Name: Beyond Predictive: What You Can’t See (in Your Own Data) Can Really Hurt
Start: 2021-09-13T14:00:00Z
End: 2021-09-13T14:00:49.000Z
Location: BrightTALK
Rating: 0

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.


Every time we communicate with prospective buyers, we’re making promises, consciously or unconsciously. Get them right, and you’ll grow buyer trust and brand affinity. Get them wrong, and you risk losing confidence and consideration. If your content isn’t delivering on your marketing goals, there’s a good chance that you’re either missing the mark on what your target audience is seeking or your content isn’t coming from a source that they trust.

In this webinar, Susan Smith (Sr. Director, Product Marketing, TechTarget) and Dave Gruber (Principal Analyst, Enterprise Strategy Group) will build on the research-proven “customer promise” concept (discussed in our Creating a Memorable Marketing Message that Lasts webinar), and provide actionable steps on how to improve your content and messaging. They’ll share proven near-term content options to bolster any tech marketing program, strategic approaches for developing promises that will resonate with target audiences, and a “good, better, best” framework you can put to work immediately to better understand and engage buyers, and build buyer trust in your customer promise.

Good, Better, Best: How to Deliver Great Content Marketing Outcomes

Successful ABM programs require thoughtful planning every step of the way. From collaborating with Sales on account selection to establishing the right campaign KPIs, there are a range of key milestones that ABM practitioners must hit to execute well. And yet, despite all that work, content and content delivery can often be an afterthought.

If the goal of ABM is to generate the right account engagement to drive revenue, the content format, targeting and delivery method is incredibly important. Join BrightTALK's Senior Director, Product Management & Marketing, David Edwards, and Senior Director of Marketing Programs, Olivia Dassler, for in-depth guidance on how webinars fuel ABM effectiveness. They’ll break down how buying teams actually want to consume content, ways to generate deeper engagement with your webinars, content creation best practices and tactics for activating sales around webinar engagement signals.

Better Webinars. Better Engagement. Better ABM.

To have any chance of driving more revenue from a set of target accounts, you first have to engage them better somehow. And because today’s self-directed buyers prefer digital content, the challenge really comes down to whether you’re able to make the necessary content to meet your engagement needs. So how do you know what’s needed for better engagement? And how do you fill any critical gaps in what you’re doing today?

Join John Steinert, CMO (TechTarget) and Greg Anderson, SVP of Client Relations (Enterprise Strategy Group) as they think together about determining what content a given buying group requires and how to help ABM teams deliver exactly that. Using real-world examples, they’ll explore insights into buying teams, proven content types for specific use cases and blind spots that many teams unfortunately fail to address before they go live. These tips are sure to fortify your ABM content foundation so you’ll be able to improve what you’re already doing and strengthen new programming from the start.

Success Drivers: Two Essentials for ABM That Wins

Join Sangram Vajre, Co-Founder and CEO of GTM Partners, and Garrett Mann, VP of Corporate Communications at TechTarget, in this dynamic session filled with discourse, debate, and fresh outlooks on navigating the ever-shifting terrain of ABM. 

Sangram and Garrett will discuss the evolution of ABM, touching on where we were, where we are, and what the future holds. The pair will share their thoughts on the motions essential for supporting a successful account-based Go-to-Market, the critical role of Marketing and Sales collaboration, the transformative influence of intent data and AI and the impact of these advancements on your go-to-market strategy.

Adjusting GTM Strategies for the Future of ABM

How might ABM and productive (but controversial) new ways of prospecting for fossil fuels be alike? Environmental issues aside, in a lot of ways! Like an ABM team or an account-focused salesperson, every prospector needs to start by surveying the possible drill sites and picking the best ones possible. And of the early investigatory efforts, many initially turn up with only modest, easy-to-capture yields. 

What we’ve learned through hundreds of similar experiences is that a lot of such quick finds only reach their potential when more focused efforts are applied. So, in the context of ABM, that’s what account fracking is really all about. We’re talking about different ways of getting more revenue from a promising target account list, by working a little harder and quite a bit smarter.

Join us to explore how intent-driven persona understanding combined with thoughtfully targeted content can open up new account revenue flows. Applied strategically to specific growth objectives, we’ll examine approaches that can help you accelerate momentum with an engaged buying team or bridge from there to connect you into entirely new ones. It’s an ABM session of aligned activation ideas you won’t want to miss.

Fracking the Enterprise: Tapping into ABM Revenue Reservoirs

In principle, ABM should work. The logic seems very sound: When you purposefully invest more in a particular set of target accounts, they should reward you with more revenue. And at the high end, there’s plenty of evidence that bears this out. But, as with all good things in business, there soon arises the question of how you’re going to scale your early success. That’s where things get more complicated. That’s been a real challenge for ABM.

In this keynote session from TechTarget’s President, Rebecca Kitchens, we’ll examine questions like, “What are the real levers of pipeline performance in ABM?”, “Is it another tool that finally get you to ABM success?” And how AI will be able to help with challenges like scaling, or if it won’t, anytime soon.

ABM Engagement in the Age of AI

The marketing playbooks we’ve used for years just aren’t working anymore. Buyers don’t fill out forms. MQLs are outdated. ABM programs aren’t showing the ROI. SDRs aren’t making quota. Pipeline requirements are up but budgets are down. We can’t keep doing the same thing and expecting better results.

We need a new playbook for B2B. In this lively keynote discussion, John Steinert (TechTarget CMO), and martech guru Jon Miller, former cofounder of Marketo and founder/CEO of Engagio, will discuss the four pillars of the New B2B Go-to-Market Playbook, including practical tips you can use in your organization right away.

Nothing Works Anymore: Why B2B and ABM Need a New Playbook

Executing Account Based Marketing (ABM) campaigns in a particular vertical, such as healthcare, requires aligning your content and messaging to industry trends and demands. Content creators need to adapt their content to meet the evolving needs and interests of their buyers’ How can marketers best generate content in an ever-changing ecosystem?

Join TechTarget’s Senior Vice President Audience Operations, Byrony Seifert as she leads a discussion with Kyle Murphy, Vice President of Editorial, Xtelligent Healthcare Media™ on how to build vertical content efficiently in a dynamic environment.

Formulating Content for Your Vertical Environment: How to Avoid Turn & Burn

As the business landscape continues to evolve rapidly, marketers have embraced new strategies to engage the right buyers at the right time. Account-based marketing (ABM), in particular, has surged in popularity across the globe. In fact, through original research, top B2B marketing agency MOI Global found that at least 70% of marketers around the world activate ABM programmes to engage priority accounts and stakeholders, increase pipeline acceleration, and deliver high ROI.

And while the potential of ABM is undeniable, no two businesses are the same. B2B marketers must develop an ABM strategy that reflects their business’ unique challenges, customer needs and ABM sophistication level. In this live webinar, TechTarget’s Jacqueline Thomas will sit down with Callum Miskell and Julie Wisdom of MOI Global for an in-depth conversation on their latest research and subsequent approaches to ABM across the globe. They’ll explore the regional differences and universal fundamentals that marketers should consider when building and evolving their approach to ABM. 

They'll also examine how challenger brands approach ABM to go toe-to-toe with shrinking budgets and the huge incumbent brands in their industries. It's part of a newly released research report on Data Creativity (including how to use your intent platform like NASA).

Divergent Paths, Converging Strategies: Opportunities with ABM & Data Creativity

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 replay from our virtual event, Reach, 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

To attract their share of attention, every smart marketer should try to leverage what’s hot in the market. But thoughtful strategic teams understand that, beyond trend-chasing messaging, there’s serious work to be done to properly assess and refine solution positioning. So as buyers do more and more research on their own (and their attention gets harder to earn), most GTM teams need to seek better input. They know they need better ways to ensure that what they say and what they intend to do will align more proactively and productively with what their target accounts are really looking for, both from a content perspective and with respect to the solutions they’re bringing to the market.

That’s exactly what we’ll be discussing in this episode of our Analyst Insights for GTM Actions webinar series. Join Enterprise Strategy Group Principal Analyst Mike Leone as he shares revealing recent research about buyers and the state of their GenAI thinking. As always, the purpose of the session is to clarify what GTM teams should be doing! So, we’ll cover both how product teams should be thinking about this fast-moving space and how marketers can leverage the data to better engage buyers on what they truly care about right now. Beyond the buzz, our aim is to give you a significantly clearer blueprint for capitalizing on this hot topic that’s sure to become even hotter moving forward.

Using Market Research to Build a Differentiated GenAI Story

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 new webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. In episode one, John Steinert (CMO, 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

As many marketing teams move away from MQL and lead-based demand gen models, the focus has shifted to understanding what drives an account and the unique buying teams within it. TechTarget’s latest Media Consumption survey data can serve as a helpful guide for marketing and sales leaders looking to better understand how role and function dynamics can affect content creation and outreach.  

Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, illuminate the path with actionable tips for marketing and sales leaders looking to break through in 2024. They’ll cover:  

-The latest insights on how job level, function and other factors should influence how you look to engage buyers throughout the buy cycle.  
-Ways Marketing can enrich content to better bridge the buyer-seller divide. 
-A behind-the-scenes look at how tech buyers actually conduct research and how you can leverage the resulting data and insights to reach your objectives.

Decision-Making Dynamics: Roles, Buying Teams and the 2024 Tech Purchase Process

In today’s highly cluttered and competitive vendor landscape, marketing leaders need thoughtful strategies for customer engagement and retention. Without strong brand recognition and clear differentiation from your competitors, your customer relationships are likely at risk. 
 
Join us as Senior Director of Market Research, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, tap into TechTarget’s Media Consumption survey data to unravel the intricate tapestry of vendor loyalty, customer satisfaction and differentiation in 2024. In this episode we’ll cover:  

-The realities of vendor loyalty today and the top reasons buyers switch vendors.  
-Understanding the real-time topics and trends that your buyers are engaging with, and how you can use these clues to shape your retention strategy.  
-Top purchase disruptors to be aware of and how to keep buyers satisfied.  
-Ways to use vendor loyalty insights to create a more effective content strategy.

Switch or Stay: Understanding Tech Vendor Loyalty and Customer Retention

As organizations strive to modernize their IT environments, buyers are constantly evaluating new strategies and technologies – many of which are unfamiliar and can be difficult to assess.  Buyer-centric, useful marketing should educate buyers and reduce their confusion. The most powerful marketing gives buyers the confidence to make well-informed purchase decisions.

In this episode of Analyst Insights for GTM Actions, Principal Analyst John Grady will share results from recent research into zero-trust architectures – a notoriously hard-to-define category gaining steam as a leading cybersecurity modernization initiative. He’ll explain how marketers can leverage the research data to establish their solutions as the best option for buyers now and in the future. Whether or not you’re in the cybersecurity space, you’ll want to tune in because it’s an approach to marketing that can drive better results across a range of complicated solution categories.

Marketing Complex Categories Like Zero Trust

Change is the only constant in B2B. Over the years, the best marketing and sales leaders have continued to reinvent their strategies to align to ever-evolving economic and business conditions, to the introduction of new technologies and to shifts in buyers’ needs and behaviors. At the kick-off of 2024, great change is on the horizon as we prepare for new regulations around email filtering and deliverability, the looming elimination of third-party cookies, and the onset of GenAI across all industries. And, while the idea of customer centricity (or even customer obsession) isn’t necessarily new, taking a hard looking at your buyer interactions can help illuminate your best path forward.  

TechTarget’s Vice President of Customer Enablement and Data Strategy Dara Such has been working closely with hundreds of clients on just that. Join us as she shares a new GTM playbook focused on understanding, on a deeper level, the needs of your priority accounts and the unique individuals comprising the buying teams. With this framework on hand, you’ll be able to structure your go-to-market to empower your buyers with the information and solutions they need to make an impact and hit their goals.

Closing the Gap: How to Engage Buyers and Empower Vendors for the Future

All sales reps understand the importance of catching a prospect’s attention through timely, precise and highly personalized outreach. But “making it personal” usually requires a great deal of time and research. That’s where IntentMail AI, a new feature within TechTarget’s Priority Engine platform, can help. 

Join TechTarget’s Andy Briney and Jake Coffman as they discuss the value of using AI to quickly and easily create highly personalized business-relevant email messaging. They’ll underscore the unique value IntentMail AI provides by combining recent, relevant account information with deep insights on what the specific prospects are researching on TechTarget’s global publishing network. Thanks to IntentMail AI, what used to take 10 minutes or more now takes 45 seconds or less, allowing sellers to generate 10x the number of personalized emails to drive much higher response and conversion rates.

Make it Personal: Enhance Your Sales Outreach with Prospect Intent + AI

Forrester recently described Portfolio Marketing as a critical core enabler of the whole go-to-market apparatus, if that is, you can stay consistent in your ability to “get it right”. But as change in so many markets continues to accelerate, are you completely confident that your current PMM methods will, in fact, be able to keep up? The outcomes from lagging your markets aren’t pretty: Campaign performance will start to drop. Sales teams will lose faith; they may start spit-balling their own ideas and be impossible to rein back in. And small GTM gaps can widen into dangerous misalignments.  

In this session, hosted by TechTarget VP of Product Innovation & Research Katie Graybeal, you’ll find out what competitive PMM teams like yours feel they need now ‒ what they’re looking for to competitively accelerate their accuracy, precision, and response. For your own PMM team and your downstream constituencies alike, you’ll want to see exactly how new Intent Data 3.0 solutions can help deliver more effective strategies and targeting, better positioning and messaging, and more refinements, more quickly, going forward.

The Intent Revolution is Coming to Portfolio Marketing

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.

Beyond Predictive: What You Can’t See (in Your Own Data) Can Really Hurt

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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.

Beyond Predictive: What You Can’t See (in Your Own Data) Can Really Hurt

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