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©TechTarget 1
Better Data, Better Targeting, Better Results: A look at how important data relevance is in a data-driven world
February 2017
©TechTarget 2
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
©TechTarget 3
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
©TechTarget 4
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
©TechTarget 5
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
©TechTarget 6
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
©TechTarget 7
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
©TechTarget 8
The right combinations of data & tactic makes data-driven display full-funnel
©TechTarget 9
• 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
©TechTarget 10
Thank you.Email us at [email protected] today to learn how leveraging TechTarget’s data for display advertising can accelerate your influence on IT buyers throughout their purchase journey.