Case Study: PMMI Media Group grows first-party data and converts anonymous traffic with Omeda

How PMMI is Collecting First-Party Data from Newly-Acquired Names

PMMI Media Group, a market-leading B2B media company, sought to convert its anonymous website visitors into known contacts while gathering valuable first-party data to support its sales team. The primary challenge was finding a way to collect this crucial data from new users without discouraging them with long forms, which risked high abandonment rates and lower conversion. To address this, they turned to the vendor, Omeda.

Omeda’s solution utilized its Form Builder and Metering tools to create a two-stage acquisition process. This approach captured basic contact information on the first form, which was retained even if a user abandoned the subsequent demographic form. A "Welcome Wall" was also implemented to engage anonymous visitors. The results were significant: over 6,300 submissions provided basic contact info, with over 50% being entirely new contacts. Crucially, 68% of users completed the second form, and the remaining 32% were automatically enrolled in a drip campaign to capture the missing data, greatly enhancing PMMI's first-party data assets.

PMMI Media Group

Elizabeth K.

Sr. Director, Digital & Data