This presentation examines the intent data landscape and how to understand and apply buyer insights to marketing processes. It helps B2B marketers understand how intent fuels marketing and why providers need both the right data and smart systems to deliver for marketers. TechTarget is an established leader in intent data, with well well over 100 intent data customers. if you are interested in learning more about TechTarget's Intent Data solutions, please reach out to us at Intent@TechTarget.com.

1. ©TechTarget 1
TechTarget vs. Other Providers:
Leveraging
Intent Data in
B2B Marketing

2. ©TechTarget 2
Why all the fuss about
intent right now?
• First real application of big data in B2B IT
marketing
• The motivation isn’t new
⎻ By getting early headlights into impending
purchases, sellers can be more focused
and efficient in their marketing
⎻ Leads to more closed business faster with
less spend
• Recent technology innovations on two
fronts:
⎻ Ability to tap into more “indicators” of
purchases
⎻ Ability to apply those insights through
automation to marketing strategies
and tactics

3. ©TechTarget 3
Goals
• Smarter, more efficient marketing
• Advancing how we access and make sense
of online activity
• Marketing automation
Tactics & Applications
• Prioritize target prospects and accounts
• Synchronize brand/demand generation
• Improve programmatic advertising
• ABM and persona-based marketing
Results
• Better marketing ROI
• Pipeline growth, efficiency, cost reduction by way of
increased conversion rates, deal velocity
How does intent
fuel marketing?

4. ©TechTarget 4
Intent is a process of understanding and applying buyer
insights to marketing processes
Who are you?
Demo/Firmographics:
What’s your role?
Where do you work?
Who else is on your team?
Online Activity
Purchase signals:
What are you researching?
How much are you interested?
How does this change over time?
Intent Management
Systems or software that
organize ID and activity data
Who’s the best audience to target, and in
what priority?
How do I organize data for marketing?
Marketing Applications
Leveraging intent data in
marketing campaigns
How can I target brand and
demand gen programs?
How well do intent-powered campaigns
outperform standard campaigns?
intentIntent

5. ©TechTarget 5
The data intent marketplace in B2B IT:
An ecosystem of dozens (and growing)
RainKing
ZoomInfo
D&B
DiscoverOrg
IDG
LinkedIn
CRM
OffLine
IDG
LinkedIn
DemandBase
MadisonLogic
SalesForce
Integrate.com
Hubspot
Eloqua
Marketo
OracleCRM
CRM
Prioritize
Predict
Profile
Derive
Observe
InitiateValidate
Append
Source
Normalize
Nurture
Influence
LinkedIn
The Big Willow
MRP
Bombora
HGData
Social123
IDGCRM
Infer
Everstring
6Sense
Leadspace
Lattice
Compile
DemandBase Mintigo
1st Inbound 3rd Sourced 3rd Unsourced
Aggregate
intentIntent

6. ©TechTarget 6
The data intent marketplace in B2B IT:
An ecosystem of dozens (and growing)
RainKing
ZoomInfo
D&B
DiscoverOrg
IDG
LinkedIn
CRM
OffLine
IDG
LinkedIn
DemandBase
MadisonLogic
SalesForce
Integrate.com
Hubspot
Eloqua
Marketo
OracleCRM
CRM
Prioritize
Predict
Profile
Derive
Observe
InitiateValidate
Append
Source
Normalize
Nurture
Influence
LinkedIn
The Big Willow
MRP
Bombora
HGData
Social123
IDGCRM
Infer
Everstring
6Sense
Leadspace
Lattice
Compile
DemandBase Mintigo
1st Inbound 3rd Sourced 3rd Unsourced
Aggregate
intentIntent
Intent-based marketing requires
both good data and smart systems
to organize the data

7. ©TechTarget 7
Buyer beware:
Challenges with many current intent providers
Their vision is blurry at best making it difficult to realize value quickly if at all
Noisy marketplace
There are no silver bullets
Bad data is rampant
The illusion of sophistication
Real buyers with real intent
are hard to find
Many systems derive intent
where none actually exists
Pretty GUIs and slick marketing
mask problems with bad data
and mediocre results
Hard to distinguish between
hype and reality
Startups tend to focus on one or at
most two areas in the ecosystem
intentIntent

8. ©TechTarget 8
Industry’s Best Data Flexible Use
• Marketing solutions across the
stack powered by intent
• Priority Engine, giving you direct
access to our audience and
everything we know about them
• Ability to leverage this data
directly and with other marketing
automation systems
• Validated, buyer-supplied
identity data
• Observed activity against
highly specific content
• Producing the market’s
clearest, most authentic intent
signals
TechTarget’s Advantages in Intent
Flexible access to direct, highly contextual purchase signals from known
accounts and prospects
intentIntent

9. ©TechTarget 9
When dozens of providers…
RainKing
ZoomInfo
D&B
DiscoverOrg
IDG
LinkedIn
CRM
OffLine
IDG
LinkedIn
DemandBase
MadisonLogic
SalesForce
Integrate.com
Hubspot
Eloqua
Marketo
OracleCRM
CRM
Prioritize
Predict
Profile
Derive
Observe
InitiateValidate
Append
Source
Normalize
Nurture
Influence
LinkedIn
The Big Willow
MRP
Bombora
HGData
Social123
IDGCRM
Infer
Everstring
6Sense
Leadspace
Lattice
Compile
DemandBase Mintigo
1st Inbound 3rd Sourced 3rd Unsourced
Aggregate
intentIntent
Why TechTarget should
be your partner of choice
for B2B intent-based marketing

10. ©TechTarget 10
TechTarget is the only provider with
capabilities in all four stages of B2B intent
Prioritize
Predict
Profile
Derive
Observe
InitiateValidate
Append
Source
Normalize
Nurture
Influence
1st Inbound 3rd Sourced 3rd Unsourced
Aggregate
intentIntent

11. ©TechTarget 11
Intent-based marketing requires both good data and
smart systems to organize the data
“What we know
about who we
know…”
Contextual, validated,
buyer-supplied,
observed
“…and How we
help you do what
you do”
Direct data access, single-
channel media, full-stack
data/marketing integration
Good
Data
Good
Data
Smart
System
Smart
System
Good
Data
Smart
System
+
+
intentIntent

12. ©TechTarget 12
In each stage, TechTarget offers a best-of-breed approach that
addresses shortcomings in other provider options
TechTarget
Offers flexible access
to intent data:
• Direct download
• Full-service brand &
demand gen
• Integration via Priority Engine
Other Providers
Incomplete (acct
but not contacts)
Appended
Often lacks context
TechTarget
Buyer-supplied
Complete
High volume
Validated
Contextual
Other Providers
Derived
Unknown activity
sources
Questionable
content relevance
Aggregated
TechTarget
Buyer-expressed
Observed activity
Known content
source
Contextual
Timely
Other Providers
Based on prediction
and probability
Focused on accounts
Inform but don’t
perform marketing
TechTarget
Based on direct
activity
Focused on
individuals and
accounts
Inform and perform
marketing
Other Providers
Intent data used
primarily for CRM
account scoring and
programmatic ad
targeting
intentIntent

13. ©TechTarget 13
Captured Intent powers everything we do for you
Marketer KPIs
Brand lift
Demand gen quality & velocity
MQL/SQL conversion
Strategic plays
Inbound marketing (SEO/SEM)
ABM & persona marketing
Lead nurturing & scoring
Marketing analytics/
data modeling
Business goals
New customer
acquisition/market share
Customer retention/experience
Sales and marketing
productivity
Search
#1 in B2B tech
Search*
750K first page
results on Google
Audience
150M unique annual IT and
LoB visitors
100K weekly active accounts
with buyer-supplied data
Data applications
Priority Engine™
Qualified Sales
Opportunities™
Deal Data™
Buyer Research
Captured
intent
Content
Web’s largest
collection of
purchase-focused
B2B IT content
275K+ original expert-
written articles
Activity
#1 source of
intent activity across
5,000 IT segments
All accounts
and prospects
re-ranked weekly
Marketing
programs
Branding
Demand gen
Integrated
*Source: SearchMetrics

14. ©TechTarget 14
Drive better performance no matter your market…or marketing goal
With TechTarget, you fuel your pipeline faster
TechTarget Reason it matters to you So you can…
Leading provider of demand
generation in all key tech
markets
Top data and analytics
platform (Priority Engine)
in B2B marketing
#1 source of B2B technology
purchase intent
Eliminates waste by targeting
only prospects who are
predisposed to buy what you sell
Fastest way to get to named
buyers when they’re researching
a purchase
Active buyers visit TechTarget
before they consider you
Improve acquisition rates,
nurturing conversions
and sales success
Streamline how you
fill your funnel
Increase your
chances by capturing
interest you miss

15. ©TechTarget 15
Thank you.