The Priority Engine Roadmap

At TechTarget we are dedicated to enabling sales and marketing professionals to accelerate deal cycles, increase deal sizes, and make measurable impacts on their businesses. Priority Engine is a platform created with this in mind – helping define your total addressable market, identify accounts most likely to convert to business, and providing access to the actual people pursuing IT projects at those accounts. As we develop Priority Engine making meaningful improvements that have a measurable impact on your experience and success is our first priority.

Below is a collection of release announcements, quarterly roadmap updates, and customer survey results to give you more visibility into past improvements and future plans for Priority Engine as we strive to create a sales and marketing intelligence tool that will fit your needs and exceed your expectations.

Learn about our most recent product release in detail here: What's New in Priority Engine

October 2020: Your Questions Answered About the New Priority Engine

June 2020 - Prospect-Level Intent Coming Soon

January 2020 - 2020 Priority Engine Roadmap Preview

October 2019 - 7 Enhancements that Improve Your Experience and Success

July 2019 - Customer Feedback and How We’re Responding

April 2019 - On the Horizon for May 2019 and Beyond

January 2019 - 5 Reasons We’ll All Progress Faster in 2019

November 2018 - Nothing is More Expensive Than a Missed Opportunity

 

October 2020: Your Questions Answered About the New Priority Engine

Since the launch of the new Priority Engine only a month ago we've onboarded hundreds of customers to the new user interface and begun new Salesforce integrations with dozens. Over that time we've heard a number of questions about what's new in Priority Engine and how customers can make the most out of the new powerful and unique data points now available to them.

In this video Andy Briney, SVP of Products, takes you through the new user interface and Salesforce integrations while answering some of your top questions:

 

June 2020: Prospect-Level Intent Coming Soon

Prospect Insights gives you a fast path to “Show me you know me”

By Andrew Briney, SVP of Products

In less than 3 months we’ll be rolling out a brand new Priority Engine experience that will significantly enhance your ability to break through to the top accounts and prospects researching technology purchases in your space. While technically this release marks version 13.0 of Priority Engine, internally we’re thinking of it as Priority Engine Mach 2, both because of all the cool features releasing at one time, and because of how much it will boost your sales and marketing success.

Introducing Prospect Insights

Whether you’re in sales or marketing you were taught on day 1 that customers need you to “Show me you know me.” As we march toward always-on, intent-driven, omni-channel marketing, and sales outreach, “show me you know me” has become harder, not easier. There’s simply more noise and distraction to fight through to get your brand/solution/offer noticed.

Releasing the week after Labor Day, Priority Engine Prospect Insights will help you with this challenge. I’ve referenced some of the features in this bundle in previous roadmap articles, but the following is a more detailed preview of what you can expect.

The Keys to Prospect Personalization

Today’s common approaches to personalization leave a lot to be desired. Personalization is easier if you’ve tracked a prospect’s interaction with you, such as a content download, landing page registration, or request for a demo. These hooks become immediate fodder for follow up. But if it’s a cold prospect, personalization quickly turns into a game of trial and error. Common tactics like persona or “lookalike” targeting are better than nothing – they may lift your conversion rates by a fraction of a percent -- but we should all be striving for something better. Prospect Insights gives you the keys to personalize your outreach to every Priority Engine Active Prospect whether they are hot, warm, or cold to you.

With Prospect Insights...

You’ll see what vendors, solutions, and technologies every prospect cares about – in short, the prospect-level Entry Points you can sell against. You can specify (or curate) keywords topics for your company or for a specific product or go-to-market area. We’ll then display how much each prospect personally cares about those curated Entry Points. This immediately turns a cold prospect into an actionable, warm lead and gives sellers easy AND relevant conversation starters.

Each prospect is rated and ranked on a 5-star scale based on their relevant interests and online behavior. While every prospect in Priority Engine is active and in market, we’ll now stack rank them based on their specific relevance to you – including how often, how much, and how recently are they are researching content that matches your entry points to sale.

Prospect Insights in Action

Having a personalized hook for every Priority Engine prospect is great …as long as you can act on it. That’s why a major focus of the September 2020 release is ensuring Prospect Insights are easy to find and use both in Priority Engine and in your marketing and sales stack:

  • We’re building a new Salesforce Connected App (SFCA) with flexible options for syncing prospects and prospect insights from Priority Engine to Salesforce.
  • If your sales reps use Priority Engine in their daily workflow, the SFCA will indicate in the PE UI whether a prospect already exists in Salesforce; if not, the rep can add that prospect with a simple click of a button.
  • Weekly exports are enhanced to include new fields for prospect star ratings and Entry Point interests.
  • If your sales reps prefer to work directly out of Salesforce, the SFDC can bulk import new prospects in Contact or Account pages, including custom object fields showing the prospect’s Entry Point interests. This makes it easy for sellers to create outbound cadences that pull in prospects with specified Entry Point interests.
  • If your reps use tools like SalesLoft or Outreach.io, they can build or add to outbound cadences based on prospect-specific interests.

As we get nearer to the release this fall, stay tuned for more details about Prospect Insights. We look forward to working with you to enhance your marketing and sales motions with this unique set of data and connections.

 

January 2020: Preview of 2020

With deeper insights on prospect activities, better integration into your workflow, and new recipes for customer success, Priority Engine will accelerate your ROI this year.

By Andrew Briney, SVP of Products

I hope everyone’s 2020 is off to a great start! Every January we give our valued customers a sneak peek into our Priority Engine plans for the coming year, always with an eye on how the tool, combined with our customer success team’s efforts, will help you drive better marketing and sales results.

Before diving into this year’s roadmap, a little background is in order. When we launched Priority Engine five years ago we did so with an emphasis on marketing. “Fueling your funnel” via access to previously undiscovered in-market accounts, opt-in buyers and intent insights has been our primary focus since then. Based on your feedback, in the first half of 2020 we’re putting more focus on how Priority Engine directly plugs into and accelerates your sales success.

This will play out in several ways:

Call Lists

In 2020 we’ll enhance the UI to give your reps the ability to use Priority Engine as an interactive call list. Today, Priority Engine is account-first. This makes perfect sense for marketing because it prioritizes which accounts and prospects to concentrate on for nurturing. In 2020, as an additional option, you’ll be able to organize your views by contacts first. This will significantly improve the experience and value to your sales reps.

Let’s say your ISR “Jill Smith” wants to quickly understand which contacts to call, in what order, and what to say. Now Jill will be able to see a weekly ranking of new opt-in contacts across her territory. Each contact carries a score (1 to 5-star rating) based on his or her new activities, engagements with you, and reasons to call. With a simple click of a button, Jill will be able to add new contacts into Salesforce or update an existing contact record.

Enhancements to the Buying Team and Enriched Prospect Intelligence

When Jill gets ready to pull a new prospect into a cadence, context is king. Better insight into what a prospect personally cares about builds her confidence (show ‘em you know ‘em) and leads to more personalized and productive outreach.

For years Priority Engine has included data about whether an individual named prospect has downloaded content from you; in 2020 we’ll provide enriched insights into other activities and interests, such as what tech challenges they are researching, what vendors they are reading about and whether they visited your Website or clicked on your banner.

Visual Timelines and Account Journeys

Up to now Priority Engine has provided a snapshot-in-time view into accounts: What’s going on right now? Who’s active? What do they care about? But customers have told us they’d also like to know, at any given time, what’s happened over the past few weeks at the account, so they can understand the context of the most recent activity.

When preparing to reach out, Jill wants to know the story behind the account: When did the IT director at Novartis become active vs. the CIO? When did Novartis shift their research focus from on-prem storage to cloud backup? When did the account show interest in Cisco or IBM, vs. when they started to engage with you?

Timeline views will help Jill understand the ebbs and flows of relevant behavioral signals across the accounts and prospects in her patch, which in turn will help her launch more timely and effective cadences.

Sales System and Workflow Integration

Behind all of these enhancements will be a tighter, bi-directional data integration with Salesforce. We’re releasing a connected app that gives you the option of integrating your data views into Priority Engine account scoring and qualification.

Doubling down on customer support, sales training, and continuous education

While I’ve mostly focused on the product roadmap, our crack Customer Success teams will be working collaboratively with you on customer roadmaps. These plans, personalized for each customer, will provide customized guidance on integration strategy, list segmentation, and targeting and getting the most out of your subscription through expanded use cases in sales, events, and ABM. We’re also increasing the frequency and value of our user group roundtables and Meet-Ups, which give you an opportunity to connect with local peers, knowledge-share, and learn new strategies.

Our Customer Success Team is also launching several initiatives to make your sales teams as productive as possible. In addition to the Email Alerts we launched last fall, we’re enhancing our rep support via SalesCoach email guidance, new video instruction, hands-on training, and feedback to management on how your teams are using PE and how you stack up against peers.

Deeper Website visitor intel, "Ideal Technology Fit" and more

In addition to all these enhancements, we have in our crosshairs new marketing and ABM improvements. These include Inbound Converter 2.0, providing deeper insight into the overlap between Priority Engine and your Website: Which pages are most visited? Which pages correlate to high intent signals in Priority Engine? Which named PE prospects are visiting your Website multiple times? We’ll also be looking at features that allow you to further segment your Priority Engine TAM by ideal buyer role or account technology fit. More details to come on these and other new goodies in future posts.

As always, I’d love to hear your feedback: abriney@techtarget.com.

 

October 2019: 7 Enhancements to Your Experience and Success

By Andrew Briney, SVP of Products, TechTarget

Welcome to the Q4 2019 edition of our quarterly Priority Engine roadmap preview. Here are the entries from Q2 and Q3 if you’re interested. When the Product Management team here at TechTarget plans out the Priority Engine roadmap, we organize our strategy within four key areas: Core Data, Marketer Productivity, Sales Productivity, and Success Orchestration. Over the next 60 days, you’ll see several improvements across these areas, both directly in Priority Engine and in how we guide you to success via our customer success teams. Here are seven highlights:

1. Golden Dataset Initiative improves contact/account data by 25%

Focus: Core Data
Release date: Q4 and ongoing
Clean, accurate and timely data is the bedrock of any successful marketing or sales motion. Since our acquisition of Oceanos a year ago, we’ve doubled down on our effort to deliver high-quality contact and account records. The “Golden Dataset Initiative” includes new processes for appending data to user records with partial profiles; updating user-supplied info with verified data; replacing user-supplied job titles with LinkedIn titles, verifying/appending/enriching email and direct dial data, and more. To date, we’ve updated job function information for over 2.5 million contacts and firmographic data for over 1.25 million contacts.

2. DiscoverOrg contacts now 3x more relevant to your market segment

Focus: Core Data
Release date: Last week of September
Every Priority Engine subscription includes, free of charge, up to 10 DiscoverOrg contacts for each account. The addition of DiscoverOrg contacts to TechTarget Active Opt-in Prospects provides the industry’s best and most targeted view into the Total Buying Team for any market segment/account combination. Last month we altered the algorithm used to select which DiscoverOrg contacts we pull in, emphasizing more functionally relevant titles. For example, in the CyberSecurity segment, we now display fewer general C-suite titles that look good on paper but are less likely to respond to your outreach. In their place, we bumped up the number of security-specific professionals who are more likely to have direct involvement in the purchase, and therefore are more likely to respond to you.

3. Addition of LinkedIn handles accelerates rep productivity

Focus: Sales Productivity
Release date: Mid-November
Beginning in mid-November, you’ll see a couple of changes to how we display the Total Buying Team in Priority Engine account summary pages. First, we’re appending LinkedIn handles to Priority Engine leads and prospects as well as DiscoverOrg contacts. Added LinkedIn icons hyperlink directly from the Priority Engine contact to his or her LinkedIn profile page, saving sales reps a step. Additionally, the LinkedIn contact URL for each prospect will be exportable from Priority Engine into your MAP or CRM systems. And finally, we’re releasing a redesigned UI on the contact screen to display more info about each contact without requiring a user click.

4. New UI simplifies how you organize lists and views

Focus: Marketer Productivity
Release date: Mid-November
One of the big changes you’ll see in Priority Engine next month is how Account Lists are built and displayed. Each user will now see only the Account Lists and views they personally care about. And for Admin users authorized to build and assign Account Lists, the process is much, much more streamlined. In the days leading up to the release you’ll get a lot more details on this change. Your Customer Success team will work closely with you to ensure you’re comfortable with the new UI and all of its capabilities.

5. Automated Salesforce Account List syncing ensures territory accuracy and fuels faster marketing motions

Focus: Marketer and Sales Productivity
Release date: Mid-November
One of the exciting features releasing next month is the ability to automatically sync SFDC Account Views directly into Priority Engine. No longer will you need to manually upload rep territories or ABM account lists via your TechTarget support team. As account assignments or new reps are added in SFDC, Priority Engine will automatically update. As ABM lists get modified, Priority Engine will automatically update. This ensures reps always see timely data about the accounts they’re focused on, and marketing lists are always up to date.

6. Priority Engine Email Alerts give reps insights into their hittest accounts every week 

Focus: Sales Productivity
Release date: Early December
Beginning in December, sales reps may now receive a weekly email highlighting what’s new at the hottest accounts in their territory. Reps that have multiple territories or Account List targets will receive separate emails for each area of focus. Priority Engine Alerts give them new reasons to engage and reminders about new Active Prospects they should reach out to. Sales and marketing management may receive all or some of these emails as well if they choose.

7. SalesCoach videos and blueprints turn reps into "sales assassins"

Focus: Success Orchestration
Release date: October and ongoing
In September we released an 8-part video series that gets inside sales reps fast-tracked to success using Priority Engine. These short videos (the entire 8-part series only take 30 minutes to view) gives reps essential guidance such as tips for booking meetings; creating proven cadences; email, phone, and social templates to get started; and tips for using Priority Engine with other sales tools. Our customer success teams have also released new in-depth Best Practices Blueprints detailing how you can use Priority Engine for event recruitment, building ABM programs that actually work, and creating inside sales opportunities.

 

July 2019: Results from the 2019 Customer Survey

By Andrew Briney, SVP of Products, TechTarget

Welcome to the 2nd installment of our quarterly Priority Engine roadmap preview. Here’s the entry from Q2 if you’re interested. On the heels of our late May Priority Engine release, we immediately turned our attention to the second half of 2019. As part of that process, we conducted a customer survey to make sure our strategy and planning are aligned to your needs. Thank you to everyone who participated! Here are three key themes that emerged from that survey and some details about how we’ll be responding via Priority Engine over the next 6-9 months:

Theme #1: Better sales rep enablement

In the survey customers rated Priority Engine highly for helping fuel ABM and outbound marketing efforts with active, GDPR-compliant contacts. Approximately 80% of you said Priority Engine did an Excellent or Good job helping you with these objectives. Further, 85% of sales managers said Priority Engine did a good job showing reps which accounts from their territories they should focus on. While Priority Engine got high marks for these foundational goals, the survey showed you’d like us to go a lot further. In a list of 10 goals, “increasing sales rep usage” was the number 2 overall request. We heard you loud and clear on these wish list items, and in 2H ’19 you’ll see several new features and customer support efforts aimed squarely at sales enablement:

  • Priority Engine will sync up more closely with Salesforce.com. Rep territories will be automatically synced up and updated weekly with prospects and caller insights. We’ll also enable better Single-Sign-On between the two platforms to make rep access more seamless.
  • Sales Push Alerts will synthesize what’s hot and actionable in each rep’s territory and give them new reasons to reach out to Active Prospects. These alerts will mirror the account purchase intent details provided in Priority Engine itself, including our recently released star-rating system, how qualified the account is right now and how widely and deeply it’s engaged with you via activities like content downloads, banner engagement or Web site visits. All of this info is useful for personalizing rep outreach and fast-tracking appointment setting, and soon it will be pushed directly to reps on a regular basis.
  • We’re also launching a new sales rep continuing education platform that will offer them tips and pointers for using Priority Engine productively in their workflow. This will reinforce the support our Customer Success teams provide your reps and ensure you’re getting the highest sales yield possible from your Priority Engine subscription.

Theme #2: Better understanding of ROI

The customer survey also gave us valuable feedback on the need for better ROI reporting. Quantifying the return on marketing investment may be an age-old goal, but it has lots of new potential inputs in the age of intent. Improving how Priority Engine helps you chart your progress will continue to be an important focus for us. In 2H, you’ll see richer reporting delivered via our Client Success teams which, later in the year and into early 2020, will make its way into the Priority Engine UI.

Theme #3: Enriched prospect insights and functionality

Another wish list item emerging from the survey is better actionability around Priority Engine prospects. I’m using the word “actionability” to refer to several desired improvements to the data we have for prospects, and how sales reps use them in their workflow. A few customers commented on the need for tightening up contact data accuracy. Last year TechTarget acquired Oceanos, a company focused on data hygiene and contact record management. Since that merger, we’ve used Oceanos to clean up Priority Engine data records and append new contact information when we discover it. While Priority Engine’s data hygiene is among the best in the industry, we recognize that one bad record is all it takes to undermine customer confidence. Data accuracy is a job that’s never really finished but via Oceanos and other efforts you’ll continue to see improvements in 2H and into 2020. And finally, along the lines of creating more seamless rep workflows, the Priority Engine roadmap also includes an effort to make it easier for your salesforce to add prospects from Priority Engine into SFDC or other CRM systems with the click of a button. That is more likely an early 2020 release, underwritten in part by the Salesforce sync work we’ll tackle in Q3.

We’re always interested in your feedback on how we can make Priority Engine more valuable for you! Please contact me with input at abriney@techtarget.com.

 

April 2019: On the Horizon for May 2019 and Beyond

By Andrew Briney, SVP of Products

Customers often ask us to share details about Priority Engine’s future roadmap. And for good reason: Knowing what the future holds makes it easier to plan out today’s projects and priorities, whether they be marketing, ABM, sales enablement, or other initiatives. So starting this month, and in the first month of every quarter going forward, we’ll devote a section of this newsletter to our quarterly roadmap.

Priority Engine's Guiding Principles

Before I preview the upcoming May release, it’s worth revisiting the key goals that guide all of our engineering and development efforts. Pretty much every feature we introduce is designed to check one or more of these boxes:

  • Help you gain a definitive understanding of what accounts are in-market right now, and how to organize and execute programs against them.
  • Help marketers apply our direct opt-in prospect model to email nurturing, event recruitment, field marketing, and other campaign activities.
  • Help sellers land more appointments faster by surfacing details on buyer research interests, including the technologies they’re scoping, vendors they’re considering, and current install environment. These are all essential insights to personalizing conversations and breaking through the noise every tech buyer faces today.
  • Make it easy to access and apply these accounts, prospects, and insights within your marketing/sales systems and workflows.

Q1 2019 Release: The (Recent) Past as Prologue

We released a bundle of features last quarter focused on advancing these objectives. Since this is our first roadmap article, I’ll cover these quickly since many of the features in that release set the stage for the upcoming May release. Our customers have long asked us to expand our intent insights beyond the organic research activities gathered across our publishing network to include other valuable insights about account fit and readiness to buy.  Three of the four features in the Q1 bundle were about expanding the data you can use in Priority Engine to qualify accounts and personalize your outreach.

  • Inbound Converter tracks account visits to your own Website, automatically identifies which are in-market today, and provides you Active Prospects at those accounts for immediate follow up. This has been a big hit so far, with over 100 customers taking advantage of this free feature.
  • Confirmed Projects enrich your understanding of the key purchase drivers at accounts with confirmed upcoming purchases in your market space, including details from a named project insider on key feature criteria, purchase drivers, and shortlisted vendors. (North America only)
  • Integrated banner targeting gives you another digital channel to influence the active accounts in your market segment(s). On average, customers are seeing a 40% lift in influenced accounts when they add TechTarget digital ad targeting to content syndication/lead generation in their Priority Engine subscription.

Coming in May 2019

Next month’s Priority Engine release is focused on helping you use these expanded insights and engagement signals in your email and calling efforts. The first thing you’ll notice is a sharper, cleaner UI that helps you understand, at a glance, exactly why an account is qualified and deserving of your immediate attention. In every ranked account list – whether it be a nurture list, ABM target list or rep territory – we’ll call out the account’s qualifications and engagement activities and timestamp when they happened. When an account is Researching Solutions or Evaluating Vendors, we’ll tell you. When an account clicks on your banner this week or downloads your whitepaper, we’ll tell you. When an account visited your Web site this week, we’ll tell you. When an account has a new Confirmed Project, we’ll tell you. These new signals make great RTCs for your sales reps. Every week they’ll know at a glance when an account in their territory has a new activity worth following up on. But beyond that, Priority Engine is modifying its core account ranking algorithm to reflect these new activities and direct engagements with you. The outcome of this is account rankings that are completely customized to your company. With customized account rankings, Boeing, for example, would no longer be the #12 hottest account for every customer subscribed to the Flash Storage segment. Now Boeing may be #1, or #50, on your list, depending on how much and how recently its prospects have engaged with your content or Web site. This customized account ranking approach, reflecting both organic research activity and engagement with you, will make it even easier to know which accounts to focus on every week, and what to say and write when you reach out. Many more details to come on this exciting release in the weeks ahead. I’d love to hear your feedback and suggestions for future Priority Engine releases. Submit your feedback by clicking on "Help" on the bottom right of your screen.

 

January 2019: 5 Reasons We'll All Progress Faster in 2019

by Andrew Briney, Senior Vice President of Products, TechTarget

2018 felt like a year of fits-and-starts around issues like GDPR, data integration, systems automation, marketing attribution, and more. The silver lining is that the hard work is starting to pay off. Based on customer interactions I had in the last half of 2018, I believe B2B marketers and sales pros are poised to make a huge leap forward in 2019 in how they apply intent data to everyday goals such as prospect discovery, qualification, and opportunity creation. Here are 5 reasons why:

1. GDPR one year after was addition by subtraction

Everybody likes a good cleanse to start the new year. GDPR was a royal pain and for many, it still is. I talked to one European tech provider who said he “lost” 70% of his database to GDPR. That’s on the high end but unfortunately, it's not far off from what many customers said. But I wouldn’t call the impact of GDPR a “loss” so much as “addition by subtraction,” like pruning back the underbrush in your garden to accelerate growth. Ultimately the great database cleanse of 2018 will yield a step-up in email conversions and efficiency in 2019. The effort behind GDPR put us in a much better place to handle upcoming privacy regulations like the California Consumer Privacy Act and others that will surely follow. Moreover, consider that those “lost” contacts wouldn’t have converted well anyway. And now you don’t have to waste time contacting them.

2. Our systems are streamlined and so are our processes

2017 and 2018 were years of data and tech experimentation, marked by pilots and betas with lots of single-point solutions. We spent lots of time learning how to do things like manage data, standardize records, score contacts, carry through attribution, automate workflows, and use prospect interests to drive better personalization and response. While our work is far from finished, 2019 will be a year of full-scale production against these issues. The lesson for the new year is that better systems and workflows won’t alleviate the need for sound marketing and sales practices. We will always need to pay close attention to our audience, content, offer, and outreach. The difference in 2019 is that our tech stack and data workflow will underpin those practices rather than draw our focus away from them.

3. Sales teams are more comfortable in a data-enabled world

When it comes to data-driven marketing and sales, most companies have made faster progress in marketing automation than in sales orchestration. 2019 will be the year that sales catches up. Getting sales to be data-driven is as much about changing old habits as it is about new data types or systems integration. Let’s face it, it’s just easier to call inbound leads, which is why sales always asks for more of them. But 2018 taught us that sales teams that break those old habits and embrace a new way of selling - using intent signals beyond direct engagement - put themselves in a much better position to win. From our side, in 2018 we saw rapid growth in the use of Priority Engine for inside sales efforts. More and more of our customers’ sales teams used the insights we provide into prospect interests, research focus, vendor considerations, and tech installs. Using this data, leading sales teams saw an increase in opportunity conversion by 4X or more. In 2019 I expect this trend to continue.

4. Coordinated, multi-channel marketing is no longer a pipe dream

In 2018 there was a lot of talk about building a “golden record”- a single database of cleansed account and contact records to fuel multi-channel digital outreach. We continue to make steady progress toward that goal - GDPR helped - but there’s still a lot of work ahead in how we use that cleaned up database for marketing and sales. The core challenge is that most marketing and sales platforms don’t talk to each other. For example, while MAPs and DSPs both saw advancements last year in how they optimize campaigns based on account reach and response, our email and ad systems aren’t coordinated on the effort. Since they have no way to handle conflicting signals one system may be dialing back while the other is ramping up. In 2019 we’ll see more glue applied to the cracks between our e-mail, social platforms, and digital ad servers. Knowing how important this will be, we focused our Winter Priority Engine release around this very goal. If you’re running both TechTarget lead generation and digital ad targeting campaigns alongside your subscription, we’ll continuously share info across all three platforms to ensure you are engaging the newest, most relevant buyers in your TAM with the right balance of reach and repetition. So for example, if we have failed to engage key accounts with your content via email, we’ll dial up banner targeting, and vice versa.  In early campaigns, we’ve seen an increase of 30-40% in unique account engagement using this approach.

5. Practical outcomes are the priority

And finally, all of the above will help us double down on what’s most important this year and every year: practical outcomes. I predict 2019 will be the coming-out party for the use of intent data. We’ll go from “early wins” to “sustained success” in using purchase intent for everyday marketing and sales activities: ranking which accounts to go after, recruiting active prospects to events, prioritizing accounts in rep territories, supporting alliance partners, knowing how to grab a prospect’s attention in the first few seconds of a call, and more. In 2019, intent and behavioral data will be inextricably tied to the systems and processes through which we go after these initiatives. We’ll learn what works, adjust faster, and drive more real-world results like better conversion rates, more meetings, more shortlists, and more pipeline. If 2018 was a year of complexity and fits and starts, 2019 will show us why it was worth it.

 

November 2018: Nothing Is More Expensive Than a Missed Opportunity

In B2B Tech you miss opportunities for two primary reasons:

  1. There’s buyer interest you don’t know about
  2. You know there’s interest but can’t get to the right contacts

Historically, Priority Engine has focused on helping you address the first challenge, by providing you with direct access to thousands of accounts and opt-in prospects conducting pre-purchase research in your market niche. In this way, TechTarget is like your ultimate sidekick. Our extensive content network and Web domain authority ensure we’re attracting and delivering you qualified prospects you’d otherwise miss.

Free Inbound Converter tool helps you monetize more inbound demand

With the Fall 2018 release, we’re now applying Priority Engine insights to the second challenge; specifically, by helping you identify and activate inbound Website visitor interest. This is probably the number one biggest missed opportunity in B2B tech marketing today. You invest a lot of time and money into building original Web content, SEO and PPC, all in an effort to draw more inbound prospects. And yet you’re probably converting 1% of those visitors into leads, and less than 5% of those leads into deals. That’s a lot of missed opportunity. Inbound Converter helps you attack this problem head-on. This new, free capability not only identifies companies visiting your Website but further narrows down the list to companies you really care about: those doing pre-purchase research in your market right now. Inbound Converter prioritizes those accounts for you and then takes an extra step no other tool on the market can: It automatically builds lists of active buyers at those accounts you can convert via brand targeting, email nurturing and ISR cadences. Prior to launch we beta-tested Inbound Converter across more than a dozen customer campaigns and saw engagements that were 5-6x standard industry rates. To read more about this exciting new capability, click here.

Debut of the Priority Engine ROI Dashboard

While every customer’s strategy and implementation is unique, most customers want Priority Engine to help them answer four key questions:

  1. How big is my active Total Addressable Market, and what are its key characteristics?
  2. Am I accessing and activating this audience in my marketing and sales programs?
  3. What is TechTarget doing to help me influence and engage these target prospects?
  4. Does the above correlate to pipeline? Are the accounts I’m getting access to in Priority Engine ending up as opportunities?

With the new release of Priority Engine, you now have one central place to answer all of these questions. Our brand new ROI Dashboard gives you timely feedback on the most relevant accounts in your market, visualizes your progress in activating them in your marketing and sales stack, gauges how TechTarget is helping you create demand, and evaluates bottom-line impact on sales pipeline. Read more about the new ROI Dashboard here.

Streamlining ISR access to account insights and calling angles

In their pursuit of meetings, new opportunities, and cross-sell, inside sales faces a daily challenge of balancing volume vs. quality. Is it better to “smile ’n’ dial” through a mass of contacts, treating each one the same, or devote time to research each contact and only call the most promising ones? With the Fall 2018 release, Priority Engine now includes a Salesforce.com/Priority Engine single-sign-on capability that eliminates the need to choose between these two extremes. Now, any rep working out of Salesforce can click directly into Priority Engine’s deep Account Summary view, even if they haven’t previously registered as a Priority Engine user. This means that, for any opportunity they’re working out of Salesforce, an ISR can understand with one click the account’s purchase stage, vendor interests, and technology research – all key insights that help them breakthrough in the first 5 seconds of a call. Read more about Salesforce integration capabilities here.

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