TechTarget announced a set of enhancements to its Priority Engine Sales Intelligence platform, including second-party intent data from its BrightTALK digital event platform and a refreshed user experience. As a result, TechTarget now provides intent data for 32 million opted-in technology researchers and purchasers across twice as many accounts.
Millions of BrightTALK contacts are fully integrated into Priority Engine, providing intelligence around individuals actively researching technology purchases at BrightTALK webinars, virtual events, and videos. The expanded content provides richer intent data with additional messaging hooks for sales reps.
Prospect-level insights include content preferences, recently viewed content, and each buying committee member’s top interests.
BrightTALK was acquired twelve months ago. BrightTALK hosts 30,000 new webinars and videos each year, providing multi-media content that complements TechTarget’s text-based research content. Prospect-level BrightTALK intent data and buyer contact intelligence are now being combined with second-party intent data from TechTarget’s 140+ enterprise technology media sites, bringing the combined pool of buyers and influencers to 32 million. As these individuals are opted-in, intent data can be tied to the individual instead of the account, allowing for improved messaging and targeting. Not only is the enterprise software topic collected, but TechTarget gathers competitors under consideration and buying journey stage. Furthermore, opted-in contact data ensures that the shared contact intelligence is GDPR and CCPA compliant.
BrightTALK Prospect Insights include webinar registrations, views, view times, webinar types, and titles.
TechTarget noted that buyers and influencers have distinct digital research styles, with some preferring multi-media content and others opting for white papers and related text-based reports and articles. Thus, bringing in BrightTALK significantly expanded TechTarget’s ability to identify buyer intent based on different learning preferences.
“Despite strong similarities in overall audience makeup (company size, industry, and job title/function are remarkably consistent), there’s only a 10%-20% overlap in members between the databases, depending on geo,” wrote TechTarget SVP of Products Andrew Briney in April.
“Learning preference and behavior is quite different for members of BrightTALK,” continued Briney. “While the content topics, focus, and quality is [SIC] very similar to what’s offered on the TechTarget network, BrightTALK members prefer the immersive, interactive learning experiences delivered by webinars (85%) and videos (61%) over downloadable PDF content like whitepapers (47%) and e-Books (42%). Given this preference, it’s not surprising BrightTALK members average more than 30 minutes in view-time per webinar/video.”
The enhancements also provide insights into “overall buyer content preferences (content type and topic), and interactions with customer content across multiple channels help inform more personalized sales outreach and marketing engagement strategies.”
“Priority Engine delivers the actionable purchase intent data our customers need to drive superior performance. This new release gets exponentially more data into their hands and gives them the ability to deliver customized experiences their marketers and sellers need to thrive.”TechTarget CEO Michael Cotoia
UI enhancements include a new view that calls out “untapped, high potential accounts” for initial engagement in a rep’s territory. There is also a new timeline for viewing account journeys and recent engagement. The new timeline helps reps “easily monitor buying changes to better optimize pipeline, identify cross-sell/upsell opportunities and grow revenue.”
Other UI changes include a set of shortcuts located in the left-side navigation bar. The shortcuts display the following user views:
- Top Accounts – The 500 most active accounts and prospects (default view)
- Untapped Potential – Accounts or prospects with whom the rep has not yet interacted in Priority Engine
- Viewed your Content – Accounts or prospects that have viewed or downloaded company content syndicated through TechTarget’s content syndication program
- Visited your Website – Accounts that have visited the company’s website (Inbound Converter)
- Confirmed Projects – Any projects that TechTarget has confirmed are active in the rep’s territory based on direct outreach
- Favorites – Accounts or prospects that you have selected to favorite in Priority Engine
Finally, the platform now contains separate modules that support sales and marketing use cases.