LeadWise® is a platform developed by B2B publishers, for B2B publishers, to allow them to offer lead-generation capability across an entire portfolio of media properties.
LeadWise is a third-generation technology platform that grew out of a technology initially developed at Summit Publishing, publishers of Packaging World and Automation World magazines.
In 2004, the first generation was cobbled together in-house with bailing wire and Band-Aids, and then quickly patched over with yet more bailing wire and Band-Aids. But the system was remarkable as a proof of concept--the idea that one could generate leads off any type of ad, whether in an e-newsletter or Web site. All using the publisher's own database. Advertisers loved it, and it propelled them to spend online in significant numbers.
Summit used the technology as the cornerstone of its successful launch of two digital-only publications in 2005, Shelf Impact! and Healthcare Packaging.
In 2006, Summit selected AccelaWorks® (a trademark of Accela Communications) Web response management software as the basis for its next-generation lead-generation capability. Several months were spent integrating AccelaWorks into all of Summit's databases, Web sites and e-newsletters for a universal lead-gen platform. Advertisers loved this second-generation platform due to the incredibly robust features and flexibility that AccelaWorks® provided. The integration resulted in much cleaner data and ironclad reliability.
A year and a half of successful, sustainable digital media revenues resulted, including the strongest jump in digital revenues recorded in Summit's history. Even better, the platform required zero maintenance. The software just worked. It freed up internal digital media resources for other, more profitable purposes.
In mid-2007, it became clear that the last bit of back-end software that still ran on Band-Aids needed to be retired. This piece is the ad portal where advertisers submitted their lead-gen ads, which was running on a 10-year-old platform that had been cobbled together in-house.
A new, modern ad portal needed to be built from the ground up, that will incorporate literally 10 years of knowledge and desired functionality. This ad portal opens the door to licensing the technology to other publishers--something Summit had been asked by publishers for years but had not been able to deliver.
In January 2008, Mediadroit was born. Its mission: Develop third-generation software built around a modern ad portal and modern database integration techniques. It will not re-use a single line of that code from Summit's existing successful second-generation platform. Instead, it will be designed from the ground up to be totally independent of any vendor or any publisher. Plus it will incorporate all the major wish-list items that one would want in a lead generation platform designed for media companies. That software is called LeadWise.
AccelaWorks® is modern lead-management software currently in its fourth generation. Similar to LeadWise, it was developed in-house by tech publisher IDG, but was spun off as a separate company--Accela Communications--shortly thereafter. AccelaWorks® is the lead-generation capability built into all of Accela Communications' Webcast and video advertising products. AccelaWorks® is remarkable for the flexibility and power that it gives publishers and advertisers, without overwhelming users with complexity.
Mediadroit is a licensed reseller of AccelaWorks®. Accela Communications has developed a special Application Programming Interface (API) that will enable direct integration with LeadWise, eliminating and automating the time-consuming step of manually creating a campaign. This will free up huge chunks of publishers' in-house staff time in implementing lead generation programs.
David Newcorn is President of Mediadroit and VP/eMedia at Summit Media Group. He architected all three generations of Summit's lead generation technology. He spent the first fifteen years of his B2B media career as an editor on a variety of trade publications. Prior to that he had a background in computer information systems. He has directed Summit's digital media efforts since 1996.
Jim Chrzan is Mediadroit's VP/Sales Training as well as Publisher of Automation World and Healthcare Packaging at Summit Media Group. In addition to having 25 years of media sales experience, Jim is a charismatic speaker and a natural choice for training and motivating your sales staff to sell digital media.
If you have a loyal audience and great content, we have the tool and expertise to help you unlock a new stream of revenue that was never before possible.
When you're buying LeadWise, you're not just buying software. You're buying into a sustainable way of building e-revenues for your company.