Name: Rethinking the MQL: The Rise of Buying Group Strategy in ABM
Start: 2025-06-11T18:00:00Z
End: 2025-06-11T18:01:00.000Z
Location: BrightTALK
Rating: 4.7

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. 

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

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 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

Even when traditional marketing activities are still proving quite successful in a TAM overall, there comes a time when most organizations look to fuel new growth in new industries. That’s the perfect time to turn to ABM. Of course, “meaningful” revenue doesn’t happen overnight, but meaningful progress, and the momentum necessary to continue building, can be achieved when you’ve got the precision and actionability that enables sales to make consistent progress.

Panduit, a global leader in infrastructure and connectivity solutions, is achieving outstanding results in their ABM programs. They’re leveraging Informa TechTarget’s real purchase intent data to better influence, identify opportunities and convert them. Join this session to see how intent data helps from initial targeting set up (to identify the right accounts and people), to the various feeds, views, integrations and actions involved. This is a success story you won’t want to miss.

ABM, Intent Data and the Future of Infrastructure with Panduit

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.  

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.  

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.  

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.  

In this session, you’ll learn how to: 
- Adapt your ABM messaging strategy to address a self-service buyer mindset 
- Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest 
- Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline

Ownable Conversations: Winning with ABM in the Self-Service Era

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

ABM programs break down fast when sales and marketing don’t move in sync. Without a shared strategy, clear ownership and coordinated execution, account-based efforts become fragmented and fail to deliver on their promise to drive more revenue from top-fit accounts. Yet, Park Place Technologies, a global leader in data center and networking optimization, built an ABM approach where marketing and sales work in lockstep to move deals from the first intent signal to opportunity conversion. So, how did they do it?  

Join Simon Bitton, Senior Director of International Marketing at Park Place Technologies and Liam Jack, Senior Account Director at Informa TechTarget, as they share how Park Place tackled the alignment challenge head-on by building a collaborative rhythm between sales and marketing. You’ll hear how Park Place’s marketing team delivers well-timed, high-impact campaigns that fuel pipeline from high-value accounts, equips sellers with buyer journey insights and keeps everyone laser-focused on the opportunities that drive real business growth.

Marketing and Sales in Sync: Park Place Technologies’ ABM Playbook

According to a Forrester survey, 85% of marketers using intent data see results. However, as their demand engine grows, so can the potential challenges evolve and change. Whether it's struggling to reach the right audience, delivering content that resonates, or boosting brand visibility, these roadblocks can hinder ROI and slow growth if not addressed. With 2025 approaching, now is the time to tackle these challenges and fine-tune your demand generation strategy for the new year. 

Join Kristin Prosowski, VP of Products (TechTarget), as she reveals the key aspects of demand generation strategy that shouldn't be overlooked, whether you’re building for 2025 or beyond.  Get the tools you need to solve the day-to-day marketing challenges you are seeing now and head into the new year with a foundational GTM strategy that combines TechTarget’s content, intent, and audience offerings to drive real demand.

Assembling Your Demand Gen Toolbox for 2025

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 Informa 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?

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 Informa 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

Navigating the modern B2B tech buying cycle is more challenging than ever. Buyers are conducting more self-guided research, expecting highly personalized, relevant interactions when they do engage with sales. Meeting these elevated expectations requires more than just great sales techniques—it demands strategic collaboration between marketing and sales, fueled by actionable insights from intent data. 

In this session, Jat Hayer, SVP of Sales, EMEA (Informa TechTarget), and Aurelien Mottier, President (memoryBlue), will share insights and strategies on how industry-leading organizations leverage real purchase intent data to identify in-market accounts, engage key buying team members, and tailor outreach so it resonates. 

This session will cover: 

• How marketing can equip sales teams to meet buyers where they are in their journey. 
• Practical ways to use intent data to build personalized, contextually relevant outreach. 
• Real-world examples of how B2B tech industry leaders are driving alignment and achieving results through intent-driven strategies.

Exploring Intent Data: Driving Revenue through Insights-Driven Strategies

New-School ABM: Concrete Solutions for Busted Tactics

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

Marketing

The social media marketing community on BrightTALK is composed of thousands of engaged social media professionals. Learn about social selling, B2B social media and social media marketing for businesses with live and on-demand webinars presented by industry leaders. Fine tune your social media marketing strategy by participating in live webinars and round table discussions.

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

The email marketing community on BrightTALK is made up of thousands of engaged email marketing professionals. Find relevant webinars and videos on email best practices to help you increase email conversions and drive email marketing ROI. Join expert speakers and email marketing peers sharing insights into building email lists, list segmentation, click-through rates and triggered campaigns.

Email Marketing

The marketing operations and automation community on BrightTALK is composed of thousands of marketing automation professionals. Learn and share best practices for marketing campaign analysis, outbound marketing and lead creation with hundreds of on-demand webinars and videos. Increase your engagement and fine tune your funnel management strategy by asking questions during live, interactive webinars with marketing automation peers and industry leaders.

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

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.

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

Presented by

About this talk

More from this channel