Evolving Persona Thinking to Win More Business

Presented by

Megan Heuer, CMO (Aite-Novarica Group),Principal (HeuerB2B) and John Steinert, CMO (TechTarget)

About this talk

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.
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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 techtarget.com and follow us on Twitter @TechTarget.