Name: Marketing with and through Partners: The Power of Co-Marketing
Start: 2023-01-26T16:00:00Z
End: 2023-01-26T17:01:00.000Z
Location: BrightTALK
Rating: 0

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. On this channel, TechTarget shares its expertise on digital marketing strategy to help your marketing team to reach the right audience at the right time with a focus on content marketing and the importance of your audience activity. 

With the current economic situation and budget cuts across the IT sector, go-to-market (GTM) teams need to be laser-focused on delivering value to their prospects and customers at a faster pace than ever before. To do so effectively, marketers and sellers need a strong understanding of current IT market trends and what their buyers’ top priorities are.

In this live webinar, Bryan Glick, Editor-in-Chief of Computer Weekly, will share results from TechTarget’s annual European IT Priorities Survey and explore trends on what’s happening in the IT market across Europe, including budget shifts, top IT projects for 2023 and much more. In addition, Brent Boswell, SVP, International, TechTarget will share what these insights mean for GTM teams and how marketers and sellers can leverage intent data to focus on active, in- market prospects to fill their pipelines faster.

European IT Priorities: What's in Store for 2023?

An effective account-based marketing (ABM) program isn’t created overnight  — programs can take months or even years to perfect. While ABM requires long-term commitment from your teams, if you measure realistically, you’ll see real measurable ROI from your program sooner rather than later. 

In this session, we’ll explore key KPIs to measure your long-term ABM success, together with the metrics to measure your short-term progress and keep your momentum going. And you’ll learn how high-quality, accurate data can help support these metrics.

Essential Metrics For Successful ABM

As marketers, we should be laser-focused on activities supporting sales revenue goals. This means driving visibility and relevant engagement with core accounts. For this same reason, many top partners turn to vendor MDF rewards as fuel for scaling their GTM with existing clients, while also generating quality leads for net-new accounts.  

In this webinar replay, join a panel of IT industry marketing pros to hear learnings from recent research on effective MDF utilization in your channel strategy.  

During this informative episode you’ll hear from the experts, gaining insider knowledge and partner insights which include: 

- Common roadblocks to effective MDF utilization 
- Partner strategic goals for MDF that go beyond lead gen 
- Strategies that deliver ‘top of funnel’ results today 
- Campaigns that provide the best ROI for MDF 
- How effective channel partner organizations’ plans compare

It's a Secret … MDF Programs Can Really Work!

Unlike “slow twitch” firmographic, demographic, and technographic data that changes quite slowly, “fast twitch” prospect-level intent data changes all the time. That’s part of why campaign people and SDRs love it. But deeper inside a high-quality intent data feed, there’s a whole lot of information about market patterns and organizational change that people like your planners and portfolio marketers can really leverage to help them optimize their whole GTM. 

In this replay of BrightTALK's Reach Summit, join Rebecca Kitchens, TechTarget’s Executive Executive Vice President, as she shows how intent analyses enhance her customers’ visibility into and understanding of the real demand activity in their markets.

Intent Monitoring for Strategic Purposes

From A/B testing subject lines to leveraging dynamic content modules, many marketers are already adept at innovating their email campaigns to drive better open and click-through rates. True email effectiveness stems from a marketer’s ability to personalize the messaging to a prospect’s specific technology need. And yet, with email volumes at an all-time high, balancing scale with personalization must be a priority for any GTM team in 2023.  Purchase intent data is a missing link in many email marketing playbooks.

Join BBD Boom’s Adam Lewis and TechTarget’s Colin Mitchell to learn how intent data can improve the performance of your email campaigns. You’ll hear real examples of how tech companies use intent data in their email marketing campaigns to drive better results and build stronger connections with their buyers.

Email Marketing’s Missing Link: Purchase Intent Data

Any marketing team focused on revenue growth has likely thought about or dabbled with account-based marketing in recent years. And yet, while the concept of ABM is fairly simple, building an account list, aligning to sales, and executing targeted campaigns is far from easy. You may be wondering if your efforts are hitting the mark and where there's room for improvement. 

Join Alicia Borchardt, Marketing Programs Manager at TechTarget, as she sits down with Jillian Coffin, Senior Vice President at TechTarget, to unpack the state of ABM today. We'll debut fresh data on how marketers are thinking about ABM, discuss common implementation “fails” to avoid, and outline “fixes” that will help you see ABM success faster. We’ll wrap up our investigation with a list of tips and tricks for effective ABM programs that actually convert.

Marketing Fails and Fixes: Unpacking Account-Based Marketing

Perception acts as a lens through which we view reality. Our perceptions influence how we focus on, process, remember, interpret, understand, synthesize, decide about, and act on reality. In doing so, our tendency is to assume that how we perceive reality is an accurate representation of what reality truly is. 

From April through July 2022, we ran our annual TechTarget Media Consumption study and asked a portion of the survey to 150 IT B2B Marketing Managers and Directors to see their perception of how IT buying teams move and research throughout the buy cycle.  In this presentation, we look at the results and answer the question, "Are marketers' assumptions of the buyer behavior really a mirror of what buyers' are doing?"

Join us as we review this new European research and then talk directly to a panel of IT Directors on their experiences of the buying process.

The IT B2B Marketer vs. The IT Pro:  Does Buyer Perception Mirror Reality?

Description In the last 2 years, digital experience has become much more important. Organisations had to make massive changes in their Go-To-Market strategies in order to stay relevant, and more importantly, memorable. 

Hear from marketing practitioners and experts Kate Hawgood, Head of Marketing, Livingstone Group, Laura Hansford, Digital Lead UKI, Sage and Jonathan Brown, VP, Market Insights - IT Infrastructure where we will share our experiences and real-life examples on how marketing and sales strategies had to be realigned and what other changes are in store in 2022.

REFOCUS: Staying relevant in a digital world

Whether you're focused largely on one-touch email approaches, or you’ve evolved towards a nurture-based methodology, it’s clear that a structured approach to promotions is necessary to maximize your webinar program.

Join BrightTALK and TechTarget’s marketing experts as they share best practices for building and rapidly evolving your email nurturing strategy. Together, they'll discuss how to identify the correct type of nurture to fit your needs and walk you through the basic steps of building a successful nurture strategy that sets you up for success. You’ll also learn tips you can implement immediately to improve your bottom line and elevate your baseline outcomes.

Presenters:
 - Byrony Seifert, VP of Marketing and Product Delivery, EMEA (TechTarget)
 - Kate Jacobsen, Sr. Marketing Programs Manager (BrightTALK)

Building Basic Email Nurturing Skills

Occasionally, when strategizing and executing marketing campaigns, marketers lose sight of the customer and concentrate only on marketing goals and business objectives and customer becomes only an after-thought. Having a strong content strategy which helps to solve your customers and prospects problems can go a long way in helping you to drive more revenue. 

Hear from Glenn Landauer, VP Customer Experience, MOI Global and Voula Hantziantonakis, Senior Customer Success, TechTarget about the importance of content to help your buyers have the best experience with your brand throughout their research journey.  We will also walk you through some practical tips on how to create and distribute content to drive engagement and your brand recognition.

REFOCUS Your Content: Driving growth through content and content experiences

The ‘new digital norm’ is here to stay. The amount of digital messages and touchpoints IT buyers are exposed to is only increasing. For marketers it became harder to reach active IT buyers and stand out from all the competition. So how do you make sure you cut through all the noise in the market? 

Join Stuart Harrison, VP Strategy, MOI Global and Byrony Seifert, VP of Marketing and Product Delivery, EMEA, TechTarget for a session on how the recent changes in the market affected IT purchasing and why you must act fast to differentiate your brand in this changing landscape to effectively stand out from your competition.

REFOCUS Your Digital: How to Harness Conversation Engine Thinking

According to Statista 2022 research, 40% of events in 2022 will be virtual while only 35% of events will be in-person.   The personal connection of in-person has been lost in the last 2 years, and while it is slowly appearing again, the environment for the buyer has drastically changed.   How, as a company, do you connect your brand digitally to buyers in which there is no physical connection?
 
In this webinar, we sit down with a strategic panel of senior marketers and industry experts to talk through the trials and successes of tethering the brand to the buyer.   We’ll talk through the importance of content and brand alignment, distinguishing your story from the competitors, as well as navigating the new rules of procedure in an ever-growing cookie permissioned based environment.   Register now!

Tethering brand & buyer: Targeting your brand in a changing digital B2B space

ABM is a proven way to connect with your target accounts in a personalised way. However, commercial teams are still facing challenges when defining and executing their ABM strategies. 

In this session, hear from Chris Hare, VP Customer Growth, Head of ABM Agency, MOI Global, Aldona Limani, Global ABM Lead, MOI Global and Jat Hayer, VP of Sales, EMEA, TechTarget about why it is important to align your commercial teams to achieve ABM success and get some practical tips on how to do so.

REFOCUS Your ABM: Buyer Acceleration is your must-have ABM Mentality

According to Forrester’s research, 60% of IT buyer’s make their vendor shortlists based solely on the digital content they consume. With this recent shift in how IT buyers conduct their research and evaluate vendors, marketing and being on-top of your buyer’s mind is more important than ever. 

Join Brent Boswell, SVP of International, TechTarget and Matthew Stevens, CEO, MOI Global, and learn more about IT buyers’ digital research preferences, post-pandemic media consumption trends and insights.

REFOCUS: How to adapt to a rapidly changing IT buying journey

The fundamental building blocks behind a great demand generation strategy require the complex interweaving of great planning, forward thinking, and quick adaptation.  Like Tetris, how you stack your moves within the game timeframe determines your sales engagements and future ROI.  Plus, having the ability quickly react when you get a block that isn't going to fit!

In this webinar, we take a look at how to build a game plan for B2B ROI success within your demand generation strategy.  Join panel experts Artur Trapizonyan, EMEA AI, HPC & Compute Programs Manager at Dell Technologies; Claudia Freudenberg, CMO at Neptune Software, Byrony Seifert, VP of Marketing and Product Delivery of EMEA at TechTarget, and Juozas Statnickas, Senior Customer Success Manager at TechTarget as we review our top tips for building your demand model, including how to be forward thinking in your lead generation planning.

Like Tetris™ for B2B: How to Win in the Building Demand Game

Plan, Activate and Execute: It’s a lot easier said than done in Partner Marketing. What are some processes that should be considered at each stage to help assure success? In this live webinar, Global Partner Marketing Executives from Red Hat, Cisco and Intel share insights on the art and power of marketing with and through partners.  Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget.  

This webinar will address:

- Optimal ways to plan, activate and execute partner marketing programs
- How to successfully support the entire partner ecosystem to drive sustainable growth
- Best practices to enable and stay top-of-mind with your partners

Partner Marketing Visionaries: Marketing with and through Partners

Your marketing strategy isn't a hamper chosen from the shelf.  It's an ever growing, moving path of decisions and learnings to achieve the best success for your organisation.   So how do you find yourself painted into the same corner again, and again?
 
In this webinar, we explore our top four tips for avoiding typical B2B marketing strategy traps, including how to logically expand beyond piecemeal ABM and how to avoid buyer blindness.  In addition, we'll talk with James Calvert, Director of Customer Success EMEA at TechTarget, and some of our 2022 EMEA Archer Award winners to get their first-hand experience of how they've extended their strategy to think outside-the-box.

Don't Box Yourself In, 4 Tips for Amplifying Your B2B Marketing

Plan, Activate and Execute: It’s a lot easier said than done in Partner Marketing. What are some processes that should be considered at each stage to help assure success? 

In this replay of "Marketing with and through Partners: The Power of Co-Marketing," Global Partner Marketing Executives from Red Hat, Cisco and Intel share insights on the art and power of marketing with and through partners. Hosted by Michael Latchford, VP of Strategic Alliances and Partner Marketing Services at TechTarget, this episode addresses:

- Optimal ways to plan, activate and execute partner marketing programs
- How to successfully support the entire partner ecosystem to drive sustainable growth
- Best practices to enable and stay top-of-mind with your partners

Marketing with and through Partners: The Power of Co-Marketing

Demand Generation

Marketing

Partner Marketing

Partnerships

Marketing and Sales Alignment

Red Hat

Intel

Cisco

Sales Acceleration

Marketing Analytics

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.

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.

Marketing with and through Partners: The Power of Co-Marketing

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