Powered by TechTarget Priority Engine, Market Monitor seeks to provide visibility into current market trends by analyzing purchase research activity at scale across TechTarget’s more than 150 enterprise technology-specific sites and millions of daily buyer interactions across the globe. This will reportedly supply marketers with access to:

• First-party insights that can help identify new market opportunities;
• The types of accounts and buyers actively researching purchases; and
• Topics generating the most interest and most viewed content.

“In rapidly changing and competitive B2B technology markets, even high-performing organizations can lack objective data needed to effectively validate and optimize their GTM strategies, respond to shifting customer needs and tune their positioning, messaging and targeting for maximum competitive advantage,” said Rebecca Kitchens, President of TechTarget, in a statement. “Market Monitor provides a proprietary, comprehensive source of market intelligence to solve these problems for stakeholders throughout these organizations — from corporate and product strategy to content and demand marketing, to sales prioritization and pipeline acceleration.”

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The integration will reportedly help users:

• Identify, prioritize and target accounts that are actively consuming contextually relevant buy-cycle content;
• Inform better list segmentation and enable deeper personalization at scale with actionable insights into granular topical research and engagements with vendor content; and
• Drive sales and marketing efficiency, focus outreach and shorten sales cycles by eliminating false signals.

“This partnership is very exciting as our customers are now able to directly access the breadth of TechTarget’s account intent signals within the 6sense platform,” said Michael Cotoia, CEO of TechTarget, in a statement. “Priority Engine Account Intent Feeds provide unmatched precision to confidently identify high-value accounts that are most likely to buy. This rich data source, combined with 6sense’s proprietary intent data, provides them with a more complete view of who is in market. This is truly a ‘better together’ story that will help our mutual customers further refine their approach and more easily leverage this unique data directly in the 6sense platform to build segments and orchestrate account-based efforts.”

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The new solutions seek to deliver a weekly stream of account data directly into CRM systems, with the goal of fueling ABM platforms and other connected systems. Specific features of Account Intent Feeds include:

• Account intent scores that adjust every week based on relevant purchase research activity from in-market buying teams;
• Customer-specific insights into content and brand engagement across the TechTarget ecosystem;
• Notification of new triggers such as content downloads, website visits, banner engagement and confirmed projects; and
• Weekly indicators of account interest in customer-specified topics and hand-selected keywords.

“B2B go-to-market teams waste so much time and resources on false, incomplete or misleading signals, leading to a significant number of missed opportunities with new and/or existing accounts,” said Michael Cotoia, CEO of TechTarget, in a statement. “Priority Engine Account Intent Feeds provide unmatched precision to confidently identify and act on the high-value accounts most likely to buy. This will help our customers further refine their approach and more easily leverage this unique data to drive deeper engagement and generate more revenue from account-based efforts.”

TechTarget News Flashback

Most recently, the company partnered with B2B software review website G2 to release G2 TechBlend, a new content solution that combines TechTarget’s contextually relevant editorial content with G2’s insights, news and trend analysis.

Additionally, TechTarget entered a definitive agreement to absorb Informa Tech’s digital businesses to create a global platform in B2B data and market access. The combined company — referred to as New TechTarget — focuses on helping vendors in enterprise technology and other markets accelerate revenue growth.

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As part of the new partnership, the companies will release G2 TechBlend, a new content solution that blends TechTarget’s contextually relevant editorial content with the insights, news and trend analysis from G2. The companies will also introduce new site features to the TechTarget website, such as more than 2.4M peer reviews from the G2 marketplace.

“Today’s B2B tech buyers are progressing further through the buying cycle than ever before speaking to a vendor,” said Rebecca Kitchens, President of TechTarget, in a statement. “Throughout this journey, they look to trusted online sources to educate themselves on the specific solutions that will help their organizations address the challenges they face. TechTarget and G2 provide are both leaders in their respective areas, and each offers robust content experiences and different but complementary traffic sources. When combined, they add tremendous value to self-service buyers at the exact point of their research – no matter what buying stage they’re in. By exposing our content to each other’s audiences, we can bring insights that significantly better serve the needs of B2B tech buyers, which is why we are so excited about this partnership.”

This partnership closely follows TechTarget’s acquisition of Informa Tech’s digital businesses, which the company absorbed to help create a global platform in B2B data and market access.

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The Informa businesses that TechTarget will acquire include Omdia, a technology research firm; Industry Dive, a provider of specialist content for decision makers; a portfolio of digital media brands, such as InformationWeek, Light Reading, Dark Reading, Network Computer and AI Business; NetLine, an intent-driven lead generation platform; and access to IIRIS, Informa’s B2B data platform.

The strategic benefits of New TechTarget reportedly include:

• A larger research scope and greater access to first-party purchase intent data;
• Enhanced scale across geographics, verticals and market expertise;
• Expanded total addressable markets;
• Increased product diversification to support all phases of the go-to-market journey; and
• The ability to capitalize on the development and launch of new AI products.

“We believe that the importance of permission-based audiences and first-party data is growing exponentially, and this combination positions New TechTarget to capitalize on these impactful trends by increasing our first-party intent signals, archive of original content, traffic footprint and size of our permission-based audience,” said Michael Cotoia, CEO of TechTarget, in a statement. “I look forward to working with Informa Tech CEO Gary Nugent to combine our talented teams, drive new growth opportunities and unlock the full potential of this combination.”

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The updates seek to enable enterprise tech organizations to accelerate opportunities. Specifically, the enhancements include:

• New navigation that helps sales reps monitor changes within accounts and leverage granular intent insights;
• Account Journeys that outline the key demand-related activities occurring within each account in clients’ own systems and on the TechTarget network;
• Usage dashboards that provide visibility into onboarding and change management;
• Automatic real-time territory synchronization;
• Data augmentation through standard and custom Salesforce field syncing; and
• An Opportunity Dashboard that shows how Salesforce opportunities are progressing, where go-to-market (GTM) team actions and TechTarget have influenced them and where teams should focus for optimum outcomes.

“When B2B tech buyers need to solve business problems, they come to TechTarget first because we provide both the independent decision-support editorial content they respect and the vendor content they seek in a context that caters to their buying ‘jobs-to-be-done,’” said Michael Cotoia, CEO of TechTarget, in a statement. “Priority Engine provides our clients with deep insight into these buying team and buyer’s journey interactions so they can better capitalize on real demand taking shape in their markets. This release gets this proprietary data directly into more GTM users’ hands and makes it easier for them to drive critical impact for their organizations.”

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Priority Engine is a SaaS-based B2B purchase intent insights platform designed to deliver direct access to active in-market accounts and the named active prospects doing pre-purchase research. Confirmed Project intent was created to help further augment the platform’s value with direct access to verified deals in process and the ability to filter territory views and lists. Specific capabilities include:

• Direct confirmation that an upcoming purchase will be taking place within a 12-month timeframe;
• Providing information surrounding purchase requirements, challenges, desired outcomes, location, timeframe and vendor short-list information; and
• Triple-verifying contact data and role in the purchase process.

“Thousands of B2B sellers use Priority Engine every day to fuel their outbound efforts by discovering new active buyers in their territories plus prospect-level intent that helps them break through,” said Andrew Briney, Chief Product Officer of TechTarget, in a statement. “The integration of Confirmed Projects into Priority Engine gives them a unique ability to attack and revive stalled mid-funnel opportunities with precise, actionable details on verified purchase plans.”

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Kitchens joined TechTarget in 2002, coming up through the sales organization and expanding her leadership across the company’s market development, publishing and editorial businesses. As President, she will oversee several high-impact, business-critical functions and continue to advance organizational alignment by expanding communications and developing best-of-breed approaches.

Niemiec was hired in 2003 and, after working his way through the sales organization, became TechTarget’s first CRO. As CRO and COO, Niemiec will oversee sales strategy, development, enablement, operations and corporate marketing to help bring end-to-end visibility of revenue operations from demand generation through sales execution. He will also aid in the implementation of best practices.

“Our business has changed significantly even over the past couple of years and how we service the business must evolve as well,” said Michael Cotoia, CEO of TechTarget, in a statement. “These moves will help us to capitalize on the right opportunities, scale the business, streamline our processes and strategically align our resources for maximum impact. When you look at leadership, you look for people who can identify the right opportunities for the business, take on any challenge, make thoughtful and fast decisions and put people in the best positions to succeed. I am incredibly confident in Rebecca and Steve’s abilities to lead TechTarget’s next period of growth.”

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Intent data is all about increasing go-to-market (GTM) productivity and identifying how marketers can make their GTM more agile and responsive to dynamic market inputs. When a GTM organization can use its actions to create behaviors in a targeted segment or account, it creates new information about the target’s intentions.

“What forms the core of the intent-based dimension within the overall data-driven revolution is that it is about current behavior in actual markets,” said John Steinert, CMO of TechTarget. “What we’re seeing is that the observed behaviors of real buyers make a huge difference to what a GTM organization will actually do. For example, when we can show a portfolio marketing team the actual content that’s resonating with their target buying centers, they can see where they need to take their messaging and positioning.”

With almost a third of marketers investing in intent data throughout the year and an additional 40% planning to collect data on prospective buyer behavior in order to boost engagement and messaging, the Demand Gen Report team sat down with Steinert to dive deeper into how intent is working as a catalyst of change for the better.

Demand Gen Report: What role does behavioral data play in the intent landscape? Do you think it’s an essential part of marketers’ arsenals?

John Steinert: For us, behavioral data defines the difference between the intent landscape and the technographic, firmographic and demographic areas. While the popularity of the term “intent” may have been helpful to spur innovation in the data industry as a whole, my opinion is that it may now have reached the point of confusing practitioners.

Take technographics, for example. Really good install information can even tell you when a SaaS contract will renew, but it can’t tell you much at all about the sentiment around the particular installation. So while you know that the account will either renew or replace at a specific time, and you may even have information about replacement rates that give you an idea of propensity, without behavior data, you know nothing about a particular account or its people.

DGR: How can marketers use intent data to identify and understand the behaviors of active buyers to target them more effectively?

Steinert: There’s something a bit subtle embedded in this question that needs some teasing out. In the industry, intent is now being applied to a wide range of behavioral signals. That can be pretty confusing to a busy GTM team trying to get the most out of its tech and data sourcing. For many of the sources out there, the answer to this question is around how data can help companies identify, understand and target active buyers.

Most sources of “intent” are quite weak in their ability to connect their signals to actual in-motion buyer’s journeys. In B2B, buying decisions are pursued by groups of individuals. Within a given buying team, the different functional members will care most about their own functionally specific considerations.

However, there are solutions that help you monitor at the opt-in person level, providing two pieces critical to determining what actions to take. First is that you can see the group forming, so you can distinguish between single leads and real opportunities. Second is that you can understand the needs of each member based on the very specific content they are consuming. This informs whether there’s an opportunity or not and how to engage each member of the team. With hundreds of client teams, we’ve learned that those two elements are far and away the most powerful drivers of increased yield — real GTM productivity gains.

DGR: Why is it so important to have structured analytics in place to analyze intent data? What are the benefits?

Steinert: As buyers, marketers need to be very clear about the difference between modeled (probabilistic) structure and observed (deterministic) structure. Probabilistic structure is a suggestion of what might be going on, whereas deterministic structure is a view into what is actually happening. As rollout project leaders, you’ll want to assess how comfortable your user community is likely to be with a modeled view as a guide.

While on the B2C side (given the huge, relatively simple transactions involved), such modeling can be a huge lift to productivity, in B2B, modeling is super complex and therefore a potential drag on implementation, acceptance and outcomes.

DGR: How can marketers use intent data and behavioral signals to close funnel leaks and help eliminate churn?

Steinert: By funnel leaks, I usually mean things that get by us that shouldn’t have. High-quality intent data should be used to enrich our understanding of any given account, any specific lead and every opportunity. Account leaks happen when a salesperson is unable to properly prioritize and action real demand present in the account. High-quality intent focuses a rep’s attention where yield is likely to be highest.

By illuminating other active members and activity as a buying team coalesces, quality intent data can uncover when a lead is actually a leading indicator of an actual buyer’s journey. The last common funnel leak we’re all familiar with is stalled opportunities. Not only can intent tell you the people involved in the opp (that usually have not been associated to it in CRM), but it can also expose what the core players are currently thinking about. This gives sales and sales enablement the material it needs to reinvigorate a potential deal.

For more expert insights into the world of intent data, be sure to check out DGR’s “What’s Working In Intent-Based Strategies” report.

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Priority Engine is designed to help provide customers with expanded visibility into demand at high-potential accounts, deeper insights into the makeup and engagement preferences of active buying committees and more tools to monitor and act on changes at key accounts. Specific improvements include:

• A full integration with BrightTALK to provide access to millions of new active prospects, better visibility into full buying teams and more engagement data;
• Better insights into overall buyer content preferences (type and topic) and interactions with customer content across multiple channels;
• An improved interface customized to provide salespeople with faster access to data;
• A new timeline that showcases dynamic account journeys, featuring recent and relevant research interactions from target accounts; and
• Sales- and marketing-focused Modules to provide flexible, customized solutions for customers.

“Priority Engine delivers the actionable purchase intent data our customers need to drive superior performance,” said Michael Cotoia, CEO of TechTarget, in a statement. “This new release gets exponentially more data into their hands and gives them the ability to deliver customized experiences their marketers and sellers need to thrive.”

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