TechTarget has announced the acquisition of The Enterprise Strategy Group (ESG), a provider of decision-support content based on user research and market analysis for global enterprise technology companies, to provide enterprise technology buyers much richer information support across their buyer’s journeys.
ESG, founded in 2000, applies its expertise in all of the key go-to-market segments served by TechTarget. These include cloud services and orchestration, converged infrastructure, cybersecurity, data platforms, analytics & AI, data protection, digital workspace, networking, and storage.
According to the company, the deal deepens TechTarget’s base of decision support content and adds new fact-based, research-driven content that customers can use in marketing and sales outreach targeting the accounts and prospects identified by purchase intent insights.
ESG’s analysis and segment expertise improves TechTarget’s ability to help its customers navigate the specific dynamics of individual technology markets and extends upon the value delivered by the company’s 140+ technology-specific websites.
TechTarget’s base of engaged buyers advances ESG’s efforts to help technology vendors understand what issues resonate with users and how best to reflect those dynamics in their content outreach.