TechTarget, Inc. (Nasdaq: TTGT), the world’s leading provider of purchase intent data and services for B2B technology for marketing and sales, today announced the acquisition of The Enterprise Strategy Group, Inc. (ESG), a leading content provider for decision support based on user research and market analysis for global enterprise technology companies.
Founded in 2000, ESG combines in-depth expertise and extensive primary research to create purpose-built content to help buyers buy and sellers sell. With content that takes into account the most important aspects of the buyer journey, ESG helps technology providers build buyer confidence. ESG applies its know-how to all of TechTarget’s key market launch segments, including: Cloud Services & Orchestration; Converged infrastructure; Internet security; Data platforms, analytics & AI; Privacy; Digital workspace; Networking; and storage.
ESG’s capabilities are a natural complement and extension of TechTarget’s value proposition to its customers. The transaction deepens TechTarget’s base of decision support content and adds new fact-based, research-driven content that customers can use for marketing and sales activities to reach the accounts and prospects identified through purchase intent insights. ESG’s analytical and segment expertise enhances TechTarget’s ability to help its customers navigate the specific dynamics of individual technology markets and expands the value offered by the company’s 140+ technology-specific websites. TechTarget’s significant base of dedicated buyers fuels ESG’s efforts to help technology providers understand what issues resonate with users and how best to reflect those dynamics in their content reach.
“We are very excited about the value ESG brings to our customers and members,” said Michael Cotoia, TechTarget’s chief executive officer. “Together, we can provide much more comprehensive informational support to business technology buyers on their travels. For our customers, adding ESG to the unmatched data and services we have long provided means we can consistently increase their productivity gains and business ROI through time to market. “
Steve Duplessie, Founder of the Enterprise Strategy Group, added, “ESG delivers highly relevant, buy-cycle-centric content designed specifically for buy and sell. In this way, critical gaps can be closed that have significantly increased costs and cycle times on both sides of the process. When you deepen and build on TechTarget’s existing strengths in content, process support, and data, you create clear, easily accessible value for customers and end users. “
ESG’s core decision support offering is its primary and fastest growing business area. Its 27 researchers and analysts work with clients to find out where their marketing and sales strategies require fact-based content support to produce successful results. The company’s capabilities include technical validation, economic analysis, and bespoke end-user research that enables the creation of highly actionable, highly useful, interactive content and tools. ESG content supports product launches, competitive positioning, channel activation, ABM-focused public relations and many other campaign goals.
“As a long-time TechTarget and ESG customer, I see an incredible opportunity for enterprise technology companies to accelerate growth and success in their markets by sharing these powerful and unique services,” said Ed Walsh, former GM of Storage, IBM Systems Group and current CEO of ChaosSearch.
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