Fastest Route To Market - TechTarget
Fastest Route to MarketAchieving economic success and industry leadershipin the battle for market shareReal world examples of three companies thatrose from start-up to market leadership whilepartnering with TechTarget.
Technology marketers with highgrowth companies require anespecially intelligent approach –fueled by real content expertiseand new tools that take advantageof buyer behavior.For most companies in the technology industry,the “race to the top” defines strategies, tactics andresource allocation. Whatever their endgame maybe – achieving and accelerating revenue growth,going public, being acquired, expanding into newmarkets and geographies – gaining market share isessential.High-tech marketing consultant and authorGeoffrey Moore, writing in his book “EscapeVelocity,” talks about an essential competitiveframework called Market Power, which requirescompanies to target their most strategic customersegments and target their offers to ensure winningdominant shares in each of those segments.By partnering with TechTarget,companies attain their objectives fasterTo have a chance at reaching aggressive goals,marketers at emerging tech companies must plotbold strategies that commit signinifcant resources.Whatever the specifics of their plans, they mustdevelop significant momentum in the marketplaceand the ability to accelerate past their competition.By partnering strategically with TechTarget,innovative marketers are achieving these objectivesquickly by leveraging three essential capabilitiesnecessary for success: Superior access to targetaudiences across TechTarget's network of over140 websites, full support for integrated marketing,and everything powered by the actionable insight– data and analytics – necessary to optimize anddynamically tune marketing and sales strategies asthey roll out.Companies such as Data Domain, SolidFire andTurbonomic all had built fast-growing, successfulcompanies in their respectivesegments of the industry usinga combination of excellenttechnology, smart positioningand highly focused marketingcampaigns leveragingWhatever the specifics of their plans,they must develop significant momentumin the marketplace and the ability toTechTarget. In each case,those (and many other)companies placed a very highvalue on working with a partnerwhose communites helpedhighly engaged technology buyers make smarterdecisions when they were ready to buy. Not onlythat, they were looking for a strategic marketingpartner that could provide detailed analysis of howwell the programs were driving highly qualifiedresults to fuel their respective pipelines.accelerate past their competition.”In order to reach Moore’s “market power”status, many companies have built successfulmarketing strategies upon strategic media andmarketing partnerships. Ones that specificallyleverage expert content in a variety of formatsand programs. Over the past decade, more andmore companies have centered their marketinginitiatives upon the many opportunities presentedby TechTarget.Fastest Route to Market 2
Case Study: SolidFire (now part of NetApp)From Upstart to 870M AcquisitionChallengeSolidFire, a disruptive data storage company in rapid high-growth mode, neededto ramp in their core markets and establish themselves in an adjacent spacewhere they were largely absent. They needed to find discerning, aspirationalprospect accounts looking to build next-generation enterprise data centers.To compete effectively, SolidFire needed to get in front of the right prospects inthe right ways – quickly and aggressively – then scale and optimize as they builtout their winning plays. To drive their required revenue growth momentum, theyplotted a comprehensive go-to-market strategy to operationalize against. Theyrequired a partner who could bring clear competitive strength in each of thefundamental areas necessary to achieve success and chose TechTarget.TechTarget has the breadth of services and theB2B audience we needed, and their businesswas completely aligned with ours. Theirfoundation is built on data, and everythingthey do is digital and better than any otherprovider.”– Tracy Earles, Senior Demand Manager, SolidFire (now part of NetApp)As a pure play provider in their industry, SolidFire couldn’t rely on general mediaoutlets to be effective – they needed deep penetration into very specific audienceprofiles. To coordinate and tune their actions on the fly, they needed richbehavioral insight leverageable by both marketing and sales. And to help themcoordinate and run this dynamic process – to be able to test, learn and optimizeon the fly – they needed full-service support across a wide range of tactics andprocesses.Fastest Route to Market 3 3.2Min pipeline fromTechTargetprograms 870million acquisition
As a niche player striving to outperform largeincumbent brands, SolidFire’s bold strategyenabled them to spend aggressively but logically.They knew they had the product to win with. Theysucceeded in realizing the business opportunity byfocusing on where they could out-perform and bypulling all the necessary levers to do so.There’s a confidence ofknowledge you get fromTechTarget that youjust don’t get from otherproviders.”– Tracy Earles, Senior Demand Manager,SolidFire (now part of NetApp)SolutionSolidFire partnered with TechTarget for its globaldigital marketing capabilities, deep expertisein content marketing and advanced behavioralanalytics capabilities. They leveraged TechTargetas a trusted third party source for its unmatchedcombination of the three fundamentals necessaryfor business impact: real buyer audiences builtwith superior content, full-funnel actionable insightfrom relevant content consumption behavior, andmarketing services across the buyer’s journeyglobally. TechTarget was able to expose SolidFireto the audiences they needed at the right time.TechTarget provided the insight and supportnecessary for SolidFire to optimize its investmentsand actions continuously as they achieveddramatic pipeline impact and sustained theirtrajectory over time. By deploying a broad rangeFastest Route to Market 4of TechTarget offerings, including Priority Engine ,content syndication, and custom events, SolidFireimplemented a comprehensive program thatintegrated directly with their existing workflows,their SalesForce.com CRM, and their overall goto-market. Their approach succeeded in deliveringthe business velocity they sought by providing theprospects and opportunities they needed to provetheir point.ResultSolidFire’s partnership with TechTarget helpedthem navigate new markets and reach in-marketprospects they couldn’t have sourced on theirown. TechTarget’s purchase intent insightsenabled the team to rapidly identify and engagewith exactly the accounts and individual buyersthey needed to impact. From an initial year’sinvestment that contributed 3.2 million in pipeline,they built a sustainable upward trajectory. Using acomprehensive, integrated approach, SolidFire’sin-market activation provided remarkablesolution consideration momentum and dramaticimprovement in branded visibility, culminating intheir successful acquisition by NetApp for 870million.
Case Study: Turbonomic (formerly VMTurbo)Delivering on a Full FunnelStrategy for High-VelocitySales and MarketingChallengeTurbonomic, the autonomic performance platform for the hybrid cloud, needed tostay exceptionally visible to their critical audiences, support high-growth targetsand optimize their funnel performance at multiple points, all while executing amajor rebranding initiative to position them correctly for continued success.They required a trusted adviser who could support them in all these areassimultaneously – one who provided integrated marketing and sales solutions,audiences of the appropriate, active buyers, and the insight necessary tooptimize performance – to help Turbonomic maximize both brand considerationand contribution to sales pipeline.TechTarget is one of the few high-traffic volumesites in our space that provides the right mix ofaudience, content, and data for the companiesand executives we need to reach.”– Geeta Sachdev, CMO, Turbonomic (formerly VMTurbo)SolutionTurbonomic’s aggressive combination of demand and brand generationobjectives necessitates a continuous always-on approach. Partnering withTechTarget, they gain the ability to execute the fully integrated programsrequired to support their high growth, high-velocity business model. Theirwinning formula combines TargetROI – TechTarget's turnkey, annual full-funnelintegrated marketing program; event and site sponsorships; content syndication;and display advertising to drive the awareness and demand at scale they seek.TechTarget helps Turbonomic reach and activate the in-market buyers at thevolumes they require to fuel the Turbonomic growth engine. By partnering withFastest Route to Market 520%of prospectsengaged multipletimes10xthe industryaverage in brandperformance13Kactive prospectsgenerated acrosstheir programs
TechTarget, Turbonomic gains the precisiontargeting and integrated delivery they require tobuild their brand and capture demand at levelstheir ambitious vision depends upon.Working with Tech Target we’vefound a sweet spot helpingResultSince deploying TechTarget solutions,Turbonomic’s brand performance has been10x the industry average. When it comes totheir content marketing effortswith TechTarget, they achieved20% multi-touch engagement withprospects by aligning their contentwith highly targeted audiences. Intotal, Turbonomic has generated13,000 active prospects across theirprograms and are using purchaseintent insight from TechTarget’sPriority Engine platform to buildmore effective nurturing strategies.Their combination of brand anddemand impact is delivering more realopportunities to their sales teams andenabling them to have richer, deeperconversations with a range of net-newprospect relationships.customers bridge the divide betweenvarious IT silos, and such a challengeneeds a partner that can identifyearly adopters with projects.TechTarget has been key in enablingus to do that, and has contributed toour success thus far.”– Geeta Sachdev, CMO, Turbonomic (formerly VMTurbo)Fastest Route to Market 6
Case Study: Data Domain (Acquired by EMC)Leveraging MarketMomentum with EffectiveIntegrated MarketingThat’s Always OnChallengeA pioneer in the disk backup technology now known as data deduplication, DataDomain experienced strong demand for its solutions from its founding in 2001to make a successful public stock offering in 2007, raising 111 million. Annualrevenues then were 46 million, and it decided to use some of its new fundingto dramatically step up its marketing efforts so it could outgrow its smallercompetitors and better prepare itself for the expected fight against the giantincumbents.11Kleads deliveredTechTarget was a true metrics-drivenmarketing partner. If our data showed highprogram performance, we drove it harder,invested more.”– Beth White, former Marketing Vice-President, Data DomainSolutionAmong the company’s most important decisions was its commitment to a wideranging, integrated content marketing program with TechTarget. Data Domainsaw that TechTarget’s Storage Media Group was, itself, in the midst of a hypergrowth period, with its site membership growing at a 33 percent compoundannual growth rate over a 5-year period. “We knew that TechTarget’s storagesites attracted the right-caliber respondents we were looking for because wehad spent several quarters tracking lead performance. We also knew if theTechTarget database was growing, our database would grow. When relevantFastest Route to Market 710xrevenue growth18programsacross 8 sites
content is served up to real buyers, good thingshappen,” said Beth White, who served as DataDomain’s Vice President of Marketing at that time.Data Domain took advantage of the significantgrowth in TechTarget’s storage decision-makeraudience and embarked upon a program thatspanned numerous domestic and internationalmedia platforms, including content syndication,white paper dedicated email programs, virtualtrade show and live event sponsorships, ondemand mediacasts and list rental campaigns.ResultDuring the six-month period of Data Domain’shighest growth – the company’s revenues grewfrom 46 million in 2006 to more than 480 millionin 2009 – the company posted more than threetimes the number of offers as its competitors, anddramatically expanded its variety of product typespromoted in those offers.Fastest Route to Market 8Another key to Data Domain’s successful programwith TechTarget was its willingness to step upthe velocity and variety of its programs in the12-month period before it was eventually acquired.The company ran 18 different programs acrosseight TechTarget Web sites, generating more than11,400 leads during that time. “The longer we ranthe campaign, the more we learned. TechTargetwas a true metrics-driven marketing partner. If ourdata showed high program performance we droveit harder, invested more. If our data revealed a lowyield rate, TechTarget product managers jumpedall over the results to learn more, adjust and deliverabove target,” said White.In the period TechTarget was its principal mediaoutlet to reach storage decision-makers, DataDomain’s sales skyrocketed. When Data Domainwas bought by EMC for 2.4 billion in 2009, thecompany formed a large share of a new EMC 1billion division.
Accelerate your move tomarket leadershipTo reach “market power” status, thesecompanies (and many others) placed avery high value on working with a strategicmarketing partner over the long term whosecontent helped highly engaged technologybuyers to make smarter decisions when theywere ready to buy. Not only that, they werelooking for a partner with real purchase intentinsights to better understand their customers’buying research behavior. A partner who couldprovide full support for integrated marketingand detailed analysis of how well programswere in driving highly qualified leads that couldbe quickly converted into their sales pipelines.Over the past decade, more and more of thosecompanies have entrusted their marketinginitiatives to the many opportunities presentedby TechTarget.About TechTargetTechTarget (Nasdaq: TTGT) is the global leaderin purchase intent-driven marketing and salesservices that deliver business impact for enterprisetechnology companies. By creating abundant, highquality editorial content across more than 140 highlytargeted technology-specific websites, TechTargetattracts and nurtures communities of technologybuyers researching their companies’ informationtechnology needs. By understanding these buyers’content consumption behaviors, TechTarget createsthe purchase intent insights that fuel efficient andeffective marketing and sales activities for clientsaround the world.TechTarget has offices in Beijing, Boston, London,Munich, Paris, San Francisco, Singapore and Sydney.For more information, visit techtarget.com and followus on Twitter @TechTarget.To learn more about how we can help yourcompany accelerate growth in your market,visit techtarget.com today.275 Grove Street, Newton, MA et.com 2016-2017 TechTarget. All rights reserved. The TechTarget logo is a registered trademark of TechTarget. All other logos aretrademarks of their respective owners. TechTarget reserves the right to make changes in specificationsand other informationcontained in this document without prior notice. The reader should in all cases consult TechTarget to determine whether anysuch changes have been made. Revised 3/31/17.
in-market activation provided remarkable solution consideration momentum and dramatic improvement in branded visibility, culminating in their successful acquisition by NetApp for 870 million. There’s a confidence of knowledge you get from TechTarget that you just don’t get from other providers.” – Tracy Earles, Senior Demand Manager,
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The Triangle of Content Marketing TechTarget 3 Demand Generation Discovery . Content Marketing . Nurturing
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