Focuses on innovative development and delivery of targeted database to help businesses drive more effective marketing, enhance lead generation

Penton announced that it has formed Penton SmartReach™, a division focusing exclusively on the development, management and delivery of targeted data and subscriber information to help direct marketers identify, reach and activate more prospects and generate more effective leads. The database has 16 million business-to-business records, representing 7.8 million unique businesses.

This division capitalizes on Penton’s strengths — data, user engagement and targeted marketing — by managing its data in-house instead of outsourcing its subscriber and data information to list vendors as it had done previously. The move represents a significant strategic shift for Penton to enable further innovation, and strengthen its competitive position within a fast-changing data industry. Penton has been aggressively investing capital and human resources in building its deep, rich sets of sophisticated data for digital marketing — a clear competitive advantage for Penton in the market. Penton SmartReach is led by Joann Kropp, Vice President, Customer Data Solutions.

The Penton SmartReach file is particularly rich in five core sectors: agriculture, transportation, natural products/food, infrastructure, design and manufacturing.  

Penton has been aggressively investing in building its deep self-reported, rich sets of business data for digital marketing – a clear competitive advantage for Penton in the market. Penton’s deep industry knowledge and first-hand understanding of what audiences want is becoming increasingly important to businesses. This is especially true as digital marketing and big data converge and businesses search for the most targeted and granular business data to help drive more effective marketing and lead generation. With over 1,000 data points to choose from, Penton’s data is a competitive differentiator.

Source: Penton Press Release