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Activity Intelligence
Activity Intelligence™ is a comprehensive platform that offers a dynamic real-time view of IT professionals' buying process and specific online interactions allowing marketers to strategically identify the right audience and the best opportunities. It is built on a proprietary centralized warehouse that catalogues millions of member activities across our expansive global network of over 100 sites. By cataloging the activities that members take with the content they access, an in-depth profile of editorial, vendor, and peer-to-peer interactions is created for each user, providing specific insight to anticipate their needs and relevantly communicate with them as they are researching solutions for an active project. This platform powers a wide array of TechTarget products and reporting services aimed at helping marketers and sales teams capitalize on this insight and guidance to drive better ROI on branding and demand generation efforts.
Activity Intelligence Dashboard:
Empowering marketers to make sales teams more productive
Activity Intelligence dashboard is an industry-changing set of new reporting tools that gives marketing and sales professionals a whole new level of visibility into the buying activity of their leads and marketing campaigns.
While typical lead reports available today are presented merely as basic lists of static data in a spreadsheet, the Activity Intelligence dashboard provides a comprehensive view of each lead, as well as the account associated with that lead by offering three innovative features:
Contact
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Account
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Enhanced
Contact Profiles™ |
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| Detailed information regarding the activities taken and content a contact has engaged over the course of a marketing campaign, creating a robust profile of each contact for marketing and sales. |
Revolutionary demand generation enhancement giving sales access to detailed view of activity across an entire account. This view aligns opportunity information with the way sales teams already think and work. |
Provides third-party improvements and validation of contact information, increasing the potential for sales representatives to connect with prospects in meaningful follow-up discussions. |
Nurture & Notify™:
Advanced visibility and notification to detect emerging projects and accelerate engagement with prospects and accounts
Launching in March of 2012, Nurture & Notify is the next milestone in TechTarget's Activity Intelligence suite of products and services. These new nurturing and notification tools give marketing and sales professionals the ability to create deeper engagement with individual prospects, broaden their engagement with accounts, and receive timely email alerts when a prospect shows a notable spike in activity.
According to the recent research study A Profile of TechTarget's Hyper-Active Researchers, active researchers are more likely to have active projects. Nurture & Notify gives you advanced insight to reach and engage active prospects at the right time by providing the following revolutionary sales and marketing tools:
Contact and Account
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Prospect-Initiated
Nurturing |
Account Re-Targeting |
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| Identifying active prospects starts with increased visibility into their research and buying activities. Innovative visibility tools provided by the Activity Intelligence™ dashboard allow sales and marketing to better identify and monitor active prospects and their entire buying teams. |
Accelerates engagement and helps build stronger mindshare with active prospects by providing them with additional opportunities to engage with your brand and content. Included in Nurture & Notify, TechTarget's Demand Engage™ is a dynamic unit
presented within vendor content including additional campaign content assets to provide that prospect with the ability to further engage. |
TechTarget's comprehensive account activity intelligence enables you to expand outreach to prospects beyond your own marketing ecosystem to turn undiscovered contacts into known prospects. Emails targeted to known prospects as well as relevant undiscovered contacts on the buying team help you effectively penetrate accounts and create deeper engagement with entire buying teams. |
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Nurture & Notify™
Watchlist |
Proactive
Email Alerts |
Engagement
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| Through the Nurture & Notify™ Watchlist, marketers and sales organizations have ongoing views of their leads’ activity, with continual updates to their prospects’ content interests and evolving activities to prioritize follow-up. |
Proactive email alerts provide trigger to follow-up on emerging projects within active accounts. These alerts are designed to notify sales of important spikes in activity and provide them with the following 7 Reasons to Engage prospects as projects emerge:
- New Contact When a new contact is discovered at an account
- Repeat Engagement Every time a secondary lead is dropped from an existing contact
- Critical Mass When a contact hits 3 touches inside the client’s campaign
- Account Penetration When an account has 3 unique, discovered contacts
- Competitive Situation When contacts at an account have viewed content from 3 IT vendors
- Activity Spike When an account has significant competitive, social, or editorial activity
- Decision Making - When an account downloads decision stage content from any source
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Exclusive tool for marketers provides a
one-stop view of how prospects and accounts are engaging with your campaign including, Most Engaged Contacts, rolled-up Reasons to Engage, Campaign Engagements, and an overall Engagement Summary. |
Helping Marketers Create Brand Impact and Manage their Pipelines More Effectively
Marketers are constantly challenged with building effective awareness, consideration and demand for their brands. Figuring out what to do with the hundreds of leads and/or responses generated from online campaigns while measuring the impact your efforts have on an audience can be overwhelming.
Additionally, adding further complexity,
often what a lead or respondent says and does can be two very different things.
As a publisher, we understand the best way to identify the real opportunities marketers are looking for is by tracking prospect activity – the content they download, the stories they read, and the emails they respond to. This is where Activity Intelligence starts. We do not merely rely on static, point in time registration data but provide a profile of the prospect that reveals their full activity on our sites giving valuable insight on what is currently driving their purchase research, determining brand preference and readiness to buy. The result is clear understanding of how your brand is impacting prospects and identification of the leads and respondents that are the most active and engaged with topics related to the solutions they are researching.
Specialized Content Helps Make Activity Intelligence Possible
We attract an audience that matters by focusing on specific topics that are important to serious technology buyers. We have unmatched volume, depth and specialization of technology content from the three perspectives that buyers rely on most during the purchase process: independent editorial content, vendor content, and peer-to-peer content. With our attention to detailed topics and sub-topics, members count on us to help them find the information they need. Monitoring the specific interactions they take with content, delivers the intelligence to effectively anticipate their needs while researching active projects.
Activity Intelligence Suite of Products and Services
Activity Intelligence is incorporated into all of our products, enabling TechTarget to always provide relevant content to a truly interested technology audience. Combined with the rich reporting capabilities this platform delivers, Activity Intelligence makes it easier for advertisers to deliver timely brand messaging and capitalize on the prospects they want to most influence and the specific sales leads they generate online.
TechTarget’s Suite of Products Powered by Activity Intelligence: Helping you target
the right audience at the right time
Active Syndication
Rather than simply putting advertiser content assets “on the shelf” for the IT pro to search through, they are promoted using technology users’ activities as the basis for content syndication and targeting of assets to specific audiences.
Activity-based Email Promotion
Enhanced email promotion where messages are based on user activity and engagement with specific content. As IT Pros' interests and needs shift over time, Activity-based Email Promotions allow advertisers to target and reach the right, most current and relevant audience with their messages and content.
TechTarget Engage™
The TechTarget Engage™ portfolio includes both demand- and brand-focused offerings that accelerate IT user interaction with key marketer content assets, such as white papers, videos and webcasts. The TechTarget Engage solutions also provide opportunities for the integration of key social streams and communities. These dynamic rich media units are driven by user activity and allow advertisers to create and present a branded and contextually-aligned experience to IT professionals, without requiring the IT pro to leave the environment they are in.
Custom Activity Nurturing
Advertisers can leverage both IT Pro demographics and specific activity for use in custom nurturing campaigns that are designed to guide the IT Pro through the buying cycle, nurturing them with targeted and relevant content assets and offers. Advertisers work with TechTarget to create lead evaluation plans that support the movement of key leads to the advertiser’s sales team.
Activity Intelligence Reports and Analysis: Tools to identify your best opportunities and fine-tune your marketing campaigns
Collective Activity Intelligence Analysis
This thorough summary activity analysis, provided by TechTarget ROI Consulting, gives an overview of all the lead activity inside and outside your marketing program. A comprehensive overview of relevant market activities helps to determine: content and media preference; sites most visited across our network; overall topics of interest inside and outside of core program focus; deep analysis of vendor content viewed and mapped to the technology buying cycle; and market penetration relative to competitive industry vendors.
This analysis is provided for all managed campaigns and is very valuable for marketers to:
- Identify leads top ranking topical interests and degree to which you are aligned with those interests
- Provide deep intelligence and guidance for future brand/product messaging and marketing programs
- Measure brand impact relative to competitive vendor set in order to better position market solutions
- Extend sales, marketing and product opportunities beyond the primary market
Activity Intelligence Dashboard
Activity Intelligence dashboard is a revolutionary set of reporting tools capabilities designed to make marketers and sales more productive in following up leads and driving revenue opportunities. To learn more about these capabilities, please click here.
Nurture & Notify
Launching in 2012, Nurture & Notify These new tools are designed to help marketing and sales professionals quickly identify active prospects, detect emerging hot projects, re-target prospect buying teams, and accelerate prospect and account engagement. To learn more, click here.
Learn More about how Activity Intelligence Can Work for You
All leads and responses have value. Measuring and monitoring the activity of the audience can prove beneficial not only for direct sales revenue, but for measuring the return on marketing investment. To learn more and understand how you can incorporate Activity Intelligence into your advertising and marketing programs, contact your TechTarget account executive today!
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