Successful ABM: What Developer Marketing Can Teach Us

Presented by

Uzair Dada, Founder & CEO (Iron Horse) and Garrett Mann, Senior Director of Corporate Communications (TechTarget)

About this talk

The idea of a buying team is embedded in ABM, yet many marketing and sales teams continue to focus their efforts on the “decision-maker" - often ignoring practitioner groups who are key participants in the purchase. While some might consider Developer Marketing an outlying specialty area, it can provide an important window into how ABMers can better address buying group issues that are surprisingly common across their programs. This live webinar will take a deeper look into Developer Marketing and showcase how applying its core principles can help account-based marketers find, influence and convert all constituencies at their target accounts. Tune in to gain important insight into: - Underlying differences between practitioners/enthusiasts and decision-makers - How to build and refine practitioner personas for ABM - Leveraging intent data to maximize coverage of the entire buying team - Specific strategies to engage different members of the buying team across the purchase cycle
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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 and follow us on Twitter @TechTarget.