Informa TechTarget, a leader in B2B intent data, wanted to accelerate their customers’ (B2B sellers and marketers) ability to effectively engage with their high-intent prospects. Informa TechTarget’s Priority Engine serves up prospects who are actively researching across their proprietary network of editorial communities, along with very specific insights on their needs and interests. This intent data is invaluable in not only understanding who to prioritize for sales and marketing outreach, but also on “what to say” to get the best response and conversion.
Informa TechTarget was early to recognize the potential of AI. Yet, the resources needed to build an enterprise-grade AI writer seemed to keep ballooning. Using the Autobound API in combination with its powerful, proprietary intent insights, Informa TechTarget launched “IntentMail AI,” an AI-powered personalization tool served within Informa TechTarget’s Priority Engine platform. And it cut its development timeframe from quarters to weeks.
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.
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.
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.
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.
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).
Within days, it was obvious that Autobound’s platform could produce exceptionally high-quality content that fit Informa TechTarget’s requirements.
"We see a 30% increase in retention for users after they engage with IntentMail"
“Autobound's AI technology has been a game-changer for our Priority Engine platform. The ability to generate highly personalized content at scale has significantly improved our value proposition. Our users are writing emails 60-120x faster than they used to.”
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.
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.
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.
Learn more about Autobound's API here.
Today, Informa TechTarget has activated 350+ different types of Autobound’s personalization-driving insights to complement its proprietary intent insights, including:
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.
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.
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.
8x Faster Development Speed, $400k Saved, 30% Increase in Retention
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.
Increase in retention from users who engaged with IntentMail
Insight-packed messages generated, resulting in thousands of hours saved. Based on initiatives mentioned in 10-Ks, podcasts, financial reports, social media posts, & 300+ other insights.
TechTarget customers supported by IntentMail, powered by Autobound’s API.
"Booked me a meeting on Day 2 of using it - Offers excellent value for money. I have been able to generate a steady stream of leads using Autobound.ai without breaking the bank."
"This tool has significantly improved my response rate and made the process of crafting hyper-personalized emails a breeze."
"Since turning Autobound on, we've noticed an order-of-magnitude increase in pipe-gen efficiency, as well as a decrease in time spent ramping new sellers."
"We’ve seen a positive impact in every instance - Onboarding new sales employees also became much easier because we created tailored messaging that was aligned throughout the company."
"Simply the best way to leverage the investment you've made in people and technology, and it's helping us book meetings that we would have missed otherwise."
"I'm already seeing increased response rates, and it seems like their product team is pumping out powerful new features every other day. 10/10 would recommend trying."
"It makes the job of an SDR /BDR so much easier. It has saved me so much time in research while still being able to add the flare of personalization to each email."
"Impressed me with its sales-specific messaging capabilities, user-friendly interface, time efficiency, and invaluable insights."
“Saving time prospecting, making my life easier so I can spend my time doing more meaningful things that contribute to my quota”
“This level of personalization has greatly increased my response rates and engagement with prospects.”
"Helps in personalizing messages to a great extent which improves the message credibility and increases the response rate immensely."
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“Autobound - helps us leverage the time and money we've spent on building out a CRM full of prospects“
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“Helping me to get higher response rates thanks to its hyperpersonalization.. ChatGPT for sales--literally”
"Our BDR team - Autobound.al technology is taking them to the next level. The personalization is on point - ability to match the writing style with our sales methodology"
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“It's crucial to find this balance to develop a successful outreach process. Autobound has allowed us to create personalized messaging at a mass scale.”
