What brought Informa TechTarget to Autobound?

Turning prospect and account insights into action for sales users

Informa TechTarget's Priority Engine helps its sales users identify in-market accounts and opted-in prospects who are actively researching relevant topics, and provides key insights about what “entry point” angles might work best to drive engagement.  Prior to IntentMail AI, leveraging these insights in individual outreach emails required manual effort by Informa TechTarget’s sales users – not just to write the email, but to find additional points about the company or the person.  The Products team at Informa TechTarget recognized the opportunity to deliver increased efficiency to sales users through a feature that would automate this process and make its unique insights more immediately actionable, and began to research its options on how to best build this feature.

Let’s Build an AI Writer... But How to Get the Right Data In?

Informa TechTarget was quick to begin iterating on an AI writer to solve their users’ “what to say” problem by leveraging its unique account and person-level insights to create personalized prospect-level emails. However, they soon realized that a fully personalized approach would benefit from leveraging an even wider variety of externally available data.  

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Informa TechTarget wanted to add insights from additional sources like news, podcast mentions, SEC filings, competitor data, earnings transcripts, and technologies used by its active prospects. As the product team began evaluating the cost of development, they started to assess the resource investment and time to market issues involved in integrating external data sources, such as the upkeep of various insight types, R&D efforts for future insights, prompt management to ensure insights were properly incorporated into the emails, insight ranking, and latency.

High Cost of In-House Development

After a couple of months of iteration and planning, Informa TechTarget estimated it would take 8-12 months and cost about $400,000 just to get to a minimum viable product. Ongoing costs could easily push the total over $1 million in the first year with this approach.

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The complexity and high price tag of building in-house made Informa TechTarget consider alternative approaches, and Autobound’s sales team sent a cold email to Informa TechTarget’s product leadership just in time. Informa TechTarget ran a zero-cost data test to gauge content quality and insight coverage across a synthetic set of “users” and “prospects” (which were really randomized, public records, to ensure compliance).

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Within days, it was obvious that Autobound’s platform could produce exceptionally high-quality content that fit Informa TechTarget’s requirements.

How does Informa TechTarget use Autobound today?

Within the Priority Engine platform, IntentMail Drafts a Highly Personalized Email by Making a ‘generate-content’ Request to the Autobound API

Using Autobound's API, Informa TechTarget’s IntentMail drafts a hyper-personalized email in a single click, mimicking the prospect-research and email-writing workflows of a top seller, only 60-120x faster, all while maintaining SOC 2 compliance.

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Informa TechTarget feeds active prospect and active account information along with its proprietary intent data into the API to be combined with Autobound insights, and leverages additional parameters such as writingStyle (e.g., cxo_pitch, challenger_method), wordCount, and more, allowing for even more tailored and flexible email personalization to match the user’s specific needs and preferences.

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Working with Autobound, Informa TechTarget was able to shave years off of its AI roadmap by leveraging its proprietary intent insights with Autobound’s API.

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Learn more about Autobound's API here.

Activating an Unmatched Engine of 350+ Insights for Enhanced Personalization

Today, Informa TechTarget has activated 350+ different types of Autobound’s personalization-driving insights to complement its proprietary intent insights, including:

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• Financial Insights: SEC filings, earnings call transcripts, and key financial metrics (e.g., balance sheet, income statement, statement of cash flows, earnings releases) to provide a comprehensive picture of a company’s initiatives and pain points (and those of their competitors’).
• Technographic Data: Information on specific tech used (complementary vs. competitive) with the relevant value proposition associated.Job Opening Insights: Specific roles being hired for, in terms of quantity and type, based on the persona being reached out to, and the user generating the email.
• Company Highlights: Details on investors, key customers, buyer personas, and product offerings for refined, targeted messaging.
• News and Events: 35+ news events on a target company (and their top 3-5 competitors), including funding rounds, acquisitions, partnerships, product launches, security breaches, awards, and more.
• Social Media Insights: Analysis of a prospect’s bio, job description, social posts, company updates, and relevant YouTube videos or podcast mentions.
• Work Milestones: Information on job changes, promotions, and work anniversaries as triggers for personalized outreach.Competitor Insights: Data on competitor funding, product launches, and leadership changes for strategic positioning.
• Shared Experiences: Shared past employer, alma maters, and overlapping professional networks. Includes cases where a prospect used to work at a company that is a current customer, when a prospect’s competitor is already a customer, when the user and prospect share a customer or investor, and more rich scenarios, providing valuable context for personalized messaging.

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Whenever Autobound develops new insights, they’re automatically deployed to Informa TechTarget users without delay, removing the burden of Informa TechTarget maintaining their own engine to garner these additional external insights.

Informa TechTarget Users Now Know Who to Reach Out To, and What to Say

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The integration has streamlined Informa TechTarget’s user workflows by unlocking 60-120x faster email generation. Both large enterprises and smaller companies across many industries are benefiting from these advanced capabilities without additional resource strain.

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Informa TechTarget users also report that even when they didn’t copy the AI-generated emails directly, they used the content for summaries or call scripts, demonstrating flexibility in their workflow.

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What impact has this partnership had on TechTarget?

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8x Faster Development Speed, $400k Saved, 30% Increase in Retention

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In addition to time (8-12 months) and money ($400,000) saved, user engagement and retention rates have improved significantly, with Informa TechTarget Priority Engine users accessing the IntentMail feature that includes Autobound's AI personalization showing a 30% increase in retention compared to those who did not use the feature.  High repeat usage among engaged users is evident, with 75% of users repeatedly generating over 100 personalized emails.