The content is then optimized through recommendations tailored to the audience.
“Every visitor engaging with our content will see fundamentally different content recommendations based on their job function, location, job level and additional persona-related attributes,” explained David Fortino, VP of audience development for NetLine.
Advertisers pay only for qualified leads – determined by a short questionnaire filled out prior to the download.
“Since it requires the user to perform an action, it doesn't contribute [to] a large portion of our revenue,” Chung said, but noted the strategy does help monetize its growing email subscriber list
It also helps publishers understand the demographics of readers downloading marketer-produced content, giving them insight into readers’ professional titles or the types of organizations they work for, among other data.
Chung finds value in RevResponse’s ability to gather data about his audience, since it’s able to tailor deals and sponsorships that benefit all parties involved, and curate content that's more relevant.
“It allows [publishers] to change the editorial tone to speak to the nuances of their audience in a targeted fashion,” Fortino added. “They can package the audience in a way that’s monetizable outside of us, in a media kit.”
NetLine believes its lead-based, content-focused model differs from other B2B players out there, like Demandbase or LinkedIn-owned Bizo.
Targeted and retargeted display advertising on a CPM model “places all the risk on the client,” Fortino said, whereas he claims marketers pay only for qualified leads in RevResponse’s model. It sees more competition from tech media players like TechTarget, CBS Interactive and UBM, as well as individual publishers who peel off and pursue lead-generation services on their own.
Fortino pointed to the company’s growth as proof it’s on the right track. It says its revenue is projected to almost double this year by allowing content marketers to gather “super niche audience bases that are difficult to address at scale.”