Name: Expert Discussion: What is Real Intent Data and What is It Good For?
Start: 2023-02-16T14:00:00Z
End: 2023-02-16T14:00:56.000Z
Location: BrightTALK
Rating: 5

Informa TechTarget (Nasdaq: TTGT) informs, influences and connects the world’s technology buyers and sellers, to accelerate growth from R&D to ROI.

With an unparalleled reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.

Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com. 

In today’s complex B2B landscape, buyers are more informed than ever, with access to AI-driven research and endless content. Yet, 81% of buyers report dissatisfaction with their purchasing experience. Why? Because it’s not about how you want to sell—it’s about how your customers want to buy.

In this webinar, Christina Thompson (GM, Studio, International, Informa TechTarget) and Matthew Stevens (CEO, MOI Global) share actionable strategies to build trust, reduce buyer friction, and create ABM programs that resonate with modern buyers.

Your ABM Problem Might Not Be Targeting. It’s Lack of Trust.

Your B2B marketing and sales peers from the APAC region have weighed in. See where they’re hedging their bets across areas of AI-driven efficiency, budget projections strategic shifts and beyond.

What’s in the cards? Join our experts as they reveal the most compelling results of our annual predictions survey to keep you ahead of crucial trends and challenges coming your way.

2026 APAC B2B Marketing and Sales Predictions

Get ready for bold predictions and unfiltered opinions on the future of demand generation. We're diving into strategies and emerging trends that will define success in 2026. 

From GenAI mastery to buying group strategies, we're pulling back the curtain on the trends that will separate the leaders from the laggards. Hear the results from our latest study to learn what demand gen professionals are prioritizing in 2026, what challenges they're facing and how budgets are being impacted. Join experts from Informa TechTarget to get unique insights into the data and what your team can do to get ahead and stay ahead.

Hot Takes: 2026 B2B Demand Generation Predictions

Seize early opportunities. Ditch defunct approaches. Boldly go into 2026 with a cohesive content marketing and demand gen strategy tuned to the latest expert forecasts. 

Hundreds of marketing leaders have weighed in across areas of AI-driven efficiency, trust-building approaches, channel fluctuations and beyond. Join our expert panel as they reveal the results of our annual predictions survey to keep you ahead of the most crucial trends and challenges coming your way. 

Plus, get answers to your most pressing questions in a live Q&A with our experts.

2026 B2B Content and Demand Generation Predictions

Your B2B marketing and sales peers from the EMEA region have weighed in. See where they’re hedging their bets across areas of AI-driven efficiency, budget projections strategic shifts and beyond. 

What’s in the cards? Join our experts as they reveal the most compelling results of our annual predictions survey to keep you ahead of crucial trends and challenges coming your way.

2026 EMEA B2B Marketing and Sales Predictions

Buyers are increasingly relying on artificial intelligence for research, and this is putting even more distance between sellers and their prospects. Yet even as pre-sales engagement is becoming harder, we still expect that human-to-human interaction will remain important in complex deals. For vendors, to be among the few who will be invited in by a buying group, you will have to already be in the consideration set before a deal cycle has begun. When fewer searches are coming to your website, you will need to find new ways to be seen and become trusted. This webinar explores how B2B companies can utilize the reality of buying networks to build more effective consideration paths for themselves as AI search accelerates. In the session, we’ll lay out what Informa TechTarget is doing to make things easier for go-to-market teams.

Join David Edwards, VP Product Management at Informa TechTarget and host Liam Rogers to discover how leveraging established audiences, behavioral insights, and powerful services combined can provide a more efficient path to breaking through.

AI vs Audiences: GTM Strategy and Tooling in the Attention Economy

There's a new broker standing between vendors and their buyers. Enter GenAI: the rapidly accelerating, traffic-decimating, instant answer machine. In its wake, once-reliable channels are no more. Buyer activity is increasingly blurred. And chances to build inroads with your targets seem even more elusive.

But with every strategy GenAI renders obsolete, a new one rises in its place.

Join our expert panel to learn how to seize the most lucrative opportunities to reinvent your content strategy for an AI-driven world.

The Future of Content Marketing in an AI-Driven World

If you have been to any marketing event in 2025, the conversation of AI and its usage comes to the forefront, but the pragmatic approach of AI and how to use it in building your 2026 GTM strategy is quite confusing. 

In this session we look at how to build a GTM plan from content to delivery, and how to effectively layer in AI in your planning. Then hear from our panel of experts on their 2026 GTM takeaways, use cases, and how they’re realistically approaching AI in B2B marketing.

The Pragmatic Approach to AI and Strategic Planning for 2026

Scaling in a crowded market is never easy. Especially when you’re a smaller brand facing long buying cycles, a need to engage and convince multiple decision makers and facing fierce competition for every bit of your buyers attention. Yet, Cato Networks, has managed to grow and expand globally while building trust and credibility with future buyers. 

In this session, Daniel Bleichman, Snr. Director of Marketing, Cato Networks, shares how his team leverages data-driven strategies and integrated marketing approach to fuel growth. You’ll see real-life examples of aligning brand and demand campaigns, scaling programs across markets and driving tangible results in complex B2B tech environments.

Cato Networks, a Marketing Case Study on Scaling from Startup

Too many marketers pour resources in either brand or demand – and then wonder why business growth stalls. Yet, forward-thinking marketers know that sustainable growth comes from orchestrating brand and demand campaigns to work in parallel. 

In this session, leaders from Cato Networks, Axonius and Informa TechTarget share how they turn marketing investment into measurable impact while earning credibility and trust with their audiences. You’ll learn how to identify what actually moves the needle, scale campaigns across global markets and ensure every action strengthens trust with your brand – so that brand and demand work in harmony to maximise business impact.

From Brand-to-Demand: The Pragmatic Playbook

Trust is an extremely powerful word in today’s B2B Marketing echelon. It’s no longer enough for your message to stand alone; it’s the trust signals behind it that truly matter. This need for trust is why the line between brand and demand marketing is fading, and savvy marketers are crafting their content approach to captivate, engage, and convert IT buyers. 

In this keynote, we explore bridging the gap between brand awareness and revenue-generating activities, and how to build validation through influential voices and results-driven content strategies.

Tethering Trust: Building a Brand-to-Demand Playbook

In today's challenging B2B marketing landscape, building trust has never been more critical—or more difficult. Join Mandi Tompkins as she reveals how successful marketers are navigating a world where 95% of your audience isn't ready to buy, buyers form opinions before they ever contact you, and purchase decisions involve many stakeholders and influencers.

This insightful session will explore:
- The Trust Crisis: Todays buyers demand authenticity and proof in a content-saturated world. With the rise of AI generated content consumers need to know what is real and what to trust.
- The Expert Advantage: How partnering with trusted SMEs, media voices, and analysts creates a powerful network of authority that buyers trust
- The Innovation Imperative: Strategies for creating connected content ecosystems that meet buyers at every stage of their nonlinear buying journey

The Trust Advantage: Content Strategy at the Intersection of Innovation & Expertise

The outdated battle between brand or demand marketing is over. Today’s savvy marketers aren’t choosing one over the other. They’re blending both approaches to craft content that captivates, engages and converts IT buyers. Join Jane Qin Medeiros (Informa TechTarget) as she explores the future of brand-to-demand marketing and how class-leading B2B marketers bridge the gap between brand awareness and revenue-generating activities with powerful, results-driven content strategies.

Create, Engage, Convert: The Brand-to-Demand Playbook

Research indicates that while only 2% of sales conversions are made during the first point of contact, roughly 80% develop between the 5th and 12th contact attempt. To generate the most ROI from lead gen activities and increase conversion rates, demand generation marketers must drive quality engagement with priority contacts and enable their sales colleagues to orchestrate personalized outreach and lead follow-up to create more quality touchpoints during this window of opportunity.

If you are facing continuous pressure to build sales pipeline, listen in as members of Informa TechTarget’s award-winning Customer Success team share a proven blueprint for effective lead follow-up. You'll learn how to engage buyers by incorporating nurture programs, optimizing SDR motions, and empowering tailored sales outreach with intent data. You'll also get insights into how marketing automation, integration platforms, and even artificial intelligence can help boost ROI and increase conversions at scale.

Source: https://www.conversica.com/blog/inbound-lead-follow-up-stats-for-2023/

Your Roadmap to Driving Conversions with Effective Lead Follow-Up

Many GTM teams dream of building a demand gen approach that yields high quality leads that are ready to be converted into winning opportunities. But this doesn’t happen by chance; it requires an integrated and aligned approach to identifying the right accounts and engaging them with contextually relevant messaging. Many teams struggle to do this effectively, yet Schneider Electric, a global leader in energy management and automation, has developed a holistic go-to-market approach that’s paying off in droves. What’s their secret to success?

Join Christian O’Neill, Senior Customer Success Manager (Informa TechTarget), as he sits down with Alexander Pasch, Digital Marketing Transformation Manager (Schneider Electric), to discuss how Schneider Electric integrates insights from real purchase intent data into their GTM playbooks. They will share actionable strategies for using intent data to design high-impact, contextually relevant brand campaigns, attract active buyers with engaging content, and prioritize leads from the most promising accounts.

11x Better Prospect Engagement: How Schneider Electric Wins More with Intent Data

In this edition of B2B Content Brilliance, Informa TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

Our latest strategic session in this series examines the importance (and challenges) of using graphic design to help successfully communicate promises of value. The goal is to aid marketing and business leaders like you in identifying substantive design gaps and the impediments standing between where you are and where you want to be. We look to help you better recognize these, consider them, and articulate them to other leaders towards successful implementation of business-critical improvements.

Good Design is Good for Business

Without a strong content-sales connection, how much ROI are you leaving on the table?

Empower your sales team with content campaigns designed to run the full funnel, from driving awareness to winning deals. Get actionable tips from Informa TechTarget’s Jane Qin Medeiros, GM, Brand and Content, and UPS company Roadie’s Will Walker, Senior Manager, B2B Marketing.

Marketers will learn how to:
- Bridge the gap between content and sales with best practices for content-driven sales workshops, enablement materials, and beyond
- Design full-funnel campaigns that thread intangible brand values — like sustainability — into tangible sales results 
- Rethink their approach to generating ROI to boost results at every stage of the funnel

Sales, Empowered: A Roadie Masterclass in Full-Funnel Campaigns That Win Deals

While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Similarly, ABM success comes in all different shapes and sizes.  

Join guest speaker, Forrester principal analyst Nora Conklin, and Informa TechTarget’s Garrett Mann to explore where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what strategies and tactics frontline marketers are leveraging to set their organizations apart.

The State of ABM: Emerging Trends, Evolving Strategies and Real Secrets of Success

With so much data at our disposal it can be difficult to determine exactly what to action much less how to action it. In this webinar, we’ll take a look at how today’s modern B2B tech marketing and sales organizations in APAC are working toward a single source of truth by integrating various sources of intent and turning it into something meaningful and actionable. The session will start by defining the various types of data and their differences. We’ll then pivot to show how best to combine insights to get a reliable view of your top accounts, the various stakeholders within them and their key priorities. Our focus will be on how regional and field marketing teams, in particular, are leveraging intent to build pipeline and accelerate opportunities.

APAC Intent Insights for Regional and Field Teams

Although today’s GTM teams have more data and intelligence at their fingertips than ever before, many struggle to truly define and activate a data-driven sales motion. In today’s competitive b2b tech landscape, sales reps are coming head-to-head with the realities of vast business uncertainty. As a result, more deals are stalling because of budget tightening measures. This means that every single interaction with an account needs to be truly valuable and attuned to the buying team’s unique needs. Leveraging the right mix of data, especially purchase intent data, can help sales teams drive higher efficiency and effectiveness along every stage of the buying cycle. 

Join this live webinar as TechTarget’s Bill Henry sits down with Jules Gsell, RVP, Growth and Startups Sales at Databricks and Chris Kovalcik, Head of Strategic Sales & New Business at Airtable to discuss how their teams are leveraging data and insights to guide their sales strategies.   

Presenters:
Jules Gsell, RVP, Growth and Startups Sales, Databricks
Chris Kovalcik, Head of Strategic Sales | New Business, Airtable
Bill Henry, SVP, Global Acquisition Sales, TechTarget

Data-Driven Sales Motions: Maximizing Every Touch

As the IT landscape changes and technology buying teams continue to evolve, sales and marketing professionals need to understand how their buyers conduct industry research, gather information about vendors and engage with content. To get a better grasp on today’s buyer journey, we surveyed 700+ technology decision makers in TechTarget’s 2022-2023 Media Consumption and Vendor Engagement Study.

In this session, TechTarget’s market intelligence leaders will provide a deep dive on this research to explore how sellers and marketers can leverage intent data to improve go-to-market messaging, outreach and content campaigns for more effective buyer engagement. Get your questions answered by the experts and walk away with the insights you need to align your content and engagement strategies with today’s tech purchase journey.

Using Intent Data to Align to Today’s Tech Buyer Journey

Leads could be called “the original B2B intent data” and they’re certainly a first-party component of many good data-based strategies. At the same time, they may be holding some companies back. Since there’s such huge diversity out there, selecting correctly can be a challenge. When you add in internal constituencies’ opinion combined with new intent sources into the mix, the variables can become a bit overwhelming. 

In this webinar, TechTarget’s CMO John Steinert sits down with Kristin Prosowski, Vice President of Demand and Integrated Solutions to get straight on the different types of leads, by source and attributes. From there they’ll discuss how each type can be used in combination with second-party Prospect-Level Intent™, for marketing, ABM and sales use cases.

Leading Your Way to Better Demand Capture

Combined with over-arching trends towards digital, the events of the past few years have caused distinct shifts in buyer behavior. And now, as economic headwinds buffet forecasts across tech, there’s even more pressure on Sales and Marketing organizations to drive productivity improvements. At the same time that this puts new customer acquisition costs under the microscope, it’s driving a distinct focus on existing customers. Intent data can have a dramatic impact on these efforts, as long as you match your desired use cases to the proper Intent types.

In this session, guest speaker Forrester Principal Analyst Malachi Threadgill will discuss the differences among Intent data types and how organizations can best leverage them in 2023. He’ll examine use cases for ABM, sales development and customer marketing that will help teams minimize waste and maximize impact as they collaborate towards shared revenue goals.

Real Impact from Intent Data in 2023

It’s undeniable that Sales Development plays a crucial role in any B2B tech organization’s go-to-market strategy. Yet, how many of us really stop to think about SDRs as a powerful engine for personalization? As competition for mindshare and wallets gets fiercer, it’s essential to empower SDRs with the insights and data to engage accounts meaningfully and deeply.

In this session, TechTarget’s sales and sales enablement leaders will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

Presenters:
Renee Tily, VP, Sales Enablement, TechTarget
Olivia Dassler, Director of Marketing Programs, TechTarget
Brian Dowling, Senior Vice President, Inside Sales, TechTarget

Last-Mile Personalization: Intent Insights and Sales Outreach

From A/B testing subject lines to leveraging dynamic content modules, many marketers are already adept at innovating their email campaigns to drive better open and click-through rates. True email effectiveness stems from a marketer’s ability to personalize the messaging to a prospect’s specific technology need. And yet, with email volumes at an all-time high, balancing scale with personalization must be a priority for any GTM team in 2023.  Purchase intent data is a missing link in many email marketing playbooks.

Join BBD Boom’s Adam Lewis and TechTarget’s Colin Mitchell to learn how intent data can improve the performance of your email campaigns. You’ll hear real examples of how tech companies use intent data in their email marketing campaigns to drive better results and build stronger connections with their buyers.

Email Marketing’s Missing Link: Purchase Intent Data

As marketing and sales teams strive to improve and streamline their GTM strategy, they’re looking for ways to understand where their customers are in the buying journey. More and more businesses are turning to intent data for how it can help uncover the digital footprints left behind by buying centers, and signal who’s really ready to buy. 
 
In this webinar, Annie Matthews is joined by Tamye Oshman and Nicole Kimmick, to discuss how they’ve leveraged intent data as a key tool for their marketing and sales teams, and what positive changes they’ve seen as a result of that strategy shift.

Maximizing Intent Data and Its Impact on GTM Teams

Intent: Competing with Better Data

With the rise in B2B Intent Data popularity, it’s easy to confuse what you want and need with what you can actually get from any particular source or blend. To help clear the air, industry experts Robin Izsak-Tseng from G2 and John Steinert from TechTarget will begin by settling once and for all what they believe the term Intent actually means. They’ll elaborate from there, by clarifying what’s unique about their respective offerings in terms of how each is made and how that’s useful to you. Whether it’s table stakes marketing use cases, sales-focused efficiency plays, or advanced strategic use cases, you’ll come away with a much better understanding of both of these leading offerings.

Expert Discussion: What is Real Intent Data and What is It Good For?

B2B Marketing

Demand Generation

Marketing Analytics

Sales Enablement

Sales Development

Sales Analytics

Marketing and Sales Alignment

Automation

Intent Data

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Expert Discussion: What is Real Intent Data and What is It Good For?

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