SightCall leverages Informa Tech ecosystem to strengthen brand awareness and market position

Kari Wilde , Director of Media Sales at Informa Tech

What I love about working at Informa Tech is our opportunity to really drive value for clients - delivering high performing digital marketing services across their buyer journey.

Research has shown that there are up to 20 people involved in the B2B tech buying process with 90% making a buying decision before ever contacting a vendor. Therefore branding, awareness, and a consistent message across channels are more important than ever before. Often, these steps are overlooked in favour of more tactical approaches, all before a vendor has established the affinity and credibility needed to make the short list. Informa Tech’s unique market approach allowed SightCall to use multiple brands to establish credibility across buying teams.

Results from our recent work with SightCall, a company which combines Augmented Reality and AI to merge the physical and digital worlds to create powerful collaborative environments for customers, demonstrates that a consistent message across multiple channels results in higher-than-average outcomes and strong KPIs.

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Building brand

SightCall was seeking to relaunch its product and required a powerful marketing strategy and effective delivery to strengthen its position in the market.

Leveraging Informa Tech’s leading tech brands and marketing expertise to build credibility and engagement, SightCall partnered with our team of marketing experts to expand their brand awareness and build credibility with prospective clients. Informa Tech’s solutions not only maximised SightCall’s content reach but delivered an efficient solution to their busy team.

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Access to audience

SightCall’s key targeted audience ranges through a rich variety of markets. With more than two billion audience interactions annually across over 100 brands, Informa Tech’s specialised community across the tech industry provided fertile ground to bring a multi-channel campaign to life, through strategically chosen specialist tech brands.

Crafting a dedicated sponsored content and advertising strategy, Informa Tech’s tailored multichannel campaign focused on market-leading media brands No Jitter, AI Business and ICMI for optimum brand alignment, delivering high-quality content and consistent value to SightCall’s audiences.

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Result highlights

SightCall saw a tenfold increase in their typical sponsored article impressions benchmark with further industry-leading results.

Attracting a highly targeted audience, the overall effect on all site traffic was a healthy engagement with a dwell time higher than twice the industry average and with the advertising campaign CTR also surpassing the industry average by 15 times. ?

Pete Humes, Head of Content at Sight Call, said: “The Informa Tech team were amazing at helping us plan a strategy that reflected the goals of our product relaunch. We were a lean team and their expertise was key in helping us highlight our value and make an impact through the different brands and products.”

With deep understanding of our markets, our audiences, and a powerful ecosystem of fully permissioned first-party data, Informa Tech can help businesses to stand out and build long-term relationships with targeted customers.

We are passionate about helping our clients build brand, earn trust and drive demand: get in touch with our team [[email protected]].