Q&A with John A. Steinert, Chief Marketing Officer at TechTarget

John A. Steinert, Chief Marketing Officer at TechTarget helps bring the power of purchase intent-driven marketing and sales services to technology companies.

With a strong drive to help customers achieve their business objectives faster and bigger, John and his TechTarget team connects the information needs of enterprise tech buyers and the go-to-market efforts of solution providers, ensuring that everybody wins.

MEDIA 7: What inspired you to get into marketing?
JOHN STEINERT: 
That’s easy. Marketing inspired me to get into marketing. I’ve always loved great communicators and the formats used in communications. As a kid during some pretty tumultuous times in American history, I was surrounded by great political, guerilla, and yes even commercial communications. Speeches, hearings, demonstrations, TV, advertisements, even album covers and t-shirts made a strong impression on me. Obviously, with the rise of the internet, long-tail video channels and social media, things have blossomed to an even more amazing level.

M7: How does TechTarget's Priority Engine™ support tech vendors to achieve their marketing and sales objectives?
JS:
 By helping companies see and interpret real buyer needs and preferences, Priority Engine first provides a relevant, permissioned basis for a marketer to intercept a buyer’s journey and then it assists users in taking very specific influencing and engagement actions. Because Priority Engine provides the actual permissioned people doing buying research, it saves tons of resource that’s commonly wasted chasing prospects who don’t have a need and leads that are actually dead ends. And because Priority Engine shares the real needs and preferences of the actual buyers with both marketing and sales when they share the platform, it enables far better conversion at every step, from funnel, to pipeline, through to renewal.


"To truly enable sellers with content, the content needs to reflect what we know about this specific buyer’s needs and preferences."

M7: What according to you is content-enabled selling and how does it help drive a buyer’s journey?
JS: There are two key pieces to content-enabled selling. The first is the content itself – what it is and how it assists the buyers in fulfilling the necessary or required steps of their buying process. The second is how we adjust our own approach in response to buyer inputs and feedback.
To truly enable sellers with content, the content needs to reflect what we know about this specific buyer’s needs and preferences. To perform better, your content needs to be more buyer-centric. This can be achieved when product marketers and sales enablement folks are consuming real purchase intent insights from Priority Engine and leveraging them into evolved content outputs.

Then there’s what I’ll call the “personalization wrapper” – how the communications that accompany the assets present and create context for that use-case relevant material. These wrapper – be they email copy, call guides, etc. must be built with an eye to the nature and the stage of the relationship at hand. Marketers and sellers alike need guidance on the proper way to do this.

It’s not as simple as “you liked this so of course you should want to buy this”. Buyers need help with both their rational business needs and their more emotional needs around both their company, their department and themselves. The “personalization wrapper” is a useful metaphor for being holistically considerate of the person and the company you are interacting with. Obviously, this is substantially more nuanced than simply recognizing what company they are from. It’s about ingesting what you can see are their expressed concerns and preferences, learning from that, and shaping your own communication in that context.

M7: What features make TechTarget's 'Data-Driven Display' drive B2B demand and accelerate sales?
JS:
 Because it’s fueled by permissioned knowledge of exactly who is performing research at any given moment, TechTarget’s data-driven display advertising can deliver higher engagement rates and higher conversion.  When used in conjunction with demand generation techniques and intelligent sales outreach, independent studies with leading 3rd parties have achieved remarkable lift across the funnel as compared to what’s available when using more generalized “intent” data.


"The biggest mistake of all that’s commonly still made in marketing is to not use prospect behavior as a critical guide."

M7: What is the biggest mistake B2B marketers make while targeting specific prospects?
JS:
There are many actions that teams continue to take because they’ve simply been tasked to take them.  There are old-school KPIs, typically focused on process outputs rather than business outcomes that perpetuate chronic under-performance. Take, for instance, a narrow focus on cost-per-lead – too often this incentivizes continued purchases of higher and higher volumes of lower and lower quality. To wean themselves off of this Catch 22, teams should work to turn their attention to down-funnel metrics like conversion-to-opportunity – measuring cost per opportunity is a much more useful predictor of pipeline yield.

But the biggest mistake of all that’s commonly still made in marketing is to not use prospect behavior as a critical guide. When marketing (and sales) energies are spread evenly over active and inactive prospects alike, energy is wasted on those who are not in-market, and that investment of time and resource is not available to increase attention on those active buying teams that should be converted. By focusing more intently on those prospects that are actually demonstrating in-market buyer’s journey behaviors, teams get far more out of their investments.

M7: How does 'Data Cleanse' assist marketers in email verification and contact record accuracy?
JS: 
Some percentage of the data coming into your database from form fills, other manual entry and so on naturally contains incompleteness, mistakes and outright falsehoods. Furthermore, people move around, both inside of companies and between them. So even once-accurate data decays amazingly fast. To counter these realities, your data practice should put into place a variety of processes that together comprise a mature “data cleanse and append” approach. In this way, you can address data quality issues at both the point of entry and over time. At TechTarget, we offer our clients cleanse and append services both directly via our Oceanos offerings and indirectly via our Priority Engine platform wherein the data goes through rigorous checks and verifications before it qualifies to be shared.


"Even once-accurate data decays amazingly fast. To counter this reality, your data practice should put into place a variety of processes that together comprise a mature “data cleanse and append” approach."

M7: When did you start working, how old were you, and what was it?
JS:
 My first stable paid position, $1.40/hr, was at age 14 pumping gas at Greene’s Exxon. I was super excited because I got to wear the striped shirt with the logo patch! I loved washing windshields and checking the oil, especially when my superior CX delivery got me a few cents in tips!


ABOUT TECHTARGET

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.
TechTarget has offices in Boston, London, Munich, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

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Read More

Government Business

Permuta Launches SaaS Version of DefenseReady on Microsoft Azure Government DoD Cloud

PR Newswire | January 19, 2024

Permuta, a leading HR modernization and talent management software platform for Federal organizational readiness and operational excellence, announced today the release of its first ever SaaS product for DefenseReady with AI and Machine Learning capabilities, called DefenseReady Cloud. The release comes after a decade of on-premise DefenseReady applications and two years after the release of a DoD ATO cloud-hosted IaaS option on IL5. "DefenseReady Cloud provides DoD and approved civilian organizations the low code/no code SaaS/AI solution that ingests existing data sources, regardless of location, to provide a single pane of glass that informs leaders to make readiness decisions which will help our forces be stronger, safer, and our country more competitive," said Sig Behrens, Permuta's CEO. "Our mission has always been to assist in putting the right people, in the right place, at the right time," said Behrens. "And now leadership can have the highest level of confidence on the DISA's approved Microsoft DoD tenant while saving operational costs." "Microsoft is committed to helping the DoD use innovative technologies to meet their critical mission needs and working with key partners like Permuta enables us to innovate and scale solutions for our national security leaders," says Wes Anderson, Vice President for Defense, Microsoft. "This collaboration with Permuta on the DefenseReady cloud will enable Department of Defense leaders to make fully informed operational and readiness decisions with speed." About Permuta Permuta Technologies Inc., is a privately owned software manufacturer which creates off-the-shelf software which has been tailored for military and civilian organizations. With deep experience in the government, Permuta understands the challenges agencies face to protect and meet mission-critical initiatives. As a trusted leader in delivering solutions built and designed for government, Permuta is committed to increasing effectiveness and readiness so agencies can confidently execute their mission. Their products, built on Microsoft technology are the only solutions in the market that cover all federal readiness management needs in one system, including force readiness, training, performance and asset management, medical readiness, mission planning and more.

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Domino Data Lab Lends AI Expertise to Atlantic Council's Commission on Software-Defined Warfare

PR Newswire | January 23, 2024

Domino Data Lab, provider of the leading Enterprise AI platform trusted by over 20% of the Fortune 100, today announced it has joined the Atlantic Council's newly-formed Commission on Software-Defined Warfare, where Domino President of Public Sector Joel Meyer will represent the company to help ensure the U.S. and its allies can effectively leverage software, particularly AI platforms at scale, to enhance defense capabilities. Co-chaired by 27th U.S. Secretary of Defense Mark T. Esper, Former Acting Deputy Secretary of Defense Christine Fox, and President of Purdue University Mung Chiang, the Commission will develop a framework to enhance U.S. and allied forces through emergent digital capabilities. The commission will leverage insights from a prestigious and diverse group of subject matter experts, including former government officials, and industry leaders who will offer a wealth of valuable perspectives. The continued proliferation of advanced commercial technology, including infrastructure and tooling to support artificial intelligence, is transforming the battlefield and changing its dynamics in ways that could alter existing military balances of power. Meyer will work with the Commission to help recognize and recommend scalable, governable, and cost-effective AI approaches and solutions to ensure U.S. competitiveness amidst this paradigm shift. "To ensure the U.S. maintains its global leadership in today's technology-driven security environment, the DoD must modernize its approach to acquiring and leveraging digital capabilities," said Meyer. "I'm honored to assist the Atlantic Council's critical work to enable the DoD to leverage responsible AI-driven capabilities for data-driven decisions at the speed of battle, and support our long-term national security." This new commission is the latest of the Atlantic Council's efforts to recommend modern software practices the DoD can implement to optimize or improve defense capabilities. "Cutting-edge technology companies like Domino are crucial to closing the yawning gap in current capabilities for advancing national defense," said Stephen Rodriguez, commission director and senior advisor, at the Atlantic Council's Scowcroft Center for Strategy and Security and its Forward Defense program. "The expertise that Joel Meyer brings from his prior senior national security and technology roles will help cement the Commission's ability to drive change that supports American and allied security." The Commission's work will culminate in a framework for the U.S. legislative and executive branches, defense prime contractors and tech start-ups, and U.S. allies and partners to holistically approach software capability development and integration with military hardware. Domino for Government: Secure & Governed Mission-Driven AI Domino's Enterprise AI and MLOps Platform helps government agencies integrate AI into their missions rapidly, safely, and cost-effectively. Domino makes it easy for federal agencies to build, deploy, and manage AI at scale, on a unified platform without risking their AI intellectual property. Agency data scientists, contractors, and collaborators can securely access on-demand compute infrastructure and their choice of commercial and open-source data, tools, models, and projects—across any on-prem, GovCloud, and hybrid/multi-cloud environments. With Domino, agencies can improve collaboration and governance while establishing AI standards and best practices that accelerate their missions. "The DoD needs to continue to accelerate the integration of artificial intelligence into its mission sets to more effectively deter, deny, and if necessary, defeat our nation's adversaries," said Brigadier General and Domino advisor Bobby Kinney. "Domino's open, API-driven architecture ensures flexibility and freedom for users while offering control and built-in governance for platform and security owners — a critical role in how the DoD and its allies and partners modernize in the scaling of much-needed AI tooling and infrastructure." About Domino Data Lab Domino Data Lab empowers the largest AI-driven enterprises to build and operate AI at scale. Domino's Enterprise AI platform unifies the flexibility AI teams want with the visibility and control the enterprise requires. Domino enables a repeatable and agile ML lifecycle for faster, responsible AI impact with lower costs. With Domino, global enterprises can develop better medicines, grow more productive crops, develop more competitive products, and more. Founded in 2013, Domino is backed by Sequoia Capital, Coatue Management, NVIDIA, Snowflake, and other leading investors.

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