Browse all testimonials
Secureworks | Cloud, IT Infrastructure & IT Ops
“Through our intent data and our partnership with [Informa] TechTarget, we’re able to measure deal acceleration. In over six months, we’ve seen 32 deals progress specifically through the packaged-up content, the messaging, the info, and the data that we’ve shared with the SDR team or the sales team.”
Andrew Milne
Senior Director of Marketing
Fortinet | Cybersecurity
“In partnering with [Informa] TechTarget, we’ve been able to bring intent insights directly to the product teams showing what people are searching for with what terms. I give credit to [Informa] TechTarget for allowing me say, ‘This is what’s being searched versus the message that we’re trying in the market, so let’s pivot.’”
Martin Lindsay
Senior Director, Growth Marketing
F5 | Cloud, IT Infrastructure & IT Ops
“We use [Informa] TechTarget’s Priority Engine for contact acquisition to tap into new buying centers or expand the footprint of the existing buying centers. The intent we get from [Informa] TechTarget’s Priority Engine is very valuable because we can see what accounts are researching and how many people are active prospects within those accounts.”
Olga Royenko
EMEA Director, Growth Marketing
Proofpoint | Cybersecurity
“Using that combination of 6sense and [Informa] TechTarget’s Priority Engine, we can determine the intent from an account all the way to the contact level allowing us to prioritize our activity and really know who is in-market right here, right now.”
Helen Gillbe
EMEA Demand Generation Director
InterSystems | AI, Analytics & Data Mgmt.
“[Informa] TechTarget revolutionized Enterprise B2B technology marketing when it launched Priority Engine years ago, and it has done it again now for Healthcare. Priority Engine’s clear competitive advantage is its ability to tell us which Healthcare accounts we should review deeper, or prioritize on-demand, by giving us insights into the active research (and researchers) within the organizations.”
Ross Whittaker
Director of North America Marketing
Magna5 | Networking
An interview with tech marketing innovator Ryan Burns, VP of Marketing at Magna5
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.
What challenges were you facing that prompted your decision to use Confirmed Projects?
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.
What benefits have you realized from Confirmed Projects’ unique account insights?
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.
How do the insights from Confirmed Projects impact your Marketing efforts?
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.”
How do your sellers leverage the insights from Confirmed Projects in their outreach efforts?
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.
What results have you seen from using Confirmed Projects?
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.
Thanks to Ryan for sharing this success story with us.
Ryan Burns
VP of Marketing
Citrix | Cloud, IT Infrastructure & IT Ops
“Priority Engine allows for roles across sales, marketing, sales engineering and customer success to see buying and intent signals—and know who and where in the buying cycle they are, based on actual behavior.”
Barry Magee
Director of Business Intelligence
Cato Networks | Cloud, IT Infrastructure & IT Ops
“We created about 100 net-new opportunities from Priority Engine, which is a great result. The scale and the accuracy of the data that we’re getting from Priority Engine is unmatched.”
Daniel Bleichman
Sr. Manager, Inbound Marketing
Cisco | Cybersecurity
“BrightTALK is a powerful self-service platform that enables me to easily provide significant value to my customers, partners and Cisco employees.”
Brinqa | Cybersecurity
“BrightTALK is like a magnet. As a lead generation tool, it really helps drive people further down the funnel.”
Troy Vera
Manager, Demand Generation
