TechTarget Best Practices: Don t Let the Wrong Data Sabotage your Marketing Efforts. 5 Questions Marketers Need to Ask Prospective Data Providers

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1 TechTarget Best Practices: Don t Let the Wrong Data Sabotage your Marketing Efforts 5 Questions Marketers Need to Ask Prospective Data Providers

2 Marketers beware not all purchase intent data is created equal Every day there are new marketing technology (MarTech) companies and platforms claiming to have precise purchase intent data about prospects, new sales opportunities and analytics to predict your next deal. Before making a decision, marketers need to recognize that data is only as good as its source. It s important to thoroughly understand the source, reliability and quality of the data you are introducing into your marketing environment or else you risk contaminating the database and pipeline that you have invested a lot of time and money to build. Often, having bad data is worse than having no data at all. If you are having a hard time determining the differences between the data you are sourcing, ask your providers these 5 simple questions to help you make the right data decision for your business. 1. Does the data provider you work with own or have direct relationships with the sources of data you are collecting? TechTarget owns the content and audience that our data is derived from so you can rest assured that the insights we re passing along are directly sourced from current interests and initiatives. Other providers rely on indirect relationships, leveraging sources like ad networks or data co-ops. That means they have no assurances on where that data is coming from month-to-month or which publishers and content that activity is going to reflect. 2. How many publishers in the network your data is derived from are actually specific to Enterprise? TechTarget content is 100% focused on enterprise technologies and its 1st party data is derived exclusively from interactions of serious technology decision-makers across our network of over 140 sites. Many providers claim to cover enterprise, but in reality, they derive their data from a broad and inconsistent network of sites, and have an incomplete view of activity on these sites. If you see references to hundreds of publishers, ask yourself if you can name hundreds of enterprise sites relevant to your business. These networks are often referred to generically because they include many broad-based and/ or irrelevant properties unrelated to your specific technology market. T 2 5 Questions Marketers Need to Ask Prospective Data Providers

3 3. Are you delivering the audience I really want based on user interest in my specific solution set? Buyers search for content related to their purchases, and they find it from TechTarget. 90% of our traffic is generated organically and our content consistently ranks at the top of organic search performance compared to other publishers in the enterprise space. We own top 10 results for over 85,000 -related search terms related to enterprise technology. We do not make this content available to any third-party data providers or platforms. If your data provider doesn t own content and isn t working with first party data, they can t understand with certainty the buyer s actual interest and intent as it pertains to your specific technology or service. 4. Do you give competitive insight on which vendors are under consideration at the account? Because of TechTarget s content model, we not only understand what solutions each account is focused on, we also understand which vendors are in their consideration set. With a holistic view of all relevant research across our network, you can have full confidence that any activity we share is related to pain points your solution addresses. 5. Are the topics and market segments you provide directly relevant to the solutions my company sells? TechTarget goes deeper into technology markets than any other publisher in the space. Our content taxonomy contains more than 5,000 targeted topics that help marketers engage buyers in even the most granular markets. While other publishers have broad coverage of, our activity is based on interactions with content in specific markets. Example: Not, Not Storage, Not Backup, but Disk-based Backup. The data you get from TechTarget allows you to pinpoint the exact technology of interest for your prospects and accounts and determine the point of entry for buying teams across the entire buy cycle. 3 5 Questions Marketers Need to Ask Prospective Data Providers

4 The TechTarget Difference In order for purchase intent data to be truly actionable, it must be organic, specific and recent. Our targeted content is specifically designed to address buying teams researching and making technology purchase decisions. TechTarget provides real-time insight based on the organic research of account buying teams as well as content consumed in vendor programs we run in your specific technology market and delivers unmatched data quality to your marketing team. Our confidence in the quality of our data is based on actual first-hand experience. We ve made use of this data for years before productizing it for customers. It is the foundation of everything we do at TechTarget. All of our editorial and vendor content promotion is driven by our knowledge of specific user and account interests. Recruitment of users to our faceto-face events is centered on it, and delivery of our media campaigns dependent on it. Our brand offerings drive metrics as much as 280% above industry benchmarks and s 590% higher based on our ability to leverage this data. When we talk about the integrity of our data, we re not speculating we ve staked our business on it for years. Get started today Considering a typical buyer only spends an average of 12% of his journey with you (Source: Corporate Executive Board), let us help you fill in the gaps and reach places you cannot reach with your own database with solutions that are simple and easy to start using today no need for software or scientists. To learn more about how TechTarget data and intelligence helps you win more deals, download 6 must-have data requirements to find your next deal or contact Brian McGovern, VP of Deal Alert Services at 4 5 Questions Marketers Need to Ask Prospective Data Providers

5 About TechTarget TechTarget is the Web s leading destination for serious technology buyers researching and making enterprise technology decisions. Our extensive global network of online and social media, powered by TechTarget s Activity Intelligence platform, allows technology sales and marketing teams to leverage real-time purchase intent data to more intelligently engage technology buyers and prioritize follow-up based on active projects, technical priorities and business needs. With more than 140 highly targeted technology-specific websites and a wide selection of custom advertising, branding, lead generation and sales enablement solutions, TechTarget delivers unparalleled reach and innovative opportunities to drive technology sales and marketing success around the world. To learn how you can engage with serious technology buyers worldwide, visit techtarget.com and follow 2015 TechTarget. All rights reserved. The TechTarget logo is a registered trademark of TechTarget. All other logos are trademarks of their respective owners. TechTarget reserves the right to make changes in specifications and other information contained in this document without prior notice. The reader should in all cases consult TechTarget to determine whether any such changes have been made. 5 5 Questions Marketers Need to Ask Prospective Data Providers

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