Activity Matters in Marketing

Making ABM campaigns more effective

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

Below, we’re drilling into a single specific account, Wells Fargo. We’re comparing activity at the account in Flash Storage to their interest in Cybersecurity. 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 a specific team is centered or how you might bring distributed demand together to shape a deal.

Note that the engagement patterns here 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.

Next, we’ll look at the members of the buying team by role and function. Which are active in a buyer’s journey, and when? For example, while tech 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 from real teams and then get in early with the core project team members. You want 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.

We can show you exactly what decision-support material the buying team is consuming, and when. Notice how what they read varies with the stage of their journey.

This chart changes as interests in related but very specific topics shift week-to-week. With this information, you know exactly what your targets care about at any given point.

Only TechTarget supports this level of personalization.

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. Every week, they’re reading articles like the ones in the table below.