TechTarget Guarantees Leads with TargetROI

Share this article:
TechTarget tomorrow plans to unveil TargetROI, an advertising program designed to help IT vendors maximize their return on investment by providing them with guaranteed leads and consulting services.


The information technology media company said that in a limited rollout of the program to 12 beta testers, their campaigns achieved conversion rates between 30 and 40 percent. TechTarget tested more than a dozen campaigns for clients such as Hewlett-Packard, Veritas Software and IONA Technologies.


Greg Strakosch, TechTarget's CEO, said the company can guarantee clients a specific number of leads because of its in-depth reporting capabilities.


"We'd been doing so many e-mail, live events and banners for each site that we began to get a very good feel for how many clicks a vendor could expect on their offers," he said. "So we productized it."


Each TargetROI campaign is assigned a Client Services team, which works on selecting the TechTarget vehicle to best reach the target audience, developing effective messages and analyzing campaign results. Each campaign typically features a mix of media, including e-mail newsletters, rental lists and live Webcasts.


TechTarget mails more than 300 million e-mail newsletters to more than 2 million IT professionals. It also produces thousands of sponsored Webcasts.


"There are not too many media companies walking in the door and guaranteeing traffic," Strakosch said. "We know what each types of offers pull in relation to each other. We can hit the specific ROI that the marketer wants."


Strakosch said pricing for the TargetROI service depends on the number of leads a client wants. It is priced on a cost per thousand basis and depends on the number of e-mails that are sent and the amount of banner ads that need to be created. The minimum, he said, is $30,000 for 250,000 impressions. CPMs run between $100 and $200


Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Hallmark Takes Baby Steps to a New Brand

Hallmark Takes Baby Steps to a New Brand

The company relied on digital to get its growing children's apparel brand off of the ground.

One Third of Americans' Social Media Time Is Spent on Facebook

One Third of Americans' Social Media Time Is ...

Pandora, meanwhile, attracts more user time but far fewer digital advertisng dollars, says a study.

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

News Corp. Chief Brands Google an 'Unaccountable Bureaucracy'

Robert Thomson warns the EU that an antitrust deal with Google will lead to a decrease in competitive options for marketers and an increase in piracy.