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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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Semtech Expands LoRa® Portfolio with New Transceiver Featuring Long Range, Low Power Consumption, LoRaWAN® Standard and Global Connectivity

Semtech | March 17, 2023

Semtech Corporation (Nasdaq: SMTC), a high-performance semiconductor, IoT systems and Cloud connectivity service provider, today announced the expansion of its market leading LoRa® portfolio with a new transceiver for use in Internet of Things (IoT) end points that provides lower power consumption, global connectivity and long range. The new LoRa Connect™ LR1121 brings the best LoRa transceiver RF performance to date with the multi-band versatility permitting a single, low-power chip to be used anywhere in the world. It is pin compatible with the current LoRa Edge™ devices, allowing module makers such as Murata to have a single hardware design for a wide range of applications, with global connectivity. Likewise, Integrated Passive Devices such as Johanson Technology can readily be used alongside the LoRa Connect LR1121 to offer a smaller footprint, reduce time to market and minimize design iterations. The highly integrated LoRa Connect LR1121 transceiver provides LoRaWAN connectivity for terrestrial low power wide area networks (LPWAN) operating at 470MHz, 868MHz and 915MHz; it also provides LoRa 2.4GHz and the S-band for direct connection to satellites. “Semtech’s LoRa Connect is targeting the connectivity challenges faced by the industry today enabling widespread adoption and reinforcing LoRa’s position as the de-facto platform for IoT,” said Robert Comanescu, senior director of the IoT Chips Business at Semtech. “We continue to invest in improving LoRa technology and enriching our product portfolio with multi-band LoRa support and LoRa Cloud™ services that will provide best in class, sustainable, ubiquitous and global IoT connectivity.” New modules and reference designs, developed in partnership with Johanson and Murata, are ready at launch and offer a smaller form factor, lower assembly costs and faster time to market. Murata’s Type 2GT module, currently supporting the LoRa Edge LR1110 and LR1120 products, is also now supporting the LoRa Connect LR1121, offering a turnkey solution for lower cost assembly and faster time to market with a pre-certified LR1121 variant readily available. "By collaborating with Semtech on this offering, we are leveraging both companies’ leadership and expertise to create the most needed solution in the IoT market which provides multi-band LoRa® and long range - frequency hopping spread spectrum (LR-FHSS) communication over sub-GHz and 2.4GHz ISM bands as well as licensed S-Band for satellites," said Sasaki Akira, general manager of Connectivity Module Marketing, Murata. "The new multi-band module allows designers to develop products with a faster time to market by minimizing BOM size, cost and complexity." Likewise, Johanson Technology’s IPD is also compatible with the LR1121 and replaces many RF passives, allowing a smaller form factor and lower assembly costs. A reference design is available now on the Semtech website to jumpstart chip down designs. About Semtech Semtech’s LoRa chip-to-Cloud platform is a globally adopted long range, low power solution for Internet of Things (IoT) applications, enabling the rapid development and deployment of long range, ultra-low power and cost efficient IoT networks, gateways, sensors, module products, and IoT services worldwide. Semtech’s LoRa technology provides the communication layer for the LoRaWAN® standard, which is maintained by the LoRa Alliance®, an open IoT alliance for Low Power Wide Area Network (LPWAN) applications that has been used to deploy IoT networks in over 173 countries. Semtech is a founding member of the LoRa Alliance and produces the “The WAN Network Show” podcast to connect massive IoT end users to operators of LoRaWAN networks around the world. With the proliferation of LoRa devices and the LoRaWAN standard, the LoRa Developer Portal is a technical support platform for IoT innovators to learn, connect, collaborate, and find resources to help accelerate product development efforts and expedite time to market. To learn more about how LoRa enables IoT and creates a more sustainable and smarter planet, visit Semtech’s LoRa site.

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