The Art of ABM Planning: Tapping into Intent and Technographics

Presented by

Matt Hogan, VP of Growth Marketing (HG Insights); Jillian Coffin, Senior Vice President (TechTarget)

About this talk

The terms “ABM” and “data-driven” are thrown around frequently in sales and marketing planning sessions – and for good reason. In today’s volatile economic climate, building and sustaining relationships with the right accounts is more important than ever before. But creating an effective ABM campaign can be challenging — especially when it comes to pinpointing the right sources of data to define your target accounts, hone messaging, and ensure you’re reaching the best-fit customers. Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for a closer look at how to intelligently leverage a range of data sources to shape your ABM planning. With a laser-focus on data-driven Go-To-Market, these two revenue leaders will share the latest research and guidance on tapping into technographics, purchasing intent data, and ultimately, enriching your ABM strategy for success. The experts will discuss: • Leveraging technographics to determine your TAM and ICP • Crafting a dynamic audience list for your ABM campaign • Using intent data to hone your messaging for maximum impact • Ensuring your ABM plan delivers the desired results Whether you’re new to ABM or looking to enhance your existing strategy, this webinar equips you with critical insights for a winning Go-To-Market. Join us!
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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.