Informa TechTarget Ascends as a Major Player in B2B Data Landscape

We have refreshed this article to announce that the merger between Informa Tech and TechTarget is now finalized, following the approval from TechTarget’s shareholders.

The merger of Informa PLC’s Informa Tech, based in London, with TechTarget from Massachusetts officially took place on Monday, forming a leading B2B data powerhouse.

This proposed merger was unveiled in early 2024 and has since gained the green light from TechTarget’s shareholders.

The newly formed Informa TechTarget will be traded on Nasdaq under the ticker symbol TTGT. Informa PLC has invested $350 million in cash alongside the integration of Informa Tech’s Digital Businesses into Informa TechTarget, resulting in a 57% equity share in the collective entity. The $350 million cash infusion, which amounts to roughly $11.70 per outstanding TechTarget share, will be distributed to current TechTarget shareholders, who maintain a 43% equity interest in the new company. Gary Nugent, the previous CEO of Informa Tech, will assume the role of CEO at Informa TechTarget.

Informa TechTarget is set to provide B2B marketers operating in the technology field with an extensive array of products and services. Most notably, the enterprise will have access to comprehensive first-party data drawn from individuals engaged in research regarding business technology investments across a diverse range of digital platforms, web properties, and analyst databases.

The Journey to This Point

Numerous B2B tech media brands that fall under the umbrella of Informa TechTarget are well-recognized among B2B marketers, many of which have a legacy dating back several decades and are familiar with the dynamics of mergers and acquisitions.

Through strategic acquisitions, both Informa Tech and TechTarget have effectively built their diverse portfolios over the years.

The Informa Tech portfolio features media brands such as Industry Dive, Information Week, Light Reading, and AI Business; research entities Omdia and Canalys; along with the lead generation platform NetLine.

On the other hand, TechTarget’s portfolio boasts over 150 websites spanning the TechTarget brand; the research organization Enterprise Strategy Group (ESG); and the online events and video platform BrightTALK.

With audience data becoming increasingly valuable and B2B tech marketers particularly focusing on buyer intent data, both companies have adapted accordingly.

TechTarget introduced a buyer intent platform named Priority Engine, which offers marketers insights into prospects actively investigating technology solutions. Meanwhile, Informa Tech developed IIRIS, a B2B customer data platform designed to collate, standardize, and analyze all first-party data generated through its wide-reaching portfolio.

Explore further: Why prioritizing first-party data collection is essential for marketers

First-Party Data in the Spotlight

The diminishing reliance on third-party cookies and the consequent demand for first-party data are pivotal in this merger. A major challenge for many media organizations regarding first-party data is achieving the necessary scale, as they struggle to match the volume of available third-party data.

The themes of first-party data and scale were highlighted in a statement from Stephen A. Carter, Group Chief Executive of Informa, during the initial proposal of the deal this year.

“Today, we are significantly enhancing Informa’s standing in the expanding B2B digital services sector, thereby creating a platform to effectively cater to our B2B clients digitally at scale, mirroring our existing capabilities in live and on-demand B2B events,” Carter stated. “In recent years, Informa has developed a proprietary first-party data platform, IIRIS, and solidified our footprint in the B2B Digital Services arena. By obtaining a majority stake in US-listed TechTarget, we are firmly aligning this organization where the customer base and valuable opportunities are located.”

Informa anticipates that the overall market for Informa TechTarget will broaden customer accessibility by over tenfold. The new organization is also positioned to accelerate revenue generation and growth across novel technology-driven B2B sectors.

Insights from TechTarget’s CEO

Mike Cotoia, CEO of TechTarget, emphasized that the merger with Informa Tech centers around scaling various aspects when the deal was proposed.

While the reach of the permission-based audience will increase, the combined entity will also expand its geographical presence, better serving global marketing divisions within major tech vendors, for instance.

Cotoia noted that this merger grants marketers the scalability necessary to connect with buyers in specific verticals. Nowadays, business technology purchasers predominantly operate in line-of-business (LOB) roles, which lie outside traditional IT departments. To engage these audiences, marketers must collaborate with media firms that specialize in vertical markets such as healthcare, finance, and construction.

Notably, TechTarget acquired Xtelligent Healthcare Media in 2021 to establish a foothold in the healthcare sector. The integration of Informa Tech’s Industry Dive properties adds coverage across more than 30 additional sectors.

Similar to most B2B publishers, Cotoia explained that TechTarget serves two primary groups: the marketers aiming to reach tech buyers and the tech buyers themselves.

B2B marketers are keen on activating intent data to expedite and enhance their path to closing deals, while simultaneously striving for efficiency in their operations.

“B2B marketers wish to achieve more with fewer resources. They have expanded their leads, data access, and the implementation of martech and sales tech platforms. Now, their focus is on streamlining processes,” Cotoia remarked. “They also seek enhanced conversion rates.”

From the buyers’ perspective, the merger’s objective is to deliver high-caliber content that meets the evolving research and purchasing behaviors of business technology buyers, according to Cotoia. The landscape has changed significantly over the last ten years.

“Today’s tech buyer is usually younger, relying less on sales representatives and more on trusted content and expert insights,” Cotoia highlighted. “We are committed to providing the compelling content they demand while evaluating options and making critical decisions regarding their technology stack.”

Cotoia anticipates that content will continue to remain a core element of the strategy moving forward.

“We are fundamentally a publisher, and we recognize the importance of leading with reliable, insightful content, as that is what our audience and contemporary tech buyers rely on when making decisions,” Cotoia concluded.

Armed with an extensive collection of first-party data, a treasure trove of content assets, and a global presence, the united TechTarget and Informa Tech position themselves as a formidable entity in the B2B media landscape.

How might competitors react? Cotoia forecasts an uptick in M&A activities as a result.

“Consolidation is a trend that I believe will persist,” he concluded.

Explore further: DemandScience and Terminus merge, keeping data at the forefront of B2B marketing