Activity Matters

Let’s look at demand in a typical Sales territory, Australia. Based on their research activity in the Cybersecurity category, you can clearly see exactly which accounts to prioritise in your outreach each week.

It can be easy to ignore demand in the early stages – but here, by highlighting the changes in one regional account’s demand intensity over time, we’re showing just how important it is to prioritise your actions to get in early. If you wait too long, you’ll just be one more vendor among many.

To capitalise on an account like Commonwealth Bank of Australia, you’d want to see it early and engage it immediately. That’s the best way to create preference for your solution and to protect the opportunity from others who’ll be trying to break in after you. (Watch the whole sequence to see how Commonwealth Bank comes in and out of market.)

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Develop breakthrough outreach

Next, let’s examine what these active buyers really care about – information at the person-level that only TechTarget can provide.

Watch how this next chart changes as interests in very specific topics shift from week-to-week. As a sales team, you want to leverage this person-specific intelligence into how you’re personalising your ongoing communications.

When you know exactly what’s resonating with your prospects at every moment, you have what you need to be more relevant in every interaction.

Only TechTarget provides this level of specificity.

Making ABM campaigns more effective

Starting regionally, let’s put ourselves in the shoes of an industry vertical account team and the ABM marketing that supports them. Here we’re showing Team Collaboration demand from only a small, highly specific list of top Financial Services accounts.

Below, we’re drilling into a single specific account. We’re comparing activity at the account in Team Collaboration to their interest in Cybersecurity. First, watch how the buyers’ journeys evolve across the different locations on the respective buying teams – granularity that only TechTarget can supply. To win more opportunities, you have to know where those buying teams are centred.

Note that the engagement patterns differ between the two tech categories. If you offer two different solutions, you’ll want to leverage this kind of category-specific detail to further strengthen your own engagement strategies.

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Next, we’ll look at which members of the buying team are active and when. See that while specialist players appear consistently, senior titles pop in and out. Don’t get caught waiting only for signals from senior players that you could easily miss. Identify opportunities based on demand intensity and get in early with the core project team members, to influence them directly, so they’ll open doors for you. Only TechTarget can tell you who these people really are.

Better content drives better conversion

Now let’s examine what these buyers really care about.

Watch how this chart changes as interests in very specific topics shift week-to-week. With this information, you know exactly what your targets care about.

Only TechTarget supports this level of personalisation.

Use this to inform your tactics. You’ll get better response and conversion.

Use it to guide strategy. Your offerings will resonate more powerfully when you connect them directly to what prospects already care about.

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