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The Client
B2B Marketing Magazine is the first and only publication in the UK dedicated specifically to business-to-business marketing practitioners. Each issue is packed with the latest news, cutting-edge analysis, insightful comment and inspiring opinions, as well as surveys, case studies and profiles. It has become the key publication for all involved in the B2B marketing industry.

The Pain
The magazine is published monthly to a subscriber base of over 4,000. As the sole publisher of industry news and thought-leadership, it is vital that this number grows each month and that relevant audiences (i.e. those involved in B2B Marketing in the UK) are targeted and educated about the magazine and its content. In content terms, the publisher must ensure that they regularly gauge broad industry opinion and constantly seek feedback from their target audiences of subscribers and the greater B2B Marketing community as a whole.

The Solution
B2B Marketing Magazine implemented the Concep campaigner email marketing system to develop a regular communications strategy with their various subscribers, potential subscribers and key industry figures. As well as delivering communications that reflect the magazines brand, the publisher is able to quickly create and deliver email promotions, encouraging recipients to a 'call to action' which might be driving them to a particular page on the website, an offer for a particular subscription deal or to take part in a feedback questionnaire. Gathering feedback has been another vital element and requirement for B2B Marketing Magazine as email surveys can be created and delivered to specific audiences within a matter of minutes, with 80% of feedback collected within 48 hours. Results can then be utilised within published articles that feature in the magazine. Response rates to recent surveys have been over 25%. This is a vital feature as it enables the publisher to gather feedback quickly and with very little manual effort.

The Results
By delivering interactive communications, B2B Marketing Magazine is able to target those non-subscribers who demonstrate the most interest in their emails by their view and click through rates. The email survey functionality allows them to gather immediate feedback from their audience on current hot topics and publish results within days following.