Converting Data-Driven Insights Into Revenue
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The document discusses the importance of converting data-driven insights into revenue, highlighting how 75% of IT buyers in Asia Pacific find webinars useful for evaluating technology solutions. It also explores data challenges marketers face and provides advice on leveraging data effectively for targeted marketing efforts, emphasizing the need for reliable data sourcing and integration. Techtarget's Priority Engine is introduced as a tool that ranks accounts and provides insights into buyer intent, integrating seamlessly with existing marketing systems.
![Intent Insights
(Data Inputs)
• Accounts only
• Hypothesis methodology
• Shallow info
The Landscape of Providers
Predictive Platforms
(Data “Organization”)
• Based on your historical
signals
• Account-based view; lacking
new named prospects &
activity
Marketing/Sales Overlays
(Data Inputs)
• Org structures & contacts
but no sense project
interest/involvement
• Limited permissions
• TOFU (programmatic)
[Programmatic/DMP]
WHO? WHAT? WHEN? WHO? WHEN? WHAT? WHO? WHEN? WHAT?](https://image.slidesharecdn.com/on24-webinarworld-ppt-jonp-dmcp-180601140018/85/Converting-Data-Driven-Insights-Into-Revenue-8-320.jpg)
Converting Data-Driven Insights Into Revenue
- 1. Converting Data-Driven Insights Into Revenue Jon Panker Managing Director, APAC, TechTarget
- 2. One of the only sessions today not focused exclusively on webinars, starts with…
- 3. …A stat on webinars 3 out of 4 IT buyers in Asia Pacific say webinars are useful when it comes to evaluating technology solutions for purchase. Source: TechTarget 2018 APJ Media Consumption Survey
- 4. Who Is TechTarget? The Leading Data and Media Services Provider for Enterprise IT 96% of traffic to the TechTarget network is organic
- 5. Identifying real purchase potential (eliminating false negatives and positives) Obtaining actionable insights and inputs from your efforts that can drive marketing outcomes Integrating the data with current systems, process and activities Marketers’ Top Data Challenges
- 6. 1st Party 2nd Party 3rd Party “My Data” “Your Data” “Their Data”
- 8. Intent Insights (Data Inputs) • Accounts only • Hypothesis methodology • Shallow info The Landscape of Providers Predictive Platforms (Data “Organization”) • Based on your historical signals • Account-based view; lacking new named prospects & activity Marketing/Sales Overlays (Data Inputs) • Org structures & contacts but no sense project interest/involvement • Limited permissions • TOFU (programmatic) [Programmatic/DMP] WHO? WHAT? WHEN? WHO? WHEN? WHAT? WHO? WHEN? WHAT?
- 9. The Pitfalls of Aggregated Data Let’s see how they did with me…
- 10. Not bad — understandable
- 11. X X X X
- 12. X
- 13. X X
- 14. The Pitfalls of Aggregated Data Give it a try: www.bluekai.com/registry
- 15. Shifting Gears – What Cute Babies Can Teach Us About Data
- 16. Which Data Elements Give You the Best Chance of Success? Which is the better indicator of who’s more likely to have a baby in the next 3 months? Demographics vs. Behaviour
- 17. Demographic signals If you had $1 to spend who would you target? The B2C Baby Example Behavioural signals • Married in the last 2 years • 30-40 years old • Comes from a large family • Visited babynames.com.au • 2 purchases from the baby section of Amazon.com.au • Traded in their sports car for a minivan
- 18. Demographic signals If you had $1 to spend who would you target? The B2B Example Behavioural signals • C-level; management titles • Large companies • Work at one of your target accounts • Visited your website • Did a Google search relevant to your product • Interacted with pre-purchase content around your solution
- 19. Not All Content Consumption Emits the Same Signals
- 20. Advice for Marketers (and Sales) on Leveraging Data More Effectively • Define your use case(s) and share it with your data partners • Question your providers to ensure you’re investing in reliable data • Verify user opt-ins • Segment and leverage insights to power automated nurture • Integrate wherever possible • Avoid being creepy • Sit with sales and watch them work
- 21. Key questions to ask your data providers • Where is your data sourced? Can you show me? • What portion of your data is look alike vs. first party? • What signals cause a user or account to be placed in an audience segment? • How long will that user or account be placed in the segment? • What is your opt-in policy? • How do you integrate with other providers/platforms?
- 22. TechTarget’s Priority Engine™ • Stack-ranks accounts and provides contact info for actual researchers • Insights on topics, vendors researched in your market • Turnkey integration with existing systems and processes, including Account Snapshots in SFDC • Can be foundation for your strategy or enhance your existing efforts
- 23. Deep content footprint and Search dominance drives active buyers into TechTarget’s network Buyer research details tracked on 140+ web sites yielding visibility into purchase intent in your market Priority Engine is the central warehouse for all this account activity intelligence TechTarget identifies real intent from accounts & named buyers in your market so you can execute practical campaigns 75K content items produced annually 200M inbound visits from organic Search 1M daily buyer interactions across 10K topics 100K accts per month; 18M registered members