A three-year process at IRONMARKETS has led to a new platform called BlackBoxLG. B2B media veteran Jim Bagan (pictured), VP, demand generation & education for IRONMARKETS (formerly AC Business Media), says it can be that “trusted source” for other publishers.
“So I have a true story,” Bagan told me towards the end of our Zoom interview about BlackBoxLG, IRONMARKETS’ new platform. It allows media companies to sell—or purchase—from a single source provider built around a network of the top 1.5% of lead generation databases in the United States.
“I had a salesperson from an organization [I was working with] call me the other day from a parking lot, and he’s like, ‘Hey, I’m 20 minutes in from talking to this client, and can you just spend some time with me and really just go through it again.’ This is what it’s all about. We love to do that.”
What’s new about this platform that IRONMARKETS is now marketing to other media companies is that, it’s from one B2B publisher to another.
“BlackBoxLG is a way to democratize and scale lead generation for the B2B market outside of it,” Bagan explained. “And the reason why I say outside of it [is because] I spent some time over in the IT industry, selling content syndication and lead generation, and they have it down to a science—so much so that they’ve been buying leads for a very long time…
“What we were able to do was to look at what was done there and bring it to traditional B2B markets, and we started internally. The challenges that we had with our lead generation program are pretty universal when it comes to B2B, outside of tech. And that’s your database challenge. That you have your list. And it’s a very good list. And it’s a list that obviously has an affinity for the product. But as marketers increasingly focused on ROI, finding accounts that make sense” was the key.