Executive Vice President, Data
Aggressive tech marketers know they could drive faster growth through more effective segment marketing, if they just had a critical mass of decent data for the segment.
The gospel of Crossing the Chasm, Marketing High Technology and most successful tech marketers is that great tech companies are built by sequentially dominating market segments. While that makes sense at a strategic level, it is hard to assemble the tactical pieces to make it happen. Below are the types of segment opportunities we talk about with enterprise tech marketers.
Even with crucial pieces in place, tech companies still struggle to make fast enough progress in their target segments. And in tech marketing; speed kills in both directions. One challenge is not having enough recent intent data to fuel effective online and BDR campaigns.
To make fast progress in a new segment, tech companies need a different kind of data-enabled approach. First, they need a prospect list that 1) fits the new target segment’s firmographic profile (company size, industry), and 2) even more importantly, this list must be populated by contacts that are proven to “have the pain” aligned to the technology. If the prospect list has both characteristics, marketing and sales have a much better chance of success.
Now our strategically-minded, segment-oriented customers are using the activity-based insight in TechTarget’s Priority Engine to penetrate target segments faster and launch sub-segment marketing experiments with minimal effort. Priority Engine provides them the ability to mine the largest pool of truly active enterprise technology buyers to:
This level of targeting helps marketers propel faster segment growth because their emails earn better conversion and BDR calling campaigns see higher engagement rates. Prospects respond better because they fit both the firmographic and pain point targets of the segment. Marketers can use this flow of “in-segment” data for tactics such as:
These types of tactics are helping data-centric marketing teams take a leadership position through much faster segment progress. If you’d like to talk more about data and your segment marketing goals, please email me here.
b2b purchase intent insight, b2b targeting, market growth drivers, market segmentation, Priority Engine, purchase intent insight
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