New Priority Engine Brand Accelerator service helps B2B marketers more effectively influence, engage and convert accounts directly interacting with their advertising
TechTarget, Inc. , the global leader in B2B technology purchase intent data and services announced the launch of IT Deal Alert Priority Engine: Brand Accelerator, a new service to help B2B enterprise technology organizations leverage real purchase intent to influence, engage and convert accounts directly interacting with their advertising across the TechTarget network. With brand performance visible within Priority Engine’s ROI Dashboard, B2B marketers can quickly and easily assess their effectiveness and understand the direct impact their advertising has on demand and consideration.
“Connecting the dots between their brand investment and consideration has long been a challenge for marketers,” said Andrew Briney, Senior Vice President of Products, TechTarget. “Priority Engine’s Brand Accelerator provides a reliable way for customers to know when their ads have influenced specific accounts, identify and engage active prospects at those accounts and determine how much of their total addressable market they have penetrated.”
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TechTarget’s Priority Engine is a SaaS-based platform that delivers direct access to the most active in-market accounts and named prospects doing pre-purchase research in specific technology markets. Brand Accelerator uniquely leverages insight within Priority Engine to target email and banner campaigns ONLY to currently active prospects and accounts with relevant intent in customers’ exact markets.
Furthermore, TechTarget is able to constantly optimize based on new interest and response to further improve performance. If clients run both TechTarget lead generation and digital ad targeting campaigns alongside their Priority Engine subscriptions, TechTarget continuously synchronizes data from all three different systems (Priority Engine, email response and banner response) to drive the highest level of engagement possible with the most active buyers in your TAM with the right balance of reach and repetition. If key accounts fail to engage with your content via email, TechTarget dials up banner targeting, and vice versa.
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“This isn’t just ‘awareness’ – it’s using machine learning to maximize engagement that results in higher conversions and more opportunities when clients reach out,” said Briney. “This is a much more advanced method than typical programmatic- or data-targeting approaches which don’t have in-depth insight into active accounts and active prospects or the specific niche B2B tech content they are researching right now.”
This approach is yielding powerful results for TechTarget clients:
- 28% increase in click-through rate – by targeting recently active prospects with topically relevant messaging
- 30-40% lift in unique account engagement – when branding is added to lead generation campaigns in Priority Engine
TechTarget, recently named a Leader in The Forrester Wave: B2B Marketing Data Providers, Q3 2018, has become a leader in its space because of the significant value and ROI its customers achieve. TechTarget purchase intent insight is uniquely powerful because of how it is made and how it is delivered to B2B tech marketers and sales professionals. The actionable insights within the Priority Engine platform are achievable because of the depth of original decision-support content spanning 10,000 unique IT topics across TechTarget’s network of over 140 enterprise technology-specific websites. Using TechTarget’s purchase intent insight, marketing and sales teams at technology companies can easily understand and leverage directly observed buyer behavior to get the inputs, understanding and execution support they need to achieve better marketing and sales outcomes.
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