Name: How You (and Your Partners) Can Get the Most Out of Intent Data
Start: 2025-03-20T19:00:00Z
End: 2025-03-20T19:00:47.000Z
Location: BrightTALK
Rating: 5

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

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

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

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

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

In-person events are back, and B2B organizations are pouring more time, budget and resources into delivering the authentic connections and immersive experiences that only live events can provide. But if the impact of your event ends when the venue clears out, you could be leaving significant pipeline and revenue on the table. 

That’s why today’s top B2B tech marketers understand the importance of extending the ROI of their event investments by transforming in-person moments into engaging content pieces that keep delivering results long after the booth comes down. In this session, recorded at Infosecurity Europe 2025, one of the industry's premier cybersecurity trade shows, Informa TechTarget’s Head of Scale Product, Byrony Seifert, shares actionable strategies on how to capture, repurpose and distribute your event content to fuel ongoing ABM plays. Learn how to maximize your event investment by creating targeted digital assets that engages the most sought-after accounts and increases revenue potential.

Repurpose with Purpose: Turning Events into Always-On ABM Fuel

Love ‘em or hate ‘em, MQLs have been a bedrock concept that most of us in B2B have grown up with. And despite their imperfections, MQLs have provided both a measure and a signal around which a lot of process and automation have been built, so it’s to be expected that “news of their demise” has encountered some resistance. At the same time, the logic of buying groups can’t be ignored. Early results are very attractive to practitioners and management alike. We believe that the right go-forward for most organizations will be to take a hybrid approach, one that leverages classic capabilities but augments them to address new understanding and potential.  

In this webinar, three Informa TechTarget experts will cover buying groups from three different perspectives: What is attractive about buying groups (and unattractive); what we’re seeing among our clients and partners; and how we’re addressing the transition through feature function in our intent-driven solutions. Join CMO John Steinert, client consultant Mark Tarro, and product lead David Edwards for an up-to-the-minute examination of the considerations you, your team, and your bosses should be looking at closely.

Less Leads. More Revenue. Learning To Love Buying Groups.

As B2B marketers, we all want to provide our audience with great content – content that rises above our competitor’s, captures the attention of our buyers and keeps them coming back for more. But even the greatest assets will fail if not distributed to the right people, at the right time, through the right channels. And despite popular belief, email remains a central channel within a team’s content distribution strategy, despite its ever-changing, and often fickle nature. 

In this session, Kate Jacobsen (Informa TechTarget) and Jay Schwedelson, founder of Subjectline.com, GURU Media Hub and Outcome Media will dig deep into the different, and often overlooked, components of a successful email. From taking personalization beyond first names to the basics of how to get more people to open your emails, you'll leave with proven tactics to drive better email performance and boost engagement with your content.

The Anatomy of a Killer Demand Gen Email

There is an abundance of intent signals – but gathering them is just half a battle that go-to-market teams face. The real power of intent data lies in marketer’s ability to use the data to power marketing campaigns and enable sales teams to prioritize prospects to go-after. Discover how forward-thinking teams are activating intent by transforming data into strategic insights that drive engagement, increase conversions and deliver real business results.

Activating Intent: How to Act on Buyer Behaviour

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 Madeiros (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

The way B2B buyers research and make decisions isn’t just changing—it’s being reimagined. Today, it’s no longer enough for your message to stand alone; it’s the trust signals behind it that truly matter. Discerning buyers turn to a mix of sources—expert insights, media voices, and industry influencers—to guide their decisions. The trust equation has fundamentally shifted. Join Lieu Pham (Informa TechTarget) to discover how building a robust validation network through strategic partnerships and influential voices can help you establish unshakeable market authority.

Beyond the Message: Building Trust Signals in B2B Networks

From understanding buyer behaviours to predicting key trends you can’t miss, market research plays a vital role in helping you to drive better business outcomes. Hear how tech strategists and marketers are using market research to sharpen their strategies, engage the right audience, and boost ROI.

Winning More with Research

The future of B2B tech marketing isn’t just bright – it’s also evolving fast. Join thought leaders from across the B2B marketing space as they break down what matters now, what’s coming next, and what to plan for later. From AI’s growing impact on marketing tactics to the power of data-driven strategies in reshaping buyer engagement and accelerating pipeline growth, we’ll explore both quick wins and long-term plays to help you stay ahead.

Now. Next. Later. Making the Right Moves in B2B Marketing

Thanks to modern technology, B2B marketers now have seemingly infinite possibilities at their fingertips to dramatically scale marketing capabilities. But the real opportunity isn’t just about reaching more people. It’s all about engaging them in smarter, more meaningful ways. In this keynote, Ben Legg, CEO and Co-Founder of The Portfolio Collective, will reveal how innovation in martech, data and GenAI have leveled the playing field and why the brands that thrive will be those that adapt fast, think creatively and focus squarely on maximizing customer value now and for the future.

Keynote by Ben Legg: The Future of  Marketing: Innovate or Perish

Volatility is back with a vengeance. Between on-and-off tariffs, mounting recession fears, and rising geo-political tensions, industries across the board are either bracing for impact — or already picking up the pieces. 

But we’ve seen this movie before. And the lessons we’ve learned from the brands that grew through the turbulence of the COVID-19 era ring true: When circumstances change by the hour, only the agile will succeed.  

In this episode of our B2B Content Brilliance webinar series, learn from Lieu Pham (VP of Strategy, Brand & Content Group, Informa TechTarget) and Travis Gonzalez (Strategy Director, Brand & Content, Informa TechTarget) on how today’s content marketers can stay data-driven and strategically nimble to meet their audiences with reactive, hyper-current solutions.

Volatility’s Return: Pulling Off Reactive Content With Real-Time Data

Traditional digital marketing and sales outreach performance continues to decline: According to Pavilion and Ebsta’s 2024 B2B Sales Benchmarks, sales cycles increased by 16% and win rates declined by 18%. We’ve all heard that AI is a generational technology poised to help us reverse these trends. Of course, the hype is outpacing real progress. AI is cool, but exactly how do you take the first, second and next steps to leverage it effectively within your stack and workflow?

In this webinar, we’ll dive into how Informa TechTarget is innovating to help marketers and sellers benefit from AI in practical ways. Product experts will demo AI-related innovations at multiple stages of the prospect-to-opportunity lifecycle: How AI helps marketing engage prospects based on their specific needs; how AI helps sellers understand the context and dimension of prospect projects taking shape; and how AI helps craft personalized messaging for marketing promotions and 1-to-1 outbound cadences within tools like SalesLoft and Outreach.

How Intent Data + AI Helps You Market and Sell Better

In today's dynamic B2B landscape, Account-Based Marketing (ABM) has remained a critical strategy for targeting high-value accounts. But many organizations still struggle with implementing and scaling their ABM programs effectively. From developing the right measurement frameworks to delivering personalized content at scale, marketers face numerous challenges that can impact the success of their account-based initiatives.  

Ping Identity, a leader in identity management solutions, has successfully navigated these common challenges. Join us as Naiha Abid, Senior Digital Marketing Manager at Ping Identity Asia Pacific, draws from her extensive experience to share practical tips for optimizing ABM programs. She’ll provide insight into developing robust measurement frameworks and implementing scalable personalization techniques that drive results.

Measure, Adapt, Execute: Ping Identity's ABM Journey

It's commonly accepted that more than 2/3 of the buyer’s journey often happens before B2B buyers choose to engage with sellers. What’s more, a recent 6sense Research study found that a full 81% of buyers have picked a winner before they ever talk to a sales rep. It’s becoming clear that many GTM motions still put too much emphasis on trying to influence deals only once sales has established buyer contact. They’re typically (and chronically) underestimating the importance of the research phase in determining the outcome. They’re way too late to make an impact and their sellers are therefore losing deals before they even have a chance. 

Join Chris Dutton, VP, Demand Generation and Marketing Operations at 6sense and Anita Covelli, VP, Strategic Partnerships & Portfolio Marketing at Informa TechTarget as they explore strategies for boosting your ABM engagement, conversion rates, and pipeline, including: 

- The latest insights into the modern buyer’s journey and what these findings mean for you 
- How to leverage account- and person-level intent data to hone targeting and fuel ABM activation 
- Tried-and-true techniques for finding, engaging, and influencing the people who matter most 
- Why content marketing is key to landing at the top of more shortlists  

You’ll come away with a better understanding of what you can do to leverage an information advantage directly into more competitive pipeline performance.

Early Engagement Wins: Activate Your Way to the Top of More Shortlists

The explosive growth of hyperscaler marketplaces as a route to market for software and SaaS companies is reshaping enterprise procurement behavior, vendor go-to-market strategies, and channel models. Partner marketers must turn their GTM strategy on its head to stand out in a crowded marketplace and effectively reach target buyers. 

In this session, Michael Laport (Palo Alto Networks) and Jerome Alexander (Cloudera) will share how to use the marketplace as a tool for ABM strategies, including: 

- Identifying high-value accounts in the marketplace 
- Tapping into the right channels to engage active marketplace buyers 
- Gaining a competitive edge in your listing while being in a crowded ecosystem 
- Scaling ABM tactics for long-term success

Kickflip Your ABM: From Busted to Boosted in the Marketplace

As competition increases and buyer behavior continues to evolve, maximizing the return on ABM investments has become a requirement for continuing the approach. Likewise, many companies have come to realize that high-quality intent data represents an essential component for boosting engagement and driving more pipeline in their ABM programs. Intent data can be a powerful way to more productively identify which accounts are actually in-market and pinpoint exactly who is part of the active buying team.    

Join Stephanie McArthur, Principal, GTM & ABX Expert at Demandbase and Jillian Coffin, Senior Vice President at Informa TechTarget as they reveal how leading organizations are unlocking more pipeline and revenue through smarter use of intent data and a focus on buying groups. In this session, you’ll learn: 

- How to identify high-potential accounts using accurate, high-quality intent signals across multiple sources 
- The future role of intent data in go-to-market strategy, and how to align it with both marketing and sales efforts 
- Proven methods for uncovering and engaging buying group members before your competitors do 
- Tips to improve operational efficiency so your team can act faster and avoid missed revenue opportunities 

Whether you’re just starting out with intent data and ABM or looking to level up your current strategy, this webinar will give you the insights and tools you need to drive results.

Intent-Driven ABM: The Key to Increasing Account-Based ROI

For decades, Marketing Qualified Leads (MQLs) have been a core success metric for B2B marketing. Many companies have also ported them over for use in their account-based marketing (ABM) programs. But there’s been a kind of debate raging online for a while now about whether the MQL has seen better days – and that maybe it should be abandoned for good in favor of some better replacement. While it can be fun to make waves about legacy concepts, and there are certainly improvements that can be made, MQLs are still interesting signals. So as ABM itself becomes a well-understood approach, and the importance of MQLs might seem to be threatened by the rise of buying group-oriented processes, we wanted to understand how real solution providers and innovative practitioners were thinking about the situation. 

We’ve gathered a group of lead management experts to hash it out and (hopefully) put this topic to bed. Join Evan Liang (LeanData), Jeremy Schwartz (Palo Alto Networks) and Jillian Coffin (Informa TechTarget) as they discuss ABM and buying group-focused revenue process transformation. They’ll explore the processes, technologies, and signals that they feel lead to greater ABM success.

Rethinking the MQL: The Rise of Buying Group Strategy in ABM

For savvy ABM marketers, the marching orders are clear: Swiftly build brand salience across multiple verticals simultaneously with compelling thought leadership – before your competitors get there first. In a recent Edelman x LinkedIn study, 47% of buyers reported that thought leadership led them to discover and ultimately purchase from a company that was not considered to be among leaders in a particular category. So, it’s no surprise that according to a report by Martech.org, 61% of ABM practitioners tailor content to specific industries.  

Join Informa TechTarget’s Travis Gonzalez (Director of Strategy) and Connor Flanagan (Director of Revenue Marketing) as they explain the importance of adopting a multi-vertical ABM strategy. You'll learn how to shift into a de-risked, hyper-effective ABM strategy that yields results and helps your brand break into verticals where your messaging is resonating.  

In this session, you’ll learn how to: 

- Avoid being ‘too-narrow’ with ABM by adopting a multi-vertical strategy  
- Own vertical-specific conversations that demand attention and convert 
- De-risk your ABM investment

Narrow ABM is Costing You: Why It’s Time for Vertical Expansion

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

While many demand gen marketers are using intent data to drive better campaign outcomes, it’s been more challenging for partner and channel marketers to incorporate intent into their complex go-to-market (GTM) motions. Partner marketers often lack access and visibility into critical data, have limited to no integration with partner systems and tools, and tend to focus on traditional sales metrics rather than customer intent signals. 

At Informa TechTarget, everything we do is fueled by intent – and with our strategy, content, and demand capabilities, we have a deep understanding of partner marketers. That’s why we invited Informa TechTarget partner marketing leaders Anita Covelli (VP, Portfolio Marketing and Strategic Partnerships) and Rachael Fuller (Product Marketing Manager, Partner Marketing) to help build a roadmap for getting started with intent data in partner marketing. 

During this webinar, Anita and Rachael will discuss: 
- Common use cases for intent data in partner and channel marketing 
- How to evaluate intent providers for partner marketing 
- Practical advice for getting started with a crawl, walk, run approach

The Partner Marketer’s Guide to Intent Data

Traditional digital marketing and sales outreach performance continues to decline: According to Pavilion and Ebsta’s 2024 B2B Sales Benchmarks, sales cycles increased by 16% and win rates declined by 18%. We’ve all heard that AI is a generational technology poised to help us reverse these trends. Of course, the hype is outpacing real progress. AI is cool, but exactly how do you take the first, second and next steps to leverage it effectively within your stack and workflow? 

In this session we’ll dive into how Informa TechTarget is innovating to help marketers and sellers benefit from AI in practical ways. Product experts will demo AI-related innovations at multiple stages of the prospect-to-opportunity lifecycle: How AI helps marketing engage prospects based on their specific needs; how AI helps sellers understand the context and dimension of prospect projects taking shape; and how AI helps craft personalized messaging for marketing promotions and 1-to-1 outbound cadences within tools like SalesLoft and Outreach.

Love ‘em or hate ‘em, MQLs have been a bedrock concept that most of us in B2B have grown up with. And despite their imperfections, MQLs have provided both a measure and a signal around which a lot of process and automation have been built, so it’s to be expected that “news of their demise” has encountered some resistance. At the same time, the logic of buying groups can’t be ignored. Early results are very attractive to practitioners and management alike. We believe that the right go-forward for most organizations will be to take a hybrid approach, one that leverages classic capabilities but augments them to address new understanding and potential.  

In this session, three Informa TechTarget experts will cover buying groups from three different perspectives: What is attractive about buying groups (and unattractive); what we’re seeing among our clients and partners; and how we’re addressing the transition through feature function in our intent-driven solutions. Join CMO John Steinert, client consultant Mark Tarro, and product lead David Edwards for an up-to-the-minute examination of the considerations you, your team, and your bosses should be looking at closely.

Odds are you’re familiar with the concept of personalization. Most B2B tech marketing and sales leaders are heavily focused on personalizing their content, email campaigns and cold outreach in the hopes of improving conversions and increasing revenue. And yet, we’re not talking as much about personalization’s often-forgotten but equally important cousin, relevance.  

In a world noisy with marketing messages and digital content, standing out from the crowd is harder than ever. But what if you could actually leverage wisdom from the crowd (i.e. your buyers) to create content that’s more relevant and engaging? That’s where market intent comes into play - to build better content, you first need better insight. Join Informa TechTarget’s Katie Graybeal and Dominic Ventresca as they dig into the power of market intent and demonstrate how to leverage Market Monitor, Informa TechTarget's market intent tool, to compare content needs by market and industry. They’ll walk through practical use cases for tapping into market insights and behavioral data to engage specific markets and functions, building content for in-market buyers and tailoring messaging for increased resonance.

Content Crowdsourcing: Using Market Intent Signals to Fuel Your Content Strategy

As GTM teams move past the early stages of intent data implementation, leaders look to optimize their approaches. They’re concentrating their focus on essentials and investigating new use cases to drive additional impact. To meet demanding client requirements, intent data providers are innovating both in the data itself and in how they can help companies take more effective advantage of it.  

In this session, guest speaker, Forrester Principal Analyst Brett Kahnke will discuss his research in depth. He’ll highlight industry trends and explore key areas – those most important for GTM teams like yours. Brett will also discuss the criteria and methodology of The Forrester Wave™: Intent Data Providers for B2B, Q1 2025, which is the latest research available to help guide your own team’s decision-making around intent for targeting, content strategies, buying group qualification, direct pipeline acceleration and more. 

From overcoming common challenges to shaping the evolution of your own intent journey going forward, you’ll benefit from this close-up look at what you should be looking into from this increasingly important category.

Intent Innovation in 2025 and Beyond

The healthcare industry faces significant changes in 2025, including shifts in Medicare spending, the rise of mHealth, and advanced fraud management. For go-to-market leaders, this raises an urgent question: how can you adapt your strategies to meet the evolving priorities of your buyers?  

Although recognizing how your buyers’ needs are evolving is a great place to start, turning insights into action is what drives real business growth. This is why savvy healthcare marketers and sellers are leveraging intent data to uncover demand and identify untapped opportunities. In this session, Stephanie Corby, VP of Market Strategy (Informa TechTarget) and Byrony Seifert, Product Scaling (Informa TechTarget) will reveal key findings from the 2025 Technology Spending Intentions Survey on the latest buying trends and shifts in the healthcare market. Joining them, a panel of healthcare go-to-market professionals will also share actionable tactics for using intent data to engage, educate and convert today’s busy buyers.

From Market Trends to Tactics: Leveraging Intent Data in Healthcare

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

Activating Intent: Improving Strategy. Driving Growth.

Outsourcing and intent data have become two essential elements of any successful operational marketing capability. But you can’t drive maximum outcome if everyone doesn’t have access to the best inputs. It’s time to make sure your collaborators have what they need to innovate on your behalf. Marketing service providers enable execution and scale. With actionable intent data, they can help catalyze productive use of intent data to fuel everything from product positioning and messaging to ad performance, demand generation, and sales productivity.  

Join Uzair Dada (Founder and CEO, Iron Horse) and John Steinert (CMO, Informa TechTarget) as they explore how client organizations, their marketing services partners and intent data providers are collaborating for optimal outcomes. Learn how you too can make 1+1+1 = 4, 5, 6 and more!

How You (and Your Partners) Can Get the Most Out of Intent Data

Intent

Intent Data

B2B Marketing

Marketing and Sales Alignment

Marketing and Sales Metrics

Demand Generation

Marketing Automation

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Collaboration

Lead Generation

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How You (and Your Partners) Can Get the Most Out of Intent Data

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