FIR B2B podcast #92: TechTarget CMO John Steinert on the science of ‘intent marketing’

John Steinert joined TechTarget as CMO two years ago after a decades-long career in B2B technology at companies that included Pitney Bowes and SAP. So why join a tech publisher? Steinert actually doesn’t see TechTarget as a publisher, and in this recent piece he explained why he was so excited about the opportunity: product, purpose, people and potential. In this interview we discuss the differences between publishing and content marketing, how intent marketing can help provide insights into impending technology purchase decisions and how marketers can make their content more effective and targeted. 

TechTarget’s not-so-secret weapon is its lead generation and tracking mechanisms, which permit the company to see exactly what kinds of content is crucial for their visitors. Steinert describes what data is collected — with visitors’ permissions of course — and how it can be used by their advertisers and sponsors. He also distinguishes between visitors who are just looking to snack on information versus binge consumers, who are likely closer to purchase.

This all makes a difference in what kind of content is created and how keywords are chosen to bring in the right visitors. “You have to have strong SEO, people have to find your stuff and it has to be cross-linked and judged popular and valuable,” he says 

TechTarget’s distinction has always been its portfolio of microsites focused on technologies products or categories — such as But you’d be hard-pressed to find the names of those sites on the company’s home page today. That’s deliberate. Far from being a publisher, TechTarget is today a data company.

Incidentally, both Paul and myself have had a long connection with TechTarget: Paul was the company’s sixth employee and I have been a regular freelancer for numerous websites of theirs.

There is a lot of wisdom in what Steinert says, and he is worth a careful listen to our 25 min. podcast here.

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