If there is one thing that defines BNP Media, it is this: we start by listening.
For more than a century, our editorial teams have built trust with professional audiences by understanding what matters most to them. We know their challenges, the information that helps them do their jobs better, and the conversations shaping their industries. Our BNP Events teams extend that listening in person, creating spaces where professionals exchange ideas, discover new solutions, and talk about what is coming next. Our digital group, BNP Engage, applies the same audience insights to ensure brands connect through the right channels, at the right time, and in the right ways. And our research division, myCLEARopinion Insights Hub, takes it even deeper by conducting primary studies that provide hard data on audience needs, attitudes, and decision-making.
This commitment to research and understanding is not a side note at BNP. It is the foundation of everything we do.
It is also the reason IgniteDemand exists.
Before IgniteDemand ever launched, myCLEARopinion conducted research with marketers and sales professionals to learn what they needed most from lead generation. We asked what was working, what was falling short, and where the biggest gaps were. The answer was clear: marketers did not need more names in a spreadsheet. They needed confidence. They needed leads that were qualified, scored, and backed by context about who the prospect was and why they engaged.
Those insights became the blueprint for IgniteDemand.
Because BNP Media is more than a publisher, we were able to create a solution that looks different from the typical “spray and pay” model. Editorial expertise ensures that the content fueling demand programs is rooted in the topics professionals genuinely want to engage with. Events give us a real-time understanding of the conversations taking place across industries. BNP Engage applies digital expertise to amplify campaigns with precision. And myCLEARopinion keeps us aligned with what audiences truly need by providing continuous research.
IgniteDemand brings all these strengths together. A lead generated through the program is never just a form fill. It is the product of research, trust, and connection across the entire BNP ecosystem. That lead’s interaction with content tells a story that we can help tell our customers. It also bridges the gap between that lead and our customer, bringing them closer and closer to an opportunity; better yet, a relationship.
In B2B, leads are not valuable simply because they are plentiful. They are valuable because they represent real people, in the right roles, with the right needs, at the right time. That level of quality only comes from knowing your audience.
At BNP, research has never been an afterthought. It shapes our content, guides our events, informs our digital programs, and now powers demand generation through IgniteDemand.
When you start with listening, you do more than generate leads. You create opportunities.
