Billion Dollar Blindness

Presented by

Terry Flaherty,VP Principal Analyst, Demand Services, Forrester; Cornelius Willis, CMO, Clari; John Steinert, CMO, TechTarget

About this talk

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 Forrester’s 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.

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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.