Today at the SiriusDecisions Summit, purchase intent-driven marketing and sales services company TechTarget, Inc. (Nasdaq: TTGT) announced the latest release of IT Deal Alert Priority EngineTM, its SaaS-based purchase intent insight platform that provides direct, real-time access to ranked accounts and named prospects actively researching enterprise technology purchases in specific markets. The new release includes the launch of Automated Target Profile Delivery, which allows marketing teams to set up multiple ideal customer profiles (ICPs) within Priority Engine and automatically deliver in-depth purchase intent intelligence and new prospects weekly directly into their CRM and Marketing Automation platforms.
Already the leading provider of real purchase intent insight for technology marketing and sales teams, TechTarget is now making it easier than ever for marketing and sales teams to integrate this data directly into their workflows at scale to realize more ROI faster.
“B2B marketers are very busy trying to manage campaigns, data, leads and platforms across multiple vendors. The release of Automated Target Profile Delivery dramatically streamlines their workflow so they can get the most out of Priority Engine,” said Andrew Briney, senior vice president of products, TechTarget. “By automating delivery of prospects and real purchase intent against each one of these profiles, marketers spend less time processing and more time doing. This value is significant for our customers as they typically have 16 separate Target Profiles they manage against on average, with some managing more than 50.”
These new enhancements allow marketing teams to drive superior marketing and sales activation and ROI by:
- Fueling the martech stack with active prospects and accounts aligned directly to Target Profiles
- Easily managing multiple profiles and personae for more effective segmentation and nurturing
- Supporting multi-tiered Account-Based Marketing (ABM) initiatives
- Enabling streamlined prospect distribution to different stakeholders within the sales organization or channel partners customized by each sales rep’s territory of prioritized active accounts
“In just 5 months of using Priority Engine, we’ve seen these contacts and accounts generate about $1M in net new pipeline which represents 20X ROI on our investment,” said James Lomonaco, senior director, demand generation and marketing operations, Pyramid Analytics. “This 20x pipeline ROI is remarkable by any measure, and when you factor in the very low effort and couple that with an efficient cost per active contact sourced from Priority Engine, the value delivered thus far makes this a powerful marketing tool.”
Unlike similar offerings, Priority Engine provides far more in-depth views of the purchase intent and topical interests of accounts and individuals. These views are made possible by the depth of content it provides across its extensive network of more than 140 technology-specific websites and over 10,000 topic categories. This content is specifically designed to aid enterprise technology buyers in making real purchase decisions. TechTarget helps marketing and sales teams understand behavior and audience activity in ways that are not available from other methods and broadens total addressable market to include more real accounts and prospects who are actively researching solutions. Automated Target Profile Delivery allows marketers to more efficiently leverage this insight for very real gains.
“There are two types of behavioral data that help you understand buyer intent: internal data from your own systems and external data from providers,” says Kerry Cunningham, Sr. Research Director of Demand Creation Strategies at SiriusDecisions. “Buyers engage in a wide variety of buying-related activities during their journey, with most of those activities not visible within marketers’ systems. Whether executing demand generation or account-based marketing, to understand who is actually in-market for your solutions, you must look to external data sources. The more easily you can analyze and leverage this data in your own marketing efforts, the more significant competitive advantage you can gain.”
TechTarget will be featuring its industry-leading portfolio of purchase intent-driven solutions at SiriusDecisions Summit (Booth 435) in Las Vegas May 16-18, 2017.
TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.
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