Name: F5’s ABM Playbook: How Intent Data helps to Shape their Strategy
Start: 2023-09-21T11:00:00Z
End: 2023-09-21T11:00:45.000Z
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. 

Most GTM leaders would agree that securing budget, getting buy-in from different stakeholders and successfully rolling out a new MarTech solution cross-organizationally is far from easy. And before you even start thinking about implementation, workflows and use cases, you must establish a strong business case for the technology that generates excitement from your go-to-market peers and support across your organization. The success and long-term adoption of the tool largely hinges on your ability to set expectations and clearly articulate the business need. Without this critical step in the process, it’s going to be hard to get all of the key stakeholders tracking towards the same goal. So how can you best approach building a business case for a much-needed solution? 

In this session, Panzura’s VP, International, Diego Devadas, will share his experience and practical insights on how he aligned cross-organizationally to build a strong business case for intent data and how he drove successful adoption. Diego will also discuss how cross-functional alignment doesn’t stop with the initial purchase of a platform and how Panzura is building a sophisticated roadmap to support other intent objectives across the business.

Panzura’s Story: Building a Business Case For Intent Data

As the market for intent data continues to grow dramatically, so do the possibilities for how we utilize these key engagement signals. With the scale of intent data expanding, we continue to see momentum in how intent is integrated within organizations, the speed at which we can act on surging signals, and the expansion of touchpoints. Join industry leaders as they strive to address how to effectively and efficiently predict their buyer’s needs using intent data and its signals.

Presenters:
• Sean MacKinnon, Director, Customer Success, EMEA (TechTarget)
• Anna Joanes-Cox, Associate Director, Strategy & Digital Marketing (Verizon Business Group)
• Meghan Weinreich, Manager, EMEA, ABM and Demand Generation Campaigns (Cloudflare)
• Suela Vahdat, Director of Marketing, EMEA (Contrast Security)
• Kiran Dhillon-Byrne, Director, Regional Marketing, EMEA, APJ & LATAM (Veracode)

Engaging Busy Buyers in the Age of Intent

There’s a lot of talk about AI’s potential to transform whole industries, and especially, to deliver faster results. Per the usual in marketing and sales, vendors of all stripes are jumping on the bandwagon, rolling out flashy AI-badged solutions. But faster doesn’t always mean better, especially given where we are right now. Let’s take this opportunity to level-set together. And let’s use Account-Based Marketing (ABM) as a sort of test case. What are some critical barriers to achieving better ABM ROI? What can be done about that now? And how could AI help, right now and in the near-term future? 

In this keynote session from Rebecca Kitchens (TechTarget’s President), we’ll contrast the pressure that’s on marketers to always go faster and bigger (because scale is a real ROI variable) and the very real need to do marketing better. We’ll take a closer look at TechTarget’s own AI POV, what we ourselves are doing, and the implications we think that has for tech go-to-market practices everywhere. For both your buyers and your companies’ brands and trajectories, our goal is to help you succeed now and in the future. Certainly, an important part of this will be about finding a good balance between humans in the loop and AI-fueled automation everywhere!

ABM, AI and the Path to Better Account Engagement

Today’s IT buyers often conduct their research independently and shortlist vendors without ever talking to a sales rep. As such, great content combined with an excellent distribution strategy can be your ticket to converting IT audiences into paying customers. Yet for many, this is easier said than done. This session will answer your most pressing questions around not only content creation and distribution, but also content’s direct impact on your bottom line.

Presenters:
• Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget)
• Louise Radoor Larsen, International Campaign Manager (Rubrik)
• Daisy Zhang, Global Digital Growth Manager (Radware)

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

B2B go-to-market teams face many challenges: long buying cycles, many decision makers in the buying teams, opportunities that go dormant and fierce competition for a slice of a market. Yet, Cato Networks, a leading network security company, is growing remarkably despite all this. So how do they do it? 

Hear from Cato Network’s Director of Inbound Marketing, Daniel Bleichman, as he opens the playbook on how the team is able to leverage data-driven strategies in their integrated marketing campaigns to fuel growth. Daniel will share real-life examples and actionable insights on how you can utilize the power of intent data to achieve the maximum revenue potential across the buying cycle.

From Purchase Intent to Revenue: Cato Networks’ Winning Marketing Strategy

In today’s uncertain economic climate, B2B tech partner marketers are under more pressure than ever to hit aggressive partner pipeline targets while demonstrating ROI on partner marketing investments. Generating leads isn’t enough – effective follow-up is critical to engage top-of-funnel prospects and convert interest into opportunity. 

Throughout their careers, Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) have faced this challenge head-on and cracked the code on what works (and what doesn’t) when it comes to with- and through-partner demand generation.

Listen in as these partner marketing visionaries sit down with Michael Latchford (GM & VP, Strategic Alliances and Partner Marketing Services - TechTarget) to share:

• Tips for leveraging intent data and account-based strategies to reach the right audience 
• Insights into the most effective program types for generating top-of-funnel leads
• Proven approaches for driving lead follow-up and conversion into pipeline
• Advice on creating demand at scale with packaged through-partner campaigns
• Guidance on the essential KPIs to track to measure campaign effectiveness

Building Partner Pipeline: How to Drive Demand With & Through Partners

It’s undeniable that Sales Development plays a crucial role in any B2B tech organization’s go-to-market strategy. Yet, how many of us really stop to think about SDRs as a powerful engine for personalization? As competition for mindshare and wallets gets fiercer, it’s essential to empower SDRs with the insights and data to engage accounts meaningfully and deeply.

In this replay from the Intent Summit, TechTarget’s sales and sales enablement leaders will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

Presenters:
Renee Tily, Senior Vice President, Sales Enablement, TechTarget
Olivia Dassler, Senior Director of Marketing Programs, TechTarget
Brian Dowling, Senior Vice President, Inside Sales, TechTarget

Last-Mile Personalization: Intent Insights and Sales Outreach

Even as competitors struggle to get their content strategies off the ground, Radware, a leading provider of security solutions for businesses of all sizes, is seeing 72X ROI from their webinar investment. How? Quite simply, they’ve maximized the magic of crafting captivating content, executing a strong promotion gameplan, and operationalizing follow-up from their sales team. 

Join Daisy Zhang, Global Digital Growth Manager (Radware) and Swaroop Iyer, Enterprise Account Director (BrightTALK) as they unpack the trick to Radware’s exponential webinar growth. Covering everything from content strategy to effective sales enablement tactics, they’ll outline the roadmap they’re using every day to convert engaged webinar viewers into paying customers

72X ROI: How Radware Works Webinar Magic to Generate More Demand

It is a tough time to be a B2B marketer in the tech space – you're not only tasked with supporting your sales team but also entrusted with shaping your prospect’s perceptions to keep your brand top of mind. Yet Utimaco, a global leader in providing trusted cybersecurity and compliance solutions and services, seems to have cracked the code, using the power of video to attract and captivate their audience with appealing content, a strong point-of-view and a winning promotional strategy.

The result? Their webinar program is seeing 800% year-on-year audience growth and an engagement rate 17x better than their closest competition. Hear from Utimaco’s marketing leaders as they open the playbook on how great webinar content is enhancing to their digital marketing strategy, driving more (and better) opportunities for their business and providing a stream of piping hot leads to their sales team.

Presented by: 

-  Philipp Harmuth, Head of Digital, Utimaco 
- Volker Gerstenberger, Director, Marketing, Utimaco
- Chris Tully, Account Manager, EMEA, TechTarget

17x the Competition: Utimaco’s Guide to Exponential Webinar Growth

Competition in the IT landscape is fierce. Your buyers are likely being bombarded with marketing messages and sales outreach on a daily basis. To effectively engage your target audience and improve the impact of your demand generation efforts, you must shift from sporadic marketing campaigns to a cohesive, integrated marketing plan to engage buyers throughout their research journey.

In this webinar, TechTarget’s Senior Account Director, Alex Leadbeater, will sit down with Helen Gilbe, Marketing Director, Proofpoint to discuss how combining different marketing tactics and efforts into a cohesive, integrated marketing strategy helps to engage and influence buyers more effectively and efficiently.

Mind the Gaps: Driving More Revenue with  Integrated Marketing

Any marketer understands the value of content today – especially in a murky technical landscape and uncertain business environment. But simply creating content is not enough. Content serves as an extension of your brand and it’s often a prospect’s first entry point to understanding your product or solution. Marketers have to think strategically and long-term to fully utilize the power of content so it generates deep engagement and drives the most important business outcome – revenue.

In this session, Alexandra Kory, Teradata’s Director of Demand Generation and Brent Boswell, TechTarget’s SVP and Managing Director, International, will deep-dive into top challenges EMEA marketers face when creating and distributing content. Additionally, they will look into the importance of content for not only capturing in-market buyers but also engaging a wider group of decision-makers so your brand is top-of-mind to ensure the long-term success.

How Teradata Harnesses the Power of Content to Generate More Demand

Great execution requires well-thought-through processes. And achieving great execution at scale requires that teams adhere to them. But stack complexity, systems choices and more can make things hard. So, while data and measurement should be a critical input for reaching high-performance, too often they become part of the problem.

In this replayed session from BrightTALK's Align Summit, TechTarget CMO, John Steinert, hosts a leader from the RevOps solution side and an operating guru from a super-scaled up tech vendor. They’ll share challenges they’ve experienced and methodologies they’ve developed to help teams achieve alignment for maximum business impact.

Engines of Alignment: People, Processes, Data and Measurement

So you’ve defined your target accounts for your account-based marketing (ABM) campaign — now what? In this webinar, we’ll explore how to activate your ABM plan and engage your ideal accounts with hyper-personalization and precision. You’ll uncover key strategies for sales and marketing alignment and learn how to leverage technographics and intent data to unleash the most effective tactics for your target accounts and channels. 

Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement, as they share best-in-class strategies on:

• Going “Account-Based Everything” to redefine the Go-To-Market experience
• Leveraging technographics for account & campaign segmentation
• Using intent data to create hyper-personalized content & messaging
• Aligning sales and marketing teams to ensure ABM success

From Targets to Triumph: Key Strategies for Activating Your ABM Campaign

Content creation, SEO, brand profiling, tone and message structure, authenticity, and compromise - we'll connect on all these topics and more in this introduction to incorporating AI into your marketing strategy.  Through good and bad, AI advice is front-and-centre, and it's hard to structure the conversation and know what to utilise to save you time without compromising your brand and strategy.  In this discussion starter, we'll introduce some topics in the field on how to embrace - and maybe question - Generative AI.

5 Pitfalls and 5 Wins in Using Generative AI in Your Marketing Tactics

Content should be at the core of any marketer’s demand generation strategy. Yet, crafting an effective content strategy that actually drives deep engagement with potential buyers is no simple feat.

In this session, we will discuss the state of content marketing in EMEA and share practical guidance on choosing the right content topics, formats, and distribution methods to best influence desired business outcomes. You’ll hear how Akamai is addressing the content challenge, scaling content across different regions, and much more.

Harnessing Content to Strengthen your Go-to-Market

Today’s tech B2B marketers and sellers have more data, channels and tools available at their fingertips than ever before. But GTM teams often still struggle to tie it all together to address their unique challenges and goals.

In this session, local marketing and sales leaders will share practical tips and insights on how they tap into the power of data, including real purchase intent data, to align GTM teams and create winning demand generation strategies that drive positive business outcomes.

Connecting the Dots: Using Data to Drive GTM Teams’ Impact

To succeed in B2B marketing today requires a unique blend of expertise – equal parts creative strategist and data scientist. As buyer preferences continue to evolve and digital competition skyrockets, the best go-to-market teams are tapping into data in new ways to inform their ABM strategies and execution.   

Join Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for fresh data and stories from the field on data-driven ABM. She’ll break down common data implementation and activation missteps, as well as debut new best practices for leveraging intent data sources to identify, target, and convert the best accounts in your TAM.

Supercharging ABM with the Right Data and Intelligence

A recent Enterprise Strategy Group survey found that 53% of IT professionals view IT as more complicated than it was two years ago. With an increase in remote work, a rapidly evolving cybersecurity landscape and a rise in the number of endpoint devices, many are turning to joint solutions to decrease complexity. And it is the role of strategic alliance and partner marketing teams to understand the evolving IT buying journey and to supply the right insights and content to aid the decision-making process.

Join Michael Latchford, General Manager & Vice President, Strategic Alliances & Partner Marketing Services of TechTarget as he sits down with partner marketing executives Laurie Mitchell of Wasabi, Meaghan Moore of ServiceNow, and Amy McNew of Palo Alto Networks as they discuss adoption drivers for integrated solutions, content strategy best practices and tactics for successfully fueling the IT buyer’s journey. You’ll also walk away with freshly unveiled research from Enterprise Strategy’s Groups survey on integrated partner solutions.

Guiding the IT Buying Journey: Strategies for Partner Marketing

As members of the GTM team, each of us impacts the customer experience (CX), either pre-sale, post-sale or both. And while, in our particular roles, we may not spend much time thinking about the impact we have personally on that experience, we’d have to admit that it is very real. Of course, the people who probably think about CX more than anyone else are those either building CX solutions or those looking to implement them.

That’s why for this session, we’re bringing together Stephanie Corby, Enterprise Strategy Group’s lead analyst on the topic and their SVP of Analyst Services, Doug Cahill for a special edition of our Analyst Insights for GTM Actions series. First, they’ll share what’s essential to understand about people’s wants and needs from the latest CX research. And then they’ll flip the script to explain why these insights can help each of us frame out how we can address our own objectives with a clearer CX focus—in how we target, how we position and message, in our content, in our selling and more. It’s guidance that anyone who cares deeply about the customer won’t want to miss.

Leveraging CX Research to Inform Your Personalization Efforts

Reach 2023: Intent. Content. Demand.

When marketing and sales teams aren’t aligned on short-term objectives and long-term goals, the overall business outcomes - pipeline and revenue - suffer. Although this misalignment issue is top of mind for many sales and marketing leaders, organizations still struggle to solve it. More often than not, new solutions, shiny tools and tactics are being thrown at the problem without any success. So how can we strategically combat the issue? 
 
In this session, hear from Secureworks’ Senior Director, Marketing, Andrew Milne and TechTarget’s Senior VP of Sales, EMEA, Jat Hayer, on how world-leading B2B tech organizations are solving marketing and sales misalignment issues to accelerate their revenue growth.

Stop, Collaborate and Listen: Bringing Marketing and Sales Teams Together

What’s the difference between a browser and a buyer? Intent. To grow quickly without wasting precious marketing dollars, you need to know the difference. Especially in high-growth, emerging technology where attention spans are limited and competition is fierce, you need to find an edge in your digital strategy.

Join Nobl9 Chief Growth Officer, Kit Merker and TechTarget’s Senior Director of Corporate Communications Garett Mann, as they discuss how intent data allows marketing and sales organizations to deliver outstanding results by focusing on the most likely buyers. This session will dive deep into how Nobl9, the service level observability company, uses an unique and intelligent approach for accelerating revenue growth in a rapidly emerging market. You’ll walk away with useful advice to apply to your own efforts.

Small but Mighty: How Nobl9 Accelerates Growth with Intent Data

Even in this current world of increasing self-directed – and decreasingly loyal – buyers, B2B tech companies struggle mightily to be seen, much less truly understood. Think about how hard it’s already gotten to engage them with your value props ... and then multiply the problem by 10x! Is that where we’re going in the generative AI-driven future? It’s super hard to break through today – going forward it’s certainly not going to get an easier. When any company is able to quickly copy the messaging of even the fastest innovators, successful differentiation will require a more rigorous approach.

Join Rebecca Kitchens, President of TechTarget, as she shares her view of where we are as an industry, and as GTM professionals with real “jobs to be done.” She’ll recap how we got here, including the rise successful internet publishing models (like TechTarget and hybrids like LinkedIn and even Hubspot), and then go deep on what’s likely to be coming for all of us, and what we should be doing about it to prepare.

Content, Context and the AI-Driven Future

Intent data is everywhere, but is it productive? In a recent survey, B2B sellers said their #1 challenge remains “knowing buyer priorities and interest areas to enable better [prospect] conversations” – clearly, we’ve still got a long way to go to make intent as practical as it should be.

In this webinar, TechTarget’s Chief Product Officer Andy Briney and members of his team will cover the very latest in intent data best practices with hot-off-the press examples drawn from TechTarget customers – software, hardware and services companies focused on enterprise tech: 

- How to combine intent from multiple sources to create a better, more actionable dataset. 
- How to use TechTarget Prospect-Level Intent™ together with sources and platforms like Bombora, 6sense and Demandbase. 
- How to use intent to build better performing ABM lists and better performing campaigns via marketing automation. 
- How to successfully enable more focused, more productive sales rep activity. 
- How to quantify intent’s impact on opportunity creation and close/won revenue.

Intent Data and ROI: How to Measure It and Drive It Through the Roof

When it comes to a successful go-to-market, all leaders are looking for the magical trifecta of speed, efficiency and scale. Achieving these outcomes requires deep coordination across your two complex and ever-changing entities - your people and your stack. In order to synchronize people, processes and technology to yield more revenue, sales leaders must use all available resources to maximize the potential of every seller.    

Join us as Dara Such, VP Customer Enablement & Data Strategy at TechTarget, sits down with Randy Seidl, Founder of the Sales Community and Doug Olender, EVP, Sales Strategy, Enablement, & Development at TechTarget, for a deep-dive into the biggest challenges facing today’s sales leaders. They’ll dig into their top go-to-market lessons from the past decade as well as practical solutions for achieving better sales performance through tools, training and enablement.

Tools, Training and Enablement: How to Maximize Your Revenue Potential

If you are familiar with Fortinet, you know they are a driving force in the evolution of cybersecurity and the convergence of networking and security. The Fortinet marketing team also happens to be their own driving force – they are incredibly adept at strategically leveraging systems and insights to fuel better segmentation, sales outreach and revenue impact.  

Join us live for an in-depth Q&A with Fortinet’s Senior Director, Growth Marketing, Martin Lindsay, led by Julia DePalma, Senior Account Director, Strategic Sales at TechTarget. Martin will shed light on how his team is uniquely leveraging purchase intent data to identify best-fit accounts and prospects, laser-focus their targeting, and prioritize marketing and sales efforts where they are needed the most.

Activating Real Intent for Better Marketing Results

As buyer behavior continues to evolve at a fast pace, so must B2B marketing teams’ approach to implementing, executing, and optimizing new technology, like intent solutions. Now more than ever, revenue teams need data and insights to shape their go-to-market strategies but also need to overcome the challenges of change management.

Join TechTarget’s Senior Vice President of Customer Success, Heather Turner, as she sits down with three of TechTarget’s own award-winning Customer Success leaders to share stories from the field about helping marketing teams onboard, adopt and optimize cross-functional strategies with intent data. You’ll learn tips, tricks and secrets of the trade based on first-hand experience with thousands of Customer scenarios.

Secrets of Successful Intent Adoption: Insights from Customer Success Superstars

Across the industry, the intent data revolution is being powered by its very real ROI. And while intent-driven ROI benefits in marketing are widely accepted, that’s only a small part of the value available from the best intent sources. The real revenue magic happens when a company can get actionable intent data into the hands of its sellers and keep them using it consistently. Yet that’s far easier said than done. In this session, learn what to do and what to watch out for from a team that’s become expert at supporting the necessary changes.

Join TechTarget SVP Annie Matthews as she hosts WatchGuard’s Director of Demand Generation Alex McWethy and BDR Manager Kel Pendleton as they walk through their own intent data-driven sales revolution – How they prepared, what surprises they encountered, and the successes that they’re now enjoying.

How WatchGuard Tapped into the Intent Data Revolution

We’re all sick of hearing “do more with less” but know that we have to be extremely efficient with our time and money. This is impossible to do without great data. Even the best AI-assisted solutions in the world are only as good as their data sets. We all must spend more of our time and money with the people at the accounts most likely to buy when they’re ready to buy. The way to do this is with B2B buyer intent data.

Join experts from Demandbase and TechTarget to look more closely at how the best in the business are using intent to power innovative go-to-market strategies and actionable sales and marketing use cases to put their businesses ahead of the competition each and every quarter. You’ll laugh, you’ll cry, and you’ll leave with ways to understand how the best B2B intent data used in the smartest ways will help your business today.

Understanding and Leveraging the 3 Phases of Intent-Based Value Delivery

In today's rapidly evolving digital landscape, the role of intent data in shaping an effective marketing strategy has become more critical than ever before. Harnessing intent data can revolutionize marketing efforts, and help companies stay agile, relevant, and responsive in an increasingly competitive market.

Join TechTarget’s Romi Seher, as she sits down with APAC marketers, Sumari Lottering, Digital Marketing Director at DocuSign and Daniel McDermott, Senior Marketing Director at Mimecast to discuss how they improve their precision, maximize ROI, and created personalized customer experiences with intent data strategies.

Data-Driven Excellence: DocuSign and Mimecast's Journeys with Intent Data

With so many available content types, building a demand generation campaign can feel overwhelming. What kind of content will best reach my audience at the right time with the right message? And if I get it wrong, do I need to start again from scratch? 

Fortunately for marketers, starting with video-based content as a basis for your demand generation campaigns can alleviate many of those concerns. Join us for an exclusive look into new research exploring the power of an omnichannel strategy to engage the right buyers whenever and however they want to consume content. From distribution channels to promotion strategies and derivative assets, you’ll learn how to maximize your campaigns with knock-out video content.

Fueling Better Demand Gen Outcomes with Video-Based Engagement

The generative AI revolution is here. While AI’s cultural impact has been significant, not surprisingly, it has left many curious about the practical use of AI in B2B marketing and sales. As we all look to stand out from the crowd, many marketing teams struggle to effectively hit their content production targets. Seeing the promise of AI, TechTarget’s marketing team has tapped Writer to achieve more scale and efficiency with their already comprehensive content engine.

Join us for an in-depth discussion between Writer’s Head of Sales Alex Wettreich and TechTarget’s Senior Director of Marketing Programs Olivia Dassler on how to scale content outputs without sacrificing quality. They’ll share real examples of how TechTarget’s marketers use Writer to drive content growth and maximize the impact of their marketing campaigns.

How TechTarget is Scaling Content Outputs Using Writer's AI Platform

Step aside, home movies. When done well, modern video storytelling helps brands stand out in a noisy marketing landscape by eliciting emotion and directly impacting the decision-making process. Moreover, video-based content conveys a brand’s character in a matter of minutes - making it a vital component of any marketing strategy.

Join leaders from HubSpot and BrightTALK as they unpack the state of video from start to finish. They’ll dig into recent research to explore not only how marketers can create successful, impactful short and long-form video content that converts today, but also how to leverage the medium to scale growth in the future.

5 Video Marketing Trends to Test and Perfect

To compete successfully in today's digital landscape, every marketing team must develop an effective content strategy. At the same time, the skilled experts needed to create good content are in short supply, and the high expectations around performance can seem to put every project under an ROI microscope. Caught between a rock and a hard place, to solve for both quality and efficiency, GTM teams need to take a step back and rethink how they can engineer more sustainable content supply chains.

In this webinar, Enterprise Strategy Group analysts Christophe Bertrand and Melinda Marks will build on their experiences as technology product marketers to zoom in on two of the most difficult content challenges faced by GTM teams: They’ll look closely at how you can get better at creating material that will really resonate with your target buyers. And they’ll unpack the barriers to and breakthrough solutions for achieving ROI and strong engagement from your content-based programming.

From Origination to Proliferation: How to Maximize Content ROI

Economic downturns can present significant challenges for organizations striving to maintain growth and profitability. Yet, it’s during these challenging times that investing in high-quality content becomes a strategic imperative. Instead of deciding whether to invest, marketers must decide where to invest in order to take advantage of the current climate. 

Join BrightTALK’s in-house production experts to dig into why video has emerged the undisputed champion of driving engagement and delivering ROI. They’ll discuss strategies for creating impactful content on a limited budget while answering the question on everyone’s mind – when paying for content gets trickier, is doubling-down on my investment the way to save my year?

Why Investing in Content Will Save Your Year

If we stay in our lane as marketers, succeeding at omnichannel marketing could seem like the key to reaching your strategic goals. And yet, especially in B2B, no business can succeed on great marketing alone. And while it’s always good to be laser-focused on our own specific functional tasks, especially in these days of digital interaction and data-driven automation, driving major improvements often requires a broader outlook or more holistic mindset. That’s why we believe today’s most competitive teams need to see beyond concepts like omnichannel delivery. And as an ambitious marketer, you should consider thinking this way too.

In this discussion between Terminus co-founder and GTM Partners CEO Sangram Vajre and TechTarget CMO, John Steinert, we’ll examine the learnings each leader has gained as they’ve built out their businesses and their thinking, from laser-focus at the start to the holistic GTM approaches they are actively championing today.

What’s After Omnichannel? How to Think Holistically About Performance

Although many go-to-market teams conceptually understand that the buying journey is far from linear, many struggle to adapt their strategies to the realities of today’s technology buying cycle. As purchase cycles increase in complexity and involve more buying team members, vendors need to ensure their marketing campaigns are aligned to buyers’ varying needs and that their sales teams are engaging the right members of the buying team at the right time with the right message.

VMware Tanzu is ahead of the curve when it comes to aligning marketing and sales activity to the non-linear buying cycle. With a laser-focus on real, observed behavioral activity, they’ve implemented a tech stack that supports their need to identify in-market accounts, engage individual buying team members and measure long-term results. TechTarget’s Christina Stone will sit down with Heidi Ramich, VMware Tanzu’s Director, Global Marketing Operations & Analytics, to discuss how the enterprise technology buying team has evolved, the importance of tapping into intent signals in a longer buying cycle, and the role of marketing in helping to make the "short list" for vendor selection. By the end of the webinar, participants will have a better understanding of how to leverage TechTarget and other key components of their tech stack to help get noticed in the non-linear buying journey.

How VMware Tanzu Aligns its Tech Stack to the Non-Linear B2B Buying Pattern

It is the best of times and the worst of times. Despite more and more tools available to sales, the gap between potential productivity and actual productivity is rapidly widening. To make matters worse, direct buyer engagement is down significantly since COVID. But fear not, help is on the way. The emergence of generative AI, fueled by precision intent data and other data sources, promises to raise sales performance and increase productivity in dramatic ways. Whether you’re super-excited about the possibilities, somewhat scared for your job, or straddling the fence, it’s a session not to be missed.

Join Tech Target and guest speaker, Forrester Principal Analyst Seth Marrs as he describes key areas where he sees AI-driven innovation catalyzing positive change for sellers, buyers and their companies alike. He’ll outline the existing challenges, highlight the building blocks in place, and comment on the current status of change.

3 Ways AI is Revolutionizing B2B Sales

Generative AI is going to be an effective tool for ramping up content volumes, but volume and impact are very different. All marketers need to be able to differentiate their solutions and align them better to customer needs or else a buyer won’t engage. Sellers need to maximize relevance and minimize noise in their interactions. Therefore, in order to have more effective marketing and sales, AI needs to help GTM organizations better understand what buyers want and need and then provision them with content based on the best possible insight.

Join TechTarget's VP of AI Strategy Paul Healey and Senior Director of Marketing Ryan Bell, as they discuss what good personalization looks like and how TechTarget is envisioning the best way to help sellers and buyers alike using AI.

AI and Content: The Advantage is in Your Data

Revenue development was conceived as a way to leverage one-to-many capabilities into more productive opportunity discovery. At its center, there was the concept of the MQL — which was easy for management to understand and track. So, we’ve all tried to find more and more MQLs, even though they’re now proven to be notoriously poor predictors. There has to be a better way! But with all the KPIs, systems and processes locking us in, change can be very hard. And yet for many companies, it’s starting to look like a must.

To learn from a leader who’s broken through, join TechTarget CMO John Steinert as he speaks with Michael Brown, head of Reltio’s Global Revenue Development organization. Hear why this world-class Master Data Management company needed to make the move past MQLs to buying groups and opportunities, how they accomplished it organizationally and systematically, and what their outcomes are to date. This transition that they accomplished in 60 days won Reltio a prestigious POY Award at this year’s Forrester Summit in Austin. It’s a must see for innovative GTM practitioners and leaders alike.

Demand Evolution: From Leads with Problems to Teams with Projects

SonicWall is a well-established leader in the cybersecurity space. With over 30 years of experience detecting threats and protecting organizations of all sizes, the SonicWall team’s expertise and solutions are relied upon across the globe for boundless cybersecurity defense. And with threats on the rise due to a variety of factors, SonicWall’s marketing team has laser-focused on a content strategy that effectively educates and engages the right IT professionals.

Join this live session to hear how SonicWall’s Stacy Horton, Sr. Marketing Manager, Demand Generation, has tapped into the power of webinars to create engagement with target accounts, drive better sales-ready conversations and fuel more pipeline. We’ll delve into best practices for B2B webinar content creation and showcase the real impact it can have on brand awareness, lead generation and customer relationship nurturing. Discover how SonicWall’s strategic investments in webinar content have driven their marketing efforts and delivered measurable return on investment.

Winning with B2B Webinars: SonicWall's Content Marketing Playbook

These days there's no shortage of suppliers promising to build your brand, generate pipeline and alert you to the accounts who are in market for your solutions. But not all providers are created equal. In this panel discussion, we’ll arm B2B tech marketing and sales professions with an understanding of the landscape of potential partners across Asia Pacific. 

By attending this interactive discussion, you’ll learn,
  - The tactics commonly taken to derive intent for your offerings
  - How different types of providers generate leads for you
  - Ways to create local content that meets the information needs of buyers in region
  - Whether low cost always equates to low quality
  - The questions you should ask to ensure you’re evaluating potential partners properly

Panelists include:
  - Del Robles, Director, Media and Digital Activation, Just Global (Singapore)
  - Marcelo Loustau, VP, Growth Marketing and Demand, APAC, MOI-Global (Singapore)
  - Amadeus Guerrero-Pou, VP of APAC Sales, TechTarget (Sydney)
  - Jon Panker, Managing Director APAC, TechTarget (Sydney)

Making Sense of the APAC Media and Data Landscape

Building a great account-based marketing strategy requires a deep understanding of your best-fit accounts, close collaboration among your go-to-market teams, and data-driven insights to power the tactics behind your ABM playbook. Sounds quite simple, right? But many marketers – although quite familiar with ABM as a concept - find themselves at a crossroads when planning and executing their ABM strategy.

In this webinar, F5’s Digital & Marketing Operations Director (EMEA) Olga Royenko and TechTarget’s Senior Account Manager, Jess Flynn, will dig into the nitty-gritty of what it takes to run successful ABM campaigns for a B2B tech brand. They will discuss how an intent data-driven approach allows F5 to be laser-focused on the best-fit accounts while engaging buying teams with tailored content and relevant follow-up.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

Content Marketing

Demand Generation

B2B Marketing

Marketing Analytics

Marketing and Sales Alignment

Account Based Marketing

Intent Data

Sales Acceleration

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.

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.

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.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

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About this talk

Informa TechTarget - EMEA