Sean Griffey, until recently the CEO of Industry Dive, joined Brian Morrissey on “The Rebooting Show” to discuss the big things Industry Dive, and by extension a lot of B2B, got right.
Here are some highlights:
- Focus on a specific audience. Industry Dive would turn off ads if it had a story picked up by Reddit that led to a flood of viral traffic. That’s because the people arriving weren’t the “right people.” B2B isn’t about reaching everyone.
- Know who you’re writing for. A trick of B2B that narrows the focus: Write for a specific job title. Media properties nowadays can be messy, but they need to have a person in mind (and know enough similar people exist).
- Get receipts. Industry Dive focused its business model on marketing services and lead generation. In B2B, budgets are far greater for demand generation than branding or thought leadership.
- Do more with less. Industry Dive operated dozens of publications in verticals like wast management, retail, marketing and for CFOs, CIOs and more. But it operated a single platform. That allowed it to quickly move to create new brands, even if it sacrificed unique branding elements.
To listen, go here.
