Demand Gen Account Lists

Create Separate Nurture Tracks by Prospect Type

Discover Net New Accounts

Execute Targeted Content Marketing Campaigns by Topical Interest

Identify Accounts Engaging with Competitive Content

Nurture Contacts Who Have Downloaded Your Content

Target Your Competitor's Customers and Prospects

 

 

Create Separate Nurture Tracks by Prospect Type

Priority Engine gives you the ability to include or exclude specific Prospect Types from your exports. Prospect Type segmentation is typically used for advanced marketing use cases and gives marketing teams the ability to set up separate content tracks by Prospect Type.

Below we’ve outlined a few suggested nurture tracks based on the differences between prospect activity and seniority, but how you wish to segment and nurture prospects is entirely based on your objectives.

  • TechTarget Leads & Active Prospects Nurture TrackTechTarget Leads and Active Prospects should be your highest priority targets due to their relevant and recent research behavior. We recommend sending these prospects later stage content to move them deeper into your funnel.

  • Additional Prospects Nurture Track: While we have not identified recent research from additional prospects, their role and seniority indicate that they could be involved in the deal. We recommend sending these prospects content that targets senior business and technical leaders, including business cases, vendor comparison reports, and customer case studies.

Setting up Account Lists by Prospect Type is easy. Just follow the steps below and repeat them if you want to create additional Account Lists targeting different Prospect Types.

  1. Create a new Account List, name it, and write a description for additional context.
  2. Click Save Account List at the top of the page.
  3. Assign access to this list from the Manage Account Lists page.
  4. Administrators can set up attribution on the Manage Exports page. Input an Attribution Code referencing TechTarget and the list name. The standard export setting is all prospect types, a maximum of 200 prospects, and no maximum number of prospects per account.Weekly_Export_Settings_Final.png
  5. Select the Prospect Types you wish to target. A check will appear next to the selected Prospect Types. You may select as many Prospect Types as you wish. When exporting Additional Prospects please note that they will be labeled as Additional Contacts in your exports.

    Please note: This setting will not change which Prospect Types will appear on the account details page. All Prospect Types will always show up when you visit the account page, no matter what is selected here. This only changes the Prospect Types that will be exported.

  6. Click Save Export Settings. 

Discover Net New Accounts

A primary focus for many of our users is finding and acquiring net new customers. Although common methods like look-alike targeting can sometimes be effective, they fall short in finding new accounts that are actually active and in-market for your solutions.

Priority Engine’s custom list exclusion filter makes it easy to identify in-market accounts who are not on your customer list. Simply upload your customer list into Priority Engine and it will automatically return a ranked list of active, non-customer accounts in seconds.

Follow these simple steps to set this up:

  1. Upload your contact list into Priority Engine by contacting your TechTarget representative
  2. Create a new Account List, name it, and write a description for additional context
  3. Select your list from the Manually Uploaded Lists drop-down menu located under the Pre-existing Lists section
  4. Change the logic filter to “exclude” your list – this ensures that Priority Engine analyzes and returns accounts you haven’t sold to before
  5. Click Save Account List at the top of the page
  6. Assign access to this list from the Manage Account Lists page or set up exports from the Manage Exports page

Execute Targeted Content Marketing Campaigns by Topical Interest

TechTarget internal studies have shown that if you email a prospect with content that is extremely relevant to their most recent research activity, you’ll see a 7X improvement in engagement.

Priority Engine allows you to create content marketing lists based on specific audience interests and pain points. Using the Topic Interests filter, you can create a customized Account List based on specific topical research activity.

  1. Create a new Account List, name it, and write a description for additional context.
  2. Click in the Topic Interests box, located under Common Filters. A pop-up box will open when you do this. This menu will be organized by the market segments that you subscribe to.
  3. Type the name of the topic you wish to target into the search box. In this example, we searched for topics on Endpoint Security.
  4. Select the topics you wish to target by clicking on the topic names. A check will appear next to the selected name. You may select as many topic interests as you would like to include. In this example, we've selected all Endpoint Security topics related to Cloud Security.
  5. Click the Apply Selections button to save your selected locations.
  6. Click Save Account List at the top of the page.
  7. Assign access to this list from the Manage Account Lists page or set up exports from the Manage Exports page.

Identify Accounts Engaging with Competitive Content

Are there specific competitors against whom you have a clear advantage? How about key partners where you have a strong integration story?

Priority Engine allows you to create an Account List of technology buyers who are currently engaging with your competitors and/or partners. Using the Vendor Interests filter, you can create a customized Account List based on content downloads from specific vendors.

  1. Create a new Account List, name it, and write a description for additional context.
  2. Click on the Vendors Influencing box, under Common Filters.
  3. Type the name of the competitor or partner you wish to target into the search box. 
  4. Select the vendors you wish to target by clicking on the vendor name. A check will appear next to the selected name. Repeat steps 3 & 4 if you wish to target multiple vendors.
  5. Click the Apply Selections button to save your selected locations.
  6. Click Save Account List at the top of the page.
  7. Assign access to this list from the Manage Account Lists page or set up exports from the Manage Exports page.

Nurture Contacts Who Have Downloaded Your Content

Segmenting an Account List by Influence is an easy way to identify and rank TechTarget Leads that have been generated from your demand generation program. Influence Account Lists are typically used to nurture prospects who have already engaged with your content, and to prioritize the most engaged prospects for sales outreach.

  1. Create a new Account List, name it, and write a description for additional context.
  2. Under Advanced Settings select "Downloaded your content" in the Engagement Type dropdown menu.
  3. Click Save Account List at the top of the page.
  4. After clicking Save Account List, you will be brought to the results page where you will see accounts ranked by the total quantity and overall activity of your TechTarget Leads. From this page, you can review account details and export TechTarget Leads.
  5. Assign access to this list from the Manage Account Lists page or set up exports from the Manage Exports page.

    Please Note: There may be situations where Priority Engine does not export an individual lead from your weekly TechTarget lead report. While these issues are rare, they are usually due to delays between the lead discovery date and the last Priority Engine data sync. In these cases, the lead should populate after the Saturday (EST) data sync. Leads waiting to pass the verification process or leads not on the Priority Engine monitored account list will also not show up within Priority Engine.

Target Your Competitor's Customers and Prospects

One of the best ways to steal market share from larger or more aggressive competitors is by directly targeting their prospects and customers.

Using a combination of the Vendor Interest filter and the Installed Technologies filter you can create a customized Account List that will return accounts that are actively researching your competition, or already have their technology installed.

Follow the steps below to set up a competitive conquesting list today:

  1. Create a new Account List, name it, and write a description for additional context.
  2. Click on the Vendor Interest filter under Common Filters.
  3. Search for your competitor's name.
  4. Click on the Installed Technologies filter, also located under Common Filters.
  5. Search for your competitor's name.
  6. Select which technology categories or specific installed products you would like included for the prospects on your list by clicking on them. You can select several categories at once.                                            Please Note: You may filter by multiple companies and products by repeating steps 2-7.
  7. Under Advanced Settings, check the box to "Use 'OR' logic across all fields".
  8. Click Save Account List at the top of the page.
  9. Assign access to this list from the Manage Account Lists page or set up exports from the Manage Exports page.
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