excited about what she was able to take back to the office from participating in the inaugural Lunch Lab NYC event, a rapid learning program for C-suite executives produced by Revenue Room™ Connect, a new solution by H2K Labs. As a Revenue Room™ Connect Executive Advisory Board Member, Kate’s looking forward to the upcoming RevvedUP 2025 event, which will focus on fueling enterprise value by leveraging data, digital, and AI. RevvedUP 2025 takes place February 25-27 at The Art Ovation Hotel in Sarasota, FL.

Kate expressed her excitement about the event, stating, "What you're doing is truly imperative. I think to not only Questex, but to the industry ahead." (Thank you, Kate!)

Throughout the interview, Kate emphasized the need for B2B media companies to be agile, data-driven, and customer-centric. She highlighted Questex's success in beating revenue and EBITDA targets through double-digit growth while acknowledging the need for continuous adaptation to maintain this momentum.

As the B2B media landscape continues to evolve, leaders like Kate Spellman are at the forefront, navigating challenges and seizing opportunities. Her insights provide a valuable roadmap for others in the industry looking to drive growth and innovation in an increasingly complex and technology-driven environment.

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The Podcast & Revenue Room™ Connect

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Interested in hearing the full podcast? You can listen to the podcast on the channels listed below:

Apple:

‍https://podcasts.apple.com/us/podcast/the-revenue-room-with-kate-spellman-chief-customer/id1690675143?i=1000663015076

Spotify:

https://open.spotify.com/episode/4zKnXKmIhcKSfXG5km50F8?si=Uju357LpRuyGrk79VVVEHQ

YouTube:

‍https://www.youtube.com/watch?v=OvKztUvuIJQ

Other important links:

• Please click here to learn more about Revenue Room Connect and if membership is right for you.
• To request an invitation to RevvedUP 2025, please click here.
• You can connect with Kate Spellman on LinkedIn.

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About H2K Labs

H2K Labs is a tech-enabled value creation specialist, the host of The Revenue Room™ Podcast, curator of Revenue Room™ Connect, and producer of RevvedUP 2025 We help media, data/information, and marketplace businesses accelerate revenue, drive profitability, and fuel enterprise value using data, digital, and AI. We are an added-value reseller of data and AI solutions that are purpose-built for the industries we serve including Insightify and Channel Metrics.

In today's complex business landscape, understanding and leveraging enterprise value is crucial for sustainable growth.As I recently discussed in our new rapid learning format for C-Suite executives, LunchLab NYC, enterprise value goes far beyond just revenue and profitability. It encompasses customer retention, market positioning, operational efficiency, innovation, financial management, scalability, strategic partnerships, and risk management.

However, two critical elements underpin all these components: customer-centricity and data activation. 

The Impact of Customer-Centricity on the Bottom-Line

The statistics below underscore the significant impact of a customer-centric approach on a business's bottom line. This approach can drive enhanced profitability, increased customer lifetime value, and improved retention rates. It is evident that prioritizing customer experience and catering to customer needs can yield substantial business advantages.

When analyzing businesses that derive revenue from diverse sectors like media, events, and data/information, these statistics make a very compelling business case for investing in cultivating a customer-centric business model.

Profitability

• Customer-centric companies are 60% more profitable than companies that are not focused on the customer (Deloitte)
• Companies that lead in customer experience outperform laggards by nearly 80% (Forrester)
• 84% of companies that work to improve their customer experience report an increase in their revenue (Dimension Data)

Customer Lifetime Value (CLV):

• A 5% increase in customer retention can increase company revenue by 25-95% (Harvard Business Review)
• Loyal customers are worth up to 10 times as much as their first purchase (White House Office of Consumer Affairs)
• The probability of selling to an existing customer is 60-70%, while the probability of selling to a new prospect is only 5-20% (Marketing Metrics)

Retention

• It costs 5-25 times more to acquire a new customer than it does to retain an existing one (Harvard Business Review)
• Increasing customer retention rates by 5% increases profits by 25% to 95% (Bain & Company)
• 89% of companies see customer experience as a key factor in driving customer loyalty and retention (Gartner)

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The Multi-Faceted Nature of Customer Centricity

Customer-centricity is not just a buzzword; it's a comprehensive approach that touches every aspect of your business. Here are key elements to consider:

Mindset‍

Deliver value in every customer interaction. This element is about adopting a customer-first mentality across your entire organization. It means viewing every touchpoint - from marketing emails to customer service calls - as an opportunity to provide value to the customer. For example, in marketing, aim for a 75/25 split: 75% of your communications should deliver valuable content to customers, while only 25% should be promotional. This approach builds trust and demonstrates your commitment to the customer's success, not just your bottom line.

Personalization and Relevance‍

Use data to understand and meet customer needs. True personalization goes beyond simply addressing a customer by name. It's about leveraging data to understand customer behaviors, preferences, and needs, then tailoring your offerings and communications accordingly. This could involve using predictive analytics to anticipate customer needs, or segmenting your audience for more targeted messaging. The key is relevance - providing customers with what they need, when they need it, based on data-driven insights.

Empathy‍

Provide holistic solutions by understanding customers' ultimate goals. Empathy in business means looking beyond your product or service to understand the broader context of your customer's challenges and objectives. It involves developing a deep understanding of your customer's industry, business model, and long-term goals. With this knowledge, you can position your offerings as part of a holistic solution that addresses their underlying needs, not just as a standalone product or service.

Relationship Focus‍

Prioritize customer retention over constant acquisition. While acquiring new customers is important, retaining and growing relationships with existing customers often provides a better return on investment. This approach involves viewing each customer relationship as a long-term partnership. Focus on customer lifecycle management, proactively addressing issues, and finding new ways to add value. This can increase customer loyalty, higher lifetime value, and more stable, predictable revenue.

Organizational Alignment‍

Ensure clear roles and responsibilities internally. internally Customer centricity requires every department to work in harmony towards the common goal of customer success. This means clearly defining roles and responsibilities, ensuring smooth handoffs between departments, and breaking down silos that might impede the customer experience. For instance, sales, marketing, and customer success teams should have aligned goals and regular communication to ensure a seamless customer journey.

Holistic Approach‍

Involve leadership in customer engagement. Customer centricity must be championed from the top down. When C-suite executives regularly engage with customers - through site visits, feedback sessions, or even tracking key customer metrics - it sends a powerful message about the company's priorities. This high-level engagement also provides valuable insights that can shape company strategy and ensure that customer needs remain at the forefront of decision-making.

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The Complexity of Multi-Sided Business Models

Multi-sided businesses such as media, events, data/information, and marketplaces have unique challenges and addressing them requires a strategic approach anda clear understanding of all the unique dynamics. It often involves investing in robust technology solutions and complex tech and data stacks, fostering a culture of customer-centricity across the organization, and continuously refining processes based on stakeholder feedback and data insights.

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Diverse Stakeholders: Balancing the needs of different customer groups

Multi-sided business models often serve multiple distinct customer groups simultaneously. For example, a trade show organizer must cater to exhibitors, attendees, and sponsors. Each group has different needs and expectations, which can sometimes conflict. The challenge lies in creating value for all parties without significantly compromising the experience of any one group. This requires careful planning, clear communication, and often creative solutions to ensure all stakeholders feel their needs are being met.

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Competing Interests: Managing various programs and initiatives simultaneously

In multi-sided models, different initiatives often compete for resources and attention. For instance, at a conference, you might have booth exhibitions, conference sessions, and hosted buyer programs all running concurrently. Each of these needs to succeed for different stakeholders, but they may compete for attendee time and attention. The challenge is to structure these programs in a way that maximizes value for all parties, perhaps by careful scheduling, creating synergies between programs, or using data to optimize the overall experience.

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Data Integration: Consolidating customer data from multiple systems and acquisitions

Multi-sided businesses often use numerous systems to manage different aspects of their operations - CRM systems, event management platforms, marketing automation tools, CDPs, ad management systems etc. Additionally, they may accumulate multiple systems serving similar functions through acquisitions or organic growth. The challenge is integrating data from all these sources to create a unified view of each customer. This is crucial for delivering personalized experiences and making informed business decisions, but it requires significant technical expertise and often substantial investment.

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Internal Priorities: Aligning incentives and KPIs across departments

Different departments within a multi-sided business may have misaligned incentives that can undermine customer-centricity. For example, a marketing team might be incentivized to maximize event registrations, while sales teams are focused on sponsor satisfaction which is directly connected to attendee quality and engagement. This can lead to situations where quantitative goals are met (high attendance) but qualitative goals suffer (sponsor ROI). The challenge is to create a balanced scorecard of KPIs that encourages all departments to work towards overall customer satisfaction and business success.

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Channel Diversification: Managing diverse revenue streams and contracts

Multi-sided businesses often have complex revenue models with multiple streams - subscriptions, advertising, sponsorships, ticket sales, etc. These may have different contract structures, revenue recognition rules, and customer success metrics. The challenge is to manage this complexity while still providing a cohesive and satisfying customer experience. This often requires sophisticated financial management and customer success strategies tailored to each revenue stream.

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Compliance: Ensuring data governance and hygiene

The growing significance of data in advancing customer-centricity necessitates that multi-sided businesses navigate intricate data governance terrains. This involves adhering to regulations such as GDPR or CCPA, upholding data quality across diverse systems, and enforcing robust data security protocols. The complexity is amplified in multi-sided models due to the varied data types gathered from distinct stakeholder groups. Ensuring meticulous data hygiene and governance is imperative not just for regulatory adherence but also for upholding customer trust and facilitating efficient data-driven strategies. The intricacy is heightened in multi-sided models due to the diverse data collected from various stakeholder groups. Upholding meticulous data hygiene and governance is essential not only for regulatory conformity but also for fostering customer trust and empowering effective data-driven decision-making. Hygiene and governance play a pivotal role in generating the necessary insights to steer successful customer-centric approaches.

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Overcoming Challenges in Customer Centricity

While the benefits of customer centricity are clear, implementing and maintaining this approach comes with its own set of challenges. Understanding and addressing these obstacles is crucial for organizations aiming to truly put the customer at the center of their operations.

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Avoid "boiling the ocean" - focus on manageable, impactful initiatives

One common pitfall is trying to transform everything at once. This approach can lead to overwhelm and ineffective implementation. Instead, organizations should identify key touch points in the customer journey where improvements can have the most significant impact. Start with pilot projects that can demonstrate quick wins and build momentum. For example, focus on enhancing sponsor onboarding and post event engagement and upsell processes or improving response times in customer support before tackling larger, more complex initiatives.

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Ensure consistency between claims and actions, starting from top leadership

Customer centricity must be more than just a slogan - it needs to be embedded in the company's culture and actions. This alignment starts at the top. Leadership must not only advocate for customer-centric practices but also embody them in their decision-making and interactions. Regular training and communication can help ensure that all employees understand and embrace the customer-centric approach. Customer-centric KPIs need to be part of dashboards and management meeting discussions. Consider implementing reward systems that recognize and incentivize customer-centric behaviors across all levels of the organization.

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Balance customer focus with business profitability

While putting customers first is important, it shouldn't come at the expense of business sustainability. The challenge lies in finding the sweet spot where customer needs are met while maintaining profitability. This might involve making tough decisions, such as discontinuing unprofitable products or services that some customers love. The key is to communicate transparently with customers about such decisions and always strive to offer alternatives or solutions that still meet their needs.

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Implement proper processes to support customer-centric initiatives

Customer centricity requires more than just good intentions - it needs to be supported by robust processes and systems. This includes:

• Implementing comprehensive customer feedback systems
• Developing data analytics capabilities to gain deeper customer insights
• Creating cross-functional teams to address customer issues holistically
• Establishing clear metrics to measure the success of customer-centric initiatives

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Overcome data silos and privacy concerns:

In the age of data-driven decision making, breaking down data silos is crucial for gaining a 360-degree view of the customer. However, this must be balanced with increasing privacy concerns and regulations. Invest in secure, integrated data systems and ensure compliance with data protection laws. Be transparent with customers about how their data is used and give them control over their information.

By addressing these challenges head-on, organizations can create a truly customer-centric culture that not only meets customer needs but also drives business growth and success.

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About H2K Labs

H2K Labs is a tech-enabled value creation specialist, the host of The Revenue Room™ Podcast, curator of Revenue Room™ Connect, and producer of RevvedUP 2025 We help media, data/information, event, and marketplace businesses accelerate revenue, drive profitability, and fuel enterprise value using data, digital, and AI. We are an added-value reseller of data and AI solutions that are purpose-built for the industries we serve including Insightify and Channel Metrics.

Data has emerged as the new currency in today's rapidly evolving B2B media landscape, driving valuations and shaping acquisition strategies. As traditional revenue streams face increasing pressure, savvy companies leverage their data assets to create new value propositions and enhance their market position.

The Shift from Legacy to Digital to Data

The days of relying solely on print advertising are long gone. And now, even digital-first strategies are seemingly “legacy” if they don’t come with a corresponding data strategy. Forward-thinking B2B information and marketing service companies (events, media, data/information, marketplaces) are pivoting towards data-first strategies that prioritize data collection, curation, analysis, and monetization.

This shift isn't just about survival; it's about thriving in a marketplace that demands more targeted, measurable, and actionable insights and where customers are increasingly expecting robust, personalized and relevant experiences that help them make data-driven decisions and execute smarter, faster, and better. 

Beyond Simple Metrics: The Power of First-Party Data

While subscriber numbers and event attendance figures remain important, they're no longer enough to drive premium valuations. Today's most valuable B2B media companies are those that have invested in robust first-party data strategies. This includes:

1. Detailed audience profiles
2. Behavioral data tracking
3. Intent signals
4. Engagement metrics across multiple channels

By combining these data points, companies can offer advertisers and sponsors much more than just eyeballs – they can provide access to highly qualified leads and predictive insights about purchasing decisions.

From Advertising to Performance Marketing

The landscape of B2B media is undergoing a dramatic transformation. The most successful companies in this space are moving beyond traditional display advertising to embrace performance-based models. This shift is not just a trend; it's a strategic imperative driven by advertisers' demand for measurable results and media companies' need for more predictable revenue streams.

Why the Shift Matters
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1. Accountability: Advertisers increasingly demand concrete ROI for their marketing spend.
2. Data-Driven Decision Making: Performance marketing relies on robust data analytics, aligning with broader business trends.
3. Personalization at Scale: B2B buyers expect tailored experiences, which performance marketing can deliver.‍
4. Revenue Stability: Performance-based models often lead to longer-term, more predictable revenue for media companies.

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Leveraging Data Assets for Performance Marketing

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1. Highly Targeted ABM (Account-Based Marketing) Campaigns

• Identify High-Value Accounts: Use predictive analytics to pinpoint accounts most likely to convert.
• Personalized Content Delivery: Tailor content and messaging to specific account profiles and buyer personas.
• Multi-Channel Orchestration: Coordinate efforts across email, display, social, and other channels for maximum impact.
• Engagement Tracking: Monitor account-level interactions to refine targeting and messaging over time.

2. Detailed ROI Metrics for Advertisers

• Attribution Modeling: Implement advanced attribution models to accurately credit touchpoints along the customer journey.
• Conversion Tracking: Set up granular tracking of both micro and macro conversions to demonstrate value at every stage.
• Lifetime Value Calculation: Provide insights into the long-term value of acquired customers, not just initial conversions.
• Benchmarking: Offer industry and vertical-specific benchmarks to contextualize performance.

3. Custom Audience Segments for Programmatic Campaigns

• Behavioral Segmentation: Create segments based on content consumption patterns, engagement levels, and on-site behavior.
• Intent Signals: Incorporate third-party intent data to identify accounts in active buying cycles.
• Lookalike Modeling: Use AI to find audiences similar to your best-performing segments.
• Dynamic Segmentation: Implement real-time segmentation that evolves based on ongoing user interactions.

4. Predictive Models for Lead Scoring and Nurturing

• AI-Powered Lead Scoring: Develop models that consider both demographic and behavioral factors to prioritize leads.
• Predictive Content Recommendations: Use machine learning to suggest the most relevant content for each lead's stage in the buyer's journey.
• Churn Prediction: Identify at-risk accounts and trigger proactive retention campaigns.
• Optimal Channel Prediction: Determine the most effective communication channels for each lead or account.

Data as a Product: The New Frontier for B2B Media Companies

In the evolving landscape of B2B media, data has emerged as a powerful standalone product, offering new revenue streams and strategic advantages. Forward-thinking companies are no longer viewing data as just a byproduct of their operations (or the dreaded word “exhaust”) but as a valuable asset that can be packaged, marketed, and sold independently.

The Value Proposition of Data Products
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1. Premium Pricing: Data products, especially those offering unique insights, can command high prices in the market.
2. Higher Margins: Compared to traditional advertising or event revenue, data products often have superior profit margins.
3. Recurring Revenue: Subscription-based data products provide predictable, scalable income streams.
4. Expanded Market: These offerings can appeal to both advertisers and audience members, significantly increasing the total addressable market.
5. Competitive Differentiation: Unique data products can set a company apart in a crowded media landscape.

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Types of Data Products in B2B Media
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1. Audience Insights: Detailed analytics on audience behavior, preferences, and demographics.
2. Industry Trend Reports: In-depth analysis of market trends, often combining proprietary data with expert commentary.
3. Predictive Analytics: Forward-looking insights on market conditions, consumer behavior, or industry-specific metrics.
4. Benchmarking Tools: Platforms allowing companies to compare their performance against industry standards.‍
5. Intent Data: Signals indicating buying intent or interest in specific products/services.

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B2B Data Monetization: Case Studies
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FreightWaves

FreightWaves has become a standout example of data monetization in the transportation and logistics sector.

Data Products:

• SONAR: A SaaS platform providing near-time analytics and forecasts for the freight market.
• Carbon Intelligence: Offering data on freight sustainability and carbon emissions.

Key Features:

• Real-time freight market data
• Predictive analytics for pricing and capacity
• Benchmarking tools for carriers and shippers

Impact:

FreightWaves has transformed from a media company into a data and analytics powerhouse. Their SONAR platform has become an essential tool for many logistics professionals, providing critical insights for decision-making in a volatile market.

Strategy:

By combining their industry expertise with cutting-edge data analytics, FreightWaves created a product that addresses a critical need in the logistics industry for real-time, actionable data.

GovTribe

GovTribe has successfully monetized government contracting data, filling a crucial information gap in the public sector marketplace.

Data Products:

• GovTribe Platform: A comprehensive database of federal government contracting opportunities, awards, and vendor intelligence.

Key Features:

• Real-time updates on government contracts and opportunities
• Vendor performance analytics
• Predictive tools for opportunity identification

Impact:

GovTribe has become an essential resource for companies looking to navigate the complex world of government contracting. Their data products help businesses identify opportunities, assess competition, and make strategic decisions about pursuing government contracts.

Strategy:

By aggregating, cleaning, and analyzing publicly available government data, GovTribe created a high-value product that simplifies the government contracting process for businesses of all sizes.

Dodge Construction Network

Dodge Construction Network (formerly Dodge Data & Analytics) has long been a leader in construction industry intelligence.

Data Products:

• Dodge Construction Central: A platform providing construction project information, analytics, and forecasts.
• Dodge MarketShare: Market analysis and forecasting tools for construction industry professionals.

Key Features:

• Comprehensive database of construction projects
• Market forecasting and trend analysis
• Bidding opportunity identification

Impact:

Dodge's data products have become indispensable tools for construction companies, suppliers, and service providers. They help businesses identify opportunities, plan resources, and make strategic decisions based on market trends.

Strategy:

Dodge leveraged its long-standing industry presence and vast data collection to create products that provide actionable insights across the construction lifecycle, from planning to bidding to project execution.

Common Themes and Lessons
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1. Industry Expertise + Data Analytics: All three companies combine deep industry knowledge with advanced data analytics capabilities.
2. Solving Critical Pain Points: Each company's data products address significant challenges in their respective industries, providing real value to users.
3. Continuous Innovation: These companies consistently update and expand their offerings to stay ahead of market needs.
4. User-Friendly Platforms: All have invested in creating intuitive, easy-to-use interfaces for their data products.
5. Multiple Data Sources: They often combine proprietary data with public data sources to create unique, high-value insights.
6. Predictive Capabilities: Moving beyond historical data, these companies offer predictive analytics to help clients make forward-looking decisions.
7. Flexible Delivery: Offering data through various means (e.g., SaaS platforms, APIs, reports) to suit different client needs.

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The Impact on Valuations

As the market evolves, buyers and investors are placing an increasing premium on companies with strong data strategies. Key factors influencing valuations now include:

• Quality and depth of first-party data
• Sophistication of data analytics capabilities
• Democratization of data including skills across the business
• Ability to monetize data through multiple channels and across the entire organization
• Future scalability and growth potential due to the quality of the “data asset” 

Companies that can demonstrate a clear data strategy and proven execution are likely to see significantly higher multiples compared to their less data-savvy peers.

Preparing for the Future

For B2B media and event companies looking to maximize their enterprise value, investing in data capabilities is no longer optional – it's essential. This means:

• Building the right data and technology stack
• Creating a robust data asset with significant competitive defensibility
• Crafting a dynamic data strategy roadmap that considers existing capabilities and necessary enhancements.
• Activating a monetizable data strategy that maps to the proper steps:
  • Using data to improve how you acquire, keep, and grow revenue and improve operational efficiency and profitability
  • Using data to improve the value your existing products and solutions deliver to customers to reduce time to close, improve new business acquisition, pricing power, close rates, retention rates, expansion rates, and overall customer satisfaction and lifetime value
  • Generating new revenue streams where your data asset is a new stand-alone product and delivers scalable, predictable, and new market growth opportunities
• Building the organizational culture and skills needed to truly become a data-driven business.

As we enter 2025, the divide between data-rich and data-poor companies continues to widen. With AI taking center stage, those failing to adopt a sound data strategy will fall behind and in some cases, become obsolete. Certainly, their valuations will command nowhere near what their data-rich counterparts will. And, in some cases, many won’t ever make it to market. Embracing data's potential to fuel enterprise value is no longer optional to excel in an intensifying and intricate market landscape.

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About H2K Labs

H2K Labs is a tech-enabled value creation specialist, the producer of The Revenue Room™ Podcast, curator of Revenue Room™ Connect, and producer of RevvedUP 2025 We help media, data/information, event, and marketplace businesses accelerate revenue, drive profitability, and fuel enterprise value using data, digital, and AI. We are an added-value reseller of data and AI solutions that are purpose-built for the industries we serve including Insightify and Channel Metrics.

Introduction

Artificial Intelligence (AI) is no longer a futuristic concept confined to science fiction. It has permeated various industries, bringing about significant transformations. One such industry experiencing a paradigm shift due to AI is event management. From planning and execution to post-event analysis, AI technologies are revolutionizing how events are organized and managed. This blog delves into the myriad ways AI is changing the event management landscape, offering insights into its applications, benefits, and challenges.

AI-Powered Support for Attendees

One of the most immediate and impactful applications of AI in event management is providing real-time support to attendees. AI chatbots and virtual assistants are increasingly being deployed to handle a variety of tasks that traditionally required human intervention. These AI-powered tools can answer frequently asked questions, provide directions, and even offer personalized recommendations based on attendees' interests and behaviors.

Imagine attending a large conference and needing to find a specific session or locate the nearest restroom. Instead of searching through a map or asking a staff member, you could simply ask an AI chatbot on your smartphone. The chatbot, equipped with natural language processing capabilities, can understand your query and provide an accurate response in seconds. This not only enhances the attendee experience but also frees up human staff to focus on more complex tasks.

Moreover, AI can offer personalized recommendations by analyzing attendees' past behaviors and preferences. For instance, if an attendee has shown interest in certain topics or speakers in previous events, the AI can suggest similar sessions or networking opportunities. This level of personalization can significantly enhance attendee satisfaction and engagement.

AI for Speech Summarization

Another groundbreaking application of AI in event management is real-time speech summarization. Conferences and seminars often feature multiple sessions running simultaneously, making it challenging for attendees to catch all the content they are interested in. AI can bridge this gap by providing real-time summaries and highlights of speeches or sessions.

Using technologies like natural language processing and speech recognition, AI can transcribe and summarize speeches in real-time. Attendees can receive concise summaries of sessions they missed or review key points from speeches they attended. This not only makes the content more accessible but also enhances knowledge retention and engagement.

For example, an AI-powered tool could analyze a keynote speech and generate a summary highlighting the main points, key statistics, and actionable insights. Attendees can access these summaries through a mobile app or event website, ensuring they stay informed and engaged throughout the event.

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Enhanced Security

Security is a paramount concern for any event, and AI is playing a crucial role in enhancing safety measures. AI technologies like facial recognition and anomaly detection are being used to ensure secure environments for attendees.

Facial recognition technology can be employed at entry points to verify the identity of attendees, ensuring that only authorized individuals gain access. This not only speeds up the check-in process but also enhances security by preventing unauthorized entry. Additionally, AI-powered anomaly detection systems can monitor surveillance footage in real-time to identify suspicious activities or behaviors. These systems can alert security personnel to potential threats, enabling swift and effective responses.

For instance, an AI system could analyze video feeds from multiple cameras and detect unusual patterns, such as unattended bags or individuals loitering in restricted areas. By identifying these anomalies in real-time, security teams can take proactive measures to mitigate risks and ensure the safety of all attendees.

Event Planning Optimization

AI-driven analytics are transforming the way events are planned and executed. By leveraging predictive modeling and data analysis, AI can optimize various aspects of event planning, from layout design to schedule management and resource allocation.

Predictive modeling allows event organizers to anticipate attendee behaviors and preferences, enabling them to make data-driven decisions. For example, AI can analyze historical data from previous events to predict attendance patterns, helping organizers allocate resources more efficiently. This can include optimizing the placement of booths, scheduling sessions to avoid conflicts, and ensuring adequate staffing levels.

Moreover, AI can assist in designing event layouts that maximize attendee engagement and flow. By analyzing data on attendee movements and interactions, AI can suggest optimal booth placements, seating arrangements, and traffic flow patterns. This not only enhances the overall attendee experience but also increases the effectiveness of exhibitors and sponsors.

For instance, an AI-powered tool could analyze data from past events to identify high-traffic areas and suggest strategic booth placements for maximum visibility. This level of optimization can lead to more successful events, with higher attendee satisfaction and better ROI for exhibitors and sponsors.

Benefits and Challenges

The integration of AI in event management offers numerous benefits, including increased efficiency, enhanced security, and personalized attendee experiences. AI-powered tools can automate routine tasks, freeing up human staff to focus on more complex and strategic activities. This not only improves operational efficiency but also reduces costs and enhances the overall quality of events.

Personalization is another significant benefit of AI in event management. By analyzing attendee data, AI can offer tailored recommendations and experiences, increasing engagement and satisfaction. For example, AI can suggest sessions, networking opportunities, and even dining options based on attendees' preferences and behaviors.

However, the adoption of AI in event management also presents challenges. Privacy concerns are a major issue, as the use of AI often involves collecting and analyzing large amounts of personal data. Event organizers must ensure they have robust data handling protocols in place to protect attendees' privacy and comply with relevant regulations.

Additionally, the implementation of AI technologies requires significant investment in terms of time, money, and expertise. Event organizers must be prepared to invest in the necessary infrastructure and training to effectively integrate AI into their operations. There is also the challenge of ensuring that AI systems are reliable and accurate, as any errors or malfunctions could negatively impact the attendee experience.

Conclusion

AI is undoubtedly transforming the event management industry, offering innovative solutions that enhance efficiency, security, and attendee experiences. From AI-powered support and speech summarization to enhanced security and event planning optimization, the applications of AI in event management are vast and varied.

As AI technologies continue to evolve, we can expect even more groundbreaking innovations in the event management sector. Event organizers who embrace AI will be well-positioned to deliver exceptional experiences, drive engagement, and achieve their strategic objectives.

In conclusion, the integration of AI in event management is not just a trend but a significant shift that is reshaping the industry. By leveraging the power of AI, event organizers can create more efficient, secure, and personalized events that meet the evolving needs and expectations of attendees. The future of event management is undoubtedly bright, with AI leading the way.

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Introduction

In the competitive landscape of the B2B sector, having a well-structured Revenue Operating Plan (ROP) is not just beneficial; it is essential. A Revenue Operating Plan serves as the blueprint for systematic and efficient revenue generation, ensuring that every aspect of your business is aligned towards achieving financial success. This comprehensive guide will walk you through the critical steps of building a Revenue Operating Plan, focusing on the key elements of building, engaging, executing, delivering, expanding, and the continuous improvement cycle of rinse, lather, repeat. By the end of this blog, you will have a clear understanding of how to implement these strategies to enhance your business operations and drive sustainable growth.

Build

The foundation of any successful Revenue Operating Plan lies in the ability to align your products with customer needs and market demands. This step is crucial as it ensures that your offerings are relevant and valuable to your target audience. To achieve this alignment, it is essential to conduct thorough market research and gather insights into customer preferences, pain points, and emerging trends. By understanding what your customers truly need, you can tailor your products to meet those demands effectively. Additionally, it is important to continuously monitor the market and adapt your offerings to stay ahead of the competition. This proactive approach will not only help you retain existing customers but also attract new ones by demonstrating your commitment to meeting their evolving needs.

Engage

Generating demand within your target segments is the next critical step in your Revenue Operating Plan. This involves creating awareness and interest in your products or services among potential customers. To achieve this, it is essential to have a well-coordinated effort across marketing, business development, sales, and product teams. Each team plays a vital role in driving demand and ensuring that your message resonates with the target audience. Marketing efforts should focus on creating compelling content, running targeted campaigns, and leveraging digital channels to reach potential customers. Business development teams should work on identifying and nurturing leads, while sales teams should be equipped with the right tools and training to convert those leads into customers. Product teams, on the other hand, should ensure that the offerings are aligned with the market needs and provide the necessary support to the sales and marketing teams. This cross-functional alignment is crucial for pipeline development and acceleration, ultimately leading to increased revenue generation.

Execute

Optimizing pipeline management is essential for ensuring predictable sales closures and achieving your revenue targets. This involves having a clear and efficient process for managing leads, opportunities, and deals throughout the sales cycle. One of the key aspects of pipeline management is the use of data analytics to identify risks and seize opportunities. By analyzing data from various sources, you can gain valuable insights into the performance of your sales pipeline and make informed decisions to improve it. Additionally, enabling sales leaders to provide real-time coaching and deal guidance is crucial for maximizing the effectiveness of your sales team. This can be achieved through regular training sessions, performance reviews, and the use of advanced sales tools and technologies. By optimizing your pipeline management, you can ensure that your sales efforts are focused on the right opportunities, leading to higher conversion rates and increased revenue.

Deliver

Delivering value that exceeds customer expectations is a key component of a successful Revenue Operating Plan. This involves not only meeting the needs of your customers but also going above and beyond to provide exceptional value. To achieve this, it is important to use data to pinpoint product opportunities and address unmet needs. By analyzing customer feedback, usage patterns, and market trends, you can identify areas where your products can be improved or new features can be added to enhance the customer experience. Additionally, it is important to have a customer-centric approach in all aspects of your business, from product development to customer support. By consistently delivering value and exceeding customer expectations, you can build strong relationships with your customers, leading to increased loyalty and long-term revenue growth.

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Expand

Retaining and enlarging your client base is essential for sustained revenue growth. This involves focusing on upselling and cross-selling within existing accounts to maximize the value of each customer. To achieve this, it is important to have a deep understanding of your customers' needs and preferences, as well as their usage patterns and buying behavior. By leveraging this information, you can identify opportunities to offer additional products or services that complement their existing purchases. Additionally, it is important to have a proactive approach to customer retention, which involves regularly engaging with your customers, addressing their concerns, and providing exceptional support. By focusing on retaining and expanding your client base, you can ensure a steady stream of revenue and drive long-term growth for your business.

Rinse, Lather, Repeat

The final step in building a successful Revenue Operating Plan is to continually refine and scale your processes using data-driven insights. This involves regularly reviewing and analyzing your performance metrics, identifying areas for improvement, and making necessary adjustments to your strategies and processes. By adopting a culture of continuous improvement and adaptation, you can ensure that your business remains agile and responsive to changing market conditions. This proactive approach will not only help you stay ahead of the competition but also drive sustained revenue growth. Additionally, it is important to leverage advanced technologies and tools to streamline your processes and enhance your decision-making capabilities. By continually refining and scaling your processes, you can ensure that your Revenue Operating Plan remains effective and aligned with your business goals.

Conclusion

In conclusion, building a robust Revenue Operating Plan is essential for achieving success in the B2B sector. By following the key steps of building, engaging, executing, delivering, expanding, and continuously refining your processes, you can create a systematic and efficient approach to revenue generation. Each of these steps plays a crucial role in ensuring that your business is aligned towards achieving its financial goals and driving sustainable growth. By implementing these strategies, you can enhance your business operations, exceed customer expectations, and achieve long-term success. So, take the first step today and start building your Revenue Operating Plan to unlock the full potential of your business.