See why the leading technology sales and marketing innovators love working with Informa TechTarget
Currently Filtering By:
“We needed a partner like BrightTALK to reach audiences that weren’t coming to our website.”
Director, Demand Generation
Schneider Electric is the leader in digital transformation of energy management and automation with operations in more than 100 countries. Alexander works in the Secure Power & Data Center Business of Schneider Electric in Europe and is responsible for enhancing the customer’s digital journey using real intent and activation data.
We needed a way to connect with buyers farther down the funnel so we could accelerate sales cycles and close more deals. Specifically, we were looking for a solution that would equip us with pre-sales intel about accounts’ project timelines, budgets, vendor short lists and the solutions they are evaluating. We also needed to uncover the full buying committee at these accounts. Having access to buying timelines and vendor short lists helps us prioritize our marketing efforts and sales outreach to the accounts most likely to buy. Furthermore, these key insights empower our sales team to have more personalized conversations with buying team members so they can better break into target accounts.
You cannot get the level of account intelligence you’re getting from a [Informa] TechTarget Confirmed Project lead from any other ABM platforms or solutions. Particularly, it is extremely powerful to know an account’s short list of vendors they’re considering. The vendor short list from a Confirmed Project is like a sales cheat code – knowing which other vendors are being considered arms us with enough context to gauge the expectations of the account (such as budget and size) and predetermine if they are a good fit for our solutions.
Furthermore, Confirmed Projects provide access to buying timelines, which allows us to prioritize our marketing efforts and accelerate outreach to prospects with near-term purchase decisions, and take a more nurturing approach to buyers with longer purchase timeframes.
[Informa] TechTarget can also deliver a full picture of an account’s buying committee. With [Informa] TechTarget, we don’t have to guess who to reach out to at an account – we know who the buying team members are and how to reach them, so we can surround them with customized, timely messaging.
From a marketing perspective, the biggest value is [Informa] TechTarget’s ability to grant access to the full buying committee. Rather than solely focusing on one decision-maker, we can surround the entire buying committee with our messaging to drive the most impact.
Additionally, we use the Confirmed Project insights to optimize our marketing nurture cadence. For leads with a shorter project timeline, such as three months, we accelerate our outreach cadence and start marketing to them more aggressively than other leads. Instead of enrolling those leads into a gradual, casual drip campaign, we compress that information cycle and get out in front of them with marketing outreach as soon as possible. Concurrently with that marketing outreach, we give those leads directly to our strongest BDRs to set appointments as quickly as possible.
I stress that this marketing and sales outreach is concurrent because the marketing nurture campaigns are magnifying information about our solutions, while our sellers are trying to set appointments at the same time. We really accelerate and become more aggressive in our outreach from both the marketing and sales side to fully surround the buying team, and this strategy has been very successful for us.
Confirmed Projects often result in a 20% higher contract value – and I attribute that to the trust factor. With Confirmed Projects, we have a deeper understanding of the buyer’s needs, which allows us to establish trust with our prospective buyers and ultimately win more deals.”
—Ryan Burns
VP of Marketing
The insights from Confirmed Projects allow our BDRs to take a more consultative selling approach. Confirmed Projects give our sellers the information they need to truly understand an account’s business and key challenges, so they can advise prospective clients on the solutions that will best fit their needs. With Confirmed Projects, our sellers can conduct conversations with a level of knowledge and transparency that allows them to establish trust with buyers from the start.
Not only do Confirmed Projects enable our BDRs to customize their conversations to speak to an account’s key challenges, but knowing an account’s vendor short list allows our BDRs to optimally position our solution against competitors. For example, if a buyer is looking at a competing vendor that may be lacking in certain areas or we’re aware of deficiencies in their platform, we can leverage that knowledge in our conversations and point out that while that vendor may have a good overall solution, there are certain areas the buyer may want to investigate to determine if that vendor truly meets their needs. We would encourage the buyer to dig a little bit deeper and make sure they’re asking the competing vendor the right questions to find what they’re looking for. This often leads to the buyer looking to our team as the experts whom they ultimately want to move forward with.
The Confirmed Project leads have a significantly high level of accuracy for insights and contact information. This makes it very easy for us to connect and build stronger relationships with prospects, which is reflected in the results we achieve: Our typical close rate for an intent lead is about 15%, with a sales cycle duration of six to nine months. With Confirmed Project leads, our close rate is 25%, and those deals close at a much faster rate, with an average sales cycle duration of only five months. Additionally, Confirmed Projects often result in a 20% higher contract value – and I attribute that to the trust factor. With Confirmed Projects, we have a deeper understanding of the buyer’s needs, which allows us to establish trust with our prospective buyers and ultimately win more deals.
25%
Growth in average close rates
20%
Increase in contract values
Challenge
Magna5 needed a way to identify in-market accounts looking to make a purchase so they could close more deals faster.
Solution
Magna5 uses Informa TechTarget’s Confirmed Projects to provide their sellers with accounts with active prospects who are most likely to convert, along with the insights needed to break in.
Results
With Confirmed Projects, Magna5 significantly shortened their sales cycle, grew their average close rate to 25% and increased their contract values by 20%.
VP of Marketing
“BrightTALK is a powerful self-service platform that enables me to easily provide significant value to my customers, partners and Cisco employees.”
“BrightTALK sends customizable emails on our behalf, so you can ensure they are representative of our company in the webinar thank you and follow-up communications. It makes it easy.”
Sr. Marketing Manager, Demand Generation
“From an ROI perspective, BrightTALK isn’t going to be beat.”
Director of Demand Generation and Digital
“BrightTALK has been instrumental in elevating our campaign strategies and yielding impactful outcomes in lead generation and audience engagement.“
Digital Marketing Specialist
“We found a huge increase in the number of registrations per webinar but also the quality of people coming in was better.”
Senior Director of Growth
“Our marketing development reps really like the leads that come in from BrightTALK.”
Principal Program Markteting Manager
“[Informa] TechTarget has really helped us to tell our story to our target and existing end users through content syndication. Priority Engine allows us to acquire the highest-propensity individuals.”
Senior Marketing Manager, Global Demand Generation
“Priority Engine has helped us become more efficient. Our salespeople are now finding real people and making real connections.”
Director of Marketing
