. home.aspx
EVENTS
B2B Marketing Ignite USA 2020
B2B MARKETING IGNITE USA 2020
May 27-28, 2020
Since 2016, B2B Marketing Ignite has become an international B2B phenomenon, firing-up 1300+ B2B marketers every summer in London. Now we’re bringing this uniquely loved event to Chicago for two trail-blazing days of B2B marketing strategy, inspiration, actionable takeaways and networking.

Gartner Marketing Symposium/Xpo San Diego 2020
GARTNER MARKETING SYMPOSIUM/XPO SAN DIEGO 2020
June 01-03, 2020
Advance your thinking as a strategic leader and bring your marketing vision to life with the best mix of insights and research-backed sessions that will help you cut through the hype and dive deeper into the areas that drive results. This conference is designed for: CMOs and marketing executives str...

Gartner Customer Experience & Technologies Summit
GARTNER CUSTOMER EXPERIENCE & TECHNOLOGIES SUMMIT
June 08-09, 2020
Customer experience (CX) management is at the top of CEOs’ agenda and the core part of organization’s digital transformation program. Leaders across every part of the organization are claiming to place experience at the center of their strategies, but very often the perceptions of &ldquo...

C-SUITE ON DECK

home.aspx
   

Q&A With John A. Steinert, Chief Marketing Officer At Techtarget

October 17, 2019 / MEDIA 7
SHARESHARESHARE
John A. Steinert, Chief Marketing Officer at TechTarget helps bring the power of purchase intent-driven marketing and sales services to technology companies.

With a strong drive to help customers achieve their business objectives faster and bigger, John and his TechTarget team connects the information needs of enterprise tech buyers and the go-to-market efforts of solution providers, ensuring that everybody wins.

MEDIA 7: What inspired you to get into marketing?
JOHN STEINERT: 
That’s easy. Marketing inspired me to get into marketing. I’ve always loved great communicators and the formats used in communications. As a kid during some pretty tumultuous times in American history, I was surrounded by great political, guerilla, and yes even commercial communications. Speeches, hearings, demonstrations, TV, advertisements, even album covers and t-shirts made a strong impression on me. Obviously, with the rise of the internet, long-tail video channels and social media, things have blossomed to an even more amazing level.

M 7: How does TechTarget's Priority Engine™ support tech vendors to achieve their marketing and sales objectives?
JS:
 By helping companies see and interpret real buyer needs and preferences, Priority Engine first provides a relevant, permissioned basis for a marketer to intercept a buyer’s journey and then it assists users in taking very specific influencing and engagement actions. Because Priority Engine provides the actual permissioned people doing buying research, it saves tons of resource that’s commonly wasted chasing prospects who don’t have a need and leads that are actually dead ends. And because Priority Engine shares the real needs and preferences of the actual buyers with both marketing and sales when they share the platform, it enables far better conversion at every step, from funnel, to pipeline, through to renewal.

"To truly enable sellers with content, the content needs to reflect what we know about this specific buyer’s needs and preferences."

M 7: What according to you is content-enabled selling and how does it help drive a buyer’s journey?
JS: There are two key pieces to content-enabled selling. The first is the content itself – what it is and how it assists the buyers in fulfilling the necessary or required steps of their buying process. The second is how we adjust our own approach in response to buyer inputs and feedback.
To truly enable sellers with content, the content needs to reflect what we know about this specific buyer’s needs and preferences. To perform better, your content needs to be more buyer-centric. This can be achieved when product marketers and sales enablement folks are consuming real purchase intent insights from Priority Engine and leveraging them into evolved content outputs.

Then there’s what I’ll call the “personalization wrapper” – how the communications that accompany the assets present and create context for that use-case relevant material. These wrapper – be they email copy, call guides, etc. must be built with an eye to the nature and the stage of the relationship at hand. Marketers and sellers alike need guidance on the proper way to do this.

It’s not as simple as “you liked this so of course you should want to buy this”. Buyers need help with both their rational business needs and their more emotional needs around both their company, their department and themselves. The “personalization wrapper” is a useful metaphor for being holistically considerate of the person and the company you are interacting with. Obviously, this is substantially more nuanced than simply recognizing what company they are from. It’s about ingesting what you can see are their expressed concerns and preferences, learning from that, and shaping your own communication in that context.

M 7: What features make TechTarget's 'Data-Driven Display' drive B2B demand and accelerate sales?
JS:
 Because it’s fueled by permissioned knowledge of exactly who is performing research at any given moment, TechTarget’s data-driven display advertising can deliver higher engagement rates and higher conversion.  When used in conjunction with demand generation techniques and intelligent sales outreach, independent studies with leading 3rd parties have achieved remarkable lift across the funnel as compared to what’s available when using more generalized “intent” data.

"The biggest mistake of all that’s commonly still made in marketing is to not use prospect behavior as a critical guide."

M 7: What is the biggest mistake B2B marketers make while targeting specific prospects?
JS:
There are many actions that teams continue to take because they’ve simply been tasked to take them.  There are old-school KPIs, typically focused on process outputs rather than business outcomes that perpetuate chronic under-performance. Take, for instance, a narrow focus on cost-per-lead – too often this incentivizes continued purchases of higher and higher volumes of lower and lower quality. To wean themselves off of this Catch 22, teams should work to turn their attention to down-funnel metrics like conversion-to-opportunity – measuring cost per opportunity is a much more useful predictor of pipeline yield.

But the biggest mistake of all that’s commonly still made in marketing is to not use prospect behavior as a critical guide. When marketing (and sales) energies are spread evenly over active and inactive prospects alike, energy is wasted on those who are not in-market, and that investment of time and resource is not available to increase attention on those active buying teams that should be converted. By focusing more intently on those prospects that are actually demonstrating in-market buyer’s journey behaviors, teams get far more out of their investments.

M 7: How does 'Data Cleanse' assist marketers in email verification and contact record accuracy?
JS: 
Some percentage of the data coming into your database from form fills, other manual entry and so on naturally contains incompleteness, mistakes and outright falsehoods. Furthermore, people move around, both inside of companies and between them. So even once-accurate data decays amazingly fast. To counter these realities, your data practice should put into place a variety of processes that together comprise a mature “data cleanse and append” approach. In this way, you can address data quality issues at both the point of entry and over time. At TechTarget, we offer our clients cleanse and append services both directly via our Oceanos offerings and indirectly via our Priority Engine platform wherein the data goes through rigorous checks and verifications before it qualifies to be shared.

"Even once-accurate data decays amazingly fast. To counter this reality, your data practice should put into place a variety of processes that together comprise a mature “data cleanse and append” approach."

M 7: When did you start working, how old were you, and what was it?
JS:
 My first stable paid position, $1.40/hr, was at age 14 pumping gas at Greene’s Exxon. I was super excited because I got to wear the striped shirt with the logo patch! I loved washing windshields and checking the oil, especially when my superior CX delivery got me a few cents in tips!




About TechTarget


TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.
TechTarget has offices in Boston, London, Munich, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

SPOTLIGHT

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget a...

RELATED NEWS


  • The Company’s Priority Engine intent platform recognized based on strength of user ratings and market presence in Buyer Intent, Marketing Account Intelligence and Sales Intelligence categories.

  • TechTarget has cem...
    MEDIA7
    READ MORE

  • TechTarget launched Verified MSP Targeting which is powered by Priority Engine Purchase intent platform.

  • This new offering will help IT vendors better engage active accounts and prospects within growing managed...
    ABM.REPORT
    READ MORE

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services, today announced the release of IT Deal Alert Priority EngineTM Email Alerts to help enterprise technology sales teams quickly identify and take action on the best opportunities in their territory. Priority Engine, a 2019 CODiE award winner for Best ABM and Best Sales & Marketing Intelligence Solution, is a SaaS-based platform that provides technology vendors with the most active accounts a...
TECHTARGET, INC.
READ MORE

TechTarget, a purchase intent data and services provider, released new updates to its IT Deal Alert Priority Engine TM platform designed to increase sales productivity and effectiveness. The new updates aim to equip sales reps with access and dynamic visibility into accounts in their territory with actionable data on the buying teams within them. TechTarget’s Priority Engine is a SaaS-based platform designed to give sales and marketing professionals access to the most active accounts and p...
TECHTARGET
READ MORE

Purchase intent-driven marketing and sales services company TechTarget, Inc. (Nasdaq: TTGT) today announced the appointment of Christina Van Houten to its Board of Directors. Ms. Van Houten currently serves as the Chief Strategy Officer for Mimecast Limited, a public email management company, where she is responsible for driving corporate development, product management and market strategy. Prior to joining Mimecast, from 2014 to March 2018, Ms. Van Houten was Senior Vice President, Marketing St...
SOURCE
READ MORE

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services today announced that its IT Deal Alert Priority Engine™ platform won two 2019 CODiE Awards in the Best Account Based Marketing Solution and the Best Sales and Marketing Intelligence Solution categories. The prestigious CODiE Awards, hosted by the Software & Information Industry Association (SIIA), recognize the companies producing the most innovative businesses technology products acr...
SOURCE
READ MORE

Global technology media and purchase intent data and services company TechTarget, Inc. (Nasdaq: TTGT) announced the winners of the “Best of VMworld” 2019 Awards at the VMworld ® 2019 US conference being held this week in San Francisco and sponsored by VMware, Inc. As the official media partner for the VMworld Awards for the thirteenth year in a row, TechTarget’s SearchServerVirtualization.com™ staff appointed a team of experts and editors that selected winning product...
SOURCE
READ MORE

TechTarget, Inc. (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services, honored 13 of its customers in Asia Pacific (APAC) as part of its inaugural awards program, the Archer Awards. The winners were recognized for their marketing and sales success, as well as overall data-driven excellence. TechTarget presented the awards at its annual events for B2B technology marketers in Singapore and Sydney as it commemorated the company’s 20th anniversary. “There...
SOURCE
READ MORE

As per the report published by Fior Markets, The global ABM market is expected to grow from USD 551.34 million in 2017 to USD 1,548.81 million by 2025 at a CAGR of 13.15% during the forecast period from 2018-2025. North America region dominated the global ABM market due to adoption of cloud based application, high penetration of ABM, and technological advancements. Prominent companies in the industry include Demandbase, InsideView, Madison Logic, Marketo, Radius Intelligence, TechTarget, 6Sense,...
OCEAN VIEW EXPOSITOR
READ MORE

TechTarget, Inc.  (Nasdaq: TTGT), the global leader in B2B technology purchase intent data and services today announced the release of enhanced account rankings and insights in IT Deal Alert  Priority EngineTM, fueled by 1 st and 3 rd party purchase intent data. Marketing and sales teams will now be able to leverage this new intelligence to get to the right accounts and prospects faster, increasing conversions and accelerating pipeline....
TECHTARGET
READ MORE

SPOTLIGHT

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget a...

RESOURCES

EVENTS

B2B Marketing Ignite USA 2020
B2B MARKETING IGNITE USA 2020
May 27-28, 2020
Since 2016, B2B Marketing Ignite has become an international B2B phenomenon, firing-up 1300+ B2B marketers every summer in London. Now we’re bringing this uniquely loved event to Chicago for two trail-blazing days of B2B marketing strategy, inspiration, actionable takeaways and networking.

Gartner Marketing Symposium/Xpo San Diego 2020
GARTNER MARKETING SYMPOSIUM/XPO SAN DIEGO 2020
June 01-03, 2020
Advance your thinking as a strategic leader and bring your marketing vision to life with the best mix of insights and research-backed sessions that will help you cut through the hype and dive deeper into the areas that drive results. This conference is designed for: CMOs and marketing executives str...

Gartner Customer Experience & Technologies Summit
GARTNER CUSTOMER EXPERIENCE & TECHNOLOGIES SUMMIT
June 08-09, 2020
Customer experience (CX) management is at the top of CEOs’ agenda and the core part of organization’s digital transformation program. Leaders across every part of the organization are claiming to place experience at the center of their strategies, but very often the perceptions of &ldquo...