ON24 Webinar World 2018, held in Sydney, Australia, is a celebration of putting the personal back in marketing, with a focus on how to build campaigns and deliver webinars that put the customer first and foster authentic engagement between the audience and the brand. The event will feature sessions from marketing leaders, including Jon Panker, TechTarget’s Managing Director, APAC.

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

24. Thank you.
Jon Panker
jpanker@techtarget.com