Informa Acquires NetLine

Informa, a UK-based intelligence and events company, acquired B2B content syndication vendor NetLine Corporation, adding audience development, buyer-level intent, and B2B digital demand generation capabilities.  The firm also announced that it had taken a stake in Totem, its OEM partner for ConnectMe, a virtual and hybrid event solution.

NetLine will join Informa Tech, “one of the world’s largest providers of intelligence, industry forums, and marketing services to the tech industry.”  Informa Tech supports over 250 global events, 40 media publications (e.g., Information Week, ITPro Today, Network Computing), newsletters, research (Ovum, IHS Markit | Technology, Heavy Reading, and Tractica), and training.

NetLine’s B2B content syndication lead generation network reaches more than 125 million unique visitors per month and processes more than 700,000 leads monthly.

Back in July, NetLine rolled out Lead Management Platform, a SaaS solution for capturing B2B leads and amplifying marketing content.  The Lead Management Platform, initially developed for tier 1 B2B media companies, supports centralized lead capture, qualification, routing, and analytics tied to amplification campaign capabilities.  The Lead Management Platform requires no coding, allowing marketers to quickly test and rollout white-labeled gated content.

“The platform is entirely focused on helping marketers more efficiently translate their gated content experiences into more efficient outcomes,” explained NetLine’s Chief Strategy Officer David Fortino to GZ Consulting in July.  “If and/or when the Marketer has the need to increase lead volume beyond what their own channels can support, they can simply convert their inbound oriented campaign already built within the interface, add a budget, and tap into NetLine’s audience for on-demand scale.  No IOs, no negotiations, no phone calls.  Simple on-demand access to [the] largest B2B lead generation platform on the web.”

NetLine immediately matches visitors against its 52 million global B2B contact database (60% US) via cookies or email addresses.  In addition, lead forms are both customizable and dynamic, allowing companies to specify which information is to be captured and dynamically removing fields in its form display.

NetLine claims that over 70% of its audiences are immediately recognized so that there is zero or limited typing required.  Most users will be required to enter only five to seven fields, a significant reduction in data entry versus traditional and non-predictive forms.  And because data entry is reduced, abandonment rates are lower, generating a higher return on marketing spend.

The lead forms are content-form agnostic.  A common format can be deployed against all content, including webinars and virtual experiences, resulting in a standard data capture format for all content categories.  Forms are also customizable, supporting both basic themes and white-labeled user experiences that match corporate templates.

When a form is submitted, NetLine auto-generates confirmation emails and shares data with enterprise software platforms, including Salesforce, HubSpot, Eloqua, Marketo, and ON24. In addition, dynamic filtering removes leads that are poor candidates from being distributed to downstream systems.  As a result, the content is fulfilled, but low-quality leads are not passed downstream.

The Lead Management Platform lets marketers amplify content to targeted audiences with an open auction CPL pricing.  Marketers “simply convert native campaign, add budget, and gain immediate access to the largest volume of content-generated B2B buyer-level data on the web, where more than 700,000 first-party leads are generated across more than 300 industries each month.”

Amplification is targeted, with ads displayed based upon geography, company size, function, and level.  Marketers may also upload company names or domains for targeted ABM campaigns.

CPL pricing begins around $4 per lead, subject to a monthly budget.

“Before today, B2B Marketers needed at least a handful of technologies to run their lead gen programs: software to capture, enrich, scrub, filter, fulfill, report within their own sites and an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms,” said Fortino in July.  “Now, B2B Marketers can do it all with one simple self-service interface. Whether they want to centralize lead capture or create a hub for qualification, routing, analytics, and companion content amplification campaigns, the platform does it all, allowing B2B Marketers to reduce their costs while simultaneously becoming more efficient in the process.”

A free version supports up to five campaigns and 100 leads per month with dynamic forms, integrations, and reporting.  The Standard version, priced at $49 per month, supports 50 campaigns, 500 leads per month, and custom colors and styles.  For enterprise marketers, the Pro edition, priced at $199 per month, supports unlimited campaigns and leads, fully customizable branding, and one custom domain with unlimited sub-domains.

Both monthly and annual pricing are available, with annual pricing discounted by 20%.


Continue to Part II covering the Totem investment.

NetLine Lead Management Platform

Buyer-level intent data vendor NetLine rolled out its Lead Management Platform, a SaaS solution for capturing B2B leads and amplifying marketing content.  The Lead Management Platform, which was initially developed for tier 1 B2B media companies, supports centralized lead capture, qualification, routing, and analytics tied to amplification campaign capabilities.

“The platform is entirely focused on helping marketers more efficiently translate their gated content experiences into more efficient outcomes,” explained NetLine’s Chief Strategy Officer David Fortino to GZ Consulting.  “If and/or when the Marketer has the need to increase lead volume beyond what their own channels can support, they can simply convert their inbound oriented campaign already built within the interface, add a budget, and tap into NetLine’s audience for on-demand scale.  No IOs, no negotiations, no phone calls.  Simple on-demand access to [the] largest B2B lead generation platform on the web.”

NetLine immediately matches visitors against its 52 million global B2B contact database (60% US) via cookies or email addresses.  In addition, lead forms are both customizable and dynamic, allowing companies to specify which information is to be captured and dynamically removing fields in its form display.

NetLine claims that over 70% of its audiences are immediately recognized so that there is zero or limited typing required.  Most users will be required to enter only five to seven fields, a significant reduction in data entry versus traditional and non-predictive forms.  And because data entry is reduced, abandonment rates are lower, generating a higher return on marketing spend.

The lead forms are content-form agnostic.  A common format can be deployed against all content, including webinars and virtual experiences, resulting in a standard data capture format for all content categories.  Forms are also customizable, supporting both basic themes and white-labeled user experiences that match corporate templates. 

Fortino emphasized that no coding is required, allowing marketers to test and roll out their solutions quickly.  “Unlike other data enrichment technologies, all of which are restricted to API deployment, we designed the product to support the needs of a nimble marketer ready, willing, and able to move without reliance of developers and/or the need to schedule a project. Our goal was to offer B2B Marketers with the ability to launch a content-centric, white-labeled, gated content experience with system-level enrichment and on-demand scale in minutes.”

When a form is submitted, NetLine auto-generates confirmation emails and shares data with enterprise software platforms, including Salesforce, HubSpot, Eloqua, Marketo, and ON24. In addition, dynamic filtering removes leads that are poor candidates from being distributed to downstream systems.  As a result, the content is fulfilled, but low-quality leads are not passed downstream.

The Lead Management Platform lets marketers amplify content to targeted audiences with an open auction CPL pricing.  Marketers “simply convert native campaign, add budget, and gain immediate access to the largest volume of content-generated B2B buyer-level data on the web, where more than 700,000 first-party leads are generated across more than 300 industries each month.”

Amplification is targeted, with ads displayed based upon geography, company size, function, and level.  Marketers may also upload company names or domains for targeted ABM campaigns.

CPL pricing begins around $4 per lead, subject to a monthly budget.

“Before today, B2B Marketers needed at least a handful of technologies to run their lead gen programs: software to capture, enrich, scrub, filter, fulfill, report within their own sites and an entirely different suite of vendors to amplify their content beyond the reach of their inbound forms,” said Fortino. “Now, B2B Marketers can do it all with one simple self-service interface. Whether they want to centralize lead capture or create a hub for qualification, routing, analytics, and companion content amplification campaigns, the platform does it all, allowing B2B Marketers to reduce their costs while simultaneously becoming more efficient in the process.”

A free version supports up to five campaigns and 100 leads per month with dynamic forms, integrations, and reporting.  The Standard version, priced at $49 per month, supports 50 campaigns, 500 leads per month, and custom colors and styles.  For enterprise marketers, the Pro edition, priced at $199 per month, supports unlimited campaigns and leads, fully customizable branding, and one custom domain with unlimited sub-domains. Both monthly and annual pricing are available, with annual pricing discounted by 20%.

NetLine Buyer-Level Intent

NetLine unveiled its new buyer-level intent solution Intent Discovery.  Intent Discovery identifies both the individual buying committee member and the buyer journey status.  Intent data is gathered from interactions with NetLine’s 12,000 gated content assets from opted-in researchers who are fully permissioned.  NetLine describes Intent Discovery as an “always-on monitor” of business research.  Research activity is “mined on a real-time basis, and intercepted once a buyer has met or exceeded each element required to define intent.”  

Once prospect activity has been qualified for both active intent and firmographic fit, Intent Discovery asks a set of customer-specific questions that further qualify intent and deliver bespoke insights about the prospect and the individual researcher.  These insights are then available to sales reps, allowing them to target their messaging to an audience of one.

All content is vendor agnostic, increasing response quality. “Sans branding, the buyer is more likely to truthfully respond.  Minus the influence of a brand, and its market perception, B2B buyers are statistically more likely to find trust in the questions and their reason for being asked,” stated NetLine.

Preliminary data from their pilot indicates a 70% increase in participant’s “ability to accelerate account’s conversion to net-new opportunities.”

“Historically, if Marketers wanted to glean true intent insights from their prospects, they had to rely on a mix of their own content initiatives and faceless display advertising campaigns focused on targeting anonymous third-party cookies.  With Intent Discovery, Marketers now have access to dramatic first-party scale beyond their own content, enabling them to accelerate the sales process.”

NetLine CEO Robert Alvin

“With this product, we’ve effectively delivered the last mile of B2B Intent: Who is actually expressing intent.  First-party sourced buyer-level intent is the Holy Grail of sales acceleration,” said Chief Strategy Officer David Fortino. “Marketers are finally able to capture in-market and intent-rich dialogue directly from their prospects on a fully-permissioned basis at scale.  Far too many vendors are delivering account-level insights and guessing at the “who” behind the behavior.  We’re not in the business of guessing; it’s time for marketing and sales to understand the who — the person instead of the persona and that’s what we’re delivering on.”