How Does Third Party Research Support Content Marketing: A Q&A with Trip Kucera

Recently, I sat down with Aberdeen Group’s CMO-in-Residence, Trip Kucera to discuss the value of third party research in content marketing. As Trip talks to B2B marketers every day about their content marketing strategies and challenges, his insights are particularly relevant on what the best practices are for the Best-in-Class.  Here are just a few of the key points we gleaned, but for even more insights, you can check out Trip’s latest post about third party research on CMO Essentials.

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Data Enrichment

Your new data enrichment solution:
Ci Technology Database

The right data is the key that can open the right doors. And with the Ci Technology Database (Ci TDB) from Harte Hanks Market Intelligence, that key comes in the form of high-quality, targeted data designed to deliver. Developed to generate greater lift for a variety of sales and marketing efforts, our database includes key decision-makers with direct purchasing responsibility for technology products and services in 500+ unique technology selectors.

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Market Segmentation and Visualization

A better way to segment and visualize data:
TargetSmart

Without a doubt, sales and marketing efforts can only improve when you recognize what’s working – and what’s not working. Marketers need to understand their current customer base and apply that knowledge to potential prospects and markets. But how?

 

With TargetSmart, you’ll be able to identify, refine and prioritize markets and prospects by uncovering and analyzing common characteristics among your best customers and opportunities.

TargetSmart allows you to:

  • Improve lead quality through more informed and nuanced targeting
  • Increase marketing lift by filling your database with high-value, high-propensity-to-buy contacts
  • Streamline the sales process by reaching the right contacts with the right message
  • Focus time and investment on areas that will drive the best possible return
  • Uncover new market opportunities through whitespace and penetration analysis informed by our data and yours

TargetSmart offers a look at your:

  • Best Customer Profile identifying key characteristics present in your existing customer base that can be applied to targeting efforts to make Marketing programs more effective.
  • Market Opportunity Map showing not only how effectively you have penetrated existing markets, but also which new or underserved markets would produce the best return on future Sales and Marketing investment.

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Targeted Campaign Lists

A better way to create targeted lists:
ListBuilder

You know the buyers you need to reach and you need to reach them right now. But getting a high-quality, highly targeted prospect list together takes time. Think about how much easier a campaign could be if you were provided with a list of quality contacts that closely match your ideal customer profile, on demand.  Pretty efficient, right?

 

ListBuilder puts millions of contacts and companies in your grasp, each screened for important data like size, geography, installed technologies and current vendors. We combine this intelligence with advanced modeling techniques to determine which businesses are most likely to be in the ‘buy cycle’ for a particular technology solution. And because of our history and methodology, we collect and model more data in the B2B tech marketplace than any other marketing service provider.

How does this help you?

  • Save time. We gather the data so you don’t have to – all you do is refine based on your criteria.
  • Expect higher campaign response rates with targeted contacts.
  • More pipeline conversions. And with our on-demand web access, additional campaign lists can be pulled as you need them.
  • Easily manage net-new contacts with suppression and purchase history tools.
  • Overall, your sales efforts will be more efficient and you’ll see increased effectiveness of your marketing programs.

ListBuilder has hundreds of lists to start with. Here’s a small sample:

  • North American manufacturing locations with more than 100 PCs
  • Retail locations with $50,000 or more in IT spend annually
  • Locations who utilize Software-as-a-Service with 500+ enterprise employees
  • Locations with the highest propensity to purchase a storage virtualization solution
  • Branch locations with a Voice-over-IP purchase initiative

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Predictive Scoring & Prioritization

A better way to prioritize data:
Predictive Lead Scoring

Targeting thousands of companies that might resemble your ideal market may seem like a good place to start, but collecting that data is difficult, inefficient and expensive. That’s where we come in.

 

Market Intelligence, a Harte Hanks Company leads the way by helping clients predict the likelihood and timing of their prospects’ vendor installations, technology usage, and purchasing plans.

We offer predictive scoring for nearly 40 types of technology, including likelihood to purchase technology for:

  • hardware
  • software
  • networking
  • telecommunications
  • storage
  • security
  • virtualization
  • IT outsourcing
  • mobile messaging security
  • smartphones
  • digital signage display
  • data loss prevention
  • platform-as-a-service

The Benefits of Predictive Scoring:

  • Improve marketing program response rates
  • Base sales channel and territory alignment on market segmentation analytics
  • Identify prospects who are likely to have complementary technologies installed
  • Target competitive installations for specific campaign messages
  • Add detailed technology profiles and new contacts to customer/prospect files

Our Predictive Scoring Products:

INSTALL LIKELIHOOD SCORE

Know where specific types of technologies are installed. By knowing what solutions a company has in place, you can target more effectively and recommend complementary products and services.

PURCHASE LIKELIHOOD SCORE

Prioritize those that are ready to buy. Discovering that a prospect has intent to purchase – and knowing the timeframe of that purchase – can mean the difference between canvassing hundreds of prospects or focusing in on only those most likely to convert.

VENDOR PROSPECT SCORE

Identify prospects with specific software vendors installed. Our big data modeling approach detects the likelihood of a vendor presence, meaning you can more accurately target complementary, partner, or competitive user bases with highly-focused messaging.

PROSPECT SCORE

Focus on your most likely customers. With so much sales and marketing data available, making decisions on what slice of data should inform your outreach efforts can be paralyzing. Lead scoring is a good start, but will only get you so far.

Prospect Score helps you make sense of your marketing data.

Our turn-key analytics service incorporates more than 500 tracked categories in the Ci Technology Database. By understanding the types of data elements that should be captured, scored and weighted more favorably, Prospect Score will help you:

  • Spend time with higher-value, higher-propensity-to-buy contacts
  • Increase efficiency by focusing on contacts more likely to take the first step
  • Reduce time spent chasing dead-end leads
  • And ultimately, see a significantly reduced cost-per-lead

Continue reading “Predictive Scoring & Prioritization”

Opportunity Alerts

A better way to flag opportunities:
Ci Pipeline

Better deals come from a better pipeline.  Every day Ci Pipeline, a lead generation and delivery system designed specifically for technology solution providers, captures vital information on key technology investment initiatives.  These data points — industry, revenue, IT staff size, budgets, purchase schedule, site demographics, technology footprint, and key contacts — pass through rigorous quality controls before being delivered directly to you. Does it work? The proof is in the ROI.

Continue reading “Opportunity Alerts”

Market Segmentation & Visualization

A better way to segment and visualize data:
TargetSmart

Without a doubt, sales and marketing efforts can only improve when you recognize what’s working – and what’s not working. Marketers need to understand their current customer base and apply that knowledge to potential prospects and markets. But how?

 

With TargetSmart, you’ll be able to identify, refine and prioritize markets and prospects by uncovering and analyzing common characteristics among your best customers and opportunities.

TargetSmart allows you to:

  • Improve lead quality through more informed and nuanced targeting
  • Increase marketing lift by filling your database with high-value, high-propensity-to-buy contacts
  • Streamline the sales process by reaching the right contacts with the right message
  • Focus time and investment on areas that will drive the best possible return
  • Uncover new market opportunities through whitespace and penetration analysis informed by our data and yours

TargetSmart offers a look at your:

  • Best Customer Profile identifying key characteristics present in your existing customer base that can be applied to targeting efforts to make Marketing programs more effective.
  • Market Opportunity Map showing not only how effectively you have penetrated existing markets, but also which new or underserved markets would produce the best return on future Sales and Marketing investment.

Continue reading “Market Segmentation & Visualization”

Data Enrichment

Your new data enrichment solution:
Ci Technology Database

The right data is the key that can open the right doors. And with the Ci Technology Database (Ci TDB) from Harte Hanks Market Intelligence, that key comes in the form of high-quality, targeted data designed to deliver. Developed to generate greater lift for a variety of sales and marketing efforts, our database includes key decision-makers with direct purchasing responsibility for technology products and services in 500+ unique technology selectors.

Continue reading “Data Enrichment”

Webinar and Speaking Engagements

Engage and make connections with an authoritative voice

Whether you are looking to create a webinar that offers credible information from a third-party or give prospects a great reason to come to your event, our analysts can help you connect directly with your prospects by engaging them directly with the information they seek. Analysts from the Aberdeen Group are well known, credible, and objective speakers with insight into a variety of markets few can match.

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Content Licensing & Research

Expert content and research your buyers can trust and rely on

Aberdeen Group research is based on real users and business professionals using technology and services to improve business performance. It’s about the journey these users took, the pain points they experienced and how they actioned a plan to drive towards success.

 

Our PACE methodology captures everything you’d want to know about your buyers – the Pressures they face, the Actions they are taking, the Capabilities they possess, and the technology Enablers they are using to get the job done. We then tie this information back to organizational performance, so our research can tell you what’s working, what’s not and even where a buyer stacks up in that mix. Now that’s pretty powerful stuff. All of our research content is shared with our community of readers, but it’s also available to marketers so they can help them share valuable content as part of their demand generation efforts.

Syndicated Research – topically driven by our readers’ demand

We have a deep understanding of what our readers are looking for in each of our 17 research practices. Through advisory councils and qualitative interviews with our readers we create research agendas on key topics and develop surveys and research content accordingly. Hundreds of business professionals are surveyed monthly to create our research reports. This always-on research engine ensures we are on top of market trends, relevant pain points and best practices.

Made to Order Research –a deeper dive on research that matters to your audience

Each survey we conduct contains dozens of in-depth questions. We have amassed some of the largest research profiles and intelligence available in the market. Any given research report only shares a portion of the collected data – our reports would be too long if we shared it all. We can provide you with an in-depth understanding of the data we have available and can author research reports that share insights specific to an industry, buyer role, geography or market. This targeted approach to content creation ensures you are able to provide research content to sub-segments of your audience that will be sure to resonate. 

Custom Research – we conduct a new survey and share the findings back with you

Sometimes marketers have very specific research needs and we can help here too. If it turns out we don’t have the right data to author a research report we can create a new survey to capture the data and share the findings back with you and your team either through a briefing or through the development of an entirely new research report.

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