Putman Media

Our Solutions

Understanding SmartLeads

We at Putman understand the rapidly changing goals of marketers today. Where once they demanded higher quantities of leads–and we’ve consistently delivered–they’re now looking to better understand the leads they receive in order to more-efficiently target the most sales-ready prospects in their funnel.

This process of lead nurturing is at the heart of our innovative new SmartLeads program, which uses a combination of technologies and services to give marketers the ability to better time their communications and, therefore, better qualify their leads along the buying cycle. Which leads are ready for a follow-up call? What about an in-person meeting? Which are ready to attend an event?

The SmartLeads program represents a series of steps built to help you determine the sales-readiness of a prospect and use that knowledge to speak more directly to prospects at different levels. Here’s an example of how it could work for you:

Your company sponsors and/or supplies us minimally two-three appropriate pieces of high-value content. Preferably, each piece of content offers varying levels of informational depth to appeal to prospects at different stages. Examples of appropriate assets include white papers, on-demand, non-commercial presentations, “How Casts,” on-demand poster presentations and e-books.

For each asset, we’ll create a custom registration page to collect data. Ideally, more information-rich assets would require greater levels of data (like qualifying questions) in return for access.

We promote your asset(s) to our subscriber base. Registrants for your first asset could then receive a second offer of your next asset, further qualifying them as more sales-ready prospects. Non-registrants for your first asset also could receive a new offer/asset.

At any time in this process, Putman can move your prospects to the next phase of lead-nurturing–a personal follow-up, where we’ll ask a series of questions created in collaboration with you to determine further levels of interest. New assets could be provided at any point, if you choose, or more follow-up could be scheduled.

Throughout the whole process, Putman will:

  • provide weekly lead updates about registrants and weekly updates of follow-up activity
  • provide monthly analysis of program activity and a conference call to share observations
  • collaborate with you on the development of your follow-up script
  • facilitate every aspect of email and personal follow-up marketing

To learn more about SmartLeads, contact your Putman sales representative or send an email to marketinginfo@putmanmedia.com.

Understanding Content Development Services

If you’ve checked out some of the things we’ve written here about the growth of content marketing today, you probably realize the development of superior content that speaks to and addresses key pain points for customers is the most critical component of engaging customers in a wired world.

A few of the reasons why that’s the case:

  • The pendulum many have swung for a while to fancy new technologies as a means of finding and engaging readers, but it’s most certainly swung back to (and pretty much landed at) the notion that the most informative, most helpful content drives engagement.
  • Do the math: more people than ever use search engines to find helpful content. Those search engines rank that content by value. If you want customers to find you, you need to produce high-value content.
  • Content provides a greater opportunity to explain your message than more traditional advertising, which is excellent at creating brand identity, may be able to do. The concept of ‘storytelling’ has risen along with content marketing to explain the subtle ways in which credible, authoritative content can more subtly–but just as significantly–influence decision-making.

While marketers in all industries are realizing the power of content marketing, the above bullet points also illustrate how delicate and complex building that content can be. The concepts that work well in more traditional advertising formats (boldness, for example) don’t necessarily translate in a content marketing approach.

That’s why most marketers are looking for expertise in the delicate art of building information-rich, problem-solving multimedia content in formats their audiences desire. Putman Media has been building such content for decades and now provides its clients with consulting expertise on how to build that content, including writing that content on behalf of clients. And once that content is developed, clients also can leverage Putman’s proven methods for distribution and engagement.

For more information on Putman’s content development services, contact your Putman sales representative or email marketinginfo@putmanmedia.com.

Understanding Content Marketing

If you’re like the rest of us, you’ve certainly seen quite a bit being written lately about the subject of content marketing, and we’re probably guessing you might be wondering how it applies to your business.

In the simplest terms, content marketing is the practice of using content to acquire, engage or otherwise develop a relationship with a specific segmented market you’ve identified as important to your goals. Content marketing is a new, more specific outgrowth of the broader marketing umbrella that’s always included things like ads, public relations and events, for example. With content marketing, however, marketers are learning the delicate process of creating finely-tuned, highly credible, less ‘advertising-ish’ content to draw those audiences. Where once marketers focused on full-page advertising as their ‘content,’ customers inundated from so many new ways to be engaged are much more complex and selective now. As a result, reaching them is much more complicated, much more nuanced and, well, much trickier.

Thankfully, Putman’s been involved in content marketing, in many ways, since its inception. That’s because Putman, at its simplest, has always been about two key things: high-quality information for high-quality audiences. To be more specific, we’ve been creating top-quality content since we were born and, through the years, we’ve developed very specific ways of getting that content in front of very specific audiences. That’s why we invested in database technology well before many others did, for example.

Today’s marketers understand that marketing messages are much more subtle than they once were. The infomercial approach to marketing, particularly for B2B, doesn’t carry much weight with highly-specialized, extremely busy executives. Today’s audiences are drawn to much more sophisticated approaches, requiring an understanding of key market trends and technologies, as well as a keen understanding of how specific audiences do their jobs each day.

That kind of understanding has been at the heart of Putman’s growth for decades, and it’s a key reason why marketers turn to us for marketing services expertise. That expertise can take several forms:

Content Development Services: where our editors can help assess your content library (white papers, for example) and help revise your current content or develop new assets based on our understanding of the latest market trends.

Lead Nurturing: where a combination of programs and services are customized as a multi-platform campaign to identify prospects, then further qualify them toward your goals via a process of providing specific content based on specific behaviors. Putman’s SmartLeads program is an example of this.

Lead Scoring: where our teams actively engage in one-to-one communication with your potential prospects to further develop lead profiles of those prospects that help determine their sales readiness for your marketing pipeline.

Please contact your Putman sales representative to discuss any of these marketing services programs or send an email to marketinginfo@putmanmedia.com.

Understanding Marketing Services

Any media company worth its salt knows B2B marketing today is about much more than magazine advertising. But how many media companies understand the ever-changing numbers of strategies, tools and products available well enough to help guide you through the maze that is 21st-century B2B marketing?

Putman does.

Because at Putman, it’s not enough to sell you a product. To use the old proverb, we don’t just give our clients a fish (or, in this case, a newsletter ad), we teach them to fish (or, say, how to build effective lead-nurturing campaigns). Believe us, we know how important magazines are to our clients, and we certainly know how to deliver. We also know that web and mobile platforms, for example, have radically shifted the marketing landscape. So do some other companies, we figure. But do they know how to navigate that landscape? Can they be there to help you understand best practices in your markets? Can you depend on their consulting expertise to help shape entire campaigns geared to reach your specific marketing goals?

Putman can.

That’s because Putman is a full-service media and marketing company that uses its award-winning and market-leading brands, as well as its extensive and detailed databases, to develop multi-platform campaigns to address needs. And we provide a host of services to help you create a foundation for those campaigns. You have an exciting new product to promote but you need a sharp white paper to position its strengths to a target audience? Putman can help build your content and get it into the right inboxes. Maybe your white paper library is out of date? Putman can help assess your current assets and make recommendations for how to improve your messaging. (We can help follow-through on those recommendations, too.) Perhaps you have a specialized event in three months around an important product launch. Putman can help you build a multi-platform and integrated campaign (let’s say, magazine and web) that helps identify the best, most sales-ready prospects to attend your event.

That’s because Putman has built a decades-long reputation for understanding markets. Our editorial teams understand how to build content. And, along with our audience development teams, they understand social media and how to engage with readers. Our sales teams understand how to develop and execute campaigns, not just ads. In the end, Putman understands not just markets, but marketing. We’re not just about a series of products. We’re about products and services that align to your very specific and changing needs.

And, most importantly, we’re about people. Putman employees stay with Putman for a reason. We’re a family-run business that’s built a family environment that, more than anything else, always treats its customers like family. In an environment of rapid change and constant flux, which partners will take the time to understand your business and adapt their products to your marketing goals, rather than the other way around?

Putman will.

Understanding Marketing Services

If you’re like the rest of us, you’ve certainly seen quite a bit being written lately about the subject of content marketing, and we’re probably guessing you might be wondering how it applies to your business.

Learn more

Understanding Content Marketing

If you’re like the rest of us, you’ve certainly seen quite a bit being written lately about the subject of content marketing, and we’re probably guessing you might be wondering how it applies to your business.

Learn more

Understanding Content Development Services

The development of superior content that speaks to and addresses key pain points for customers is the most critical component of engaging customers in a wired world.

Learn more

Understanding SmartLeads

Where once marketers demanded higher quantities of leads, now they're looking to better understand the leads they receive in order to more-efficiently target the most sales-ready prospects in their funnel.

Learn more