The traditional market for academic content is becoming increasingly competitive. At the same time, there are expanding possibilities for publishers to reach new markets through the development of market-specific propositions and business models.
Retaining and winning new business from the institutional market in these challenging times require careful analysis and targeting. It is critical to understand which institutions you should approach with appropriate offers, ensuring that your sales and marketing efforts are completely aligned, helping maximize the effectiveness of both.
Ringgold has developed the Identify service to enable publishers to develop intelligent sales and marketing strategies.
Identify improves your sales and marketing effectiveness by:
- De-duping and cleaning up your institutional subscriber records and enriching them with additional demographic information such as size and type. You now can understand in detail the profile of your subscriber base, product by product, and track renewals against new orders more accurately
- Providing an overview of the relationships between institutions such as parent and subsidiary relationships, affiliated organizations, memberships, etc. You can calculate current holdings across complex institutions in an instant and identify sales gaps
- Enabling the comparison of your subscriber base against the world market for institutions that purchase academic content, including academic, corporate, government and other sectors. You can calculate your market penetration, segment-by-segment, and identify the potentially best-performing sales gaps
- Comparing subscriptions to those of current and potential aggregator partners. You can more accurately assess the potential impact of specific aggregator alliances
- Generate lists of non-subscribing institutions for further research, sales contact and marketing campaigns. You can align sales and marketing activities around a clear list of prospect institutions to ensure that everything joins up
Discover more about Identify.
Read case studies in which publishers talk about their use of Ringgold services.
Contact us to arrange a demonstration of Identify.
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