Name: Narrow ABM is Costing You: Why It’s Time for Vertical Expansion
Start: 2025-06-11T17:00:00Z
End: 2025-06-11T17:00:39.000Z
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. 

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 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

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

New-School ABM: Concrete Solutions for Busted Tactics

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

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

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