TechTarget continues to build out its technology content set with the acquisition of Enterprise Strategy Group (ESG), “a leading provider of decision-support content based on user research and market analysis for global enterprise technology companies.” ESG has twenty-seven researchers and analysts who cover Cloud Services & Orchestration; Converged Infrastructure; Cybersecurity; Data Platforms, Analytics & A.I.; Data Protection; Digital Workspace; Networking; and Storage.
TechTarget called ESG a “natural complement and extension” of its value prop. It expands TechTarget’s “decision support content” and provides it with “new fact-based, research-driven content” for sales and marketing outreach “identified by purchase intent insights.” ESG’s segment expertise and analysis support technology purchase decisioning that extends TechTarget’s value beyond its 140+ technology research websites.
ESG works with its customers to develop custom content, including technical validation, economic analyses, and bespoke end-user research that “enables the creation of highly actionable, extremely useful, interactive content deliverables and tools.” Content types include white papers, videos, infographics, dynamic content (HTML 5), online event support, and social media support.
Clients commonly use ESG content to support product launches, competitive positioning, channel enablement, and ABM-focused outreach. Thus, TechTarget’s websites identify who is currently in-market for specific solution types, and ESG’s custom content delivers mid-funnel tools to assist with messaging across the demand unit.
“ESG delivers highly relevant, purchase cycle-focused content specifically built to support buying and selling. As such it helps fill critical gaps that have long increased costs and cycle times on both sides of the process. Adding depth to and building on TechTarget’s existing strengths in content, process support, and data creates clear, easily accessed value for both clients and end-users.”ESG Founder Steve Duplessie
The ESG acquisition is TechTarget’s third over the past year. In December, TechTarget closed on its $150 million BrightTALK purchase that provided it with event marketing and event-related intent signals. In March, TechTarget tucked in Data Science Central, a digital publisher that focuses on data science and business analytics.
“We’re super excited about the value ESG provides to our clients and our members,” said Michael Cotoia, Chief Executive Officer, TechTarget. “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.”
The acquisition price was not disclosed. Both firms operate in the Boston suburbs. The BrightTALK acquisition closed on December 23rd.