Looking to expand their offering to the B2B marketplace and create a new revenue stream for the corporate market, the Christian Science Monitor engaged abConsulting to lead the market research, product development, and marketing of a new business line. The result was the “Monitor Global Outlook,” a daily intelligence report on key industrial, regulatory, political, and social developments available through a newly created online portal.
Leveraging our experience earned while launching Stratfor, the leading geopolitical website and consultancy, we conducted initial surveys, defined positioning, explored brand development, and built WordPress-based web and publishing tools. To support this, we a go-to-market plan augmented, ongoing demand generation activities, media outreach and purchases in niche publications in the finance, military and security/supply chain markets.
Working closely with The Christian Science Monitor staff, we designed special reports and news briefs to lure tens of thousands of readers. During the retainer period, we supervised and trained internal staff to take over daily operations, concentrating on best practice email marketing leveraging Marketo, and service updates using built-in WordPress plug-ins. Ultimately, MGO transitioned to an emerging market newsletter and special report service embedded within csmonitor.com. It continues to appeal to a B2B audience and increase CSM subscriptions.