Identifying and Influencing Technology Buying Groups

Presented by

Elaine Tan (LinkedIn) | Shamim Narayan (TechTarget) | Stu West (BrightTALK) | Greg Anderson (TechTarget), Gregory Wood (SAS)

About this talk

TechTarget and LinkedIn join forces for a webinar sharing groundbreaking research into the B2B technology buying landscape. The findings reinforce the need for tech marketers to identify, influence and engage purchasing committees – some of which contain 10 or more stakeholders. The question is how to do this in a scalable, efficient manner especially in a region like APAC where resources are often limited. Since surrounding and educating the whole buying team is critical to winning champions and closing business, the presentation and interactive discussion will center around: • How buying committees give off signals of interest for solutions like yours • Effective ways to turn intent into successful, multi-channel marketing campaigns • Tips for engaging different personas with a content-driven and consultative approach • The downside to focusing exclusively on pre-defined titles/personas and excluding others

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