Name: Adapting GTM Motions to Reflect the Modern Buying Journey in EMEA
Start: 2024-10-24T08:00:00Z
End: 2024-10-24T08:00:35.000Z
Location: BrightTALK
Rating: 4.5

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. 

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, budget projections, 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 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 today’s landscape, B2B marketers are forced to reduce their MarTech stack and take into careful consideration the tools which they utilize. It’s critical that tech vendors use the tools in their stack to their maximum potential and integrate them to extract maximum value. Join us as we get an APAC perspective on best practices for integrating data sources and platforms, how the region can benefit from strong local data and how layering data sources can make for heightened marketing strategies.

Bringing Together an Integrated MarTech Stack for APAC

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 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/

With lean teams and increasing pressure to drive revenue growth through their partner ecosystems, Alliances professionals need to center their Partner Marketing and Partner Sales efforts on the accounts that are most likely to convert into registered opportunities.  

Account-Based Marketing (ABM) is a perfect complement to traditional joint go-to-market activities, helping alliance teams achieve better ROI by targeting the right accounts with their co-marketing campaigns and co-selling activities. 

Pooja Golechha, Field and Partner Marketing Lead at Pegasystems, is an expert in both Account-Based Marketing and Partner Marketing. Join us as she sits down with TechTarget’s Anita Covelli to: 

- Explore why ABM is a perfect fit for Partner Marketers looking to build pipeline 
- Share her hands-on experience using ABM to drive better Partner Marketing outcomes  
- Highlight the real-world results she has achieved by applying ABM to Partner Marketing 
- Discuss how Partner Marketing and ABM teams can best collaborate 
- Present a practical framework to help you get started with ABM in Partner Marketing

A Practical Guide to Getting Started with ABM in Partner Marketing

Today’s buyers consume, on average, 12 pieces of content when researching a purchase. When producing relevant and valuable messaging is this critical, how do you create the right assets to address every prospective buyer’s needs at every stage?

As the leading B2B webinar and video provider, the BrightTALK team has learned a thing or two about creating content that converts. Join us as we demonstrate how to build a well- balanced asset library that blends rich and static media throughout the buyer’s journey. We'll teach you to leverage different content types and demonstrate how to build a robust editorial calendar to create meaningful marketing touches as your buyers progress deeper down the sales funnel.

Mapping B2B Content to Each Stage of the New Sales Funnel

As a revenue marketer steeped in your own organization’s ideas, positioning and challenges, it’s easy to develop blind spots and an affinity for the familiar. This can make it incredibly difficult to drive organizational change, innovate your campaigns, test new messaging and evolve your overall go-to-market strategy. Maura Ginty, a leading fractional CMO and GTM advisor, has a unique vantage point. Since she works with a mix of B2B organizations at any given time, varying in size, industry and maturity, Maura is an expert at digging deep into each org’s strategy, revenue processes and tech stack, to unearth new opportunities for growth.  

Join TechTarget’s Olivia Dassler as she sits down with Maura Ginty for an in-depth conversation about the trends and common obstacles Maura is observing and helping revenue teams overcome. We’ll discuss Maura’s path to becoming a fractional CMO, the unique skills that help her thrive in this role, and the observations she’s seeing across the board right now. You’ll walk away with insider knowledge on the fractional perspective and fresh ideas for evolving your GTM strategy and driving revenue growth.

The Fractional Perspective: Maura Ginty’s Top GTM Lessons

In a world where AI chatbots are revolutionizing how we live and work, many of us are turning to AI to answer questions, create content, write code, and even brainstorm ideas. But how can we effectively integrate AI into our GTM planning and execution? Will AI enhance or hinder the GTM process? 

Join Pam Didner, B2B marketing consultant, author, and podcaster, as she delves into the transformative ways AI can enhance your GTM strategy. Pam will share insights on the best practices for evaluating and evolving your GTM approach with AI, explore different methods for integrating AI into essential GTM components, and highlight key metrics for measuring the success of AI-driven versus human-led GTM efforts.

Transforming GTM Approaches with AI: From Planning to Implementation

Buying groups are all the rage (or haven’t you heard?). Forrester predicted the death of MQLs and the rise of Buying Groups. And for years this transition seemed aspirational and “future state.” But now? Now it’s starting to become a reality. In a new TechTarget survey of hundreds of B2B IT providers, nearly half said their company is embracing a buying group strategy in the next year. 

In this session we’ll dive deep into the survey data to reveal how your peers are approaching buying groups. We’ll discuss tales from the field: real-life examples of how companies of all sizes are making this transition via people, process and technology. And we’ll talk about how TechTarget’s product roadmap can help you take the next step, whether you’re on the first leg of the journey or already well underway.

Buying Groups: Next Steps to Making it Real (No Matter Where You Are At)

Adopting a holistic and cohesive marketing approach has never been more crucial as IT buyers continue to take a self-directed path to engaging with and discovering your solutions. This can be easier said than done, and many marketers struggle to execute global campaigns across various channels. Yet Akamai, the cloud company that powers and protects life online, has successfully integrated disparate tactics and approaches into a cohesive integrated marketing strategy. What do they do differently? 

Join Sean MacKinnon, Customer Success Director, EMEA (TechTarget), as he sits down with Zoe Latchford, Sr. Field Marketing Manager, EMEA (Akamai), to discuss how her team drills down to focus on what matters. Learn how they leverage intent data to drive net new client acquisition, deeply engage audiences with a comprehensive webinar strategy and align Akamai’s marketing and sales teams to ensure seamless execution. You'll walk away with practical tips and strategic insights for adapting this approach to streamline your marketing campaigns and achieve more revenue.

Ditch the Distractions: Akamai’s Approach to Integrated Marketing

We hear so much about the evolution of technology buying teams. With the rise in on-demand, independent content, self-enabled journeys are now the norm. On top of that, disruptive technologies like cloud adoption, GenAI, cybersecurity defenses and automation mean marketers need material to appeal to the information needs of widespread roles across the buying team.  
 
In this webinar, we tackle today’s APAC technology purchasing committee. We’ll set the stage with some groundbreaking new research into the composition of the committee, buying needs specific to the region, and the state of vendor loyalty. You’ll then hear directly from technology buyers in Singapore and Australia about how their purchases are vetted and how you can be part of their buying journey.

A Deep Dive into the APAC Tech Purchasing Team

For complex and expensive B2B purchase decisions, everyone understands the logic of Buying Group thinking -- heck, most of us are already participants in the process! And we all know that MQLs are interesting signals, they’re just not very strong or predictive on their own. So, if the new ideas about long-needed lead management changes make so much sense, why hasn’t everyone jumped right in on making it happen? That’s the question we asked Palo Alto Networks’ Jeremy Schwartz. And he’s able to explain the key challenges and how they’re working their way through every single one. 

Join Jeremy and TechTarget CMO John Steinert as they discuss how Jeremy is helping to drive GTM innovation from the inside. They’ll cover the business benefits of the Buying Groups concept; how to think about it, communicate it, and work through the change management elements necessary to bring it to life in a global leading-edge corporation.

Innovation Inside Out: Bringing Buying Groups to Life at Palo Alto Networks

The holistic approach to marketing is not the road most traveled...at least not without wrecking the car in the process.  Achieving the success of surrounding the buying team takes ongoing and nuanced marketing knowledge of how to captivate and leverage the audience.  What pieces are missing?  What's the best path forward? 

In this webinar learn from Upland InterFAX's Senior Marketing Manager, Ginger Swann, and TechTarget's Manager of Customer Success, Ellie Mancini, about their collaboration and partnership in creating an integrated approach to intent marketing.  Hear how through trial and practice, they worked through challenges and changes to provide the InterFAX an approach to be fully equipped for success.

A Spoonful of Trial & Practice: How Collaboration and Partnership Can Produce Integrated Marketing

Account-based marketing has become a critical focus area in B2B for teams looking to build business with high-potential accounts and solidify revenue streams. While the allure of growable ARR and dependable NRR make perfect sense, the path to substantive ABM success trips up many organizations that dive in under-prepared. Go-to-market teams built for volume typically stumble over four major obstacles they haven’t had to contend with before. Until they solve for these, they commonly remain stuck, begin finger-pointing, and not infrequently decide to reverse directions back to where they started from.

In this webinar, TechTarget’s CMO, John Steinert, and leading revenue operations practitioner Josh Hill will discuss four of the major pitfalls they’ve seen derail many ABM efforts. (Hint: neglecting the buying team is a big one.) Join us as we discuss what to watch out for in your own organization, and how to work your way through to the solutions you’ll need to succeed.

The Four Sins of ABM and How to Overcome Them

As the drum beat for high-quality and valuable content from B2B buyers grows stronger, marketers are under pressure to identify new and innovative types of content, while also scaling their content engine. For some teams, this means exploring new resources, like generative AI (GenAI), while others look to creating new content formats. At times, the endless cycle can feel exhausting, if not a bit maddening. 

 Join Robert Rose, Chief Strategy Officer at The Content Advisory and Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Manager, Marketing Programs, TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

Bring Back the Classics: Why Classic Content Captivates Audiences

Your go-to-market intersects with potential buyers in three major areas. First is your R&D and what you choose to develop as products, features and packaging. Second is through your marketing, your positioning, messaging, targeting and channel mix, etc. Last, of course, is your sales execution, from opportunity creation, to pipeline management, to close. End-to-end, it’s a complex operational value chain where each part significantly impacts the others. And despite a huge rise in GTM-tech investment, achieving appreciable improvement seems to actually be getting harder. Join TechTarget President Rebecca Kitchens and CMO John Steinert for a strategic discussion about what’s happening in tech markets and vendor GTMs. They’ll cover where things are, where they see things going, and what they believe should be recognized and addressed by every company looking to grow business with its ICPs.

What Will Attract Buyers in an AI-Infused Future?

In B2B, the real function of marketing isn’t to directly deliver more deals, it’s to increase the probability of sales closing more deals. Provocative? We don’t think so. As B2B marketers, our methodologies and toolsets have been developed to create the perfect conditions for healthier pipelines, not to manage the pipelines themselves. In nerdy analytics terms, we’re collaborating with others in the GTM in an end-to-end process that connects probabilistic and deterministic methodologies together. Given where buyers are today, we believe that by internalizing this understanding of what marketing does best, it will help empower us to deliver better marketing. But first and foremost, it’s only by understanding buyers better that we can best drive the B2B marketing changes necessary. 

Beginning with a look at the very latest research, in this session, Kerry Cunningham (6sense’s renowned thought leader), and John Steinert (TechTarget CMO) will take advantage of their companies’ new partnership to discuss the very real opportunities marketers have today to be more effective. They will further explain probabilistic and deterministic concepts and then provide specific guidance on how the latest data and tools can help drive useful changes for better GTM results. 

Viewers will come away with valuable insights, including: 

- An understanding of the deterministic/probabilistic dichotomy in B2B marketing. 
- Practical knowledge on how to incorporate these concepts into effective tools and tactics. 
- Strategies for understanding buying groups and how to engage with them early in their journey to influence decisions effectively.

Picking Up What They’re Putting Down: Get the Most Out of Your Buyers’ Signals

The power of buying groups doesn’t end when deals are qualified. In this session featuring TechTarget’s Garrett Mann and guest speaker and Forrester Principal Analyst Seth Marrs, we’ll provide essential knowledge on how to bridge the gap between the application of buying groups and unified data for marketing, sales and customer success teams. Join this exciting session to learn: 

- The value of partnership in the pipeline (and why it has been overlooked) 
- The actions needed from marketers and sellers to better support purchase decisions and expand engagement in key accounts 
- How to unify high-fidelity signals across the GTM and make the most of powerful insight sources like intent data provide to progress opportunities for more closed-won revenue

Revenue’s Secret Weapon: Unifying GTM Teams Around Buying Groups and Intent Data

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention of busy buyers. And what’s a better way to do that than employing video-based content to tell your story?  

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

Exploring the Art of B2B Video Marketing

Whether you’ve just started your intent data journey or are well on your way to operationalizing buying signals in your go-to-market motions, you likely understand the vast potential value of implementing intent data  to fuel your market strategies. Effectively incorporating the right intent gives you access to undiscovered demand, assists with shaping your brand positioning, aids in accelerating opportunities already in the pipeline and much more. 

But no matter where you are in your intent data journey, every team can take their efforts up a notch (or two). Join leaders from TechTarget’s award-winning Customer Success Team as they share proven strategies, practical tips, and real-life examples of how their most successful EMEA clients are utilizing real purchase intent to take their go-to-market strategies to the next level.

How to Activate, Accelerate and Innovate with Intent Data

A l’occasion de cette session en français, Alexandre Bordier, à la tête de l’équipe ABM de NetApp pour EMEA-LATAM, reviendra pour nous sur les meilleurs pratiques de ses équipes et sur les premiers retours en matière d’utilisation de l’IA Générative à des fins de marketing et de personnalisation des campagnes ABM. L’occasion également d’écouter son témoignage sur la manière dont les données sont désormais un élément déterminant de la relation entre les ventes et le marketing et également au fondement d’une stratégie ABM efficace.

Retour d’expérience : stratégie ABM et IA chez NetApp EMEA

Reach 2024: Intersections of Intent, Demand & GTM

Gone are the days when buyers relied heavily on sales reps to access information and solve their tech challenges. Instead, modern IT professionals are utilizing a vast variety of sources to prioritize their own independent research. While this shift might initially seem challenging, it presents a golden opportunity for go-to-market (GTM) teams looking to position their brand as an invaluable resource. 

This new era of the IT buyer’s journey could require significant adjustments to your GTM strategy. For a deeper understanding of how the modern IT buyer’s journey happens, join Liam Jack, Senior Account Director, EMEA (TechTarget), as he shares the latest research on EMEA buyer’s purchase motivations, team dynamics, media consumption habits, vendor evaluation criteria, and more. Walk away with practical tips and actionable strategies to enhance your GTM approach and enable your buyers throughout their research and vendor evaluation process.

Adapting GTM Motions to Reflect the Modern Buying Journey in EMEA

Market Insights

B2B Marketing

Demand Generation

Marketing and Sales Alignment

Buyer Journey

Intent Data

Content Marketing

Marketing Analytics

Lead Generation

Marketing Strategy

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Adapting GTM Motions to Reflect the Modern Buying Journey in EMEA

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