Looking for a B2B go-to-market tool that actually brings in enterprise leads—not just noise? You’re not alone. There are a million “lead gen” solutions out there, but most of them overpromise and underdeliver. Whether you’re considering Techtarget or one of its many competitors, this guide will help you cut through the hype, focus on what matters, and avoid expensive mistakes.
This isn’t a list of “top 10” tools or a parade of vague feature tables. Instead, you’ll get a clear process for comparing Techtarget to other B2B GTM (go-to-market) platforms—so you don’t waste months (and budget) chasing the wrong leads.
Step 1: Get Real About Your Lead Gen Goals
Before you compare any tools, nail down what you actually want. “More leads” isn’t helpful—get specific.
Ask yourself: - Are you after pure volume, or do you need leads that actually convert? - Are you targeting specific industries, company sizes, or geographies? - Do you need intent data (signals that a company might be ready to buy), contact info, or both? - Is your sales team ready to act on leads fast, or will they sit in a queue?
Pro tip: Most tools claim to do everything. None really do. If you care about quality over quantity, be ready to ignore inflated numbers.
Step 2: Understand Techtarget and Its Core Approach
Techtarget has been around for a while, and it’s carved out a niche with its “intent data” and content-driven lead generation. In plain English: they run a network of tech websites, track visitor behavior, and sell you leads based on what those people read and download.
Where Techtarget shines: - Deep tech audience: Especially strong for IT, security, and enterprise tech. - Intent data: They claim to know when accounts are “in-market” based on content consumption. - Lead nurturing: Some options for further qualifying leads.
Where Techtarget struggles: - Industry focus: If you’re not selling to IT or tech buyers, it’s probably not for you. - Lead quality: Some buyers report a lot of “researchers,” students, or consultants—so you need a good filtering process. - Integration: Not as plug-and-play as some newer SaaS tools.
Watch out: Techtarget (like most vendors) will talk up their reach and data quality. Ask for sample leads, conversion data, and references from companies like yours.
Step 3: Map Out the Real Alternatives
Don’t just look at the first three Google results. Here’s how to build a shortlist that actually makes sense for enterprise B2B lead gen:
- Direct competitors: Think Demandbase, 6sense, Bombora, and ZoomInfo. These tools also sell intent data or “signals.”
- ABM platforms: Tools like Terminus and RollWorks focus on account-based marketing, not just raw leads.
- Data providers: Apollo and Clearbit offer contact data, but not always intent signals.
- Content syndication networks: NetLine, Madison Logic, and others run similar “download whitepaper, get a lead” programs.
What to ignore: - Cheap list vendors. You’ll just get spammed. - Anything that promises “AI-powered leads” without clear proof. - Tools with no real reviews or case studies in your industry.
Pro tip: Ask peers what’s actually worked for them. Sales is a small world—people will share the ugly truths.
Step 4: Compare on What Actually Matters (Not Just Features)
Feature grids can be misleading. Here’s how to compare Techtarget and others where it counts:
1. Data Quality & Source
- Does the tool tell you where the lead came from?
- Is it first-party (from their own properties) or bought from someone else?
- Can you get a sample before buying in?
Techtarget: Mostly first-party data from their content sites. Good for tech, but some leads are just “tire kickers.”
2. Intent Signal Accuracy
- How do they define “intent”? Is it just a couple of blog visits?
- Can you see the underlying activity (e.g. which articles, how recent)?
- Are you buying named contacts, or just anonymous account-level signals?
Gotcha: Many tools sell “intent” that’s just someone clicking a banner ad. Dig into their methodology.
3. Lead Matching & Enrichment
- Are you getting all the info you need (role, company size, technographics)?
- Can you filter out students, consultants, or competitors?
- How often is data refreshed?
Techtarget: Decent enrichment for enterprise tech, but you’ll need to QA it.
4. Integration with Your Workflow
- Can you push leads into your CRM or marketing automation easily?
- Is the data formatted in a way your team can actually use?
- What’s the process to dispute bad leads or duplicates?
Don’t underestimate this: If your sales team finds the leads too messy to use, you’ve wasted your money.
5. Pricing and Contract Terms
- Can you start small, or do you need to sign a massive annual deal?
- Are you paying per lead, per account, or for platform access?
- What happens if leads don’t meet your criteria—do you get replacements?
Techtarget: Usually contract-based, with some flexibility. Don’t be afraid to negotiate.
6. Proof of ROI
- Can the vendor show you real conversion data (not just “engagement”)?
- Are there case studies from companies with your sales cycle and deal size?
- What’s the honest feedback from customers—not just their handpicked references?
Ask bluntly: “What percentage of your leads become pipeline for companies like us?”
Step 5: Run a Pilot Before Committing
Never buy based on a demo alone. Here’s how to protect yourself:
- Ask for a paid pilot or a guaranteed minimum number of qualified leads.
- Set clear criteria: What counts as a lead? Who should be excluded?
- Track results: How many leads convert to meetings or opportunities?
- Get sales feedback: Are the leads usable, or are reps rolling their eyes?
Red flag: If a vendor won’t let you test before a big commitment, walk away. There are always other options.
Step 6: Don’t Get Distracted by Buzzwords
Most GTM tools now throw around terms like “AI,” “predictive analytics,” and “omnichannel engagement.” Here’s how to keep your eye on the ball:
- Ask for specifics: “How does your AI actually help us find better leads?”
- Ignore vanity metrics: Page views and downloads don’t pay the bills—pipeline does.
- Focus on your sales process: If a tool doesn’t fit how your team works, it won’t magically fix your funnel.
Remember: The best tool is the one your team will actually use—and that delivers real, qualified opportunities.
TL;DR: Keep It Simple, Stay Skeptical, and Iterate
There’s no perfect tool. Techtarget is great for some enterprise tech buyers, but it’s not a silver bullet—and neither is anything else on the market. Get clear on your goals, dig past the marketing fluff, and always test before you buy. Don’t be afraid to walk away from a slick pitch if it doesn’t fit your needs.
Start small, measure honestly, and adjust as you go. Lead gen is a process, not a one-time purchase. And if a vendor makes it sound easy? That’s your cue to ask even tougher questions.