Name: Intent Data and ROI: How to Measure It and Drive It Through the Roof
Start: 2023-09-19T14:00:00Z
End: 2023-09-19T14:00:56.000Z
Location: BrightTALK

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

A recent Enterprise Strategy Group survey found that 53% of IT professionals view IT as more complicated than it was two years ago. With an increase in remote work, a rapidly evolving cybersecurity landscape and a rise in the number of endpoint devices, many are turning to joint solutions to decrease complexity. And it is the role of strategic alliance and partner marketing teams to understand the evolving IT buying journey and to supply the right insights and content to aid the decision-making process.

Join Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Services of TechTarget as he sits down with partner marketing executives Laurie Mitchell of Wasabi, Meaghan Moore of ServiceNow, and Amy McNew of Palo Alto Networks as they discuss adoption drivers for integrated solutions, content strategy best practices and tactics for successfully fueling the IT buyer’s journey. You’ll also walk away with freshly unveiled research from Enterprise Strategy’s Groups survey on integrated partner solutions.

Guiding the IT Buying Journey: Strategies for Partner Marketing

As members of the GTM team, each of us impacts the customer experience (CX), either pre-sale, post-sale or both. And while, in our particular roles, we may not spend much time thinking about the impact we have personally on that experience, we’d have to admit that it is very real. Of course, the people who probably think about CX more than anyone else are those either building CX solutions or those looking to implement them.

That’s why for this session, we’re bringing together Stephanie Corby, Enterprise Strategy Group’s lead analyst on the topic and their SVP of Analyst Services, Doug Cahill for a special edition of our Analyst Insights for GTM Actions series. First, they’ll share what’s essential to understand about people’s wants and needs from the latest CX research. And then they’ll flip the script to explain why these insights can help each of us frame out how we can address our own objectives with a clearer CX focus—in how we target, how we position and message, in our content, in our selling and more. It’s guidance that anyone who cares deeply about the customer won’t want to miss.

Leveraging CX Research to Inform Your Personalization Efforts

Reach 2023: Intent. Content. Demand.

When marketing and sales teams aren’t aligned on short-term objectives and long-term goals, the overall business outcomes - pipeline and revenue - suffer. Although this misalignment issue is top of mind for many sales and marketing leaders, organizations still struggle to solve it. More often than not, new solutions, shiny tools and tactics are being thrown at the problem without any success. So how can we strategically combat the issue? 
 
In this session, hear from Secureworks’ Senior Director, Marketing, Andrew Milne and TechTarget’s Senior VP of Sales, EMEA, Jat Hayer, on how world-leading B2B tech organizations are solving marketing and sales misalignment issues to accelerate their revenue growth.

Stop, Collaborate and Listen: Bringing Marketing and Sales Teams Together

What’s the difference between a browser and a buyer? Intent. To grow quickly without wasting precious marketing dollars, you need to know the difference. Especially in high-growth, emerging technology where attention spans are limited and competition is fierce, you need to find an edge in your digital strategy.

Join Nobl9 Chief Growth Officer, Kit Merker and TechTarget’s Senior Director of Corporate Communications Garett Mann, as they discuss how intent data allows marketing and sales organizations to deliver outstanding results by focusing on the most likely buyers. This session will dive deep into how Nobl9, the service level observability company, uses an unique and intelligent approach for accelerating revenue growth in a rapidly emerging market. You’ll walk away with useful advice to apply to your own efforts.

Small but Mighty: How Nobl9 Accelerates Growth with Intent Data

Even in this current world of increasing self-directed – and decreasingly loyal – buyers, B2B tech companies struggle mightily to be seen, much less truly understood. Think about how hard it’s already gotten to engage them with your value props ... and then multiply the problem by 10x! Is that where we’re going in the generative AI-driven future? It’s super hard to break through today – going forward it’s certainly not going to get an easier. When any company is able to quickly copy the messaging of even the fastest innovators, successful differentiation will require a more rigorous approach.

Join Rebecca Kitchens, President of TechTarget, as she shares her view of where we are as an industry, and as GTM professionals with real “jobs to be done.” She’ll recap how we got here, including the rise successful internet publishing models (like TechTarget and hybrids like LinkedIn and even Hubspot), and then go deep on what’s likely to be coming for all of us, and what we should be doing about it to prepare.

Content, Context and the AI-Driven Future

When it comes to a successful go-to-market, all leaders are looking for the magical trifecta of speed, efficiency and scale. Achieving these outcomes requires deep coordination across your two complex and ever-changing entities - your people and your stack. In order to synchronize people, processes and technology to yield more revenue, sales leaders must use all available resources to maximize the potential of every seller.    

Join us as Dara Such, VP Customer Enablement & Data Strategy at TechTarget, sits down with Randy Seidl, Founder of the Sales Community and Doug Olender, EVP, Sales Strategy, Enablement, & Development at TechTarget, for a deep-dive into the biggest challenges facing today’s sales leaders. They’ll dig into their top go-to-market lessons from the past decade as well as practical solutions for achieving better sales performance through tools, training and enablement.

Tools, Training and Enablement: How to Maximize Your Revenue Potential

If you are familiar with Fortinet, you know they are a driving force in the evolution of cybersecurity and the convergence of networking and security. The Fortinet marketing team also happens to be their own driving force – they are incredibly adept at strategically leveraging systems and insights to fuel better segmentation, sales outreach and revenue impact.  

Join us live for an in-depth Q&A with Fortinet’s Senior Director, Growth Marketing, Martin Lindsay, led by Julia DePalma, Senior Account Director, Strategic Sales at TechTarget. Martin will shed light on how his team is uniquely leveraging purchase intent data to identify best-fit accounts and prospects, laser-focus their targeting, and prioritize marketing and sales efforts where they are needed the most.

Activating Real Intent for Better Marketing Results

As buyer behavior continues to evolve at a fast pace, so must B2B marketing teams’ approach to implementing, executing, and optimizing new technology, like intent solutions. Now more than ever, revenue teams need data and insights to shape their go-to-market strategies but also need to overcome the challenges of change management.

Join TechTarget’s Senior Vice President of Customer Success, Heather Turner, as she sits down with three of TechTarget’s own award-winning Customer Success leaders to share stories from the field about helping marketing teams onboard, adopt and optimize cross-functional strategies with intent data. You’ll learn tips, tricks and secrets of the trade based on first-hand experience with thousands of Customer scenarios.

Secrets of Successful Intent Adoption: Insights from Customer Success Superstars

Across the industry, the intent data revolution is being powered by its very real ROI. And while intent-driven ROI benefits in marketing are widely accepted, that’s only a small part of the value available from the best intent sources. The real revenue magic happens when a company can get actionable intent data into the hands of its sellers and keep them using it consistently. Yet that’s far easier said than done. In this session, learn what to do and what to watch out for from a team that’s become expert at supporting the necessary changes.

Join TechTarget SVP Annie Matthews as she hosts WatchGuard’s Director of Demand Generation Alex McWethy and BDR Manager Kel Pendleton as they walk through their own intent data-driven sales revolution – How they prepared, what surprises they encountered, and the successes that they’re now enjoying.

How WatchGuard Tapped into the Intent Data Revolution

We’re all sick of hearing “do more with less” but know that we have to be extremely efficient with our time and money. This is impossible to do without great data. Even the best AI-assisted solutions in the world are only as good as their data sets. We all must spend more of our time and money with the people at the accounts most likely to buy when they’re ready to buy. The way to do this is with B2B buyer intent data.

Join experts from Demandbase and TechTarget to look more closely at how the best in the business are using intent to power innovative go-to-market strategies and actionable sales and marketing use cases to put their businesses ahead of the competition each and every quarter. You’ll laugh, you’ll cry, and you’ll leave with ways to understand how the best B2B intent data used in the smartest ways will help your business today.

Understanding and Leveraging the 3 Phases of Intent-Based Value Delivery

In today's rapidly evolving digital landscape, the role of intent data in shaping an effective marketing strategy has become more critical than ever before. Harnessing intent data can revolutionize marketing efforts, and help companies stay agile, relevant, and responsive in an increasingly competitive market.

Join TechTarget’s Romi Seher, as she sits down with APAC marketers, Sumari Lottering, Digital Marketing Director at DocuSign and Daniel McDermott, Senior Marketing Director at Mimecast to discuss how they improve their precision, maximize ROI, and created personalized customer experiences with intent data strategies.

Data-Driven Excellence: DocuSign and Mimecast's Journeys with Intent Data

Any marketer understands the value of content today – especially in a murky technical landscape and uncertain business environment. But simply creating content is not enough. Content serves as an extension of your brand and it’s often a prospect’s first entry point to understanding your product or solution. Marketers have to think strategically and long-term to fully utilize the power of content so it generates deep engagement and drives the most important business outcome – revenue.

In this session, Alexandra Kory, Teradata’s Director of Demand Generation and Brent Boswell, TechTarget’s SVP and Managing Director, International, will deep-dive into top challenges EMEA marketers face when creating and distributing content. Additionally, they will look into the importance of content for not only capturing in-market buyers but also engaging a wider group of decision-makers so your brand is top-of-mind to ensure the long-term success.

How Teradata Harnesses the Power of Content to Generate More Demand

With so many available content types, building a demand generation campaign can feel overwhelming. What kind of content will best reach my audience at the right time with the right message? And if I get it wrong, do I need to start again from scratch? 

Fortunately for marketers, starting with video-based content as a basis for your demand generation campaigns can alleviate many of those concerns. Join us for an exclusive look into new research exploring the power of an omnichannel strategy to engage the right buyers whenever and however they want to consume content. From distribution channels to promotion strategies and derivative assets, you’ll learn how to maximize your campaigns with knock-out video content.

Fueling Better Demand Gen Outcomes with Video-Based Engagement

The generative AI revolution is here. While AI’s cultural impact has been significant, not surprisingly, it has left many curious about the practical use of AI in B2B marketing and sales. As we all look to stand out from the crowd, many marketing teams struggle to effectively hit their content production targets. Seeing the promise of AI, TechTarget’s marketing team has tapped Writer to achieve more scale and efficiency with their already comprehensive content engine.

Join us for an in-depth discussion between Writer’s Head of Sales Alex Wettreich and TechTarget’s Senior Director of Marketing Programs Olivia Dassler on how to scale content outputs without sacrificing quality. They’ll share real examples of how TechTarget’s marketers use Writer to drive content growth and maximize the impact of their marketing campaigns.

How TechTarget is Scaling Content Outputs Using Writer's AI Platform

Step aside, home movies. When done well, modern video storytelling helps brands stand out in a noisy marketing landscape by eliciting emotion and directly impacting the decision-making process. Moreover, video-based content conveys a brand’s character in a matter of minutes - making it a vital component of any marketing strategy.

Join leaders from HubSpot and BrightTALK as they unpack the state of video from start to finish. They’ll dig into recent research to explore not only how marketers can create successful, impactful short and long-form video content that converts today, but also how to leverage the medium to scale growth in the future.

5 Video Marketing Trends to Test and Perfect

To compete successfully in today's digital landscape, every marketing team must develop an effective content strategy. At the same time, the skilled experts needed to create good content are in short supply, and the high expectations around performance can seem to put every project under an ROI microscope. Caught between a rock and a hard place, to solve for both quality and efficiency, GTM teams need to take a step back and rethink how they can engineer more sustainable content supply chains.

In this webinar, Enterprise Strategy Group analysts Christophe Bertrand and Melinda Marks will build on their experiences as technology product marketers to zoom in on two of the most difficult content challenges faced by GTM teams: They’ll look closely at how you can get better at creating material that will really resonate with your target buyers. And they’ll unpack the barriers to and breakthrough solutions for achieving ROI and strong engagement from your content-based programming.

From Origination to Proliferation: How to Maximize Content ROI

Economic downturns can present significant challenges for organizations striving to maintain growth and profitability. Yet, it’s during these challenging times that investing in high-quality content becomes a strategic imperative. Instead of deciding whether to invest, marketers must decide where to invest in order to take advantage of the current climate. 

Join BrightTALK’s in-house production experts to dig into why video has emerged the undisputed champion of driving engagement and delivering ROI. They’ll discuss strategies for creating impactful content on a limited budget while answering the question on everyone’s mind – when paying for content gets trickier, is doubling-down on my investment the way to save my year?

Why Investing in Content Will Save Your Year

Competition in the IT landscape is fierce. Your buyers are likely being bombarded with marketing messages and sales outreach on a daily basis. To effectively engage your target audience and improve the impact of your demand generation efforts, you must shift from sporadic marketing campaigns to a cohesive, integrated marketing plan to engage buyers throughout their research journey.

In this webinar, TechTarget’s Senior Account Director, Alex Leadbeater, will sit down with Helen Gilbe, Marketing Director, Proofpoint to discuss how combining different marketing tactics and efforts into a cohesive, integrated marketing strategy helps to engage and influence buyers more effectively and efficiently.

Mind the Gaps: Driving More Revenue with  Integrated Marketing

Building a great account-based marketing strategy requires a deep understanding of your best-fit accounts, close collaboration among your go-to-market teams, and data-driven insights to power the tactics behind your ABM playbook. Sounds quite simple, right? But many marketers – although quite familiar with ABM as a concept - find themselves at a crossroads when planning and executing their ABM strategy.

In this webinar, F5’s Digital & Marketing Operations Director (EMEA) Olga Royenko and TechTarget’s Senior Account Manager, Jess Flynn, will dig into the nitty-gritty of what it takes to run successful ABM campaigns for a B2B tech brand. They will discuss how an intent data-driven approach allows F5 to be laser-focused on the best-fit accounts while engaging buying teams with tailored content and relevant follow-up.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

If we stay in our lane as marketers, succeeding at omnichannel marketing could seem like the key to reaching your strategic goals. And yet, especially in B2B, no business can succeed on great marketing alone. And while it’s always good to be laser-focused on our own specific functional tasks, especially in these days of digital interaction and data-driven automation, driving major improvements often requires a broader outlook or more holistic mindset. That’s why we believe today’s most competitive teams need to see beyond concepts like omnichannel delivery. And as an ambitious marketer, you should consider thinking this way too.

In this discussion between Terminus co-founder and GTM Partners CEO Sangram Vajre and TechTarget CMO, John Steinert, we’ll examine the learnings each leader has gained as they’ve built out their businesses and their thinking, from laser-focus at the start to the holistic GTM approaches they are actively championing today.

What’s After Omnichannel? How to Think Holistically About Performance

Although many go-to-market teams conceptually understand that the buying journey is far from linear, many struggle to adapt their strategies to the realities of today’s technology buying cycle. As purchase cycles increase in complexity and involve more buying team members, vendors need to ensure their marketing campaigns are aligned to buyers’ varying needs and that their sales teams are engaging the right members of the buying team at the right time with the right message.

VMware Tanzu is ahead of the curve when it comes to aligning marketing and sales activity to the non-linear buying cycle. With a laser-focus on real, observed behavioral activity, they’ve implemented a tech stack that supports their need to identify in-market accounts, engage individual buying team members and measure long-term results. TechTarget’s Christina Stone will sit down with Heidi Ramich, VMware Tanzu’s Director, Global Marketing Operations & Analytics, to discuss how the enterprise technology buying team has evolved, the importance of tapping into intent signals in a longer buying cycle, and the role of marketing in helping to make the "short list" for vendor selection. By the end of the webinar, participants will have a better understanding of how to leverage TechTarget and other key components of their tech stack to help get noticed in the non-linear buying journey.

How VMware Tanzu Aligns its Tech Stack to the Non-Linear B2B Buying Pattern

It is the best of times and the worst of times. Despite more and more tools available to sales, the gap between potential productivity and actual productivity is rapidly widening. To make matters worse, direct buyer engagement is down significantly since COVID. But fear not, help is on the way. The emergence of generative AI, fueled by precision intent data and other data sources, promises to raise sales performance and increase productivity in dramatic ways. Whether you’re super-excited about the possibilities, somewhat scared for your job, or straddling the fence, it’s a session not to be missed.

Join Tech Target and guest speaker, Forrester Principal Analyst Seth Marrs as he describes key areas where he sees AI-driven innovation catalyzing positive change for sellers, buyers and their companies alike. He’ll outline the existing challenges, highlight the building blocks in place, and comment on the current status of change.

3 Ways AI is Revolutionizing B2B Sales

Generative AI is going to be an effective tool for ramping up content volumes, but volume and impact are very different. All marketers need to be able to differentiate their solutions and align them better to customer needs or else a buyer won’t engage. Sellers need to maximize relevance and minimize noise in their interactions. Therefore, in order to have more effective marketing and sales, AI needs to help GTM organizations better understand what buyers want and need and then provision them with content based on the best possible insight.

Join TechTarget's VP of AI Strategy Paul Healey and Senior Director of Marketing Ryan Bell, as they discuss what good personalization looks like and how TechTarget is envisioning the best way to help sellers and buyers alike using AI.

AI and Content: The Advantage is in Your Data

Revenue development was conceived as a way to leverage one-to-many capabilities into more productive opportunity discovery. At its center, there was the concept of the MQL — which was easy for management to understand and track. So, we’ve all tried to find more and more MQLs, even though they’re now proven to be notoriously poor predictors. There has to be a better way! But with all the KPIs, systems and processes locking us in, change can be very hard. And yet for many companies, it’s starting to look like a must.

To learn from a leader who’s broken through, join TechTarget CMO John Steinert as he speaks with Michael Brown, head of Reltio’s Global Revenue Development organization. Hear why this world-class Master Data Management company needed to make the move past MQLs to buying groups and opportunities, how they accomplished it organizationally and systematically, and what their outcomes are to date. This transition that they accomplished in 60 days won Reltio a prestigious POY Award at this year’s Forrester Summit in Austin. It’s a must see for innovative GTM practitioners and leaders alike.

Demand Evolution: From Leads with Problems to Teams with Projects

SonicWall is a well-established leader in the cybersecurity space. With over 30 years of experience detecting threats and protecting organizations of all sizes, the SonicWall team’s expertise and solutions are relied upon across the globe for boundless cybersecurity defense. And with threats on the rise due to a variety of factors, SonicWall’s marketing team has laser-focused on a content strategy that effectively educates and engages the right IT professionals.

Join this live session to hear how SonicWall’s Stacy Horton, Sr. Marketing Manager, Demand Generation, has tapped into the power of webinars to create engagement with target accounts, drive better sales-ready conversations and fuel more pipeline. We’ll delve into best practices for B2B webinar content creation and showcase the real impact it can have on brand awareness, lead generation and customer relationship nurturing. Discover how SonicWall’s strategic investments in webinar content have driven their marketing efforts and delivered measurable return on investment.

Winning with B2B Webinars: SonicWall's Content Marketing Playbook

These days there's no shortage of suppliers promising to build your brand, generate pipeline and alert you to the accounts who are in market for your solutions. But not all providers are created equal. In this panel discussion, we’ll arm B2B tech marketing and sales professions with an understanding of the landscape of potential partners across Asia Pacific. 

By attending this interactive discussion, you’ll learn,
  - The tactics commonly taken to derive intent for your offerings
  - How different types of providers generate leads for you
  - Ways to create local content that meets the information needs of buyers in region
  - Whether low cost always equates to low quality
  - The questions you should ask to ensure you’re evaluating potential partners properly

Panelists include:
  - Del Robles, Director, Media and Digital Activation, Just Global (Singapore)
  - Marcelo Loustau, VP, Growth Marketing and Demand, APAC, MOI-Global (Singapore)
  - Amadeus Guerrero-Pou, VP of APAC Sales, TechTarget (Sydney)
  - Jon Panker, Managing Director APAC, TechTarget (Sydney)

Making Sense of the APAC Media and Data Landscape

Intent data is everywhere, but is it productive? In a recent survey, B2B sellers said their #1 challenge remains “knowing buyer priorities and interest areas to enable better [prospect] conversations” – clearly, we’ve still got a long way to go to make intent as practical as it should be.

In this webinar, TechTarget’s Chief Product Officer Andy Briney and members of his team will cover the very latest in intent data best practices with hot-off-the press examples drawn from TechTarget customers – software, hardware and services companies focused on enterprise tech: 

- How to combine intent from multiple sources to create a better, more actionable dataset. 
- How to use TechTarget Prospect-Level Intent™ together with sources and platforms like Bombora, 6sense and Demandbase. 
- How to use intent to build better performing ABM lists and better performing campaigns via marketing automation. 
- How to successfully enable more focused, more productive sales rep activity. 
- How to quantify intent’s impact on opportunity creation and close/won revenue.

Intent Data and ROI: How to Measure It and Drive It Through the Roof

Intent

Product

Marketing

Marketing Analytics

Marketing and Sales Alignment

Marketing Attribution

Marketing and Sales Metrics

Conversions

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Demand Generation

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Email Marketing

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Marketing Operations and Automation

Mobile Marketing

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Webinar and Video Marketing

The digital content marketing community on BrightTALK is made up of thousands of marketers using rich media and thought leadership content to drive engagement. Join to learn best practices for digital content creation and distribution and explore how content engagement can help you connect with your existing and prospective customers and drive revenue.

Content Marketing

The marketing community on BrightTALK is made up of thousands of engaged marketing professionals. Find relevant webinars and videos on marketing strategy, branding and more presented by recognized thought leaders. Join the conversation by participating in live webinars and round table discussions.

Intent Data and ROI: How to Measure It and Drive It Through the Roof

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About this talk

Insights for Tech Sales and Marketing