☰

1.5M

Unique visitors every 90 days

1.2k

Respondents to the annual reader survey, about

85%

Of traffic organic, approximately
A Large Audience, Little Insight

Situation

Petri.com had a large, loyal audience of IT professionals who came for answers. Every 90 days it drew 1.5 million unique visitors, about 85% of them from organic search.

Technology brands could count Petri.com’s readers, but they couldn’t see them: who they were, what they were responsible for, and what problems they were trying to fix. 

Our Approach

Solution

In partnership with Petri.com, HEEDGROUP launched the Petri.com Research Lab and ran it as an ongoing program, with new research every year and often several times a year. Working with the editorial team, we designed the surveys, created the campaigns, fielded them across Petri.com's audience, analyzed the results, and designed the reports.

The early work mapped who reads Petri.com and the role they play in technology purchases. An annual reader survey tracked the audience over time. Other studies went deep on a single issue, from Active Directory outages, to how IT pros were coping with the disruption of COVID, to who they turn to before making a technology purchase. Sponsors could put their name behind the findings, and the research fed the Petri.com marketing materials.

COVIDreportPetri
Research that never Stopped

Results

  • New research every year, often several times a year
  • An annual reader survey that drew about 1,200 respondents, from small businesses to enterprises
  • An Active Directory outage survey with nearly 1,000 responses, and a sponsor-backed report on outage costs
  • An audience that is more than 95% IT professionals
Audiencesurey

Key Takeaways

Year after year, Petri.com's research gave technology brands evidence about who its readers are, not just how many there are.

 
About HEEDGROUP

HEEDGROUP is a Marketing + Creative agency in New York City, founded in 2015. We provide strategy-led marketing and bold creative for companies ready to lead their markets, across brand and identity, campaigns and demand generation, events, audience and market research, and growth and analytics. HEEDGROUP is an agency partner to many marketing platforms and the creator of GoalTrackHQ. HEEDGROUP is women-owned.

QUESTIONS

Frequently Asked Questions

What did HEEDGROUP do for Petri.com?

In partnership with Petri.com, HEEDGROUP launched and ran the Petri.com Research Lab, designing, fielding, and analyzing audience surveys and designing the reports, as part of its work as BWW Media Group's marketing and sales team.

How many people responded to Petri.com's research?

The annual reader survey drew about 1,200 respondents, and an Active Directory outage survey drew nearly 1,000.

Who reads Petri.com?

IT professionals. More than 95% of Petri.com's audience works in IT.

Was Petri.com part of BWW Media Group?

Yes. Petri.com was one of the BWW Media Group brands HEEDGROUP managed, alongside Thurrott.com, Unity Connect, and the GET-IT virtual conferences.

Marketing Services Provided by HEEDGROUP

Survey Design

Designed the surveys and fielded them across Petri.com's audience.

Analysis & Reporting

Analyzed the results and designed the research reports.

Sponsored Research

Packaged findings into sponsor-backed reports and marketing materials.

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Featured Work

Learn about our client success stories and how we got them there.

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