• by Tony Silber , Staff Writer, March 10, 2022

Questex, keeping with the trend for B2B media companies to develop increasingly sophisticated data-insights platforms, this week announced the launch of what it calls Q Activate, a proprietary system that offers audience intelligence derived from both events and content.

The platform delivers insights into what Questex audiences of B2B decision makers are interested in both on and off its websites. It brings all of Questex’s first-party audience data together into one database, allowing Questex to respond quickly to trends, intent and needs. This fuels audience engagement, which in turn enables Questex advertisers to connect with buyers with more accuracy and intelligence.

“Our audience data is the lifeblood of our business,” Questex Chief Marketing Officer Kate Spellman said. “With more data being generated than ever before, we’ve created a forward-thinking strategy that combines event and content intelligence with trends and demographics to deliver insight into our audience’s interests and buying intent.”

Research shows that 60% to 80% of web visitors are unidentified, but that marketers need highly targeted audiences to drive business, said Questex in a press release. Now, Questex can better collaborate with customers to activate audiences throughout the entire buyer’s journey, as they move from discovering a business need, to identifying features and functionality of a solution, to selecting a vendor and making a purchase.

Specifically, Q Activate reports allow for more collaboration with clients about visitors to Questex’s media and event sites — and what content these audiences are engaging with on and off Questex sites. Questex customers gain enhanced insight into what kinds of content their target audiences are consuming. Questex, according to a press release, can also work with customers to deliver targeting and personalization solutions.

Q Activate allows Questex to gain understanding and recognize audience activities including topic and intent information in a single view — from multiple data sources — to identify patterns in each of its core markets: hospitality, wellness, travel, education, life sciences, healthcare and technology, and media and telecommunications. Questex can see what types of content are resonating and identify potential gaps. With that knowledge, it can create more engaging marketing campaigns and advise clients on marketing solutions. In the end, Questex can better deliver the right content through its websites and events, to the right audience at the right time, producing both market awareness and qualified leads.

Questex, based in New York City and owned by the private-equity firm MidOcean Partners, produces more than 120 events supplemented with data insights and digital communities.

The Q Activate platform is similar to offerings other B2B media companies have created as the media business model shifts rapidly from a media-first posture — delivering content to a defined audience — to a data-first posture, where content is created and delivered based on how well it captures audience insights and trends.