The ROI Experts
As opportunities for vendors and subscribers to come together, invitation-only conferences are seen by TechTarget as more than just a way to round out a portfolio of revenue-generating platforms; they are recognized as an integral part of a vendor’s relationship-building strategy and, therefore, given equal weight within the online/print/in-person formula.
“We have a very profitable event business, and the key part of the profitability there is that the audience from our Web sites are the people who attend our conferences,” Strakosch says. “In the conference business, audience acquisition is [normally] a major expense item, but for us it’s not because we have 6 million registered members [on our sites].”
TechTarget’s member list is derived from those who register for a conference or as a reader of one of the company’s vertical Web sites. The company asks each member about their specific interests and uses that information to target select invitees, who attend conferences for free. (The company also offers list rentals to vendors.)
For vendors, events offer the opportunity to understand their clientele and close on sales.
“We divide events in half, with one side of the house crackerjack at logistics, and the editorial side taking responsibility on the content front,” says Schlack.