Name: Why Investing in Content Will Save Your Year
Start: 2023-09-20T17:00:00Z
End: 2023-09-20T17:00:41.000Z
Location: BrightTALK

The BrightTALK Academy features the fundamentals of executing webinars and marketing best practices to develop channel owners into advanced hosts.

AI-powered buyers are here. And their penchant for personalized prompts over traditional search is throwing typical B2B engagement models into a tailspin. 

With more hidden buyer activity and less opportunities for direct connection, B2B marketers must make a major strategic shift: Up their indirect influence. Generate trust. And successfully fill the confidence gaps AI leaves behind.

Based on new research and key intel, join our expert from Informa TechTarget & a guest speaker from Forrester to find your way back to buyers in the new zero-click reality.

Zero Click Rising? Trust-Building Approaches for Growing Influence.

Volatility is back with a vengeance. Between on-and-off tariffs, mounting recession fears, and rising geo-political tensions, industries across the board are either bracing for impact — or already picking up the pieces. 

But we’ve seen this movie before. And the lessons we’ve learned from the brands that grew through the turbulence of the COVID-19 era ring true: When circumstances change by the hour, only the agile will succeed.  

In this episode of our B2B Content Brilliance webinar series, learn from Lieu Pham (VP of Strategy, Brand & Content Group, Informa TechTarget) and Travis Gonzalez (Strategy Director, Brand & Content, Informa TechTarget) on how today’s content marketers can stay data-driven and strategically nimble to meet their audiences with reactive, hyper-current solutions.

Volatility’s Return: Pulling Off Reactive Content With Real-Time Data

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.  

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.  

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.  

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.  

In this session, you’ll learn how to: 
- Adapt your ABM messaging strategy to address a self-service buyer mindset 
- Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest 
- Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline

Ownable Conversations: Winning with ABM in the Self-Service Era

In our information-saturated landscape, research-backed content is no longer optional—it's expected. But, while better data adds credibility and depth to your webinars, even seasoned marketers can struggle to shape dry, complex research into something that actually engages an audience. 

In this episode of our Build a Better Webinar series, you'll learn how to elevate mundane research findings into powerful visual stories that both support your talking points and boost your audience engagement. Whether you're an experienced presenter struggling with lackluster data slides or a newcomer looking to elevate your webinar content from the start, you’ll walk away with actionable strategies you can use today to make your research-backed content both credible AND compelling.

Build a Better Webinar: Data Visualization

In-person events are back, and B2B organizations are pouring more time, budget and resources into delivering the authentic connections and immersive experiences that only live events can provide. But if the impact of your event ends when the venue clears out, you could be leaving significant pipeline and revenue on the table. 

That’s why today’s top B2B tech marketers understand the importance of extending the ROI of their event investments by transforming in-person moments into engaging content pieces that keep delivering results long after the booth comes down. In this session, recorded at Infosecurity Europe 2025, one of the industry's premier cybersecurity trade shows, Informa TechTarget’s Head of Scale Product, Byrony Seifert, shares actionable strategies on how to capture, repurpose and distribute your event content to fuel ongoing ABM plays. Learn how to maximize your event investment by creating targeted digital assets that engages the most sought-after accounts and increases revenue potential.

Repurpose with Purpose: Turning Events into Always-On ABM Fuel

Webinars enable you to reach a wide audience, build thought leadership, and deliver content in engaging ways. Creating a pre-recorded version of a webinar can maximize these benefits by allowing extra time to troubleshoot presenter nerves, balance scheduling conflicts, and re-record any segments that didn’t quite work the first time around.  

In this episode of BrightTALK’s Build a Better Webinar series, we’ll explore the value of pre-recording webinar segments to include visuals and other elements that might be difficult to execute in real-time. From optimizing content in post-production to managing live interactions with your audience via polls and Q&A, we’ll cover the benefits of using pre-recorded webinars to captivate and inform your audience while saving time and energy.

Build a Better Webinar: Pre-Recording Segments

Today’s buyers consume, on average, 12 pieces of content when researching a purchase. When producing relevant and valuable messaging is this critical, how do you create the right assets to address every prospective buyer’s needs at every stage?

As the leading B2B webinar and video provider, the Informa TechTarget team has learned a thing or two about creating content that converts. Join us as we demonstrate how to build a well- balanced asset library that blends rich and static media throughout the buyer’s journey. We'll teach you to leverage different content types and demonstrate how to build a robust editorial calendar to create meaningful marketing touches as your buyers progress deeper down the sales funnel.

Mapping B2B Content to Each Stage of the New Sales Funnel

The marketer who knows their B2B audience best will always win. Get your intel straight from the source.

Join Industry Dive’s VP of Global Strategy and NetLine’s General Manager as they reveal the most critical findings surfaced by their first-party consumption and intent data from over 20 million B2B leaders.

Marketers will leave this session with exclusive audience data and advice to:

- Craft winning content and demand strategies tailored to the habits and preferences of today’s B2B decision-makers — including specific analysis of what captivates the C-suite

- Grasp the modern buyer’s journey and expertly develop approaches and asset mixes to match

- Understand how hot topics like genAI fit into the equation

The State of B2B Marketing: What 20 Million Leaders Want

The best webinars tell a clear and concise story that captures an audience’s attention. You may be a seasoned presenter, but do you use the elements of good story telling to connect emotionally with your audience? 

This episode of BrightTALK’s Build a Better Webinar series looks at key elements of successful storytelling. From tips to infuse the story arc into your script to examples of successful storytelling, we’ll cover best practices to build your script around your story – and capture your audiences’ attention.

Build a Better Webinar: Storytelling & Scripting

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention of busy buyers. And what’s a better way to do that than employing video-based content to tell your story?  

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join Informa TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

Exploring the Art of B2B Video Marketing

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this episode of our B2B Content Brilliance series, John Steinert (CMO, Informa TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

Effective panel presentations are an essential tool for B2B marketers. But, moderating panels is not as easy as it seems: staying engaged with the audience, keeping the conversation going, asking questions, managing slides, incorporating audience questions … it can get complicated, fast. 

In this episode of BrightTALK’s Build a Better Webinar series, we’ll coach you through creating an engaging dialogue with your panelists, whether you’re bringing in external subject matter experts or showcasing internal stakeholders’ expertise. From determining your session details to recruiting relevant speakers, we’ll discuss best practices you can adopt to help you simplify the process and set you up for success.

Build a Better Webinar: Moderating Panels

The webinar. It’s the bread and butter of any marketing campaign that educates prospects effectively and moves them down the sales funnel. But in a world where B2B professionals consume and participate in video experiences daily, “talking heads” won’t make your content stand out. How can marketers create webinars that grab—and keep—the attention of the people they need to engage?  

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’ll talk about strategies big and small that marketers can use to differentiate their webinar content. From speaker coaching and up-leveling production quality to smarter storytelling and distribution tactics, our experts will share plenty of tips to help you create webinars worth watching.

How Can I Make My Webinars...Not Boring?

Poorly organized webinar slides can compromise the effectiveness of your presentation, distract from your message and overwhelm your viewers. So, when presenting a complicated, dense, or downright dry topic, how can you ensure your presentation design will successfully engage your audience?  
  
In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through best practices for organizing your content to create more strategic presentations. Starting with a short critique on what not to do, we’ll then dive into a checklist of things to watch for to ensure you don’t fall into any bad design traps. By the end of this session, you will be able to gather, organize and refine your information to more effectively tell your story.

Build a Better Webinar: Presentation Design

Part of what makes creating great content so challenging for marketers is the need to continuously engage and excite buyers. Finding new story ideas within the confines of a market, topic or product can feel near impossible – and failed attempts often result in decreased engagement. Similarly, journalists are constantly on the hunt for their next story or angle within the confines of their beat. What if there was a way to shift our thinking from merely creating to discovering compelling stories, much like a journalist does? 

In this episode of B2B Content Brilliance, Fiona O’Connor (Sr. Manager, Informa TechTarget) sits down with Bridget Botelho (Editorial Director, News Department, Informa TechTarget) to learn more about a journalist’s approach to finding stories and how B2B marketers can adopt a similar mindset to elevate their content, drive more engagement and convert buyers.

Think Like a Journalist: Finding Great Story Ideas

“Quality might not always be the right answer, but it’s always the right question.” As B2B buyers’ hunger for video content continues to grow, many marketing teams are looking for better ways to fuel their video content engine – and, often, the search for quality is a driving force. Yet there are other factors to consider in the quest to create video content that meets your objectives, whether you’re creating video in house or looking for a partner to fill the gaps.

Join Susan Smith and Jeff Kunken (Informa TechTarget) and BrightTALK's Greg Johnson as they discuss how video quality and content goals intersect and what you need to know to choose the right video services. They’ll tap into decades of combined experience to share how to set the right objectives for your video content and set your team up for success. Plus, they’ll break down different types of video services and budgeting strategies, how a good vendor compares to a true partner, and when to engage them.

The Quality Question: Vendors, Partners and Understanding Your Video Objectives

Quick: you only have seconds to capture a buyer’s attention. What story do you tell? That’s the challenge facing marketers today. In a noisy marketplace, how can you create content that makes your brand stand out in less time than it takes to microwave a burrito? 

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’re sharing best practices for using video and animation to maximize your social media strategy. From managing the classic “thought leadership” vs. “sales-y” tightrope to developing modular content that can go the distance, our experts will share plenty of tips and tricks to help you stop the scroll.

Video that Clicks: Creating Content for B2B Social Media

Webinars have become an essential tool for B2B marketers to engage buyers and share valuable information. But when it comes to generating registrations, maximizing participation, and delivering an overall seamless experience, how do you make sure your webinars are truly user friendly?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll walk you through how to remove friction from your webinars so your audience can focus on connecting with your business. From simplifying the registration process to maintaining consistent branding throughout, you’ll come away with a framework for the ideal webinar user journey.

Build a Better Webinar: Optimizing Audience Experience

A recent Enterprise Strategy Group survey found that 53% of IT professionals view IT as more complicated than it was two years ago. With an increase in remote work, a rapidly evolving cybersecurity landscape and a rise in the number of endpoint devices, many are turning to joint solutions to decrease complexity. And it is the role of strategic alliance and partner marketing teams to understand the evolving IT buying journey and to supply the right insights and content to aid the decision-making process.

Join Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Services of TechTarget as he sits down with partner marketing executives Laurie Mitchell of Wasabi, Meaghan Moore of ServiceNow, and Amy McNew of Palo Alto Networks as they discuss adoption drivers for integrated solutions, content strategy best practices and tactics for successfully fueling the IT buyer’s journey. You’ll also walk away with freshly unveiled research from Enterprise Strategy’s Groups survey on integrated partner solutions.

Guiding the IT Buying Journey: Strategies for Partner Marketing

As members of the GTM team, each of us impacts the customer experience (CX), either pre-sale, post-sale or both. And while, in our particular roles, we may not spend much time thinking about the impact we have personally on that experience, we’d have to admit that it is very real. Of course, the people who probably think about CX more than anyone else are those either building CX solutions or those looking to implement them.

That’s why for this session, we’re bringing together Stephanie Corby, Enterprise Strategy Group’s lead analyst on the topic and their SVP of Analyst Services, Doug Cahill for a special edition of our Analyst Insights for GTM Actions series. First, they’ll share what’s essential to understand about people’s wants and needs from the latest CX research. And then they’ll flip the script to explain why these insights can help each of us frame out how we can address our own objectives with a clearer CX focus—in how we target, how we position and message, in our content, in our selling and more. It’s guidance that anyone who cares deeply about the customer won’t want to miss.

Leveraging CX Research to Inform Your Personalization Efforts

Reach 2023: Intent. Content. Demand.

When marketing and sales teams aren’t aligned on short-term objectives and long-term goals, the overall business outcomes - pipeline and revenue - suffer. Although this misalignment issue is top of mind for many sales and marketing leaders, organizations still struggle to solve it. More often than not, new solutions, shiny tools and tactics are being thrown at the problem without any success. So how can we strategically combat the issue? 
 
In this session, hear from Secureworks’ Senior Director, Marketing, Andrew Milne and TechTarget’s Senior VP of Sales, EMEA, Jat Hayer, on how world-leading B2B tech organizations are solving marketing and sales misalignment issues to accelerate their revenue growth.

Stop, Collaborate and Listen: Bringing Marketing and Sales Teams Together

What’s the difference between a browser and a buyer? Intent. To grow quickly without wasting precious marketing dollars, you need to know the difference. Especially in high-growth, emerging technology where attention spans are limited and competition is fierce, you need to find an edge in your digital strategy.

Join Nobl9 Chief Growth Officer, Kit Merker and TechTarget’s Senior Director of Corporate Communications Garett Mann, as they discuss how intent data allows marketing and sales organizations to deliver outstanding results by focusing on the most likely buyers. This session will dive deep into how Nobl9, the service level observability company, uses an unique and intelligent approach for accelerating revenue growth in a rapidly emerging market. You’ll walk away with useful advice to apply to your own efforts.

Small but Mighty: How Nobl9 Accelerates Growth with Intent Data

Even in this current world of increasing self-directed – and decreasingly loyal – buyers, B2B tech companies struggle mightily to be seen, much less truly understood. Think about how hard it’s already gotten to engage them with your value props ... and then multiply the problem by 10x! Is that where we’re going in the generative AI-driven future? It’s super hard to break through today – going forward it’s certainly not going to get an easier. When any company is able to quickly copy the messaging of even the fastest innovators, successful differentiation will require a more rigorous approach.

Join Rebecca Kitchens, President of TechTarget, as she shares her view of where we are as an industry, and as GTM professionals with real “jobs to be done.” She’ll recap how we got here, including the rise successful internet publishing models (like TechTarget and hybrids like LinkedIn and even Hubspot), and then go deep on what’s likely to be coming for all of us, and what we should be doing about it to prepare.

Content, Context and the AI-Driven Future

Intent data is everywhere, but is it productive? In a recent survey, B2B sellers said their #1 challenge remains “knowing buyer priorities and interest areas to enable better [prospect] conversations” – clearly, we’ve still got a long way to go to make intent as practical as it should be.

In this webinar, TechTarget’s Chief Product Officer Andy Briney and members of his team will cover the very latest in intent data best practices with hot-off-the press examples drawn from TechTarget customers – software, hardware and services companies focused on enterprise tech: 

- How to combine intent from multiple sources to create a better, more actionable dataset. 
- How to use TechTarget Prospect-Level Intent™ together with sources and platforms like Bombora, 6sense and Demandbase. 
- How to use intent to build better performing ABM lists and better performing campaigns via marketing automation. 
- How to successfully enable more focused, more productive sales rep activity. 
- How to quantify intent’s impact on opportunity creation and close/won revenue.

Intent Data and ROI: How to Measure It and Drive It Through the Roof

When it comes to a successful go-to-market, all leaders are looking for the magical trifecta of speed, efficiency and scale. Achieving these outcomes requires deep coordination across your two complex and ever-changing entities - your people and your stack. In order to synchronize people, processes and technology to yield more revenue, sales leaders must use all available resources to maximize the potential of every seller.    

Join us as Dara Such, VP Customer Enablement & Data Strategy at TechTarget, sits down with Randy Seidl, Founder of the Sales Community and Doug Olender, EVP, Sales Strategy, Enablement, & Development at TechTarget, for a deep-dive into the biggest challenges facing today’s sales leaders. They’ll dig into their top go-to-market lessons from the past decade as well as practical solutions for achieving better sales performance through tools, training and enablement.

Tools, Training and Enablement: How to Maximize Your Revenue Potential

If you are familiar with Fortinet, you know they are a driving force in the evolution of cybersecurity and the convergence of networking and security. The Fortinet marketing team also happens to be their own driving force – they are incredibly adept at strategically leveraging systems and insights to fuel better segmentation, sales outreach and revenue impact.  

Join us live for an in-depth Q&A with Fortinet’s Senior Director, Growth Marketing, Martin Lindsay, led by Julia DePalma, Senior Account Director, Strategic Sales at TechTarget. Martin will shed light on how his team is uniquely leveraging purchase intent data to identify best-fit accounts and prospects, laser-focus their targeting, and prioritize marketing and sales efforts where they are needed the most.

Activating Real Intent for Better Marketing Results

As buyer behavior continues to evolve at a fast pace, so must B2B marketing teams’ approach to implementing, executing, and optimizing new technology, like intent solutions. Now more than ever, revenue teams need data and insights to shape their go-to-market strategies but also need to overcome the challenges of change management.

Join TechTarget’s Senior Vice President of Customer Success, Heather Turner, as she sits down with three of TechTarget’s own award-winning Customer Success leaders to share stories from the field about helping marketing teams onboard, adopt and optimize cross-functional strategies with intent data. You’ll learn tips, tricks and secrets of the trade based on first-hand experience with thousands of Customer scenarios.

Secrets of Successful Intent Adoption: Insights from Customer Success Superstars

Across the industry, the intent data revolution is being powered by its very real ROI. And while intent-driven ROI benefits in marketing are widely accepted, that’s only a small part of the value available from the best intent sources. The real revenue magic happens when a company can get actionable intent data into the hands of its sellers and keep them using it consistently. Yet that’s far easier said than done. In this session, learn what to do and what to watch out for from a team that’s become expert at supporting the necessary changes.

Join TechTarget SVP Annie Matthews as she hosts WatchGuard’s Director of Demand Generation Alex McWethy and BDR Manager Kel Pendleton as they walk through their own intent data-driven sales revolution – How they prepared, what surprises they encountered, and the successes that they’re now enjoying.

How WatchGuard Tapped into the Intent Data Revolution

We’re all sick of hearing “do more with less” but know that we have to be extremely efficient with our time and money. This is impossible to do without great data. Even the best AI-assisted solutions in the world are only as good as their data sets. We all must spend more of our time and money with the people at the accounts most likely to buy when they’re ready to buy. The way to do this is with B2B buyer intent data.

Join experts from Demandbase and TechTarget to look more closely at how the best in the business are using intent to power innovative go-to-market strategies and actionable sales and marketing use cases to put their businesses ahead of the competition each and every quarter. You’ll laugh, you’ll cry, and you’ll leave with ways to understand how the best B2B intent data used in the smartest ways will help your business today.

Understanding and Leveraging the 3 Phases of Intent-Based Value Delivery

In today's rapidly evolving digital landscape, the role of intent data in shaping an effective marketing strategy has become more critical than ever before. Harnessing intent data can revolutionize marketing efforts, and help companies stay agile, relevant, and responsive in an increasingly competitive market.

Join TechTarget’s Romi Seher, as she sits down with APAC marketers, Sumari Lottering, Digital Marketing Director at DocuSign and Daniel McDermott, Senior Marketing Director at Mimecast to discuss how they improve their precision, maximize ROI, and created personalized customer experiences with intent data strategies.

Data-Driven Excellence: DocuSign and Mimecast's Journeys with Intent Data

Any marketer understands the value of content today – especially in a murky technical landscape and uncertain business environment. But simply creating content is not enough. Content serves as an extension of your brand and it’s often a prospect’s first entry point to understanding your product or solution. Marketers have to think strategically and long-term to fully utilize the power of content so it generates deep engagement and drives the most important business outcome – revenue.

In this session, Alexandra Kory, Teradata’s Director of Demand Generation and Brent Boswell, TechTarget’s SVP and Managing Director, International, will deep-dive into top challenges EMEA marketers face when creating and distributing content. Additionally, they will look into the importance of content for not only capturing in-market buyers but also engaging a wider group of decision-makers so your brand is top-of-mind to ensure the long-term success.

How Teradata Harnesses the Power of Content to Generate More Demand

With so many available content types, building a demand generation campaign can feel overwhelming. What kind of content will best reach my audience at the right time with the right message? And if I get it wrong, do I need to start again from scratch? 

Fortunately for marketers, starting with video-based content as a basis for your demand generation campaigns can alleviate many of those concerns. Join us for an exclusive look into new research exploring the power of an omnichannel strategy to engage the right buyers whenever and however they want to consume content. From distribution channels to promotion strategies and derivative assets, you’ll learn how to maximize your campaigns with knock-out video content.

Fueling Better Demand Gen Outcomes with Video-Based Engagement

The generative AI revolution is here. While AI’s cultural impact has been significant, not surprisingly, it has left many curious about the practical use of AI in B2B marketing and sales. As we all look to stand out from the crowd, many marketing teams struggle to effectively hit their content production targets. Seeing the promise of AI, TechTarget’s marketing team has tapped Writer to achieve more scale and efficiency with their already comprehensive content engine.

Join us for an in-depth discussion between Writer’s Head of Sales Alex Wettreich and TechTarget’s Senior Director of Marketing Programs Olivia Dassler on how to scale content outputs without sacrificing quality. They’ll share real examples of how TechTarget’s marketers use Writer to drive content growth and maximize the impact of their marketing campaigns.

How TechTarget is Scaling Content Outputs Using Writer's AI Platform

Step aside, home movies. When done well, modern video storytelling helps brands stand out in a noisy marketing landscape by eliciting emotion and directly impacting the decision-making process. Moreover, video-based content conveys a brand’s character in a matter of minutes - making it a vital component of any marketing strategy.

Join leaders from HubSpot and BrightTALK as they unpack the state of video from start to finish. They’ll dig into recent research to explore not only how marketers can create successful, impactful short and long-form video content that converts today, but also how to leverage the medium to scale growth in the future.

5 Video Marketing Trends to Test and Perfect

To compete successfully in today's digital landscape, every marketing team must develop an effective content strategy. At the same time, the skilled experts needed to create good content are in short supply, and the high expectations around performance can seem to put every project under an ROI microscope. Caught between a rock and a hard place, to solve for both quality and efficiency, GTM teams need to take a step back and rethink how they can engineer more sustainable content supply chains.

In this webinar, Enterprise Strategy Group analysts Christophe Bertrand and Melinda Marks will build on their experiences as technology product marketers to zoom in on two of the most difficult content challenges faced by GTM teams: They’ll look closely at how you can get better at creating material that will really resonate with your target buyers. And they’ll unpack the barriers to and breakthrough solutions for achieving ROI and strong engagement from your content-based programming.

From Origination to Proliferation: How to Maximize Content ROI

Competition in the IT landscape is fierce. Your buyers are likely being bombarded with marketing messages and sales outreach on a daily basis. To effectively engage your target audience and improve the impact of your demand generation efforts, you must shift from sporadic marketing campaigns to a cohesive, integrated marketing plan to engage buyers throughout their research journey.

In this webinar, TechTarget’s Senior Account Director, Alex Leadbeater, will sit down with Helen Gilbe, Marketing Director, Proofpoint to discuss how combining different marketing tactics and efforts into a cohesive, integrated marketing strategy helps to engage and influence buyers more effectively and efficiently.

Mind the Gaps: Driving More Revenue with  Integrated Marketing

Building a great account-based marketing strategy requires a deep understanding of your best-fit accounts, close collaboration among your go-to-market teams, and data-driven insights to power the tactics behind your ABM playbook. Sounds quite simple, right? But many marketers – although quite familiar with ABM as a concept - find themselves at a crossroads when planning and executing their ABM strategy.

In this webinar, F5’s Digital & Marketing Operations Director (EMEA) Olga Royenko and TechTarget’s Senior Account Manager, Jess Flynn, will dig into the nitty-gritty of what it takes to run successful ABM campaigns for a B2B tech brand. They will discuss how an intent data-driven approach allows F5 to be laser-focused on the best-fit accounts while engaging buying teams with tailored content and relevant follow-up.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

If we stay in our lane as marketers, succeeding at omnichannel marketing could seem like the key to reaching your strategic goals. And yet, especially in B2B, no business can succeed on great marketing alone. And while it’s always good to be laser-focused on our own specific functional tasks, especially in these days of digital interaction and data-driven automation, driving major improvements often requires a broader outlook or more holistic mindset. That’s why we believe today’s most competitive teams need to see beyond concepts like omnichannel delivery. And as an ambitious marketer, you should consider thinking this way too.

In this discussion between Terminus co-founder and GTM Partners CEO Sangram Vajre and TechTarget CMO, John Steinert, we’ll examine the learnings each leader has gained as they’ve built out their businesses and their thinking, from laser-focus at the start to the holistic GTM approaches they are actively championing today.

What’s After Omnichannel? How to Think Holistically About Performance

Although many go-to-market teams conceptually understand that the buying journey is far from linear, many struggle to adapt their strategies to the realities of today’s technology buying cycle. As purchase cycles increase in complexity and involve more buying team members, vendors need to ensure their marketing campaigns are aligned to buyers’ varying needs and that their sales teams are engaging the right members of the buying team at the right time with the right message.

VMware Tanzu is ahead of the curve when it comes to aligning marketing and sales activity to the non-linear buying cycle. With a laser-focus on real, observed behavioral activity, they’ve implemented a tech stack that supports their need to identify in-market accounts, engage individual buying team members and measure long-term results. TechTarget’s Christina Stone will sit down with Heidi Ramich, VMware Tanzu’s Director, Global Marketing Operations & Analytics, to discuss how the enterprise technology buying team has evolved, the importance of tapping into intent signals in a longer buying cycle, and the role of marketing in helping to make the "short list" for vendor selection. By the end of the webinar, participants will have a better understanding of how to leverage TechTarget and other key components of their tech stack to help get noticed in the non-linear buying journey.

How VMware Tanzu Aligns its Tech Stack to the Non-Linear B2B Buying Pattern

It is the best of times and the worst of times. Despite more and more tools available to sales, the gap between potential productivity and actual productivity is rapidly widening. To make matters worse, direct buyer engagement is down significantly since COVID. But fear not, help is on the way. The emergence of generative AI, fueled by precision intent data and other data sources, promises to raise sales performance and increase productivity in dramatic ways. Whether you’re super-excited about the possibilities, somewhat scared for your job, or straddling the fence, it’s a session not to be missed.

Join Tech Target and guest speaker, Forrester Principal Analyst Seth Marrs as he describes key areas where he sees AI-driven innovation catalyzing positive change for sellers, buyers and their companies alike. He’ll outline the existing challenges, highlight the building blocks in place, and comment on the current status of change.

3 Ways AI is Revolutionizing B2B Sales

Generative AI is going to be an effective tool for ramping up content volumes, but volume and impact are very different. All marketers need to be able to differentiate their solutions and align them better to customer needs or else a buyer won’t engage. Sellers need to maximize relevance and minimize noise in their interactions. Therefore, in order to have more effective marketing and sales, AI needs to help GTM organizations better understand what buyers want and need and then provision them with content based on the best possible insight.

Join TechTarget's VP of AI Strategy Paul Healey and Senior Director of Marketing Ryan Bell, as they discuss what good personalization looks like and how TechTarget is envisioning the best way to help sellers and buyers alike using AI.

AI and Content: The Advantage is in Your Data

Revenue development was conceived as a way to leverage one-to-many capabilities into more productive opportunity discovery. At its center, there was the concept of the MQL — which was easy for management to understand and track. So, we’ve all tried to find more and more MQLs, even though they’re now proven to be notoriously poor predictors. There has to be a better way! But with all the KPIs, systems and processes locking us in, change can be very hard. And yet for many companies, it’s starting to look like a must.

To learn from a leader who’s broken through, join TechTarget CMO John Steinert as he speaks with Michael Brown, head of Reltio’s Global Revenue Development organization. Hear why this world-class Master Data Management company needed to make the move past MQLs to buying groups and opportunities, how they accomplished it organizationally and systematically, and what their outcomes are to date. This transition that they accomplished in 60 days won Reltio a prestigious POY Award at this year’s Forrester Summit in Austin. It’s a must see for innovative GTM practitioners and leaders alike.

Demand Evolution: From Leads with Problems to Teams with Projects

SonicWall is a well-established leader in the cybersecurity space. With over 30 years of experience detecting threats and protecting organizations of all sizes, the SonicWall team’s expertise and solutions are relied upon across the globe for boundless cybersecurity defense. And with threats on the rise due to a variety of factors, SonicWall’s marketing team has laser-focused on a content strategy that effectively educates and engages the right IT professionals.

Join this live session to hear how SonicWall’s Stacy Horton, Sr. Marketing Manager, Demand Generation, has tapped into the power of webinars to create engagement with target accounts, drive better sales-ready conversations and fuel more pipeline. We’ll delve into best practices for B2B webinar content creation and showcase the real impact it can have on brand awareness, lead generation and customer relationship nurturing. Discover how SonicWall’s strategic investments in webinar content have driven their marketing efforts and delivered measurable return on investment.

Winning with B2B Webinars: SonicWall's Content Marketing Playbook

These days there's no shortage of suppliers promising to build your brand, generate pipeline and alert you to the accounts who are in market for your solutions. But not all providers are created equal. In this panel discussion, we’ll arm B2B tech marketing and sales professions with an understanding of the landscape of potential partners across Asia Pacific. 

By attending this interactive discussion, you’ll learn,
  - The tactics commonly taken to derive intent for your offerings
  - How different types of providers generate leads for you
  - Ways to create local content that meets the information needs of buyers in region
  - Whether low cost always equates to low quality
  - The questions you should ask to ensure you’re evaluating potential partners properly

Panelists include:
  - Del Robles, Director, Media and Digital Activation, Just Global (Singapore)
  - Marcelo Loustau, VP, Growth Marketing and Demand, APAC, MOI-Global (Singapore)
  - Amadeus Guerrero-Pou, VP of APAC Sales, TechTarget (Sydney)
  - Jon Panker, Managing Director APAC, TechTarget (Sydney)

Making Sense of the APAC Media and Data Landscape

Economic downturns can present significant challenges for organizations striving to maintain growth and profitability. Yet, it’s during these challenging times that investing in high-quality content becomes a strategic imperative. Instead of deciding whether to invest, marketers must decide where to invest in order to take advantage of the current climate. 

Join BrightTALK’s in-house production experts to dig into why video has emerged the undisputed champion of driving engagement and delivering ROI. They’ll discuss strategies for creating impactful content on a limited budget while answering the question on everyone’s mind – when paying for content gets trickier, is doubling-down on my investment the way to save my year?

Why Investing in Content Will Save Your Year

Content Marketing

Video Marketing

Engagement Marketing

Marketing

Content Creation

Content Analytics

Demand Generation

Omnichannel

Marketing Analytics

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Why Investing in Content Will Save Your Year

Presented by

About this talk

BrightTALK Academy