Partnership Unlocks New Value for B2B Marketing and Sales Teams by Integrating HG Data Tech Installation Data Directly into TechTarget’s Priority Engine Purchase Intent Insight Platform
Newton, MA — May 10, 2017 — Leading purchase intent-driven marketing and sales services company TechTarget, Inc. (Nasdaq: TTGT) and HG Data, the leader in B2B market intelligence for sales, marketing and analytics, today announced a strategic partnership to deliver technology install information directly within TechTarget’s Priority EngineTM purchase intent insight platform. The first offering of its kind in the market, the data integration will allow marketing and sales teams to access install base information and activity-based data at both the account and contact level on the same platform.
“Priority Engine already provides the most in-depth purchase intent insight available for the B2B tech market,” said Michael Cotoia, CEO, TechTarget. “We are constantly improving our platform to help our customers more easily identify and target the best accounts and prospects for their marketing programs. By further enriching our clients’ understanding of their audiences with HG Data’s comprehensive technographic data, this partnership delivers additional targeting precision, orchestration insight and messaging guidance to drive ROI and pipeline contribution.”
A central component of TechTarget’s IT Deal Alert™ suite, Priority Engine is a SaaS-based data and marketing analytics tool that provides direct, real-time access to ranked accounts and named prospects who are actively researching enterprise technology purchases in specific markets. Priority Engine provides advanced views on the topical interests of accounts as well as information on which vendors they are considering. The addition of data from HG Data further enhances marketers’ efforts to discover active accounts and prospects specific to the types of technologies they have installed. The synergy between the two provides marketers with unique opportunity across the value chain to enhance strategy and improve targeting within demand generation, account-based marketing programs, and content-driven marketing and sales activities as a whole, including use cases like:
- Enhanced account scoring and nurturing with richer information and stronger signals
- Competitive conquesting – knowing what is installed and when specific buying teams are considering a change
- Targeting active prospects at the right time based on a specific installation profile combined with micro-customized messaging
- Prioritizing specific accounts showing inbound demand as well as for outbound account-based marketing and sales programs
- Improving propensity to buy and at-risk account models using install data enhanced with real, activity-based purchase intent insight
“Every application of our data is tailored. We’re working side-by-side with TechTarget to deliver technology insights in innovative ways,” said Craig Harris, CEO, HG Data. “By further enriching TechTarget’s powerful intent behavior knowledge with our industry-leading tech install and usage information, this partnership provides customers with the holistic understanding necessary to create and close more opportunities.”
TechTarget has become a leader in the market because of how its unmatched purchase intent insight is created and delivered. The depth and breadth of content across TechTarget’s extensive network of more than 140 technology-specific websites make it possible to understand behavior and audience activity in ways that are not available from other methods.
TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.
About HG Data
HG Data uses advanced data science to deliver actionable insights that give B2B companies the competitive advantage they need to succeed. The best-in-class leader for accurate technographics, based on machine learning and advanced data science, HG Data provides B2B marketers with better intelligence to increase their ability to analyze, segment, and speak to their target markets, while innovative OEMs use our information to enhance and differentiate their product offerings. Our proprietary processing platform continuously analyzes billions of documents to curate a comprehensive and unparalleled business intelligence library of the software and hardware that companies use to run their business. HG Data delivers precision targeting at scale. For more information, visit hgdata.com.