The challenge:
Keeping up with the (digital) times
Saying goodbye to print-first formats
Delivering targeted market research and analysis to CMOs in B2B industries is EI Advisory's bread and butter. The perceived quality of the insight they provide and the way in which their findings are served are inextricably linked.
Originally, the team were very paper-based in their content creation. This meant word documents with zero visuals and endless bullet points of statistics. The analysts had no marketers on their team and struggled with creating professional and visually-dynamic reports. When necessary, they had to rely heavily on costly external design support, but they were wasting a lot of time troubleshooting problems.
The team would report their findings to clients via a clunky PowerPoint presentation followed up by a PDF document. Not only did this not look good visually to clients, but these formats are also analytics dead zones, which understandably frustrated the analysts who could gain no insights to client engagement. Did they read the document? Did they share it internally? Was it as useful as EI Advisory had intended?
Our old reports were very difficult for clients to digest and we had no idea if any of them were reading past the first page, never mind all the way to the end
EI Advisory is a B2B media intelligence agency that delivers extensive research and insight to help businesses identify the best opportunities to achieve their goals.
