An interview with successful technology sales and marketing innovator Kenny Dellovo, Lead Development Manager at 128 Technology
128 Technology’s innovative networking solution enables enterprises and service providers to build service-centric fabrics that deliver breakthroughs in simplicity, security, performance, and savings. Kenny is an experienced demand generation marketer and lead development rep with over a decade of experience in B2B technology.
What are some of the business challenges you face at 128 Technology?
The main challenges we face are identifying which leads are the highest priority, keeping up with the competition, and getting in front of customers at the right time with the right message. As a startup, our resources are limited, so we need to make sure we are spending our time effectively to convert more leads.
Tell us how you’ve structured your campaigns with the Informa TechTarget Portal?
We get an automated email delivered weekly that gets uploaded to our marketing automation system. Depending on the prospect’s interest based on the insights from [Portal], they go into a specific drip campaign. They get targeted and personalized messaging, and based on how they engage with that content, they go in different paths. So, if they’re visiting our website, they will get a personalized email from me. If they’re not opening that email, we send them additional content, like educational content on our product, until there is a certain level of engagement.
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The first impact we saw from our relationship with [Informa] TechTarget was an influx of leads into our database – 20x lead growth month over month.”
—Kenny Delovo
Lead Development Manager
How do you leverage Informa TechTarget insights for your prospecting outreach?
When I’m prospecting, I lean on [Informa TechTarget] insights to highlight specific topics that are relevant to the person’s interests. I’m always shaping my pitch to hit on what they care about. If they have an interest in network security, I shape my pitch to hit on more of our network security features. It’s about highlighting the specific topics that will be relevant to the individual based on the purchase intent and insights we get from [Informa TechTarget].
How does your team utilize Informa TechTarget’s Inbound Converter?
The main thing we use Inbound Converter for is retargeting. Additionally, we’re sharing information from Inbound Converter with our sales team to give them more data on where they should be spending their time and who to spend it with. That way we can say, “This account you’re working with, or this account you haven’t heard from in a few months, was on the site this week and they’re also showing intent signals from Informa TechTarget. We suggest you reach out and have a conversation.” As a result, we’re seeing engagement from people we weren’t previously seeing engagement from before [partnering with Informa TechTarget].
What results have you seen since partnering with Informa TechTarget?
The first impact we saw from our relationship with [Informa] TechTarget was an influx of leads into our database – 20x lead growth month-over-month. With [access to the Informa TechTarget Portal], we’re sparking better conversations, increasing webinar attendance and setting more meetings.
A big thank you to Kenny for sharing your experience with us. We look forward to hearing about more of your successes with Informa TechTarget in the future!
An interview with strategic marketing innovator Jennifer Reid, Director of Marketing, NA at Panda Security
Panda Security is one of the most foremost companies in advanced cybersecurity solutions and services, as well as management and monitoring tools.Jennifer is an experienced marketer leading Panda’s North America marketing strategy, including channel marketing, field marketing, and demand generation. Check her out on LinkedIn!
What were some of the marketing challenges you encountered before partnering with TechTarget?
When I started at Panda Security, there was not much marketing going on at all. We had a sales team in place, and I needed to make sure that they were getting leads and that they had a tool that could allow them to do lead generation on their own.
Why did you choose TechTarget to solve these challenges?
TechTarget has some of the largest IT Properties in the industry and it’s a go-to site for IT professionals. I know that when we run programs with TechTarget, it’s not only going to provide us with leads, but also a good amount of brand awareness due to the site traffic they receive. We’re running syndication across all TechTarget web properties.
I also knew that Priority Engine would provide sales reps with a platform where they could do their own hunting.
How has Priority Engine helped you maintain an advantage over competitors by utilizing intent data?
Priority Engine allows us to take a smarter approach to marketing by targeting people who are actively searching. Even if they haven’t engaged with our brand directly, at least we know that they’re in the sales funnel somewhere and we can get access to those leads.
Tell us about your sales adoption of Priority Engine.
Priority Engine allows the sales team to not only source leads directly from the platform but find additional account information for leads we generate on other sites. Our reps have told me that Priority Engine is the best platform for contact and company information compared to other vendors we’ve used. Being able to see what prospects have been looking at, what they’re interested in, and competitor information, is a really strong value add for our team.
Our BDRs also go in each week and have a list of 200 accounts they’re calling through and they are finding and sourcing a significant number of meetings from that list. Our process here is that they hand them over to sales reps, and sales reps continue to work the deal.
What is your favorite part of working with TechTarget?
My favorite part of working with TechTarget is the quality of leads that I’ve been able to give to sales. That is our biggest KPI – how many meetings are we setting and how many of those are getting completed. So, lead quality is very important.
Also, TechTarget’s account management is awesome.
A big thank you to Jennifer for sharing some feedback with us. We look forward to hearing about more of your success in the future!
If you’re interested in sharing your TechTarget story with us, feel free to reach out to Sarah Geissler today.
128 Technology’s innovative networking solution enables enterprises and service providers to build service-centric fabrics that deliver breakthroughs in simplicity, security, performance, and savings. Kenny is an experienced demand generation marketer and lead development rep with over a decade of experience in B2B technology.
What are some of the business challenges you face at 128 Technology?
The main challenges we face are identifying which leads are the highest priority, keeping up with the competition, and getting in front of customers at the right time with the right message. As a startup, our resources are limited, so we need to make sure we are spending our time effectively to convert more leads.
Tell us how you’ve structured your campaigns with Priority Engine?
We get an automated email delivered weekly that gets uploaded to our marketing automation system. Depending on the prospect’s interest based on the insights from Priority Engine, they go into a specific drip campaign. They get targeted and personalized messaging, and based on how they engage with that content, they go in different paths. So, if they’re visiting our website, they will get a personalized email from me. If they’re not opening that email, we send them additional content, like educational content on our product, until there is a certain level of engagement.
How do you leverage Priority Engine insights for your prospecting outreach?
When I’m prospecting, I lean on Priority Engine insights to highlight specific topics that are relevant to the person’s interests. I’m always shaping my pitch to hit on what they care about. If they have an interest in network security, I shape my pitch to hit on more of our network security features. It’s about highlighting the specific topics that will be relevant to the individual based on the purchase intent and insights we get from Priority Engine.
How does your team utilize Inbound Converter?
The main thing we use Inbound Converter for is retargeting. Additionally, we’re sharing information from Inbound Converter with our sales team to give them more data on where they should be spending their time and who to spend it with. That way we can say, ‘this account you’re working with, or this account you haven’t heard from in a few months, was on the site this week and they’re also showing intent signals from Priority Engine. We suggest you reach out and have a conversation.” As a result, we’re seeing engagement from people we weren’t previously seeing engagement from before Priority Engine.
What results have you seen since partnering with TechTarget?
The first impact we saw from our relationship with TechTarget was an influx of leads into our database – 20x lead growth month-over-month. With Priority Engine, we’re sparking better conversations, increasing webinar attendance and setting more meetings.
A big thank you to Kenny for sharing your experience with us. We look forward to hearing about more of your successes with TechTarget in the future!
If you’re interested in sharing your TechTarget story with us, feel free to reach out to Sarah Geissler.
TechTarget has some of the largest IT Properties in the industry and it’s a go-to site for IT professionals. I know that when we run programs with TechTarget, it’s not only going to provide us with leads, but also a good amount of brand awareness due to the site traffic they receive. We’re running syndication across all TechTarget web properties.
