There’s a whole world of potential buyers that marketers are missing out on using traditional demand generation techniques to fill their funnels. New data and marketing tools allow marketers to see prospects who are exhibiting buying signals beyond just what they’re getting from their own efforts. This presentation explores why today’s marketers need to take an integrated approach to demand generation – one that combines elements of lead generation and intent-data-based solutions – in order to give their sales team a chance at every deal in the market. To learn more about how your marketing team can mitigate the risk of missing out on deals happening in your market with an integrated demand generation approach, email: integrate@techtarget.com.

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Why Demand
Generation Funnels
Are a Limiting
Approach
TechTarget Demand Generation Suite

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• We want to enable our sales team with
a chance at every deal in the market
• We’re trying to get as much quality into
our funnel as we can
• Because demand generation is only as
good as the data I have, I worry that
I’m simply missing much of the market
entirely
If the following statements
ring true, the content in this
deck is for you.

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Your Sales Funnel
• It’s where your lead generation activities
take hold, convert and show ROI
• It’s how you measure the quality both of
your leads and of your sales/marketing
follow up
• It’s a big, central part of your business
processes
Your sales funnel is the central focal point
of current lead generation activities

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No vendor captures more than 10% of the leads TechTarget
generates in any target market
Your Sales
Funnel

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Lead activity is a portion of the purchase research
activity happening on the TechTarget network
Your Sales Funnel

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TechTarget buyer research activities include
self-described planned purchases
Your Sales Funnel

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More Buyers to Access
Canvas more of the market
of active buyers – buyers
you couldn’t engage with
just one marketing tactic
More Intelligence
to Act On
Take advantage of a greater
variety of data points to
identify the hottest
prospects and accelerate
deals
TechTarget Demand Gen Suite:
3 distinct actions mean
more market access

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Active Prospects
Influence and engage those
researching the problems you
solve
Lead Generation
Build on your initial
interaction and advance the
buyer/seller relationship
Qualified Sales
Opportunities
Engage confirmed buyers
and position your solutions to
win the deal
TechTarget Demand Gen Suite:
3 distinct paths to winning the deal Marketer Strategy

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Each demand gen tool is
valuable alone
Each added tool adds market
coverage and diversifies your
market access
Each is prompted by a
unique user action, so you
follow unique entry points to
the account and the deal
Integrating with 2 or all 3 add
complementary, incremental
value and lessens the risk of
missing out on winnable
deals
TechTarget Demand Gen Suite Integration:
Gain advantage and avoid risk Benefits of Integration

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Benefits
Qualified Sales
Opportunities
Lead
Generation
Active
Contacts
Identify in-market purchase
researchers
Leverage purchase intent
indicated
by online research activity
You miss
Supply sales details describing
pain points, installed and
considered vendors and more
You miss You miss
Receive contacts that interacted
with your content You miss You miss
Expose accounts researching,
but not with your content You miss
Garner a large volume of contacts
to nurture You miss
Surround.
Triangulate.
Penetrate.
Expose individuals,
accounts and buyers
with 3 distinct tools
TechTarget Demand Generation:
Your Integration Strategy

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Priority Engine™
Central data and marketing
intelligence dashboard for
accessing new, active
accounts, prospects and
leads in your market segment
TechTarget Branding
Content- and data-targeted
banners and custom site
communities boost
mindshare and awareness
among the same active
audiences you’re accessing
and influencing via Priority
Engine, lead gen and
Qualified Sales Opportunities
Accelerate your Demand Gen results
with Priority Engine and TechTarget
Branding

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• Total Addressable Market
IT buyers consuming relevant content in your market. These “searchers”
haven’t interacted with your content, so they’re not “leads” for you. Yet
their online research habits suggest that they’re in a buying cycle. Also
referred to as an “Active Prospect” or “Active Account.”
• In-Market Leads
Leads that others in your market captured buy you did not
• Lead Generation
The process of stimulating and capturing interest in your product or
service to develop sales pipeline using techniques such as those available
through TechTarget’s offerings as described on page 10 and beyond
• Qualified Sales Opportunity™
A TechTarget offering, these are detailed reports on upcoming purchases
confirmed by a member of the active customer buying team at the active
account
Demand Generation Definitions

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Thank you.