Information technology (IT) media company TechTarget, Inc. (NASDAQ: TTGT) today released a video discussion with Strategic Oxygen’s CEO, Michael Gale, and TechTarget’s SVP of Client Consulting, Marilou Barsam, explaining which types of vendor content are important to technology professionals at each stage of the IT purchase process, and proving the necessity for enterprise technology marketers to develop better, more relevant marketing content.
Enterprise technology professionals require substantial amounts of information to learn about the technology solutions available, understand the technical capabilities, and evaluate which will best solve their organization’s technology challenges. The technology vendor must meet these needs for specific and detailed information to be discovered and considered in all phases of the IT buyer’s purchase process.
“This video provides the blueprint for technology vendors to gain a competitive advantage by offering the right marketing content at the right time based on where the technology professionals are in their buying process,” said Marilou Barsam, SVP of Client and Corporate Marketing of TechTarget.
“The reality in this climate is that investments in marketing communications of any variety will be severely blunted by a lack of focus on content needs. The customers’ needs must be the center of any campaign. It is an excellent sign that a leading marketing partner is architecting their customer programs this way,” said Michael Gale, CEO of Strategic Oxygen.
The video webcast “An Intelligent Content Strategy for Enterprise Technology Marketers” with Michael Gale, CEO of Strategic Oxygen, and Marilou Barsam, SVP of Client Consulting of TechTarget, is designed to educate technology marketing departments on how they can improve their market exposure through strategically designed content and media integration.
The data is based on insights gained from the Strategic Oxygen Information Network Engram® (INE®) tool, and continuous research available in TechTarget media consumption reports along with analysis of thousands of active campaigns. The video explains the three rules of content management, how to match content, media type, and topic to appropriate decision-making stage, and then presents examples of the most popular editorial content and the most requested advertiser content.
TechTarget, a leading online technology media company, gives technology providers ROI-focused marketing programs to generate leads, shorten sales cycles, and grow revenues. With its network of more than 60 technology-specific websites and more than 7.5 million registered members, TechTarget is a primary Web destination for technology professionals researching products to purchase. The company is also a leading provider of independent, peer and vendor content, a leading distributor of white papers, and a leading producer of webcasts, podcasts, videos and virtual trade shows for the technology market. Its websites are complemented by numerous invitation-only events. TechTarget provides proven lead generation and branding programs to top advertisers including Cisco, Dell, EMC, HP, IBM, Intel, Microsoft, SAP and Symantec.
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