Informa creates platforms for industries and specialist markets to trade, innovate, and grow. Through more than 450 international B2B brands, Informa provides opportunities to engage, experience, and do business via live and virtual experiences, specialist digital content, and actionable data solutions. Challenge Informa was looking for ways to attract new customers and stand out from the crowd of other publishers. “The sales team wanted to find a way to be noticeably better than what’ s out there,” noted Len Roberto, audience and data management director at Informa. “There are a lot of other people in this space.” Roberto noticed that one of his customers’ most challenging problems was that they’d get back a decent number of leads, but

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