Market Environment
Informa TechTarget sits at the intersection of tech and B2B marketing, each dynamic and innovative markets in their own right, and each with compelling structural growth drivers representing a robust and growing market opportunity.
Technology is present in all aspects of daily life, work and business. Enterprise technology is central to operating effectively and efficiently with a rapid pace of innovation creating a constant cycle of investments in enhancing, upgrading and replacing technology. Our clients are deeply involved in this cycle, and our products are designed to optimize our clients’ ability to address the opportunities presented by this cycle.
Continued strong growth in technology-related R&D is driving a new wave of investment and innovation, enhancing existing products and inspiring the next generation of products and services. Over time, the scale of technology purchasing has grown in size, resulting in buying behavior becoming more complex leading to longer sales cycles as more research, increasingly conducted online, is undertaken prior to purchasing decisions being taken on purchasing technology products and platforms. For technology vendors, online presence and digital brand visibility are therefore critical and this has led to more companies focusing spend on branded content services, thought leadership and advertising on the most relevant platforms and media.
Informa TechTarget delivers highly relevant content and research to technology buyers that informs, educates and influences them along the different stages of their buyer journey and our core value proposition centering on the concept that interactions with this content, when captured, enriched and analyzed, can provide deep insights into who potential customers are, what products and services they might be interested in, where they are in their purchasing cycle and how significant is the intent to purchase.
Through content marketing and customer content services that Informa TechTarget also provides, technology vendors can not only identify prospective buyers but also engage and influence them by developing bespoke content that profiles relevant products. For B2B sales and marketing teams at technology vendors, this is critical to targeting the right buyers at the right time, raising brand awareness and positioning products with the right audiences to secure leads that turn into sales.
Key Informa TechTarget strengths
Scale in segmented B2B audiences through portfolio of specialist B2B tech media brands commanding an audience of c.50 million registered members enabling B2B technology companies to reach highly specified audiences with interests in specific products and services.
Analytical platforms that collect information on millions of audience interactions with our content by our permissioned B2B audience of c. 50 million professionals further enhanced by access to the B2B audiences and related data captured by the Informa Group’s separate proprietary platform.
Compelling value proposition for B2B technology companies offering a full end-to-end portfolio of solutions to support all phases of the go-to-market, from R&D to ROI helping to position Informa TechTarget as the leading B2B growth accelerator for technology companies.
A leading position in specialist technology through our Omdia brand that employs expert analysts to create data-driven intelligence products and custom research and advisory services that help challenge market strategies, sharpen product roadmaps and accelerate time to market and revenue.
helping our clients build brand reputation and establish thought leadership through data-driven content marketing strategies and our unparalleled reach into the market.
the market leader in intent-based demand generation services increasing efficiency and effectiveness by targeting in-market prospects.
with over 8000 clients world-wide Informa TechTarget serves the needs of both technology industry titans and emerging start and scale ups.
Significant international presence and reach with customers in more than 20 countries and with around 30% of revenues generated from outside the United States of America and with scope to leverage that reach to exploit the growth opportunities that exist outside the United States.
Strong experience in developing effective technology platforms to serve both technology buyers and vendors including a leading buyer intent data platform, leading demand generation platforms, a leading video content marketing platform, SEO-enabled content platforms and a growing number of AI-enabled tools.
Scale and reach of Informa TechTarget to enable delivery of significant cost efficiencies in sales, editorial and product operations.
As well as attractive organic growth opportunities, the scale and reach of Informa TechTarget and strong cash generation provide scope to acquire complementary businesses to add further scale in data, audiences, content and go-to-market and/or further capabilities that further differentiate our product offer.
Drivers of attractive multi-year growth
Accelerating market share gains in a rebounding and growing market through enhanced competitiveness from additional scale, reach, products and talent.
Technology sellers based outside the United States represent an estimated c.40% of the global market opportunity that our expanded international reach positions us well to reach.
Capturing opportunities for expansion of product set into adjacent, tech-driven B2B growth markets such as AutoTech, GameTech, HealthTech, FinTech and others, leveraging access to Informa’s extensive B2B datasets in those growth markets.
Greater scale, reach and talent to enable acceleration of platform enhancements and new product launches to deliver richer data-driven insights and deeper market access.
Organic growth opportunities to be supplemented by utilizing strong balance sheet and cash flow generation to expand business and market presence by opportunistically acquiring complementary businesses that add additional data, audiences and go-to-market and/or new capabilities that further differentiate our product offerings.