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Informa Connect x Turtl

Informa uses revenue content to double leads.

2x

lead generation
With dynamic content gating, Informa drove 2x more leads. And better lead gen means bigger revenue results.

Improved

sales performance
Content analytics informed strategic pricing models. Sales teams land more sponsors with data-backed tiering.

$55,000

from 3 eBooks
Informa generated $55,000 of sponsorship from just 3 Turtl Docs. And they were just getting started.

How Informa doubles 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 its 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 it 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 gold dust 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.

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.

[Awareness Nurture 2.0] E3

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"We were able to act in an agile way under unusual confinements, unlocking new revenue opportunities with content. Turtl was the machine that powered this."

Testimonials headshot Catherine Dogra

Catherine Dogra

Head of Digital Marketing, Informa Connect

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Informa used revenue content to double leads. Book a demo and find out what Turtl can do for you.

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550%

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