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IDG Neon

Architecting a platform to identify purchase intent from first-party data, driving significant growth in the sales pipeline for IDG customers.

My Role

  • Product Architect
  • Team Lead
  • Platform & System Design
  • Product Strategy

The Challenge

IDG's network of B2B properties generated a massive amount of behavioral data, but its value was untapped. Sales and marketing teams at client companies had no way of knowing which accounts were actively researching solutions. The challenge was to create a product that could analyze engagement patterns across the network to surface real-time purchase intent.

Key Results

New
First-Party Data Product
High-Value
Qualified Sales Leads
Growth
In Customer Sales Pipelines

"The real product wasn't just content—it was the behavioral data of the professionals reading it."

We recognized that the engagement patterns of users across IDG's properties were a powerful indicator of a company's needs and upcoming purchases. By shifting our perspective, we could move beyond selling ad space and begin offering a high-value data product: qualified sales intelligence. This strategic pivot was the foundation of Neon.

The Solution

Neon Dashboard

Identify Active Accounts

The main dashboard shows a prioritized list of accounts based on their "surge" activity. Instead of making sales teams guess, Neon tells them exactly which of their target companies are actively researching topics related to their products. This allows them to focus their efforts on accounts that are ready to engage.

Neon Profile

Understand the "Why"

Clicking into an account reveals the specific topics and content they are engaging with. This view provides critical context, allowing a sales representative to tailor their outreach with relevant information. They can see not just *who* is interested, but *what* they are interested in, leading to more effective conversations.

The Business Impact

Neon successfully created a new revenue stream by productizing IDG's first-party data. It provided customers with highly qualified, intent-based leads that directly fueled their sales pipelines. The platform fundamentally changed how clients perceived the value of the IDG network, evolving it from a simple advertising channel into a strategic sales intelligence partner.