Name: Using Analyst Insights to Engage Buying Teams
Start: 2023-06-21T17:00:00Z
End: 2023-06-21T17:00:51.000Z
Location: BrightTALK
Rating: 3.3

Intelligence and advice powered by decades of global expertise and comprehensive coverage of the tech markets. From R&D to ROI, we identify your greatest opportunities and move the industry forward. At Omdia, we are different because we have the humility to listen. It’s what sharpens our intelligence and powers our partners into action. We believe that true leadership isn’t just about giving direction. It starts with listening and understanding, then acting decisively and with purpose. When we partner together, we can move your business forward, and with it, the entire industry.

As the drum beat for high-quality and valuable content from B2B buyers grows stronger, marketers are under pressure to identify new and innovative types of content, while also scaling their content engine. For some teams, this means exploring new resources, like generative AI (GenAI), while others look to creating new content formats. At times, the endless cycle can feel exhausting, if not a bit maddening. 

Join Robert Rose, Chief Strategy Officer at The Content Advisory and Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Manager, Marketing Programs, Informa TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

Bring Back the Classics: Why Classic Content Captivates Audiences

Join Mark Beccue, principal analyst for AI at Enterprise Strategy Group, now part of Omdia, for a unique conversation with market experts as they discuss how generative AI (GenAI) is impacting the markets they cover. Mark will share some insights from his new study, The State of the Generative AI Market: Widespread Transformation Continues, to address how GenAI is moving into a phase of rapid market adoption. Then you’ll hear from four leading analysts on what their research and discussions with technology providers suggest about how GenAI will impact the evolution of networking, network security, data management and data security technologies and markets.

How GenAI Will Impact Your Markets, Buyers and Solutions

Every time we communicate with prospective buyers, we’re making promises, consciously or unconsciously. Get them right, and you’ll grow buyer trust and brand affinity. Get them wrong, and you risk losing confidence and consideration. If your content isn’t delivering on your marketing goals, there’s a good chance that you’re either missing the mark on what your target audience is seeking or your content isn’t coming from a source that they trust.

In this webinar, Susan Smith (Sr. Director, Product Marketing, TechTarget) and Dave Gruber (Principal Analyst, Enterprise Strategy Group) will build on the research-proven “customer promise” concept (discussed in our Creating a Memorable Marketing Message that Lasts webinar), and provide actionable steps on how to improve your content and messaging. They’ll share proven near-term content options to bolster any tech marketing program, strategic approaches for developing promises that will resonate with target audiences, and a “good, better, best” framework you can put to work immediately to better understand and engage buyers, and build buyer trust in your customer promise.

Good, Better, Best: How to Deliver Great Content Marketing Outcomes

Join Mark Beccue, principal analyst for AI at Enterprise Strategy Group, for a unique conversation with Enterprise Strategy Group market experts as they discuss how generative AI (GenAI) is impacting the markets they cover. Mark will share some insights from his new study, The State of the Generative AI Market: Widespread Transformation Continues, to address how GenAI is moving into a phase of rapid market adoption. Then you’ll hear from four leading analysts on what their research and discussions with technology providers suggest about how GenAI will impact the evolution of networking, network security, data management and data security technologies and markets.

To have any chance of driving more revenue from a set of target accounts, you first have to engage them better somehow. And because today’s self-directed buyers prefer digital content, the challenge really comes down to whether you’re able to make the necessary content to meet your engagement needs. So how do you know what’s needed for better engagement? And how do you fill any critical gaps in what you’re doing today?

Join John Steinert, CMO (TechTarget) and Greg Anderson, SVP of Client Relations (Enterprise Strategy Group) as they think together about determining what content a given buying group requires and how to help ABM teams deliver exactly that. Using real-world examples, they’ll explore insights into buying teams, proven content types for specific use cases and blind spots that many teams unfortunately fail to address before they go live. These tips are sure to fortify your ABM content foundation so you’ll be able to improve what you’re already doing and strengthen new programming from the start.

Success Drivers: Two Essentials for ABM That Wins

If you’re a content marketer, you can probably relate to that feeling of being on a hamster wheel – focused and working hard but knowing the pace is unsustainable – and needing to find an off ramp. You’re under pressure to keep your content fresh, generate content in different formats, personalize content for target buying teams, or just generate more and more assets. Or maybe you’re challenged to come up with new ideas and topics that will resonate with your audience. You (rather quickly) surmise that you don’t like being a hamster.

With all the hype around artificial intelligence, you’re probably wondering if generative AI (GenAI) can solve your content creation problems. However, many B2B tech buyers are wary of AI-generated content and, in response, are leaning into expert-authored content. So, if AI isn’t the panacea (and you don’t want to be a hamster), how do you get a sustainable stream of the right content to engage your target audience and move them swiftly to a decision to purchase your solution?

In this episode of our B2B Content Brilliance series, Lauren Whitehouse (Enterprise Strategy Group) and Susan Smith (TechTarget) talk about “classic” content – its characteristics, why you need it and how to create it for each stage of the buyer’s journey. They’ll look at the role of subject matter experts in creating this type of content and how it can make your content engine more efficient.

Classic is Cool: Lessons in Content Marketing

As organizations strive to modernize their IT environments, buyers are constantly evaluating new strategies and technologies – many of which are unfamiliar and can be difficult to assess.  Buyer-centric, useful marketing should educate buyers and reduce their confusion. The most powerful marketing gives buyers the confidence to make well-informed purchase decisions.

In this episode of Analyst Insights for GTM Actions, Principal Analyst John Grady will share results from recent research into zero-trust architectures – a notoriously hard-to-define category gaining steam as a leading cybersecurity modernization initiative. He’ll explain how marketers can leverage the research data to establish their solutions as the best option for buyers now and in the future. Whether or not you’re in the cybersecurity space, you’ll want to tune in because it’s an approach to marketing that can drive better results across a range of complicated solution categories.

Marketing Complex Categories Like Zero Trust

As buyer’s journey interactions become increasingly digital and arm’s length, sellers are struggling to get buying groups engaged. Marketing and better content can still help, but it’s getting harder. So how do you close the gap and get buying groups to actively engage with your sellers? You need an approach that will really break through, one with a level of rigor that customers can’t resist.  
 
From our globally respected analyst organization, this session, a replay from BrightTALK's ABM Summit, will show you a range of research-based techniques proven to bring more buyers to the table with you. Join Greg Anderson and John McKnight of TechTarget’s Enterprise Strategy Group™ as they talk about what your sellers need, what your target accounts really want and, of course, how to create and deliver that in your organization.

Using Analyst Insights to Engage Buying Teams

In this conversation at Infosecurity Europe 2024, in London, Todd Thiemann, Senior Analyst at Enterprise Strategy Group and his colleague Brian McKenna, EMEA Analyst Services Director share their impressions of the event.

Todd had flown over from San Francisco to attend. They talked about the dangers of deep fakery and the promise and threat of GenAI. Todd also gives a sneak peek of a major research study on securing non-human identities that he has begun. And he goes into the key takeaways of some recently published Enterprise Strategy Group research on encryption, key management, and post-quantum cryptography.

Todd Thiemann, Enterprise Strategy Group - take on Infosecurity Europe 2024

In this conversation at Infosecurity Europe 2024, in London, Bill Goodwin, Computer Weekly’s Investigations Editor and Brian McKenna, EMEA Analyst Services Director, TechTarget’s Enterprise Strategy Group share their impressions of the event.

They talked about ransomware, deep fakery, and Parliamentarians warnings about hostile states trying to influence the UK General Election on 4 July by cyber means.

Participants:

Brian McKenna
Senior Analyst, Business Applications & EMEA Analyst Services Director
Enterprise Strategy Group

Bill Goodwin
Investigations Editor
TechTarget

Bill Goodwin, Computer Weekly Investigations Editor – Infosecurity Europe 2024

Most marketing tactics fail. So much so that it’s a norm built into what and how we plan. Sometimes targeting is to blame. Often, it’s positioning and messaging and how that’s carried through into content. Usually, it’s a combination of both. Our job is to help you succeed in constantly changing technology markets. We help you to stay ahead of your competition by keeping you up to date on how your buyers think and what they’re thinking about right now. Then we show you how to inject that into everything you do.

In this edition of our Analyst Insights for GTM Actions webinar series, featuring Enterprise Strategy Group’s Dave Gruber, will look closely at what recent managed detection and response (MDR) research reveals about the state of the market and how technology vendors and managed service providers can use that to better position and promote their products and services. Whether you are a startup or an established player, in cybersecurity specifically, or frankly any market, this webinar will deliver information and techniques you can learn from and leverage in your own practices.

Analyst Insights for GTM Actions: Lessons Learned from Security Buyers

To attract their share of attention, every smart marketer should try to leverage what’s hot in the market. But thoughtful strategic teams understand that, beyond trend-chasing messaging, there’s serious work to be done to properly assess and refine solution positioning. So as buyers do more and more research on their own (and their attention gets harder to earn), most GTM teams need to seek better input. They know they need better ways to ensure that what they say and what they intend to do will align more proactively and productively with what their target accounts are really looking for, both from a content perspective and with respect to the solutions they’re bringing to the market.

That’s exactly what we’ll be discussing in this episode of our Analyst Insights for GTM Actions webinar series. Join Enterprise Strategy Group Principal Analyst Mike Leone as he shares revealing recent research about buyers and the state of their GenAI thinking. As always, the purpose of the session is to clarify what GTM teams should be doing! So, we’ll cover both how product teams should be thinking about this fast-moving space and how marketers can leverage the data to better engage buyers on what they truly care about right now. Beyond the buzz, our aim is to give you a significantly clearer blueprint for capitalizing on this hot topic that’s sure to become even hotter moving forward.

Using Market Research to Build a Differentiated GenAI Story

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this new webinar series, B2B Content Brilliance we’ve gathered the best minds in B2B content and we’ll be exploring content from every possible angle, from using research to graphic design, and much more. In episode one, John Steinert (CMO, TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

Your GTM’s competitive effectiveness depends on the insights you have for fuel. To better connect your solutions to real buyer needs ─ and do it in ways that support them throughout their buyer’s journeys ─  you must address product-market-fit, solution gaps, buyer challenges and more. So, while input from your own campaigns and website provide a solid start, to deliver the digital content your buyers need today, you need to do far better.

In this replay from Reach 2022, John McKnight, EVP, Research & Analyst Services at TechTarget’s Enterprise Strategy Group, takes an in-depth look at how GTM teams should tap into quantitative, qualitative, and the best sources of behavioral data to generate positioning, messaging and asset deliverables that win. As a special guest feature, we’ll also hear from TechTarget’s Chief Content Officer, Kelley Damore, as she highlights how her world-leading enterprise tech editorial team uses its own approaches at massive scale.

Fuel Your GTM with Credible, Data-Driven Content

As environmental, social, and governance (ESG) initiatives gain importance within IT organizations, technology vendors must keep pace or risk being left behind. In fact, recent Enterprise Strategy Group research shows that 85% of organizations have eliminated a potential technology supplier due to ESG concerns.

Join us for a replay of this conversation with a panel of experts from TechTarget’s Enterprise Strategy Group—backed by fresh data on the topic—dig deeper into how ESG impacts IT buying decisions, why it matters for your brand, and how vendors can effectively convey ESG-oriented messaging and value propositions with their content marketing strategy.

The Impact of Sustainability on IT Buying Decisions

Think about your buyers. Buying a solution for their company is a complicated, risky proposition. To even begin a real buyer’s journey, they’ve got to be experiencing a big enough issue that it’s worth the effort. And they’ve got to be solving a big enough problem that it’s worth the resources of everyone involved. That’s the reality that you’re selling into – the difficult buying team work necessary to move from a big problem to a successful solution. By helping buyers move through this process, great content accelerates it and increases your chances of winning. So what exactly is that content? Why do most organizations struggle to produce it? And how can your team do better?

In this webinar replay from TechTarget's Virtual Event, Reach,  John McNight, Senior Vice President, Research & Strategy at TechTarget’s Enterprise Strategy Group (ESG), will help you better understand and navigate the needs and challenges surrounding creating the content you need to win. He’ll cover the organization issues you face, the essential elements of the content itself, and the operationalization of a content engine that can better deliver for your prospects and your company.

What is Great Content for Buyers and Why’s it So Hard?

The modern tech buyer is under more pressure than ever to prove the ROI of current and future tech investments. Buyers want to be confident that a solution will deliver on their needs and do what it promises. For tech vendors to successfully engage buyers, they need evidence and independent confirmation that backs up their claims. This is where assets like third-party validation can be an incredibly valuable asset in a vendor’s content library.  

In this webinar, Mike Beaudet, Enterprise Strategy Group’s SVP for Strategic Client Campaigns and Programs sits down with Infinidat CMO Eric Herzog to discuss why Infinidat turned to Enterprise Strategy Group to develop third-party validation for their core solutions. He’ll share what goes into an effective third-party validation and how they’ve used this asset across their GTM teams to drive more buyer engagement and increase sales velocity. Eric has been a customer of Enterprise Strategy Group not only at Infinidat, but as CMO of IBM Storage, SVP of Product Management and Product Marketing at EMC/Dell, and CMO at six storage startups.

How Infinidat Drove Pipeline Through Third-Party Validation

Since ABM was conceived to drive more revenue from a set of target accounts, it’s a strategy that aligns naturally to RevOps thinking. But while RevOps can point you strategically towards investing more aggressively on specific accounts, most companies have yet to drill into how to best operationalize that at the organizational and tactical levels. In this webinar, we’ll connect a RevOps mindset directly into specific ABM program resourcing and tactic choices that are proven to deliver better top- and bottom-line outcomes. Today more than ever it’s not about growth at all costs, but rather smart growth and retention strategies where ABM and RevOps are both critical.
 
Join RevOps expert Karen Steele (ex-CMO, LeanData; ex-CMO, Near; ex-interim CMO, Sendoso; founder of Alloy and fractional CMO) and our own John Steinert as they explore connections between RevOps and ABM and apply them to operationalization topics that you can leverage. We’ll look at outsourcing from both strategic and tactical angles and share specific examples to include targeted gifting, content creation, intent data driven targeting and lead generation at scale.

How Do RevOps, ABM, Outsourcing, Intent Data and Gifting All Go Together?

The terms “ABM” and “data-driven” are thrown around frequently in sales and marketing planning sessions – and for good reason. In today’s volatile economic climate, building and sustaining relationships with the right accounts is more important than ever before. But creating an effective ABM campaign can be challenging — especially when it comes to pinpointing the right sources of data to define your target accounts, hone messaging, and ensure you’re reaching the best-fit customers. 
 
Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for a closer look at how to intelligently leverage a range of data sources to shape your ABM planning. With a laser-focus on data-driven Go-To-Market, these two revenue leaders will share the latest research and guidance on tapping into technographics, purchasing intent data, and ultimately, enriching your ABM strategy for success. The experts will discuss: 
• Leveraging technographics to determine your TAM and ICP 
• Crafting a dynamic audience list for your ABM campaign
• Using intent data to hone your messaging for maximum impact
• Ensuring your ABM plan delivers the desired results

Whether you’re new to ABM or looking to enhance your existing strategy, this webinar equips you with critical insights for a winning Go-To-Market. Join us!

The Art of ABM Planning: Tapping into Intent and Technographics

You’ve likely heard of Atlassian, the software company helping unleash the potential of every team. It should be no surprise that their tools have soared in popularity - innovation is clearly a part of their DNA. This knack for invention rings true inside their organization too. At the helm of Atlassian’s marketing organization are three leaders who are laser-focused on generating real ABM results. With their unique approach to planning, orchestrating, and measuring ABM, this team has charted a new path for revenue potential. 

Join Dara Such, TechTarget’s VP Customer Enablement & Data Strategy, as she sits down with Atlassian’s Helana Zhang, Head of Global ABM, Preethi Ramanath, Enterprise ABM Team Lead, and Mary Souza, Sr. Marketing Operations Manager. During this live conversation, they’ll peel back the curtain and dive deep into the inner workings of Atlassian’s ABM strategy. You’ll walk away with a tangible example of how to better leverage people, processes and technology for ABM.

Speakers: 
Preethi Ramanath, Enterprise ABM Team Lead (Atlassian)
Mary Souza, Senior Manager Marketing Operations (Atlassian)
Helana Zhang, Head of Global ABM (Atlassian)
Dara Such, Vice President Customer Enablement & Data Strategy (TechTarget)

Insights and Intelligence: Atlassian’s Approach to ABM

Successful ABM programs require thoughtful planning every step of the way. From collaborating with Sales on account selection to establishing the right campaign KPIs, there are a range of key milestones that ABM practitioners must hit to execute well. And yet, despite all that work, content and content delivery can often be an afterthought.

If the goal of ABM is to generate the right account engagement to drive revenue, the content format, targeting and delivery method is incredibly important. Join BrightTALK's Senior Director, Product Management & Marketing, David Edwards, and Senior Director of Marketing Programs, Olivia Dassler, for in-depth guidance on how webinars fuel ABM effectiveness. They’ll break down how buying teams actually want to consume content, ways to generate deeper engagement with your webinars, content creation best practices and tactics for activating sales around webinar engagement signals.

Better Webinars. Better Engagement. Better ABM.

By definition, ABM that doesn’t capture more revenue from target accounts doesn’t cut it. And, while there’s been a focus on increasing ABM’s marketing effectiveness, much less discussion has really drilled into the absolutely essential revenue team components of these target account strategies. To win with ABM, we all need to take a much closer look at how to help our revenue organizations do even better with these high-potential accounts.
 
Join John Steinert, CMO of TechTarget, as he sits down with the globally recognized industry expert Mary Shea, Ph.D., now the co-CEO of leading RevTech solution-provider Mediafly. They’ll go deep on how revenue enablement thinking and actions should inform your target account programs, to ensure you drive all the revenue you possibly can.

A Musicologist's Take on Better-Orchestrated Target Account Programs

ABMers have made great strides in recent years. Business leaders no longer question whether to invest in ABM. Now, they debate account coverage, scale, and optimization.

But ABM leaders still struggle with sales alignment, campaign customization, and keeping up with constant disruption. While ABM programs deliver significant improvements in engagement and revenue, the full potential is far from realized. How can we change that?

The 6th annual ABM Benchmark Study from Momentum ITSMA and the ABM Leadership Alliance provides great insight into the current state of program development and what sets successful campaigns apart from the rest.

Join Rob Leavitt and Adam Bennington for a deep dive into the new study and to learn the six key initiatives ABMers should emphasize in 2023 and beyond.

They will discuss:

- Program objectives and budgets
- Business metrics and impact
- Top tactics and challenges
- Priorities for 2023 and keys to longer term success with account-based growth

Building on ABM Success: Six Keys to Long-Term Success

Being a seller in today’s uncertain economic climate is hard. Your sales cycles are getting longer, prospects are ‘ghosting’ you and it’s difficult to know where to prioritize your sales efforts. This is where intent data can help. In this session from TechTarget's ROI summit, panelists will explore how the right data can help sellers identify the right accounts and buying groups, tailor outreach and engage buyers with a competitive edge. 

Panelists: Jeff Hocking, Senior Sales Development Manager (Akamai Technologies), Ian Cook, Account Development Executive (Trend Micro), Thea Haaland-Hawkings (Veracode), Ben James, Director of Sales Development (TechTarget), Sean MacKinnon, Director, Customer Success (TechTarget)

Leveraging Intent Data to Make Your Sales Game Stronger

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. 

In this session from TechTarget's ROI summit, Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement, shares 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

Focus: ABM Power Tactics

As buyer’s journey interactions become increasingly digital and arm’s length, sellers are struggling to get buying groups engaged. Marketing and better content can still help, but it’s getting harder. So how do you close the gap and get buying groups to actively engage with your sellers? You need an approach that will really break through, one with a level of rigor that customers can’t resist.  
 
From our globally respected analyst organization, this session will show you a range of research-based techniques proven to bring more buyers to the table with you. Join Greg Anderson and John McKnight of TechTarget’s Enterprise Strategy Group™ as they talk about what your sellers need, what your target accounts really want and, of course, how to create and deliver that in your organization.

Account Based Marketing

B2B Marketing

Marketing

Marketing Analytics

Marketing and Sales Alignment

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Content Marketing

Analyst

Analyst Research

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Using Analyst Insights to Engage Buying Teams

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