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Practical Ways to Turbocharge Marketing and Sales with Intent Data

The B2B tech market is in a period of transformation as marketers and sellers adapt to new types of data, new technologies, new processes and new ways of identifying and engaging opportunities. Throughout this journey, lots of companies are trying out purchase intent data, but many are unsure of how to adjust or optimize what they’re doing to deliver better results faster.

Join us for an insightful discussion reflecting first-hand input from dozens of B2B providers on how they are tackling these challenges head-on. You’ll learn practical steps your peers are taking and get an overview of how TechTarget and BrightTALK are making it much easier to deliver better business results quickly.
Recorded Jun 24 2021 52 mins
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Presented by
Andy Briney SVP of Products, TechTarget and Jillian Coffin, VP/Group Publisher, Market Development, TechTarget
Presentation preview: Practical Ways to Turbocharge Marketing and Sales with Intent Data

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  • Practical Ways to Turbocharge Marketing and Sales with Intent Data Recorded: Jun 24 2021 52 mins
    Andy Briney SVP of Products, TechTarget and Jillian Coffin, VP/Group Publisher, Market Development, TechTarget
    The B2B tech market is in a period of transformation as marketers and sellers adapt to new types of data, new technologies, new processes and new ways of identifying and engaging opportunities. Throughout this journey, lots of companies are trying out purchase intent data, but many are unsure of how to adjust or optimize what they’re doing to deliver better results faster.

    Join us for an insightful discussion reflecting first-hand input from dozens of B2B providers on how they are tackling these challenges head-on. You’ll learn practical steps your peers are taking and get an overview of how TechTarget and BrightTALK are making it much easier to deliver better business results quickly.
  • Beyond Predictive: What You Can’t See (in Your Own Data) Can Really Hurt Recorded: Jun 22 2021 50 mins
    Kerry Cunningham Senior Research Director SiriusDecisions, John Steinert CMO TechTarget
    Predictive is useful for guiding where you should hunt. But there are exciting new data sources that are revolutionizing B2B marketing outcomes right now. If you’re not taking advantage of 3rd party data to augment what you collect on your own, you’re likely missing key opportunities to improve pipeline impact quickly. Of course, for driving the effectiveness of marketing and sales, not all data is created equal. It’s important to understand the options.

    In this on-demand webinar, Kerry Cunningham, SiriusDecisions’ Senior Research Director, Demand Creation Strategies and John Steinert, TechTarget’s CMO, will share new research and practical examples from their clients on what you may be missing and which types, sources, and uses of data will deliver better results. Whether focused on demand generation, ABM or other approaches, this webinar will help marketers understand:

    - New concepts around “intrinsic” and “extrinsic” data as well as “false positive” and “false negative” leads.
    - The challenging gaps created by overreliance on “intrinsic” data alone.
    - The categories of extrinsic data that are out there, their characteristics, and benefits.
    - How real purchase intent insight can directly impact your broad demand generation and focused ABM activities alike.
  • Intent Data: Use Cases of High Performance Companies Recorded: Jun 22 2021 54 mins
    Eric Wittlake, Senior Analyst, TOPO, John Steinert, Chief Marketing Officer, TechTarget
    In the last year, intent data market penetration has increased 2.5x and is one of the most discussed topics in B2B data and intelligence. To better understand this market and specific use cases where real purchase intent drives outsized gains in sales and marketing performance, tune into this webinar featuring Eric Wittlake, Senior Analyst at TOPO and John Steinert, Chief Marketing Officer, TechTarget.

    In under an hour, you’ll learn purchase intent’s defining elements and see the foundational use cases fueling more pipelines every month. Watch now to gain important clarity around:
    - Assessing the intent data landscape
    - Choosing the right intent source for your company
    - Understanding practical applications for marketing and sales
    - Incorporating intent into your current marketing and sales workflows
  • Secret Ingredient For Revenue Growth Recorded: Jun 22 2021 52 mins
    John Steinert CMO TechTarget, Andrew Gaffney President Demand Gen Report
    In this webinar, we will discuss how companies are quickly advancing from experimenting with intent data to making it an integral part of their holistic revenue strategies. In addition to sharing the survey findings, the webcast will also provide an analysis of how intent is emerging as a competitive advantage for companies.

    Join Andrew Gaffney, President, Demand Gen Report, and John Steinert, CMO, TechTarget as they explore key trends driving the use and success of purchase intent in high-performance organizations, specifically:

    - How revenue teams are employing intent data across demand generation and ABM
    - The expanded applications of intent data by sales teams to identify and prioritize accounts
    - How intelligence and signal data is being leveraged to uncover buyer pain points and accelerate sales opportunities
    - New use cases for informing digital marketing strategies that help to increase conversion rates, and
    - How high-growth companies are utilizing intent data more rapidly and more strategically than mature companies
  • Take Out the Trash Recorded: Jun 22 2021 59 mins
    Nancy Nardin, Smart Selling Tools, Josh Garland, TechTarget, Aurelien Mottier Operatix
    4 ways to eliminate wasted time and increase ISR productivity with better data
    Recent studies have shown that as much as 50% of sales’ time is spent on unproductive prospecting and 98% of cold calls don’t lead to an appointment. Worse, 97% of buyers don’t believe that sellers have an approach that truly stands out. Let’s admit it: Something is not right in the State of Sales.

    But smarter teams with new approaches built on better insight are already driving better results and will drive performance to new levels.

    Watch the replay of the webinar hosted by sales process & technology expert Nancy Nardin, Josh Garland, VP of Product Marketing at TechTarget, and Aurelien Mottier, CEO at Operatix, as they identify the 4 biggest issues in pipeline building, and how inside sales teams can overcome them. With real-world examples and a step-by-step plan, you will learn how to leverage behavioral insights to:
    - Refine your process to better prioritize accounts
    - Make prospecting more efficient
    - Develop the personalized hooks your teams need to break through
  • ABM Reality Aligning & Enabling Your SDRs for Better B2B Marketing & Sales Recorded: Jun 21 2021 56 mins
    Kerry Cunningham - Senior Research Director, SiriusDecisions, Josh Garland, Vice President, Product Marketing TechTarget
    More and more companies are turning to "inside" sales teams to help turn leads into better opportunities. Sounds simple. But with the changing marketing landscape of ABM, lead scoring and automation platforms, arming the team for success isn't always a straight shot.

    Check out this on-demand webinar featuring Kerry Cunningham, Sr. Research Director, Sirius Decisions and Josh Garland, VP of Product Marketing, TechTarget where they will highlight common mistakes many companies are making in pursuit of pipeline. Best of all, they prescribe detailed steps forward to make your BDRs, SDRs or ISRs more productive, more valuable, and happier with the critical role they perform.

    View this webinar to discover how to:
    - Break the pattern of doing more but producing less
    - Prioritize accounts and activities that really deliver
    - Build KPIs, processes and systems that make sense of an account-based future.
  • Driving Short-Term Quota Attainment by Aligning Marketing to Sales Recorded: Jun 21 2021 42 mins
    Nancy Nardin, Founder, Smart Selling Tools and John Steinert, Chief Marketing Officer, TechTarget
    Today’s market has shifted technology buying priorities, altered buying team makeup and has made finding the right buyers increasingly difficult. Despite these challenges, sales rep quotas aren’t changing. They are being asked to sell more in less time and need marketing’s help more than ever.

    Watch this interactive webinar featuring Nancy Nardin, Founder of Smart Selling Tools and one of the world’s leading experts on sales technology and process, explores what Sales really needs from Marketing right now and provides clear insight on how teams can align to reach revenue goals in the near term.

    Watch this webinar to learn:
    - Why marketing must shift its focus from top of funnel to pipeline
    - How marketers can help sales better allocate time and focus on opportunities more likely to convert now
    - The right data and guidance to more effectively prioritize accounts, prospects and products
  • Growing ABM Revenue Using High-Value Offers for Engagement Recorded: Jun 21 2021 55 mins
    Chris Moody Sr. Director, Analyst Gartner, Dan Gottlieb Director, Analyst Gartner, John Steinert CMO TechTarget
    Gartner has shown that bringing buying groups together and gaining access to stakeholders are two of the biggest barriers B2B sellers face when engaging their key accounts.

    These challenges are not well matched to traditional marketing approaches or SDR KPIs.

    Watch this on-demand webinar with B2B marketing and sales analysts Chris Moody and Dan Gottlieb of Gartner and TechTarget CMO John Steinert to discover:

    Why achieving a goal of engaging 100% of your ABM accounts is possible
    What is available in data to help your teams identify and more productively engage with buying groups and key stakeholders
    How to evolve thinking about the use of meetings and offers to progress opportunities and maximize account revenue
    How to implement this new approach and measure improvement
  • Moving Beyond Activity: Increase your Focus on Quality Interactions and Yield Recorded: Jun 17 2021 48 mins
    John Steinert, Chief Marketing Officer, TechTarget and Seth Marrs, Principal Analyst, Forrester
    Buyer interactions across the sales cycle have increased significantly - yet sales reps only spend 18% of their time engaged with buyers. In response, many teams are pumping up sheer outreach volume - a short-sighted approach that is killing potential deals and long-term revenue.

    This webinar proves the key to more revenue is not more touches, but improving the quality of every touchpoint you do have. We'll show you how with just a 5% improvement with each interaction, you can increase your chances of winning a deal by 67%.

    Watch now to get key insight and guidance to:
    - Strike the right balance between volume and quality in outreach and cadences
    - Learn how to leverage intent data insights to increase touch quality
    - Identify and avoid "deal killers" that are preventing you from maximizing account revenue
  • Who You Gonna Call? Recorded: May 7 2021 39 mins
    Steve Silver, VP, Research Director, SiriusDecisions and John Steinert, CMO, TechTarget
    Are you aligned to maximize customer revenue across marketing, sales, and customer success? Learn how the right data and insights will help.

    In this webinar, we will discuss how to use intent monitoring to maximize opportunity capture across the entire revenue lifecycle.

    You'll learn how to implement holistic, predictable revenue management by using intent data to solve legacy problems in opportunity management and deliver a seamless customer journey throughout the revenue lifecycle by:

    • Understanding the three critical hand-off points in the revenue lifecycle.
    • Mapping and leveraging buyer and customer intent data across the revenue lifecycle.
    • Capturing and sharing information throughout the sales, marketing and customer success organizations to better engage prospects and retain customers.
    • Using intent monitoring to unveil current active demand so you can dramatically improve ad targeting and demand gen.
  • 2021 Media Consumption Report Highlights Recorded: May 6 2021 18 mins
    Jon Brown, VP of Market Insights, TechTarget
    This webinar helps marketing and sales teams understand the behavioral and content consumption preferences of B2B technology buying teams across the purchasing lifecycle. Join VP of Market Insights Jon Brown as he dives deep into TechTarget’s 2021 North American Media Consumption research to deliver essential insight for refining content and engagement strategies for maximum impact.

    Get the buyer intelligence you need to make more shortlists and accelerate key deals in your market:
    • Learn how and where technology buying teams conduct pre-purchase research.
    • Understand specific buying stage content preferences.
    • Identify key changes in purchase intent and buying behavior over time.
    • Know the right time to engage buyers throughout the purchase cycle.
  • Today's Market Realities Require New Demand Gen Strategies Recorded: May 6 2021 36 mins
    Terry Flaherty, Forrester | SiriusDecisions, Anthony McPartlin, Forrester | SiriusDecisions, John Steinert, CMO, TechTarget
    In today’s market, shifting account priorities and morphing buying team structures all pressure marketing and sales to evolve their identification, pursuit and management of real revenue opportunities.

    Moderated by TechTarget CMO John Steinert and featuring analysis from leading Forrester | SiriusDecisions experts, VP and principal analyst Terry Flaherty and principal analyst Anthony McPartlin, this interactive panel webinar addresses three major pivot points for optimizing your demand capture capabilities moving forward – actions you should be considering to protect revenue in the short term and achieve breakthrough success in the future.

    Watch this webinar to learn more about:
    • Why it’s time to move beyond a classic leads-based model.
    • Internal barriers to be addressed within your organization, processes and systems.
    • Catalysts for change already appearing within top-performing organizations.
  • Tech Buying and Selling During the Pandemic Recorded: May 6 2021 59 mins
    Deb Schleede, Sr. Marketing Operations Manager, CloudCheckr with Kelley Damore and Rebecca Kitchens, TechTarget
    Leverage key buying trends and intent data to take action right now. In this webinar you will get a clear read on today’s markets. Learn what your marketing and sales teams should be doing to optimize demand capture in the current environment.

    • How digital transformation has accelerated and what short- and long-term strategies buyers are evaluating.
    • Why marketing and sales teams are turning to digital more than ever before to fill pipeline gaps.
    • How vendors can leverage intent data to uncover new buying centers and entry points for sales.
  • Quest for Stronger Engagement Recorded: May 6 2021 40 mins
    Samantha Stone, Founder and CMO, The Marketing Advisory Network and John Steinert, CMO, TechTarget
    It’s easy for marketers to get lost in the channel optimization weeds.

    But to really drive business, all those clicks, opens and conversions mean little unless they add up to stronger results in the pipeline. To maximize effectiveness, marketing efforts must achieve substantially more than a handful of micro-behaviors can show. And that’s why our efforts towards “personalization” must become more thoughtful than they’ve typically been.

    This webinar features special guest Samantha Stone, renowned B2B author and founder of The Marketing Advisory Network and John Steinert, CMO of TechTarget, as they review:
    • How 2020 unmasked fundamental weaknesses in many personalization strategies.
    • Where salespeople (and therefore business), continue to struggle in the digital channels we’re still all limited to.
    • What key next steps, as a marketer, you can personally focus on to drive greater engagement impact for your company.
  • Intent Data Improves Results for All Go-to-Markets Recorded: May 6 2021 35 mins
    Eric Wittlake, Senior Marketing Analyst, TOPO and John Steinert, CMO, TechTarget
    The more you know about your accounts, the more likely they are to respond to your messaging and prospecting. Eric Wittlake, Sr. Marketing Analyst, TOPO, discusses new use cases and applications for intent data that reach beyond just account based strategies and explores how entire go-to-market teams are using it to significantly improve results for each function within the team.

    Watch to learn how deep account-level insight as well as new behavioral intelligence at the prospect and customer level specifically helps organizations:
    • Prioritize which accounts to pursue from any target account list, no matter the list size.
    • Pursue more revenue opportunities with the right buying teams.
    • Personalize outreach with more precision based on prospect interest and need.
  • Evolving Persona Thinking to Win More Business Recorded: May 6 2021 44 mins
    Megan Heuer, ABM and Marketing Ops Pioneer Principal, HeuerB2B and John Steinert, CMO, TechTarget
    Advance Your Persona Targeting Strategies.

    The promise of buying groups and their power to improve identification, capture and management of revenue opportunities is well understood in B2B companies. Yet implementing a measurable targeting strategy can be tricky.

    Join Megan Heuer and John Steinert as they discuss how contact-level intent data can help you better recognize, engage and manage groups of people who are initiating a buyer’s journey in your target accounts.

    You’ll hear:
    • How real buying group identification can impact deals.
    • The downside of relying on typical persona strategies.
    • Immediate steps for identifying, engaging and capturing more demand.
    • Metrics to measure your success.
  • Billion Dollar Blindness Recorded: May 6 2021 60 mins
    Terry Flaherty, VP, SiriusDecisions, Cornelius Willis, CMO, Clari and John Steinert, CMO, TechTarget
    In this webinar you will discover how much demand really exists in your market and lay out a clear approach for maximizing revenue capture.

    Using the latest intent data and AI-driven technologies, learn how teams can transform their productivity and yields from a market, an ICP or a set of named ABM accounts.

    Tune in to:
    • Assess your current productivity and identify revenue you miss and opportunities that fail to progress.
    • Understand the potential impact of SiriusDecisions’ Demand Unit concept for optimizing sales and marketing performance.
    • Use behavioral data to identify and pursue demand units within buying centers.
    • Influence and engage demand units.
    • Optimize treatment and capture of opportunities to accelerate pipeline.
  • Closing the Loop on ABM Revenue in 2021 Recorded: May 6 2021 37 mins
    Malachi Threadgill, Principal Analyst, Forrester | SiriusDecisions and John Steinert, CMO, TechTarget
    Featuring Forrester Principal Analyst Malachi Threadgill and moderated by John Steinert, CMO TechTarget, this interactive webinar explores how companies can deliver better on increased revenue by overcoming some basic – and yet critical – barriers to addressing actual customer needs.

    Watch to learn 3 critical areas for improvement that you must address to ensure your ABM efforts will really pay off:
    • Achieving an aligned approach to account and buying group prioritization.
    • Reconceiving enablement roles and responsibilities.
    • Optimizing XDR processes and KPIs for opportunity maximization.
  • Accelerating Strategic Account Revenue with Intent Data Recorded: May 5 2021 39 mins
    Nancy Nardin, Leading Sales Technology Expert and John Steinert, CMO, TechTarget
    Beyond planning and execution, strategic account teams are becoming more adaptive to their accounts and markets.
    They’re taking advantage of new data sources, already widely adopted by both marketing and high-volume prospecting teams, to drive increased revenue opportunity and gain an advantage over competitors.

    This on-demand webinar, features Nancy Nardin, Leading Sales Technology Expert and John Steinert, CMO TechTarget. Watch as they discuss how forward-thinking sales teams use high-quality intent data to deliver significant revenue growth in key accounts.

    Innovative sales leaders will want to tune in to learn:
    • The value prop of intent data for strategic sales.
    • How to use this data to penetrate, grow and expand within key accounts.
    • Key actions and tactics necessary to leverage rich behavioral data within your sales activities.
Practical webinars for B2B sales and marketing
TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.

TechTarget has offices in Boston, London, Munich, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.

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  • Title: Practical Ways to Turbocharge Marketing and Sales with Intent Data
  • Live at: Jun 24 2021 4:00 pm
  • Presented by: Andy Briney SVP of Products, TechTarget and Jillian Coffin, VP/Group Publisher, Market Development, TechTarget
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