Home > Companies > C-Suite On Deck > Q&A with John A. Steinert, Chief Marketing Officer at TechTarget

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

MEDIA 7 | October 17, 2019

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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This automates the app delivery process with up to 99% compatibility and reduces management time and costs for any desktop or published app environment. VMware App Volumes is the only solution to help organizations deliver and manage apps across VMware Horizon, Citrix, Microsoft, and Amazon virtual desktop and app deployments as part of VMware’s Apps Everywhere vision. Boeing: A ‘Hybrid Workforce Innovator’ The Boeing Company (Boeing) has used VMware Workspace ONE across the United States and in more than 65 countries to support its global workforce of 140,000 employees who develop, manufacture and service commercial airplanes, defense products and space systems for its customers. At VMware Explore 2023 Las Vegas, they were named ‘Hybrid Workforce Innovator’ as part of the 2023 VMware Customer Achievement Awards for the Americas for enabling its workforce to work from anywhere in the world, improving the user experience while reinforcing and advancing security for devices and applications. “VMware Anywhere Workspace helps us manage and protect end points, provide a common platform to access apps and tools, as well as helping facilitate a digital experience for our employees,” said Kristina Ross, Boeing Workplace Solutions director for Research & Technology. “Workspace ONE helped streamline our transition from traditional PC lifecycle management to Windows 10 modern management which was enabled by our shift to a SaaS-based solution for the company. Today, we have a unified view to oversee all endpoint requirements, and the adoption of SaaS enhanced our scalability and ability to shift focus from infrastructure to business facing solutions.” About VMware VMware is a leading provider of multi-cloud services for all apps, enabling digital innovation with enterprise control. As a trusted foundation to accelerate innovation, VMware software gives businesses the flexibility and choice they need to build the future. Headquartered in Palo Alto, California, VMware is committed to building a better future through the company’s 2030 Agenda.

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Virtual Desktop Tools, Virtual Desktop Strategies, Server Virtualization

Netskope Delivers the Next Evolution in Digital Experience Management for SASE with Proactive DEM

PR Newswire | September 01, 2023

Netskope, a leader in Secure Access Service Edge (SASE), today announced the launch of Proactive Digital Experience Management (DEM) for SASE, elevating best practice from the current reactive monitoring tools to proactive user experience management. Proactive DEM provides experience management capabilities across the entire SASE architecture, including Netskope Intelligent SSE, Netskope Borderless SD-WAN and Netskope NewEdge global infrastructure. Digital Experience Management technology has become increasingly crucial amid digital business transformation, with organizations seeking to enhance customer experiences and improve employee engagement. With hybrid work and cloud infrastructure now the norm globally, organizations have struggled to ensure consistent and optimized experiences alongside stringent security requirements. Gartner predicts that "by 2026, at least 60% of I&O leaders will use DEM to measure application, services and endpoint performance from the user's viewpoint, up from less than 20% in 2021." However, monitoring applications, services, and networks is only part of a modern DEM experience, and so Netskope Proactive DEM goes beyond observation, providing Machine Learning (ML)-driven functionality to anticipate, and automatically remediate, problems. Sanjay Beri, CEO and co-founder of Netskope commented, "Ensuring a constantly optimized experience is essential for organizations looking to support the best productivity returns for hybrid workers and modern cloud infrastructure, but monitoring alone is not enough. Customers have told us of the challenges they face managing a multi-vendor cloud ecosystem and so we have yet again innovated beyond industry standards, providing experience management that can both monitor and proactively remediate." For issue identification, Netskope Proactive DEM uniquely combines Synthetic Monitoring with Real User monitoring, creating SMART monitoring (Synthetic Monitoring Augmentation for Real Traffic). This enables full end-to-end 'hop-by-hop' visibility of data, and the proactive identification of experience-impacting events. SMART monitoring enables organizations to anticipate potential events that might impact upon network and application experience. While most SASE vendors rely on "gray cloud" infrastructure - built on public cloud - which limits their ability to granularly identify and control any issues, Proactive DEM leverages Netskope NewEdge - the industry's largest private cloud infrastructure - to deliver 360 visibility and control of end-to-end user experience while providing mitigation of issues, including using various self-healing mechanisms, before the user recognizes their experience has degraded. About Netskope Netskope, a global SASE leader, helps organizations apply zero trust principles and AI/ML innovations to protect data and defend against cyber threats. Fast and easy to use, the Netskope platform provides optimized access and real-time security for people, devices, and data anywhere they go. Netskope helps customers reduce risk, accelerate performance, and get unrivaled visibility into any cloud, web, and private application activity. Thousands of customers trust Netskope and its powerful NewEdge network to address evolving threats, new risks, technology shifts, organizational and network changes, and new regulatory requirements.

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Server Hypervisors, Security

ePlus Achieves VMware Cross-Cloud Managed Service Provider Designation

prnewswire | August 23, 2023

ePlus inc. (NASDAQ NGS: PLUS–news)today announced that it has achieved the VMware Cross-Cloud Managed Service provider status. To attain this designation, ePlus passed a thorough independent audit of its VMware Cloud managed services technical expertise and operational excellence. Complementing this recognition and after a comprehensive service offering review, ePlus Cloud Disaster Recovery powered by VMware Cloud Disaster Recovery has also been recognized by VMware as a Validated Service Offering (VSO). VMware Cross-Cloud managed services are a set of prescriptive offers with enhanced partner and customer benefits that enable highly skilled partners to expand their managed services practices. The VMware Cross-Cloud Managed Service Provider designation signifies partners' experience with delivering VMware-validated managed services offerings and the achievement of the VMware Managed Services Specialization (MSS). "We are proud to be a launch partner for VMware Cross-Cloud managed services, as well as having our Cloud Managed Disaster Recovery offering validated by VMware," saidJustin Mescher, vice president of cloud and data center solutions at ePlus. "ePlus has been providing Cloud Hosted Infrastructure and Cloud Disaster Recovery for more than 10 years, and since migrating these services to VMware Cloud on AWS we have seen significantly increased customer interest and adoption. The capability for on-demand recovery with integrated ransomware detection and response, combined with ePlus' design expertise and failover services, are helping our clients increase confidence in their ability to recover in a cost-effective fashion." "ePlus has been at the forefront of delivering VMware-based managed services that help meet customers' most pressing challenges," saidAbhay Kumar, VP for Hyperscalers and Technology Partners, VMware. "With ePlus Cloud Disaster Recovery, ePlus is delivering an on-demand, easy-to-use service with cloud economicsthat enables business resiliency at scale. This will help deliver on the promise of VMware Cross-Cloud managed services." About ePlusinc. ePlus has an unwavering and relentless focus on leveraging technology to create inspired and transformative business outcomes for its customers. Offering a robust portfolio of solutions, as well as a broad range of consultative and managed services across the technology spectrum, ePlus has proudly achieved more than 30 years of success, carrying customers forward through adversity, rapidly changing environments, and other obstacles. ePlus is a trusted advisor, bringing expertise, credentials, talent and a thorough understanding of innovative technologies, spanning security, cloud, data center, networking, collaboration and emerging solutions, to organizations across all industry segments. With complete lifecycle management services and flexible payment solutions, ePlus' more than 1,850associates are focused on cultivating positive customer experiences and are dedicated to their craft, harnessing new knowledge while applying decades of proven experience. ePlus is headquartered inVirginia, with locations inthe United States, UK,Europe, and Asia‐Pacific.

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