Mike Cotoia
Analyst · Aaron Kessler of Raymond James. Your line is now open. Please go ahead
Sure. In terms of the Priority Engine sales use case, that was a big focus heading into 2022. And if you remember, historically, we focused on the marketing buyers, where they would use it for their ABM strategy, nurture strategy, building on their net new, building their account database and their prospect database. On the sales strategy, we've seen really good traction on that. We are - the information that marketers have, we want to make sure that it's into the sales use cases. So very focused on territory management, making sure that we have the right prospect level intelligence. So when a customer goes in there and they're using it for their marketing sales case, and then they start leveraging the reps to use Priority Engine. What we've done really well is going and engage with the reps in their - whether they're BDRs, SDRs, inside sales reps or even outside reps, to work and train them on how to use the data. And we've seen really good traction in terms of, once we show them how to use the data, which accounts in their territories should be focused on and, which of the individual prospects within those accounts they should call, because they have all the information at their hands, what they are researching, which competitors are influencing those accounts within a rep's territory and their key entry points of research. We're seeing good adoption on that. And we're going to continue with the ability for training, we're investing heavily in customer success and our sales enablement training to empower the reps to leverage within our vendors, clients' accounts to leverage the data in the optimal way. We are also very focused on and I've mentioned this before, of getting tighter bidirectional integration into Salesforce, as well as other marketing and sales technologies. So I mentioned Salesforce, we've done - we work with Marketo, Eloqua, HubSpot, but we're now really working on partnerships with integrations around sales engagement and sales enablement platforms such as sales law in outreach. So as we continue to get that data into our customers, Salesforce's workflow, we expect to see continued traction. In terms of the brand, the one advantage that we have is first-party data, where our branding or ad revenue is high quality and it's also high value and it's high price. We've seen a continued momentum on the brand side, you will see and I expect to see some of these accounts may pull back a little bit on some of the brand expense and really focus more on the data and the demand generation in the project confirmation type of data, but the brand revenues fared well and it's growing, and we've all seen the announcements in the vision of Google eliminating third-party cookies later on. So I think that brings good attention to us, and I think our customers will continue to evaluate their brand strategy. And the last thing I'd say is the branding piece of our overall revenue is a very small piece of the overall TechTarget revenue.