TechTarget, a purchase intent data and services provider, has acquired Enterprise Strategy Group (ESG), an IT analyst, research, validation, and strategy firm. Through the acquisition, TechTarget aims to improve its customers’ marketing and sales outreach through an expanded decision-support content base.
ESG’s 27 researchers and analysts work with customers to determine where their marketing and sales strategies require fact-based content support. The company’s capabilities include technical validation, economic analyses and customized end-user research that helps create actionable content deliverables and tools.
The expanded content offering provides TechTarget customers with tailored research content designed to address their accounts’ interests and pain points. This, in turn, positions them to improve sales interactions and optimize buyer engagement. Marketers and salespeople can also utilize ESG’s user research to address their own pain points and optimize their internal marketing and sales processes.
“We’re super excited about the value ESG provides to our clients and our members,” said Michael Cotoia, CEO of TechTarget, in a statement. “Together, we can provide enterprise technology buyers much richer information support across their buyer’s journeys. For our clients, adding ESG to the unmatched intent data and services we’ve long-provided means we can further increase their productivity gains and business yields end-to-end across go-to-markets.”
