Tag: ESG

TechTarget / Informa Tech Merger

I have been posting my articles as LinkedIn posts for the past few months, but I wanted to link some of the recent articles. The biggest recent announcement was Informa’s bid to merge its Informa Tech division with TechTarget. I also covered their new IntentMail GenAI capability.

Informa Tech CEO Gary Nugent said, “This combination brings a new revenue scale, resilient revenue growth, and increased revenue stability.”

TechTarget Merges with Informa Tech

Informa PLC, a FTSE 50 UK Group company, announced a definitive agreement to combine Informa Tech’s digital business with TechTarget.  The combined business will “create a leading global platform in B2B Data and Market Access, focused on helping vendors in enterprise technology and other markets accelerate revenue growth.”

The “New TechTarget” will be positioned as a “unique end-to-end solution provider across the go-to-market: from strategy, messaging and content development to in-market activation via brand, demand generation, purchase intent data and sales enablement,” declared the firms.  “The combination brings scale benefits, diversified revenue streams, and strategic expansion opportunities by expanding TechTarget’s current addressable market and enhancing the resilience of its business by increasing its presence in new markets and new buyer personas.”

Informa is contributing its Informa Tech digital business and $350 million in cash in exchange for 57% of the combined company.  The cash is to be paid to existing shareholders when the deal closes.  TechTarget’s shareholders will retain a 43% equity stake in the combined company…

Continue on [LinkedIn]

TechTarget IntentMail AI

IntentMail employs GenAI to draft Priority Engine Emails framed by Prospect-level intent.

TechTarget unveiled IntentMail AI, a beta GenAI feature that drafts Priority Engine emails.  TechTarget emphasizes its intent data as it is tied to opted-in readers of its 150 B2B Technology websites.  Thus, IntentMail AI offers opted-in prospect-level intent that supports precision messaging around top-of-mind topics when buyers are in-market.

“Unlike other offerings recently reaching the market, only IntentMail AI combines recent, relevant account information together with deep insights on what the specific targeted recipient has been actually researching on TechTarget’s global publishing network,” explained TechTarget.  “As such, IntentMail AI will not only help drastically reduce the time it takes for sales teams to more effectively personalize outbound outreach, it stands to dramatically increase conversion.”

IntentMail AI is part of TechTarget’s “personalized assist AI-driven product strategy.”  CEO Mike Cotoia believes that opted-in prospect-level intent will differentiate its GenAI offerings from competitors across three dimensions: relevancy, efficiency, and precision focus…

Continue on [LinkedIn]

TechTarget Acquires ESG

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.