Better Data, Better Targeting, Better Results

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Better Data, Better Targeting, Better Results: A look at how important data relevance is in a data-driven world

February 2017

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Marketers have two main objectives when leveraging data-driven display

Integrate with multiple marketing strategies to accelerate overall campaign performance

Efficiently reach in-market buyers to raise awareness, increase engagement and drive conversion

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The promise of programmatic is efficiency through automation and data

But for B2B, the data being leveraged may be fragmented

MisleadingReporting can’t distinguish between browsers, researchers or serious buyers

IncompleteRelies primarily on demographic data

AnonymousNo indication of who you’ve reached and engaged with

UntrustworthySource of the data is unknown

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2015: The rise of B2B intent “overlays” from third party data providers

Better approach, but is the data relevant?

MisleadingInferred data and broad content do not produce accurate or reliable results

InferredStill derived and pieced together

AnonymousReporting still doesn’t provide visibility into your specific target

Too ShallowDoesn’t account for stage of the buy cycleInsufficient value to act on

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Choose data providers carefully to ensure conclusive insight for better targeted campaigns

TechTarget delivers stronger, more relevant IT purchase intent signals

ActionableOwnership & visibility into the source of the data allows us to identify accounts with surges in purchase behavior against specific topics

Observed IntentSingularly sourced intelligence that is collected from a network of 120 IT specific sites

TransparentClikIQ Reporting gives you insight into exactly which accounts are exposed-to & engaging-with your brand

Deep InsightsSite content is focused, problem solving content that only in-market buyers searching for specific solutions are consuming

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Display Only• Better front-end performance with

2-3x higher click through rates and engagements

• Better back-end performance with higher dwell times, interactions and conversions

Integration• Combining Spoke with other lead generation

and sales enablement tactics ensures multiple touch points across different marketing channels

• This delivers more conversions, stronger engagements and ultimately faster funnel velocity

What this means for data-driven display

With better data comes better results

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How can you leverage this data?

Reach buyers and account teams across TechTarget’s private audience network, SPOKE

Target IndividualsLeverage better data to target better prospects

Results in less spend to drive more conversions

Target AccountsConcentrate on active accounts in your market

Results in smarter prioritization for sales follow up

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The right combinations of data & tactic makes data-driven display full-funnel

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• Greater accuracy, topic alignment and true B2B relevance eliminates waste

• Retarget known buyers & accounts with identified surges of purchase behavior against specific topics

• Confidence in knowing your media spend is focused on in-market accounts

Key takeaways to ensure why better data in produces better results out

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Thank you.Email us at Spoke@techtarget.com today to learn how leveraging TechTarget’s data for display advertising can accelerate your influence on IT buyers throughout their purchase journey.