Intent Data Drives B2B Tech Marketing Excellence: Lessons from the 2025 Archer Awards

The 2025 Informa TechTarget Archer Awards, announced at the ROI Summit EMEA in London, have once again highlighted a critical truth in the B2B technology sector: intent data is the new currency of growth. The winners—from cloud giants like AWS to cybersecurity leaders like Trend Micro—demonstrate how precise targeting of buyer intent can transform marketing and sales outcomes. For investors, these case studies underscore a compelling thesis: companies that master intent-driven strategies are positioned to outperform in a hyper-competitive tech landscape.

The Winning Strategies: Intent as the Compass

The eight EMEA winners of the Archer Awards exemplify how intent data is reshaping B2B marketing. Let's dissect their approaches:

1. Schneider Electric (Best Integrated Media Program):
   Schneider leveraged TechTarget's intent data to identify which sectors (e.g., renewable energy, smart buildings) were actively seeking sustainability solutions. By aligning its media campaigns with real-time buyer inquiries, the company saw a 47% increase in qualified leads. This strategy mirrors the rise of ESG-driven tech investments, a trend that's here to stay.

2. Akamai (Best Content Program):
   Akamai's content machine didn't just produce whitepapers—it used intent signals to tailor topics to buyers' specific pain points. For instance, content around edge computing surged as demand for low-latency solutions spiked. The result? A 32% boost in content-driven pipeline contributions.

3. Verizon Business (Intent-Driven Marketing Excellence):
   Verizon's win hinged on real-time intent data integration into its marketing stack. By prioritizing accounts showing active interest in hybrid cloud infrastructure, Verizon reduced customer acquisition costs by 28%. This is a playbook for scaling efficiently in crowded markets.

4. AWS (Best Thought Leadership Program):
   AWS used intent data to identify emerging technical debates (e.g., generative AI governance) and position itself as the definitive voice. The outcome? A 22% rise in audience engagement and a stronger moat against rivals like Microsoft Azure.

Why Intent Data Matters Now

The tech sector's $5.4 trillion global market size (by 2025 estimates) is only growing more fragmented. Buyers are overwhelmed with options, and generic marketing fails. Intent data cuts through the noise by answering three questions:
- Who is actively researching my solutions?
- What problems are they trying to solve?
- When should I engage them?

TechTarget's infrastructure—220+ tech-specific sites and 50 million permissioned users—provides a goldmine of this data. Its clients, like the Archer Award winners, are proving that intent-driven strategies shorten sales cycles and boost ROI.

The Investment Case: TechTarget (TTGT) and the Winners

TechTarget (TTGT):
The company's stock, trading at $476.8 million market cap, is undervalued relative to its role in enabling B2B tech growth. Its services aren't just a cost center—they're a growth accelerant. A would likely show resilience amid tech sector volatility, reflecting its defensive, high-margin business model.

Investors should also look to the awarded firms themselves:
- AWS (via Amazon AMZN): AWS's focus on intent-driven thought leadership positions it to dominate emerging markets like AI infrastructure.
- Schneider Electric (SBG.PA): Its integration of sustainability and intent data aligns with ESG investment themes, offering dual growth vectors.
- Akamai (AKAM): The content and edge computing specialist is well-positioned to capitalize on enterprises' rising digital demands.

Risks and Considerations

• Data Privacy Regulations: Stricter laws could limit intent data's utility.
• Competition: New entrants in the intent analytics space (e.g., IBM Watson, Salesforce Einstein) may pressure margins.
• Economic Downturn: B2B tech spending could slow, though intent-driven firms may weather this better due to their precision.

Final Take: Buy the Data, Not Just the Tech

The Archer Awards winners are not just marketing darlings—they're pioneers in a $2.1 trillion global intent analytics market (estimated by 2027). For investors, the path to profit lies in backing firms that turn raw data into actionable insights. TechTarget is the gatekeeper to this data; its clients are the beneficiaries.

Investors should prioritize companies that:
1. Embed intent data into core strategies, not just bolt-ons.
2. Show measurable ROI (like the 28-47% gains cited above).
3. Align with structural trends like AI, cybersecurity, or sustainability.

In a world where attention spans are shorter and competition fiercer, intent data is the great equalizer. The winners of today will be the leaders of tomorrow—if they keep listening to what buyers are really asking for.