Client
TechTarget Inc. is an American company which offers data-driven marketing services to business-to-business technology vendors. It uses purchase-intent data gleaned from the readership of its 140 + technology focused web sites to help tech vendors reach buyers actively researching relevant IT products and services.
Challenges
TechTarget faced issues with the reliability of contact data collected through email downloads. Many users provided incorrect email addresses (e.g., “Mickey Mouse”) to access white papers, leading to low-quality leads that could not be sold to technology companies. Additionally, TechTarget’s purchased contact lists often contained inaccurate data, which affected their credibility.
Solution
IRC initially conducted surveys, then expanded to calling individuals to encourage white paper downloads on specific topics. This approach verified users’ actual interests and roles in the organization, leading to higher-quality leads. The service company also performed list validation by calling purchased contact lists to verify the accuracy of each contact, effectively improving TechTarget’s database.
Results
IRC provided TechTarget with higher-quality leads for white paper downloads, as well as more accurate and verified contact lists. This improved the reliability of TechTarget’s data, allowing them to sell leads with confidence to technology companies interested in targeted topics. The combined process (downloads and verification) yielded data that surpassed email-only methods.
Business Benefits
Improved lead quality by ensuring contacts were genuinely interested in specific topics, increasing the value of TechTarget’s data.
Enhanced accuracy of TechTarget’s database, boosting credibility when selling leads to technology companies.
Reduced issues with inaccurate contact information from email submissions or purchased lists.
Strengthened TechTarget’s market reputation for providing high-quality, verified leads.
Created a recurring revenue stream through list validation and data quality services.
Enabled TechTarget to sell more relevant, decision-maker contacts, increasing appeal to companies looking for targeted, reliable leads.
Supported a streamlined approach by combining survey, download, and verification processes into one efficient call, maximizing data collection accuracy in each interaction.