Name: Driven by Data: DocuSign and Mimecast's Journey with Intent Data & ABM
Start: 2024-05-17T03:00:00Z
End: 2024-05-17T03:00:40.000Z
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. 

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

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 survey from Bain and Google uncovered that 80–90% of buyers already have a shortlist of three vendors before they embark on their research journey. Even more telling—90% of winners are selected from this original list. The bottom line: if you don’t get into a deal early, you’re probably not winning it. 

Join our panelists as they explore a powerful combination of strategies for making more shortlists and driving sustainable revenue growth. You’ll learn: 

- How to uncover opportunities before your competitors do 
- The importance of aligning your message with trusted brands 
- Fresh ideas for driving more impact with account-based marketing 
- Why content marketing isn’t dead – and why it’s more important than ever

The ABCs of Driving Demand: ABM + Brand + Content Marketing

In the search for improvements on the legacy MQL-based demand gen process, buying groups have become an accepted fact of what’s actually happening in a B2B buyer’s journey. So now we’ve moved from needing more leads to needing more buying groups – how then do we accomplish that? Signals are a major part of the answer, and yet, from anonymous website visits, to LinkedIn profile details, to AI-scraped magic, all signals certainly aren’t created equal. They come from different people and places, in varying intensities and more, leaving you to make sense of them and your teams to figure out the appropriate next actions. This session will help sort that out. 

In this session, we’re bringing a duo of product and solution talent to the table. Demand signal expert Kristin Prosowski will discuss the attributes of different signal types and their utility for discovering and converting buying groups. From there, GTM expert Dara Such will share how companies are innovating with signals to drive buying group-centric progress. In a single session, you’re getting clarity for your signal sourcing strategy and your revenue process transformation program alike.

Planting Demand Seeds and Growing Buying Groups

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.

All along a company’s value chains, from R&D to ROI, people are making decisions based on the best insights and inputs they can get. To capitalize on opportunity and mitigate risk, they’re relying on rapidly evolving sources of information and advice. So as AI accelerates, and your buyers’ information networks evolve, how should your GTM adapt?  

Join Informa TechTarget’s John Steinert as he hosts Bill Morelli, Omdia’s President of Insight and Advisory and Kelly Jackson Higgins, the Editor-in-Chief of Dark Reading to discuss the role of expert insight in your buyers’ decision making, the developments they’re already seeing as new decision support capabilities arise, and the implications for GTM strategies going forward.

Humans in the Loop: Leveraging Expert Guidance in the Era of AI

Leveraging market-level intent to speak to the needs of specific roles and functions in B2B content and outreach is emerging as a competitive advantage, especially as buying teams continue to expand and an influx of AI-generated content creates an information overload for buyers.  

Join Informa TechTarget’s Katie Graybeal and Jill Craig as they showcase real-world use cases from clients who have revolutionized their approach to creating more relevant and engaging content using Market Monitor. We'll demonstrate how this powerful market intelligence application allows users to tap into market insights and behavioral data to understand specific markets and tailor content to real buyer needs and preferences.

From Information Overload to Precision Marketing: Leveraging Intent for B2B Content

Savvy marketers recognize the importance of expanding their solutions beyond well-worn territory and into new verticals to maximize their value-capture. But breaking into new verticals swiftly and successfully requires deep expertise and an air-tight GTM strategy.  
 
Join our expert panel to learn how to translate vertical-specific data into breakthrough, smartly distributed content to make a name for yourself in previously uncharted markets.

From Unknown to Shortlisted: Leveraging Expertise for New Market Growth

Successful ABM programs require thoughtful planning every step of the way. From collaborating with Sales on account selection to establishing the right campaign KPIs, there are a range of key milestones that ABM practitioners must hit to execute well. And yet, despite all that work, content and content delivery can often be an afterthought.

If the goal of ABM is to generate the right account engagement to drive revenue, the content format, targeting and delivery method is incredibly important. Join BrightTALK's Senior Director, Product Management & Marketing, David Edwards, and Senior Director of Marketing Programs, Olivia Dassler, for in-depth guidance on how webinars fuel ABM effectiveness. They’ll break down how buying teams actually want to consume content, ways to generate deeper engagement with your webinars, content creation best practices and tactics for activating sales around webinar engagement signals.

Better Webinars. Better Engagement. Better ABM.

To have any chance of driving more revenue from a set of target accounts, you first have to engage them better somehow. And because today’s self-directed buyers prefer digital content, the challenge really comes down to whether you’re able to make the necessary content to meet your engagement needs. So how do you know what’s needed for better engagement? And how do you fill any critical gaps in what you’re doing today?

Join John Steinert, CMO (TechTarget) and Greg Anderson, SVP of Client Relations (Enterprise Strategy Group) as they think together about determining what content a given buying group requires and how to help ABM teams deliver exactly that. Using real-world examples, they’ll explore insights into buying teams, proven content types for specific use cases and blind spots that many teams unfortunately fail to address before they go live. These tips are sure to fortify your ABM content foundation so you’ll be able to improve what you’re already doing and strengthen new programming from the start.

Success Drivers: Two Essentials for ABM That Wins

Join Sangram Vajre, Co-Founder and CEO of GTM Partners, and Garrett Mann, VP of Corporate Communications at TechTarget, in this dynamic session filled with discourse, debate, and fresh outlooks on navigating the ever-shifting terrain of ABM. 

Sangram and Garrett will discuss the evolution of ABM, touching on where we were, where we are, and what the future holds. The pair will share their thoughts on the motions essential for supporting a successful account-based Go-to-Market, the critical role of Marketing and Sales collaboration, the transformative influence of intent data and AI and the impact of these advancements on your go-to-market strategy.

Adjusting GTM Strategies for the Future of ABM

"Marketing will evolve more in the next two years than it has in the past ten.” Gemma Davies, Head of Global Account Based Marketing at ServiceNow is recognized across the industry for her ability to develop and optimize ABM strategies to deliver measurable business growth. Most notably, she’s built and scaled ServiceNow’s award-winning account-based marketing team and global program to help Sales close larger deals, faster. 

Today, seasoned ABM leaders across the globe acknowledge that B2B marketing as we know it is at an inflection point. With the rise of new technologies and tools, especially generative AI (GenAI), how we engage priority accounts and buying team members is ripe for disruption. Join us for this special fireside chat as Olivia Dassler (Sr. Director of Marketing Programs, TechTarget) sits down with Gemma Davies for an in-depth Q&A about the state of ABM today, what the future has in store for ABM practitioners and leaders, and how marketers can best prepare.

ABM Predictions: Planning for the Future with Gemma Davies

How might ABM and productive (but controversial) new ways of prospecting for fossil fuels be alike? Environmental issues aside, in a lot of ways! Like an ABM team or an account-focused salesperson, every prospector needs to start by surveying the possible drill sites and picking the best ones possible. And of the early investigatory efforts, many initially turn up with only modest, easy-to-capture yields. 

What we’ve learned through hundreds of similar experiences is that a lot of such quick finds only reach their potential when more focused efforts are applied. So, in the context of ABM, that’s what account fracking is really all about. We’re talking about different ways of getting more revenue from a promising target account list, by working a little harder and quite a bit smarter.

Join us to explore how intent-driven persona understanding combined with thoughtfully targeted content can open up new account revenue flows. Applied strategically to specific growth objectives, we’ll examine approaches that can help you accelerate momentum with an engaged buying team or bridge from there to connect you into entirely new ones. It’s an ABM session of aligned activation ideas you won’t want to miss.

Fracking the Enterprise: Tapping into ABM Revenue Reservoirs

In principle, ABM should work. The logic seems very sound: When you purposefully invest more in a particular set of target accounts, they should reward you with more revenue. And at the high end, there’s plenty of evidence that bears this out. But, as with all good things in business, there soon arises the question of how you’re going to scale your early success. That’s where things get more complicated. That’s been a real challenge for ABM.

In this keynote session from TechTarget’s President, Rebecca Kitchens, we’ll examine questions like, “What are the real levers of pipeline performance in ABM?”, “Is it another tool that finally get you to ABM success?” And how AI will be able to help with challenges like scaling, or if it won’t, anytime soon.

ABM Engagement in the Age of AI

The marketing playbooks we’ve used for years just aren’t working anymore. Buyers don’t fill out forms. MQLs are outdated. ABM programs aren’t showing the ROI. SDRs aren’t making quota. Pipeline requirements are up but budgets are down. We can’t keep doing the same thing and expecting better results.

We need a new playbook for B2B. In this lively keynote discussion, John Steinert (TechTarget CMO), and martech guru Jon Miller, former cofounder of Marketo and founder/CEO of Engagio, will discuss the four pillars of the New B2B Go-to-Market Playbook, including practical tips you can use in your organization right away.

Nothing Works Anymore: Why B2B and ABM Need a New Playbook

Executing Account Based Marketing (ABM) campaigns in a particular vertical, such as healthcare, requires aligning your content and messaging to industry trends and demands. Content creators need to adapt their content to meet the evolving needs and interests of their buyers’ How can marketers best generate content in an ever-changing ecosystem?

Join TechTarget’s Senior Vice President Audience Operations, Byrony Seifert as she leads a discussion with Kyle Murphy, Vice President of Editorial, Xtelligent Healthcare Media™ and Ajay Singh, VP of Strategy and Growth, Quality Reviews on how to build vertical content efficiently in a dynamic environment.

Formulating Content for Your Vertical Environment: How to Avoid Turn & Burn

As the business landscape continues to evolve rapidly, marketers have embraced new strategies to engage the right buyers at the right time. Account-based marketing (ABM), in particular, has surged in popularity across the globe. In fact, through original research, top B2B marketing agency MOI Global found that at least 70% of marketers around the world activate ABM programmes to engage priority accounts and stakeholders, increase pipeline acceleration, and deliver high ROI.

And while the potential of ABM is undeniable, no two businesses are the same. B2B marketers must develop an ABM strategy that reflects their business’ unique challenges, customer needs and ABM sophistication level. In this live webinar, TechTarget’s Jacqueline Thomas will sit down with Callum Miskell and Julie Wisdom of MOI Global for an in-depth conversation on their latest research and subsequent approaches to ABM across the globe. They’ll explore the regional differences and universal fundamentals that marketers should consider when building and evolving their approach to ABM. 

They'll also examine how challenger brands approach ABM to go toe-to-toe with shrinking budgets and the huge incumbent brands in their industries. It's part of a newly released research report on Data Creativity (including how to use your intent platform like NASA).

Divergent Paths, Converging Strategies: Opportunities with ABM & Data Creativity

Focus: What is the Future of ABM?

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.

Driven by Data: DocuSign and Mimecast's Journey with Intent Data & ABM

Account Based Marketing

Intent Data

Data Analysis

Customer Experience

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Social Media Marketing

Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

Demand Generation

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Email Marketing

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Marketing Operations and Automation

Mobile Marketing

“People generally remember 10% of what they read, 20% of what they hear, 30% of what they see and 50% of what they see and hear.” This final segment, the merging of audio and visual, is what makes webinars and videos a crucial part of any marketing program. The BrightTALK webinar and video marketing community gives you access to webinars and videos on marketing, best practices for video marketing online and tips for creating a successful marketing webinar. Join thousands of marketing professionals exchanging information through on-demand and live webinars and videos.

Webinar and Video Marketing

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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.

Driven by Data: DocuSign and Mimecast's Journey with Intent Data & ABM

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