DiscoverOrg is partnering with technology media and marketing company TechTarget to deliver its IT intelligence through TechTarget’s Priority Engine platform. The new offering, which will be available on November 2nd, provides a “unified data feed” of DiscoverOrg executive intelligence alongside TechTarget intent and Active Prospect insights. DiscoverOrg doubles or trebles the contacts available for Priority Engine prospects.
TechTarget provides real-time analysis of the “most active accounts and named prospects conducting purchase research” and ranks those accounts by “likelihood to engage.” Prospects are segmented by geography and hundreds of marketing segments. The joint solution “creates a world-class ABM solution that combines breadth of reach, purchase power insights and the ability to pinpoint and influence key prospects in one place.”
Joint customers will have full access to DiscoverOrg’s editorially verified decision makers alongside TechTarget contacts that are conducting active research. Priority Engine customers that have not licensed DiscoverOrg will be limited to ten names per account. The partnership displays the “Target Buying Team within a single dashboard.”
“Our goal is to help B2B tech providers discover and influence the Target Buying Team at accounts in their market segment,” said TechTarget CEO Michael Cotoia. “Our partnership with DiscoverOrg means that our sales and marketing customers have the ability to create, prioritize, influence and convert new pipeline opportunities faster and more cost-efficiently than ever before.”
TechTarget has embraced ABM and recently published a three-part blog on the topic. According to TechTarget, classic demand generation is based upon generic value-generation arguments:
Classic B2B targeting methods have relied too much on size and seniority. We assume that if a company is huge it must have a need. It’s logical. We assume that the CXO will ‘get’ our value proposition — makes sense, we think, because those people are really smart and our value prop seems super compelling to us. In the end, it’s the very obviousness of this kind of thinking that’s its downfall. Not only is everyone else targeting the same people, but they’re also raising up their message to a CXO level of abstraction to make it very clear. They’re talking “value delivery”, TCO, “next generation” and all those generalities that make everyone sound like everyone else. This can’t possibly work. And it doesn’t. We all know that.
To be effective, you’ve got to think long and hard about who you’re talking to and how what you do can make a substantive difference to them in their business lives. It starts with targeting the right people. Then it’s all about speaking to them at a level that will resonate…
For many of our clients, it’s simply the availability of these new data sources that starts to change everything for them. They now begin with a much better picture of what is actually happening within their target audience so all their campaign activities become more focused in nature. And as they become more adept at using the material, we see them start to refine their approaches to a very granular level. When they start adjusting their messages to address install changes within an account and the concerns of real people within these targets, they achieve another level of performance yet again.
TechTarget argues that firms should micro-target and micro-message to individuals in the enterprise that are dealing with the issues which a vendor’s solution addresses. Furthermore, campaigns should be based upon win research and persona development. ABM programs span renewal and upgrade campaigns, add-on/complementary solution campaigns, and competitive targeting.
TechTarget manages a set of 140 technology research sites. “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.”
TechTarget publishes 275,000 technology articles and claims to have “more 1st page Google results than any other B2B publisher.” Traffic and site activity is then mapped against their taxonomy of over 5,000 technology topics across 300 segments.
Priority Engine offers marketing automation and Salesforce connectors which provide “weekly feeds from Priority Engine to your MarTech stack.” MAP partners include Marketo, Eloqua, Hubspot, Pardot, and Integrate.
Along with DiscoverOrg, TechTarget also partners with HG Data to provide product / vendor insights.
Priority Engine customers include Cisco, McAfee, and White Hat Security.