TechTarget Launches SPOKE™: Intelligence-Driven Branding for Technology Marketers

Leading technology media company TechTarget, Inc. (NASDAQ:TTGT) today announced the launch of SPOKE™, a new suite of Intelligence-Driven Branding solutions enabling technology marketers to target online branding to buyers based on deep insight into their active IT projects and purchase intent. Powered by TechTarget’s Activity Intelligence™ platform, SPOKE solutions dramatically increase the relevance of brand offerings to target audiences, resulting in 150%-200% increases in interaction rates vs. industry averages (source: MediaMind).

Today’s ad networks and programmatic ad solutions rely mainly on third-party demographic and/or firmographic data to build target audience pools. TechTarget’s Intelligence-Driven SPOKE solutions go beyond this one-dimensional approach to combine user demographics, account/company data and proprietary first-party Activity Intelligence drawn from buyer interactions across more than 80 technology-specific segments in the TechTarget network, such as cloud storage, mobile security and big data. This actionable project insight helps advertisers target campaigns to only the most qualified prospects. SPOKE is the industry’s only solution to target TechTarget’s audience of more than 200M annual visitors while they conduct IT research on TechTarget’s 120+ owned and operated sites and 2,000+ business and technology partner sites such as Forbes, TechRepublic and CNET.

“TechTarget is forging a new frontier of data-driven brand targeting based not only on who the audience is, but on their recent IT project research and buying signals,” said Andrew Briney, SVP, Brand and Custom Media, TechTarget. “We leverage this powerful intelligence to help brands drive an unparalleled connection with their audience targets.”

In beta campaigns conducted this year, more than 40 top B2B brands, including Cisco, Microsoft, Intel, Dell, Google and VCE, have leveraged SPOKE to create significant impact through highly targeted branding campaigns.

“Targeted brand awareness and consideration is a critical part of our sales and marketing success,” said Nina Hargus, Chief Marketing Officer of VCE, a leading provider of converged infrastructure systems. “We are increasingly investing in leading-edge digital advertising solutions like SPOKE to ensure that VCE’s message reaches the most qualified, engaged prospects.”

The SPOKE suite of solutions includes several intelligence-driven branding options:

• SPOKE Individual User Targeting — Target messaging to individual prospects by IT project area and role.
• SPOKE Account Targeting — Target top prospect accounts by IT project activity and purchase intent, or named account lists.
• SPOKE Banner and Microsite Re-targeting — Target buyers who have already seen your ad or visited your microsite on the TechTarget network.
• SPOKE Brand Nurturing — Retarget TechTarget-generated campaign leads with downstream banner calls-to-action at critical points in the purchase process.
• SPOKE Conquesting — Engage buyers and buying teams who have downloaded competitors’ content on TechTarget’s network.