See why the leading technology sales and marketing innovators love working with Informa TechTarget
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“Confirmed Projects turned into an ‘easy button’ for us to immediately start funneling sales-ready opportunities to our sales teams in short order to start influencing pipeline.”
Director of Growth Marketing Campaigns
“We’re cold-calling businesses that receive calls all the time … so it’s nice to be able to pinpoint exactly who and what and how [buyers are looking at a solution].”
Territory Manager
“I like collaborating with [Informa] TechTarget because of their high domain authority. When buyers are searching digital channels, they’re most likely to use Google. So, whoever has a very high domain authority there will be highly ranked on Google’s number one page, and that’s where your content gets found. There are different ways to get to a number one listing on Google’s front pages, and one of them is SEO.”
Director, Demand Generation
“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.”
Senior Director of Marketing
“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.’”
Senior Director, Growth Marketing
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
“[Priority Engine] generates the most qualified leads out of any channel. An added benefit is that individuals are double opt-in, so you can utilize your marketing automation platforms to your email programs.”
Demand Marketing Manager
“With Priority Engine, we allow each of our reps to see the accounts that are showing interest in our technology and solutions and the individuals involved in that consideration cycle.”
SVP, Growth Marketing and Operations
Informa TechTarget Intent Data is a foundational element for our clients. It helps to power their go-to-market strategies by being able to target the right prospects with the right message at the right time in their buying journey.
SVP of Strategy
“One of the main value drivers for Priority Engine is that you can automate the extraction of leads into your marketing automation system, and at the same time your sales team can add leads with a single click to sync them into Salesforce.”
Sr. Director of Demand Generation
