TechTarget Template

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Digital Challenges and Opportunities for B2B Media

• Jon Panker
• Senior Director, International Media, TechTarget

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TechTarget, Quick Profile

• Founded in 1999
• Publicly traded on the NASDAQ under TTGT
• Launched websites first, then print
• Targeted IT media organized by technology segment
• Capitalized on three important trends

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TechTarget by the Numbers

• 47 technology-specific Websites
• 2 print publications STORAGE magazine and
  Information Security Magazine
• 6,675,000 unique registered members
• 42,900,000 monthly page views
• 15,000,000 monthly unique visitors
• 94,000,000 monthly impressions served
• All TechTarget Properties

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Chris Alvarado Spectrum if Evolution of online
chart
Over time, the pressure for accountability with
online programs has increased and focus has
changed
2001
2002
2003
2004.2006
2000

Web 2.0 RSS, blogs, social media Contextual
placements/targeting Lead Management Services

CTR, CPA, CPC, CPM
Branding impressions
Web response click-thru
Post-click conversions landing pages Lead
generation ROI Guarantees.
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Our approach to content maps to IT professionals
information needs
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The Web is a proven pre-purchase research tool

• Consumers and business buyers research purchases
  comprehensively online before selecting vendor(s)
  and completing the transaction.
• Google is the primary starting point for
  pre-purchase research (consumer and b2b).
• Use of the Web is most advanced in
• Travel
• Automobiles
• Technology

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The Web is the foundation of the IT buying
process

• Conduct research on the Web
• IT pros cast as wide a net as possible online.
• They read white papers, attend Webcasts by
  vendors and experts, and visit editorial and
  vendor Web sites.
• Create the short list
• IT pros filter information, validating vendor
  claims with independent third-party expertise.
• Meet with 3-4 vendors
• IT pros invite 3-4 finalists to meet with the
  IT purchase influencers and decision makers.

The IT marketers job is to get their company
on the short list. Online media creates
influence as IT pros conduct research.
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2007 Media Consumption Survey Findings

• Readers most commonly begin their product
  research by using a search engine. (IT media
  websites are second.)
• Whitepapers (66) and Email Newsletters (54) are
  the most commonly used media formats for
  evaluating new technology information.
• New media usage
• 64 have never listened to an IT podcast.
• 68 have never downloaded an IT video.
• 69 have never used an IT wiki.
• 81 have never attended an attended a virtual
  trade show.

Source TechTarget and CMO Council, Technology
Buying and Media Consumption Survey Q3, 2007
1006 respondents
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