Mike Cotoia
Analyst · Deutsche Bank. Your line is now open
Yes. That’s a great question. So I mean, when you look at GenAI, you got to look at the market that we serve, and we get a lot of questions around generative AI. And the markets and the constituents we serve are the technology buyers, the technology vendors. And on technology buyer side, we’ve all seen the demographics of their buyers driving towards a millennial stage buyer, wants really deep insightful content. There was a Harvard Business Review study that came up at the end of 2022 that’s in millennials. 54% of millennials in the tech buying stage wanted rep free experience. They want to get engaged with relevant content. We serve an unbelievable opportunity and when you remember why people go to TechTarget, it’s because of our market alignment, our content that we serve up. We dominate an organic – Google organic search, and we’re serving the buyers information. So one of the things that we’ve worked on, we hired Paul Healey, who’s running our Generative AI Strategic Strategy on this, is when customers go to Google, which we continue to dominate come to TechTarget site, we’re going to be able to as part of our roadmap, set up a prompt type capability set through GenAI to help serve up all the knowledge based content and the insights around that particular topic that those researchers are looking at. And I’ll say this, like there’s nobody else that I can think of in this enterprise B2B tech area, because of their lack of investments in content and our strong investments in content, they can serve that up. So if I go in there as a buyer, I go to Google, I search X, Y, Z, I end up on a TechTarget community, I’m reading my articles and I get prompted, and what else are you looking for? What else can we help you with? Ask a few questions. Then we can serve up content from our BrightTALK community, which is protected right now. Vendor content, our enterprise strategy group research content, market insights, everything served up for that buyer. So it provides a better experience. And then the flip side, it drives more engagement, more insights and more capabilities for us to productize to our customers at the end.