6 Omeda tools Gardner Business Media uses to drive growth
Omeda is a one-stop-shop for unifying, managing and activating your audience data — so you can better engage your audience and deliver ROI to advertisers.
We can go on and on about our tools, but there’s no substitute for seeing it in action. That’s why we asked our friends at Gardner Business Media to share how they’ve used our tools to grow their audience and generate new ad revenue, all while simplifying their marketing and data management workflows.
Read on to learn how they did it — and how you can replicate their success for yourself. (Prefer a video format? Watch the recording here!)
But first, a little background about Gardner and its goals with Omeda.
About Gardner Business Media
Founded in 1928, Gardner Business Media is a B2B media company that provides technical and process solutions for industrial manufacturers of discrete parts and durable goods. Their portfolio includes 10+ publications, including but not limited to: Modern Machine, Production Machining, Moldmaking Technology, Additive Manufacturing, and more.
They supplement their magazine offerings with live events, 200+ annual webinars, and a robust lead generation program.
Gardner Business Media x Omeda
Gardner joined Omeda in 2021 with the goal of eliminating data silos between these various brands — and using its wealth of audience data more effectively.
Before joining Omeda, audience data from each of their properties was siloed. Gardner could track performance on a brand level, but they couldn’t see how each subscriber was engaging with the company across all of its brands. So they missed opportunities to cross-promote their brands, engage users in more places, and drive value for their advertising partners.
Below are six ways that Gardner has used Omeda to liberate their first-party data, drive engagement, and deliver results and revenue for advertisers.
Export lead data via Omeda Webhooks
In addition to its digital brands, Gardner also runs lead generation campaigns on behalf of its ad partners. And as any advertiser knows, a campaign is only as good as the audience data behind it.
So Gardner needed a way to export contact information from their lead forms to their partners as quickly as possible. But just getting the data to the partner was only half the battle: They needed a flexible solution that send leads to whatever tools their clients were using for audience outreach, whether it was HubSpot or an Excel spreadsheet.
The Gardner team achieves this in three steps:
- They use Omeda’s Form Builder to create a lead generation form linking to a piece of gated content.
- Then they insert three webhooks into each of the lead forms on its gated content pieces.
- They use the Exit URL feature to push form submissions to each client’s destination of choice (typically a HubSpot account or Excel spreadsheet.)
From there, the lead was immediately added to an automated marketing campaign, so the client could pursue and convert new business without waiting for Gardner to send over the latest form submissions.
(Note: In some cases, Gardner can use our new Zapier integration to bypass this webhook and send submissions directly to HubSpot or Excel. They also use our Lead Generation tool, under Campaigns, to push audience data out to other platforms on a weekly or monthly basis.)
Omeda’s Data Loader
The Gardner team runs 200 webinars per year, giving them a trove of insights that they can use to inform their content, marketing and subscription strategies.
But if they had to manually upload all of their attendee data to Omeda, they wouldn’t have time to actually use it
With Omeda’s Data Loader tool, the Gardner team can collect their event data and use it for marketing action more quickly.
Here’s how it works: Gardner’s event team uses Data Loader to quickly upload attendee lists, map fields, check lists for errors, then add the new records to Omeda.
Once it’s on Omeda, it’s available to everyone in their organization, so they can run additional marketing, advertising and/or subscription campaigns quickly enough to make an impact.
The Gardner team runs the Data Loader import daily, so that they can remove any new event registrants from relevant promotional campaigns and continue promoting the event to any abandoned registrants.
So far, the Gardner team has pulled 56,000 records into Omeda via this webhook, all with minimal manual effort. From there, they can organize records by brand name, event name, etc., to inform future outreach.
Odyssey’s Email Fatigue Filter (+ Triggered Conditions)
The Gardner team runs 200 webinars per year and promotes them through Odyssey, Omeda’s marketing automation solution. As you can imagine, Gardner’s email subscribers get a lot of webinar invitations, many of which might not interest them.
To maximize engagement and prevent deliverability issues, Gardner uses Odyssey’s email fatigue filter to remove subscribers from a marketing automation campaign if they show certain signs of fatigue (like receiving two webinar invitations over the past three days).
But what if the Gardner team wanted to wait a few days to send someone the next email, rather than removing them entirely?
To do this, they use the fatigue filter triggered conditions to periodically check their list for recipients that are no longer considered fatigued. (Want to set this up? Under Odyssey’s Filter Conditions, check Use Triggered Conditions ON, then set your desired parameters.)
When this is enabled, Odyssey continually checks to see whether the person is still considered “fatigued” at a specified frequency for a pre-set number of days (In the example above, Odyssey checked the list every 30 minutes for 7 days after the email was sent.).
Once the person is no longer considered “fatigued,” they’re automatically re-added to the campaign and receive the next email in the series.
This helps the Gardner team strike a middle ground between promoting too aggressively or too passively — without needing to manually check their fatigue filter every half hour.
Audience Builder’s IP Organization filter
Recently, one of Gardner’s lead generation clients came to them with a list of companies they were looking to target through advertising and remarketing campaigns. This posed a challenge for the Gardner team because, for the average Omeda client, 5% of their website traffic is known.
So if Gardner gave its client only the known audience from the target companies, they would’ve greatly reduced their total audience size — and the success of the campaign.
So the Gardner team needed a way to identify the anonymous audience from these target companies as well.
They did this by using the IP Organization filter in Audience Builder, Omeda’s audience database tool.
This allowed Gardner to search for anonymous website visitors that were coming from each target’s company’s IP address — then add them to the advertising campaign.
Thanks in part to this filter, more than half of the leads that Gardner provided were from the client’s target company list.
Omeda x AdRoll integration
Gardner Business Media has substantial topical overlap between its various brands, which makes it more difficult to set up a remarketing campaign on Google Ads.
If one of Gardner’s clients wanted to reach audience members who are interested in additive manufacturing, they wouldn’t be able to reach all of them through Google Ads without setting up a separate campaign for readers of each specific brand. Financial costs aside, this also results in siloed data and leeches time better spent on other creative tasks.
But with Omeda’s AdRoll integration, Gardner can set up one Omeda query that looks for anyone who reads about additive manufacturing on any of Gardner’s brands, then remarket to them via AdRoll.
This helps Gardner create custom audiences more quickly and execute more powerful, effective remarketing campaigns for its clients: For one client alone, Gardner’s AdRoll integration generated an audience size of 16,000 readers and nearly 7,000 new website visitors.
Audience Builder’s Most Recent Engagement Date filter
In Audience Builder, you can use the Most Recent Engagement Date filter to see how recently someone has engaged with any of your products.
This gives the Gardner team a single place to view each audience member’s recent activity across channels. They can see whether someone has clicked on a newsletter within the queried time period, but have they been on the website, or they did renew or subscribe to the newsletter recently .
This helps the Gardner team approach their re-engagement efforts more strategically and holistically.
For example: if someone hasn’t clicked on Gardner’s newsletter in the last 30-60 days, but they’ve been active across their other channels, they might consider re-engaging this person through email rather than removing them from their email list for good.
Want to see how these tools can help you drive growth and engagement? Schedule a demo to see Omeda’s audience marketing platform in action.