As I discussed in Part I of this article, technology media and intent purchasing firm TechTarget recently launched a set of enhancements to its Priority Engine service that improved the user experience, added persistent URLs, list assignments, and added user roles.
The release also supported a new Salesforce widget and a repackaged offering. The Salesforce widget identifies which technology topics are actively being researched by the prospect and whether the prospect is actively evaluating vendors. Other features include a persistent URL link to the full dashboard and available prospect counts.
TechTarget repackaged its offering with the Q2 release. While it has premium pricing compared to other technology sales intelligence service, TechTarget’s ability to identify firms which are actively looking for solutions by product segment, recommend the key stakeholders around the buying decision, and flag which competitive or complementary vendors are of interest to each prospect differentiate it from other vendors. This “Active TAM” approach helps sales reps focus their attention and messaging to the best opportunities currently in the market for solutions.
Priority Engine has market momentum. TechTarget added 50 new Priority Engine accounts in Q1 after adding 40 new accounts in Q4. Revenue more than doubled in Q1 versus a year earlier. The firm is also shifting its sales and marketing focus from media and lead generation to data solutions and insights. On his recent earnings call, CEO Michael Cotoia remarked that the firm has “the leadership position” in B2B IT purchase insights and that the TechTarget salesforce is now leading with data solutions.
Cotoia described the Priority Engine value proposition as “purchase intent insights happening in our world across our universe of sites and topics” which are integrated into the customer’s workflow. Furthermore, Priority Engine informs sales and marketing about “what accounts are active and what accounts are active with your competitors, oh, and what accounts are not active with you.”
TechTarget is successfully rolling out the service to firms which target technology companies, nearly doubling its user base over the past six months.
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