Technology media company TechTarget announced strong Q4 growth for their Sales Intelligence Priority Engine service. The firm added over 40 new Priority Engine and Deal Data customers in Q4 with revenues more than doubling year-over-year. Priority Engine benefited from the addition of DiscoverOrg technographic and contact intelligence during the quarter. The service combines intent, predictive, and contacts intelligence into a single solution. Intent data is sourced from their 140 B2B media tech web sites containing 550,000 indexed content pages, many of which make the first page of Google technology searches. Each day, the firm has one million buyer interactions tied to its 17 million members which it then tags to 10,000 technology topics. The majority of members have technology titles, but TechTarget also supports five million non-IT members.
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TechTarget claims that its hand-indexed, technology-focused editorial content results in a better indication of technology intent than machine-indexed intent files built across a broader set of B2B media sites. Furthermore, because TechTarget has member ids associated with site activity, they know who at each company is researching specific topics, providing surge data tied to specific individuals. Other intent vendors provide anonymous intent.
“Real purchase intent insight is actually made, not scraped from general-purpose websites. It begins with relevant, useful content that provides critical value to professionals as they look to solve business challenges and make buying decisions. By observing and learning from their content consumption patterns as they happen, marketers can market and sellers can sell at the right time with greater relevance. Our ability to deliver real purchase intent starts with our extensive content footprint and the hyper-relevant audiences that we’ve built.”
- TechTarget CMO John Steinert
Priority Engine identifies “vendors actively influencing this deal,” core and related topics, and products and vendors. Installed product and vendor data is licensed from HG Data and viewable by category. Users can also search installed technology at an account by product, vendor, and category.
Accounts are ranked on a weekly basis with the service providing “an early radar on who’s buying from your named account lists.” 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 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.”
By combining DiscoverOrg contacts with member search data, Priority Engine provides “direct access” to the demand units of named active researchers and key influencers. Joint customers will have full access to DiscoverOrg’s editorially verified decision makers alongside TechTarget contacts that are conducting active research. The partnership displays the “Target Buying Team within a single dashboard.” Priority Engine customers that have not licensed DiscoverOrg will be limited to ten names per account.
TechTarget announced a set of enhancements last month which includes weekly contact updates, Marketo integration, regional subscriptions (North America, EMEA, United Kingdom/Ireland, APAC, ASEAN and India), and integration with internal datasets such as sales territories and web site visitors.
“We’ve moved beyond company-level insights; Priority Engine gives you access to ranked accounts AND the actual buyers researching purchases at those accounts,” said TechTarget SVP of Products Andrew Briney. “The unique purchase intent insight available within Priority Engine helps marketers generate demand more efficiently, accelerate ABM effectiveness, and deliver a more substantive contribution to sales.”