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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REcolorado and SkySlope Join Forces to Streamline Real Estate Transaction Management

REcolorado | September 28, 2023

Today, in partnership with proptech leader SkySlope, Colorado’s largest real estate multiple listing service, REcolorado, announced they will co-develop an innovative product called Offer Insights. Scheduled to be released first to REcolorado subscribers in early 2024, Offer Insights harnesses the power of machine learning and market data to alert agents of opportunities and potential errors as they are completing real estate forms. This feature streamlines processes and boosts compliance by delivering market-aware suggestions to agents, using real-time data to signal when any information entered on a form falls above or below accepted industry standards. “When co-developing Offer Insights, we wanted to improve compliance, but we also wanted to provide REcolorado subscribers with essential market visibility,” said SkySlope CEO Tyler Smith. “Offer Insights will provide key indicators of what’s happening in the local market. Agents who use it will have access to beneficial information that’s not available anywhere else.” REcolorado is dedicated to engaging with their subscribers to gain a true understanding of their ever-evolving needs, which gives the company the ability to develop technological solutions that address those needs while also advancing the industry. By participating in co-development partnerships like this, REcolorado’s expertise can be leveraged to build meaningful solutions that give brokers and agents the ability to serve their clients as a trusted advisor. “Our subscribers trust us to listen and understand their needs so we can deliver the data, services, and insights that can be used to serve their clients and advance their businesses,” explains REcolorado President and CEO Gene Millman. “With their ability to transform data into powerful solutions that help brokers and agents work efficiently by making transactions move more smoothly, SkySlope is an ideal partner for us.” The REcolorado-SkySlope partnership underscores the ongoing movement among MLSs to evolve their services. By embracing collaboration with technology partners and brokerage leaders, MLSs are identifying agent pain points and actively participating in the development of tech-forward solutions that empower their subscribers to serve their clients efficiently and effectively. “This strategic partnership will develop a service that keeps our subscribers’ needs squarely in focus,” said Millman. “These types of collaborations are essential to creating innovations that will give agents a competitive advantage as the industry shifts.” Additionally, REcolorado will soon be launching two SkySlope signature solutions, SkySlope Offers and SkySlope Forms, to over 26,000 Colorado real estate professionals. Designed to bring time-saving automation to real estate transactions, these solutions significantly reduce administrative tasks for agents. About REcolorado REcolorado is the largest Multiple Listing Service (MLS) in Colorado with over 26,000 professional subscribers who operate throughout the state. Recipient of Inman’s 2023 Innovator Award in the MLS, Association, or Industry category, REcolorado's vision is to empower a trusted, cooperative, and comprehensive real estate marketplace to position customers for success by providing data, technology, and intelligence. The company is REALTOR® owned and serves real estate professionals including the members of Denver Metro Association of REALTORS®, South Metro Denver REALTOR® Association, Mountain Metro Association of REALTORS®, REALTORS® of Central Colorado, and Steamboat Springs Board of REALTORS. About SkySlope Established in 2011, SkySlope is the customer experience platform managing real estate transactions from contract to close. Serving over 650,000 real estate professionals across the U.S. and Canada, SkySlope manages nearly 3 million transactions annually. SkySlope is on a mission to build solutions that reshape the real estate industry by creating the most powerful autonomous transaction platform. For more information, visit SkySlope.

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Real Estate Technology

Venterra Realty Acquires Avasa Grove West Community in Wesley Chapel

PR Newswire | October 03, 2023

Venterra Realty recently acquired the Avasa Grove West community located in Wesley Chapel, Florida. The 330-unit, multi-family community was built in 2023 and offers modern one, two, and three-bedroom garden-style residences that range from 782 – 1563 square feet in eight unique floor plans. The apartments offer high-end unit interiors that feature quartz countertops, stainless steel appliances, prep islands, large soaking tubs or stand-up showers, ample closet space, and screened-in patios. The property provides renters with a best-in-class amenity package that includes a resort-style pool area, complete with pergolas, poolside grills, a California kitchen and TVs, our 24/7 fitness center, a Yoga / Spin studio, and an upscale clubhouse. Located in the fast-growing area of Wesley Chapel, Florida, the community is approximately 20 miles north of downtown Tampa, along Interstate-75. The property is directly adjacent to The Grove at Wesley Chapel and Krate, two large retail developments that boast an array of unique shopping and dining experiences for residents to enjoy. Venterra will implement its resident-focused programs such as the Live it. Love it. Guarantee.™, the 48-Hour Maintenance Guarantee, and SMARTLEASING. "We have seen excellent growth in the Tampa metropolitan area, and are excited to expand our Florida portfolio with the addition of the amenity-rich property Avasa at Grove West," said John Foresi, CEO of Venterra Realty. "Venterra has become known as a company that is committed to providing a market-leading living experience, and we look forward to identifying opportunities to further enhance the standard of living at Avasa Grove West by implementing Venterra's customer-focused management platform," added Venterra Chairman, Andrew Stewart. About Venterra Founded in 2001, Venterra Realty owns and manages approximately 80 communities and more than 23,000 apartment units across 19 major US cities that provide housing to over 45,000 people and 15,000 pets. The organization has completed over $9 billion in real estate transactions and currently manages a portfolio of multi-family real estate assets valued at over $4.8 billion. Venterra is committed to improving the lives of its residents by delivering industry-leading customer experience.

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