INFORMA CONNECT X TURTL

HOW INFORMA DOUBLE LEADS WITH REVENUE CONTENT

Events were the cornerstone of Informa’s sponsorship strategy – but they were a big resource investment that didn’t always break even. Informa needed a new way to bring in sponsors that was quick, economical, and ROI-positive. 

That’s where Turtl came in.

Low-impact content had serious room for improvement 

Informa’s content operation was cause for concern before Turtl.  

Production moved at a snail’s pace:
Complex tools and workflows hindered Informa’s ability to get content to market. And slow content output slowed down time to revenue. 

Lead gen was below average:
Lackluster formats and misaligned content struggled to capture and convert leads. Mediocre lead gen raised alarms with leadership. 

Lack of insights stifled growth
Without insights, Informa struggled to bulk up their sponsorship base. Sponsors were willing to pay a premium for lead data – but dataless formats left Informa with little to offer.


With no real revenue contribution, content was a non-player. Informa knew it had potential but they needed a fresh approach. 

Intuitive, insight-delivering content operations with Turtl

Moving away from events meant Informa needed content to shoulder responsibility for securing sponsors. And when they started creating revenue content with Turtl, marketing performance went into overdrive. 

Dynamic lead capture paired with premium audience analytics turned content into a critical revenue stream.   

Cost-effective and time-efficient, Turtl helped Informa drive investment into their business without hefty resource commitments. 

Turtl upgraded Informa’s content production with intuitive, collaborative tools. Simplified creation means they ship quicker, unlock scale and accelerate results.
With Turtl’s dynamic gating, Informa uses content tasters to drum up interest before capturing details – and it’s worked a treat. Reliable lead generation lets Informa easily deliver on lead commitments to sponsors. 
In-depth engagement analytics were golddust to sponsors. Informa builds sponsor packages based on data access levels, encouraging potential partners to up their investment for high-impact insights. 

Turtl's format impressed audiences, directly triggering a wave of inbound sponsorship opportunities for Informa.

Informa wins over leads, supports sales, and drives more dollars from marketing

When the stats came back, it was clear Redstor had turned things around. 

2x leads: Content designed for lead capture led to double the pipeline. More quality leads means sponsor renewals talks are smoother than ever. 

Improved sales performance: With high-value insights as incentives, Informa uses tiered, targeted sponsorship packages for better sales outcomes. 

$55,000 from 3 ebooks: Informa drew in $55,000 worth of new sponsors with better content. And this was just the start of their revenue growth from content. 

Revenue content has firmly replaced events as a growth tool 

Editorial sponsorship is a driving force behind Informa’s growth, and Turtl made it possible. The efficiency and ease of creating high-performing content with Turtl has completely changed how Informa works. Smarter production, stronger results, and a tool that keeps proving its worth – it’s a winning formula they’re sticking with.