This latest Outsell report should be of great interest to our members. As part of the 10 companies to watch the report mentions four of our members*: D&B Corporation, HG Data, IRON Solutions and Panjiva.
The Outsell report includes detailed analysis of market trends and forecast for this segment’s growth and performance to 2016. Additionally, Outsell’s 10 to Watch section casts light on some established companies in this segment and some critical up-and-coming companies and the disruptive forces they embody. It’s an essential read for executives leading change and growth in information, workflow, and marketing services businesses that provide professionals in specific vertical markets with performance-enhancing content and solutions.
In the company information sector, the market is expected to grow 5.5% in 2013, up from the 5.1% growth rate in 2012. This follows a 6.0% increase in 2011. Outsell expects growth rates in both sectors to be unchanged in 2014 due to continued conflicting global economic conditions, and for growth rates in 2015 and 2016 to increase slightly.
For company information providers, Outsell’s eight years of advertising and marketing studies have identified a significant shift in advertisers’ ratings of importance in allocating spending from “maximum number of leads” to the “quality of leads and deeply prequalified leads.” With smaller sales and marketing staffs, companies are beginning to see that higher-priced but higher-converting lead sources offer potential ROI improvements. This differentiation based on the quality of leads, not the lowest price or highest volume, is emerging as a key path to growth and market share. The other major trends are a focus on integration into sales and marketing workflows, including the rapid rise of marketing automation platforms alongside the more established CRM systems.
This report provides an overview of the market, key forecasts, and trends, and it highlights opportunities for further revenue growth and enhancement of competitive advantage so that stakeholders in the space have a current independent assessment of the market.
The B2B Trade Publishing & Company Information market will grow 3.6% in 2013, the same as the 3.6% growth in 2012, with a forecasted 2011-2016 compound annual growth rate of 3.7%. This follows the 3.8% increase in 2011 as the markets began the early recovery from the worldwide downturn of 2008 and 2009. B2B trade publishing is expected to grow 3.2% in 2013, down only slightly from 3.3% in 2012 and 3.4% growth in 2011.
The leaders in the B2B trade publishing sector have begun significantly expanding their marketing services businesses, with a smaller number also adding subscription-based services. These are offering services to advertisers that go far beyond providing inventory for media (impressions or pages) and trade show booth space. Another trend in its early stages is the addition of in-context e-commerce services. Segment leaders are also increasing their leverage of analytics to guide multiple components of their activities. In addition, some are acquiring and growing subscription services delivering recurring revenue from valuable data and workflow solutions.
* The Outsell report lists 10 companies to watch. Four are our members and this is what Outsell had to say about them:
The D&B Corporation: D&B has always had a unique position in company profiles and corporate family trees through its Hoover’s service and widely used business credit analysis business. All of D&B’s services are interlaced with the industry standard D-U-N-S Number. D&B is now adding layers of new workflow solutions and services targeting sales and marketing professionals and designed to improve their efficiency and effectiveness.
HG Data: Sophisticated analytics extract and refine products and services in use at a very detailed and actionable level to help marketers identify highly prequalified leads. HG Data’s unique data science approach scours the open web, combining unstructured data with archived offline sources and inferential logic, resulting in detailed profiling of the enterprise technology marketplace, its first target vertical market. HG Data was founded in 2010 by the team that built and profitably sold data company NOZA to Blackbaud, Inc.
IRON Solutions: The firm provides Data-as-a-Service and analytics focused on agricultural equipment spanning dealer configuration, sales and lifecycle management; used equipment market analytics for manufacturers; used equipment sourcing for producers/farmers; and a growing role as expert source for the financial industry, including selection by JP Morgan as data supplier for the investment bank’s quarterly report on the used agricultural equipment market.
Panjiva: This intelligence platform for global trade professionals provides data and insights on cross-border trading activities for over 6 million companies. Solutions include building short lists of potential suppliers, outbound product inquiries to Panjiva’s supplier audience, and background checks on potential suppliers.
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