Product Overview: TechTarget Priority Engine
TechTarget’s Priority Engine is a sophisticated SaaS-based purchase intent insight platform designed to empower B2B enterprise technology marketing and sales teams. Here’s a detailed look at what the product does and its key features:
Purpose and Functionality
Priority Engine provides direct, real-time access to ranked accounts and named prospects that are actively researching enterprise technology purchases. This platform is tailored to help teams identify, engage, and convert high-value accounts more efficiently.
Key Features
1. Purchase Intent Insights
- Priority Engine delivers account-level purchase intent insights sourced from TechTarget’s network of over 140 proprietary technology-specific websites. This data is not available through any other source and includes content preference, recent behavior, and intent visible at both the account and contact levels.
2. Integrated Data Solutions
- The platform integrates DiscoverOrg contacts and HG Data technographic data, providing comprehensive installed technology information. This integration ensures that the insights are based on observed pre-purchase account and contact behavior rather than inferred or predicted data.
3. Account and Prospect Identification
- Priority Engine helps teams find the accounts that matter and the named buying team prospects that are most likely to convert. It captures relevant buyer behavior and uncovers insights necessary for generating more opportunities and closing deals faster.
4. Content Hubs and Syndication
- With the introduction of Priority Engine Demand, the platform includes Content Hubs that feature custom-branded, campaign-specific content such as white papers, sponsored editorial content, videos, and webinars. These hubs intercept IT decision-makers as they research independent content across TechTarget’s network.
5. Qualified Account Buying Groups
- Priority Engine Demand identifies and delivers leads to customer CRM and MAP solutions along with the opted-in buying group members who are actively researching solutions in the same topic area. This approach transforms the traditional single-contact MQL (Marketing Qualified Lead) into a Qualified Buying Group strategy.
6. Buying Group Re-Engagement
- The platform includes a service where TechTarget activates members of the buying group at lead-generating accounts, encouraging them to engage with relevant content available on the customer’s Content Hub.
7. Campaign Reporting and Analytics
- Priority Engine provides comprehensive campaign reporting and analytics, highlighting lead delivery pacing, buying group expansion, account scoring, and more. This ensures holistic visibility into campaign performance.
8. Account Intent Feeds
- The platform offers Account Intent Feeds, which deliver a weekly stream of account data directly into CRM systems. This includes account intent scores, customer-specific insights into content and brand engagement, notifications of new triggers (such as content downloads and website visits), and weekly indicators of account interest in specified topics and keywords.
9. Integration with Sales and Marketing Tools
- Priority Engine integrates seamlessly with various sales and marketing platforms, including Marketo, Salesforce.com, Eloqua, Pardot, Hubspot, and Integrate. This integration enables the delivery of enterprise tech purchase intent insights and named prospects directly into more sales and marketing workflows.
Benefits
- Enhanced Sales Productivity: By focusing on the hottest accounts and prospects actively researching in the market, teams can generate more opportunities and close deals faster.
- Improved Personalization: With prospect-level intent insights and granular account journey details, teams can achieve more personalized and meaningful outreach.
- Streamlined Workflows: Priority Engine fuels sales and marketing systems with active prospects from in-market accounts, increasing sales productivity and proving ROI.
Overall, TechTarget’s Priority Engine is a powerful tool that provides actionable sales intelligence, enhances account-based marketing strategies, and drives revenue growth by identifying and engaging high-value accounts and buying groups more effectively.