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

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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Casa Systems Unveils New AurusXT 5G Industrial IoT Router Series Featuring the World’s First Dynamic Slicing Support

Casa Systems | January 10, 2024

Casa Systems (Nasdaq: CASA), provider of innovative access network solutions serving customers worldwide, today announced the launch of the first solution in its AurusXT 5G Industrial IoT (IIoT) Series, the NTC-500 5G IIoT router, which leverages the speed and coverage of a 5G network to provide high-speed Ethernet-to-cellular connectivity. Casa’s NTC-500 is the first 5G IIoT router to support dynamic network slicing capabilities, allowing operators to provide new and tailored services to their enterprise customers. Casa’s AurusXT Series will offer a range of 5G IIoT devices designed to deliver reliable connectivity to a broad range of both fixed and mobile use cases. The NTC-500 is the first of the AurusXT Series to disrupt the IIoT market with a cost-effective 5G IIoT Router that utilizes the speed and coverage of a 5G Sub-6 GHz network to deliver a fast and reliable connection to machines, equipment, and vehicles. Casa’s industry-first and proprietary 5G Dynamic Slicing Technology sets the NTC-500 apart from every other IIoT router on the market. Other 5G IIoT routers are limited to static slicing, forcing end users to endure labor- and time-intensive manual, on-site reconfigurations whenever they want to make a slicing change. Casa’s Dynamic Slicing Technology empowers mobile operators to unlock new revenue streams by allowing their customers to flexibly establish and rescind network priority on demand. “The proliferation of 5G networks coupled with the sunset of global 3G networks has created a groundswell of demand for 5G IIoT devices,” said Steve Collins, SVP of Access Devices, Casa Systems. “Our AurusXT Series is designed to deliver cost-effective 5G IIoT solutions that will address most use cases. With our dynamic network slicing capabilities, mobile operators will be able to unlock new revenue streams by offering tailored service plans to meet their enterprise customers’ individual requirements.” IIoT routers can be found in installations around the world – wherever Ethernet-to-cellular connectivity is in demand – from remote security cameras in industrial sites or on roadways, to digital signs in shopping malls or other public venues, to standalone ticketing and other vending machines, to anywhere an IIoT device in any industry needs wireless connectivity to transmit data. Enterprises facing the inescapable sunsetting of 3G technology now have a cost-effective and future-proof option for upgrading the hundreds, thousands, or even tens of thousands of IIoT routers within their domain. By opting to deploy Casa’s NTC-500, operators can bypass the adoption of 4G devices and minimize costly truck rolls to replace both 3G and 4G IIoT routers. The NTC-500 supports the latest 3GPP Release 16 features, including 5G Non-standalone (NSA) and 5G Standalone (SA) with failover to 4G LTE. This ensures it will not become obsolete when 4G technology phases out, minimizing the operational impact of updating hardware. The NTC-500 is compatible with both 4G and 5G, enabling customers to enjoy the benefits of 5G with the added assurance that existing 4G devices will deliver the best possible performance. Casa Systems is currently welcoming new resellers globally. Resellers or system integrators interested in becoming a Casa Systems IIoT device reseller are encouraged to contact Casa at https://www.casa-systems.com/. About Casa Systems Casa Systems, Inc. (Nasdaq: CASA) is a next-gen technology leader that supports mobile, cable, and wireline communications services providers with market leading solutions. Casa’s virtualized and cloud-native software solutions modernize operators’ network architectures, expand the range of services they can offer their consumer and commercial customers, accelerate time to revenue, and reduce the TCO of their network infrastructure and operations. Casa’s suite of open, cloud-native network solutions unlocks new ways for service providers to quickly build flexible networks and service offerings that maximize revenue-generating capabilities. Commercially deployed in more than 70 countries, Casa Systems serves over 475 Tier 1 and regional service providers worldwide. For more information, visit http://www.casa-systems.com/.

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Industrial IoT

Ceva Extends its Connect IP Portfolio with Wi-Fi 7 Platform for High-End Consumer and Industrial IoT

Ceva, Inc. | January 05, 2024

Ceva, Inc. (NASDAQ: Ceva), the leading licensor of silicon and software IP that enables Smart Edge devices to connect, sense and infer data more reliably and efficiently, today announced the general release of its next generation RivieraWaves Wi-Fi 7 IP platform, further expanding its widely-licensed portfolio of connectivity IP, targeting high-end consumer and industrial applications including gateways, TVs, set-top-boxes, streaming media devices, AR/VR headsets, personal computing and smartphones. The RivieraWaves Wi-Fi 7 IP leverages all the latest advanced features of the IEEE 802.11be standard to deliver a premium high performance, cost- and power-optimized Wi-Fi solution for integration into the next wave of Wi-Fi Access Point (AP) and Station (STA) products. According to global technology intelligence firm ABI Research, annual Wi-Fi enabled chipset shipments will exceed 5.1 billion by 2028, with more than 1.7 billion of these chipsets supporting the Wi-Fi 7 standard. As Wi-Fi enabled device shipments continue to grow, increasing numbers of semiconductor companies and OEMs are choosing to integrate Wi-Fi connectivity into their chip designs, and need access to high quality Wi-Fi IP to reduce the development costs and risks. Spanning Wi-Fi 4/5/6 over the past decade, Ceva has already established a considerable leadership position in Wi-Fi IP licensing, with more than 40 licensees for its RivieraWaves Wi-Fi 6 IP family, serving a wide range of end markets and applications, from end points to access points, across the IoT sphere. Expanding on this leadership position, Ceva's RivieraWaves Wi-Fi 7 IP provides a unique, comprehensive 802.11be MAC and PHY solution for integration into the next generation of Wi-Fi SoC products. Andrew Zignani, Senior Research Director, ABI Research, commented: "Ceva's wireless connectivity IPs play an integral role in the proliferation of connectivity standards in the broad IoT markets, as is evident from their customer's success in shipping more than 1 billion connectivity chips annually. With the introduction of their RivieraWaves Wi-Fi 7 IP platforms, semiconductor companies and OEMs have a trusted partner to develop differentiated, high-performance Wi-Fi 7 chipsets for their connectivity roadmaps, with lower risk and a lower cost of ownership." Tal Shalev, Vice President and General Manager of the Wireless IoT BU at Ceva, stated: "The relentless expansion of Wi-Fi usage has pushed the Wi-Fi 7 standard to offer enhanced data throughput, improved latency and support more spectrum in the face of mounting network congestion. Achieving this requires highly complex, cutting-edge functionalities like 4K QAM modulation, Multi Link Operation and Multi Resource Unit to optimize link efficiency across the available bands. Our RivieraWaves Wi-Fi 7 IP platform incorporates all the features of this latest-generation, wireless standard, dramatically simplifying development and time-to-market for companies looking to add Wi-Fi 7 connectivity to their products." Wi-Fi 7's 4K QAM modulation scheme is a substantial increase on the previous 1K QAM of Wi-Fi 6, while Multi Link Operation (MLO) introduces dynamic channel aggregation, seamlessly combining heterogenous channels from the same or different bands to navigate interference and boost throughput. Similarly, Multi Resource Units (MRU) enables the creation of larger channel bandwidths by intelligently stitching together punctured or disjointed Resource Units within the same band. The outcome is not only a remarkable up to 5 times increase in raw speeds but also significantly reduced latency, thanks to diminished contentions and retries. About Ceva, Inc. At Ceva, we are passionate about bringing new levels of innovation to the smart edge. Our wireless communications, sensing and Edge AI technologies are at the heart of some of today's most advanced smart edge products. From Bluetooth connectivity, Wi-Fi, UWB and 5G platform IP for ubiquitous, robust communications, to scalable Edge AI NPU IPs, sensor fusion processors and embedded application software that make devices smarter, we have the broadest portfolio of IP to connect, sense and infer data more reliably and efficiently. We deliver differentiated solutions that combine outstanding performance at ultra-low power within a very small silicon footprint. Our goal is simple – to deliver the silicon and software IP to enable a smarter, safer, and more interconnected world. This philosophy is in practice today, with Ceva powering more than 17 billion of the world's most innovative smart edge products from AI-infused smartwatches, IoT devices and wearables to autonomous vehicles and 5G mobile networks. Our headquarters are in Rockville, Maryland with a global customer base supported by operations worldwide. Our employees are among the leading experts in their areas of specialty, consistently solving the most complex design challenges, enabling our customers to bring innovative smart edge products to market.

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