2009年《媒体商务》最具创新力人物: Jeff Killeen, GlobalSpec


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评比媒体为美国权威B2B行业媒体杂志 Media Business(《媒体商务》)
Jeff Killeen 

   2002年1月Jeff Killeen以总裁身份加入工程搜索引擎GlobalSpec时,科技泡沫已经破灭,互联网作为未来主要广告媒体是趋势并不确定。 

    该在该公司早期,Killeen和他的管理团队,做出了一些与环境相背的创新决定。首先,尽管有公认的的行业咒语“in print, in person and online.”,他们毅然决定GlobalSpec将会继续走电子商务路线。目前为止,GlobalSpec已经是一个只专注线上业务的经营者,提供了工程搜索引擎,在线对营销目录和超60种涉及工程设计和制造业细分市场的电子新闻信营销。 

    “我们从第一天起,就把自己定位为电子商务公司” Killeen说, “这是我们成功的基础,也是我们的基本区别。” 

    二,GlobalSpec决定坚持是一个需注册的网站,而这创造了高质访问量。当销售线索产生成为广告商首选方式时,GlobalSpec做为B2B媒体公司也从在线服务中获得收益。 

   “就在这成就了GlobalSpec今天的两三件事里,”Killeen说。 “最重要的是,我们选择了坚持我们的需注册(后阅读)的商业模式。这是一个非常具有挑战性的模式,因为几乎没有人愿意为几乎任何东西而注册。” 

    但是这一模式的见效了。 GlobalSpec,由华平基金的投资的一家私人企业,已经有500万(2009年1月数据)世界各地的注册用户,并以每月约8.0万新用户增加,Killeen说,当他在2002年开始进,GlobalSpec只有194,000注册用户。 

    随着用户的增长,带来了收入的飞跃。Killeen说,收入在以50%的复合年增长率在增长,并有40多家公司每年超过10万美元的广告费陪伴GlobalSpec。 

    困难在于如何保持GlobalSpec继续强劲增长,但Killeen还有一些想法。该公司扩大电子新闻信(E-Newsletter)到工业领域,如通讯,建筑,电子元器件,航空,能源,这些运作都超出其以工程为核心的范畴。他还很有远见地看到了如何冲出北美,走向世界,看到了虚拟事件营销。-S.C.

 

原文:

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20090504/MEDIABUSINESS/304239996/1127/FREE

备注:走向世界,指2006年进入中国,2007年进入欧洲,日本。

      虚拟事件营销,指GlobalSpec最新推出的特色服务 – “Events”(类似于在线展览会)

 

同获些殊荣的还有:

MEDIA BUSINESS INNOVATORS – 2009
CEO
  Bob Carrigan
IDG Communications
  Jeff Killeen
GlobalSpec
   
PUBLISHING EXECUTIVES
  Tony Uphoff
TechWeb
  Robet Merry
Congressional Quarterly
  Keith Fox
BusinessWeek
ONLINE
  Alex Kam
Incisive Media
  Jim Sulecki
Meister Media Worldwide
  Gordon McLeod
The Wall Street Journal
TOP INNOVATORS
  Mary Dolaher
IDG World Expo
  Nick Cavnar
Hanley Wood Business Media
  Glenn R. Filippone
Incisive Media

英文原文:

2009 Top Innovators: Jeff Killeen, GlobalSpec

Jeff Killeen
When Jeff Killeen joined engineering search engine GlobalSpec as CEO in January 2002, the technology boom had gone bust and the Internet’s future as a dominant advertising medium was uncertain.

In his early days at the company, Killeen and his management team made some contrary and innovative decisions. First, they decided that GlobalSpec would remain an e-business, despite the common industry mantra of “in print, in person and online.” To this day, GlobalSpec is an online-only business, offering an engineering-oriented search engine, online catalogs for marketers and about 60 e-newsletters covering various engineering and manufacturing niche markets.

“We have operated from day one as an e-business,” Killeen said. “That’s fundamental to our success, fundamental to our differentiation.”

Second, GlobalSpec decided to remain a registration site, which has developed quality traffic and served the company well in a time when lead-generation is the preferred method for b-to-b media companies to generate revenue online.

“The thing that made GlobalSpec what it has become centers on two or three things,” Killeen said. “The most important thing is that we chose to pursue a registration model for our business. It’s a very challenging model, because nobody wants to register for almost anything.”

But the model has worked. GlobalSpec, which is a privately held company backed by Warburg Pincus, has 5 million registered users around the globe, and the site is adding about 80,000 new users a month, Killeen said. When he started in 2002, the company had 194,000 registered users.

Along with the growth in users has come a jump in revenue. Killeen said revenue has grown at a 50% compound annual growth rate, and there are more than 40 companies that spend more than $100,000 a year with GlobalSpec.

The hard part will be for GlobalSpec to continue its strong growth rate, but Killeen has some ideas. The company has expanded its e-newsletters into industry segments, such as construction, electronic components, aviation and energy, that move beyond its engineering core. He also sees growth coming from beyond North America and from virtual events. —S.C.

 

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