Informa has long been recognised as a global leader in connecting specialists with knowledge through its events, digital services, and media titles. With the rapid evolution of B2B markets toward digital-first engagement, Informa launched Qualifi to extend these connections online by leveraging its unique first-party data.
However, when Qualifi began offering data as a standalone product, they faced a challenge: while their expertise in collecting and managing event data was well-established, they lacked the marketing and sales materials needed to educate potential clients about the value of first-party and second-party data. Entering a new market—selling data solutions—meant they had to explain complex concepts such as buyer intent data and demonstrate its impact in a clear, compelling way. Without these resources, both marketing outreach and the sales team’s efforts risked falling short.
We worked closely with Qualifi to create a comprehensive bank of educational and promotional resources that explained the power and applications of data. This included in-depth ebooks, articles, and supporting materials tailored to inform and engage potential customers. Each piece was carefully designed to break down complex topics—such as first-party versus second-party data, buyer intent insights, and the role of data in driving business growth—into accessible and actionable content.
By combining our expertise in content marketing with the ability to articulate technical and nuanced subjects, we were able to position Qualifi as both an authority and a trusted partner for businesses seeking to harness the value of data. The materials we created served dual purposes: equipping the sales team with resources to engage prospects and fueling marketing campaigns to generate awareness and interest in Qualifi’s offerings.
The results were immediate and far-reaching. Qualifi, despite being a new entrant in the data solutions market, quickly built credibility thanks to a growing library of high-quality, insightful resources. Sales teams now had the tools they needed to confidently communicate the value of Qualifi’s data solutions, while marketing campaigns were strengthened with educational content that resonated with prospects.
This extensive content bank not only established Qualifi’s thought leadership in the field of buyer intent and data-driven insights but also provided a sustainable foundation for ongoing promotion and sales enablement. As part of Informa, Qualifi continues to evolve and expand its platform, and our role in helping them articulate their expertise has been pivotal in driving early adoption and long-term growth.
Positioning a CEO as a global industry thought leader.
Delivering high-quality campaigns as an invisible extension of teams.
