Name: Marketing Complex Categories Like Zero Trust
Start: 2024-02-21T17:00:00Z
End: 2024-02-21T17:00:53.000Z
Location: BrightTALK
Rating: 5

Hear from analysts and researchers as they provide expert opinions and learnings on how B2B marketers and sellers can better engage IT buyers.  

About us: TechTarget’s Enterprise Strategy Group is an integrated technology analyst, research and strategy firm providing market intelligence and actionable insight to the global technology community. 

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

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

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

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

As technology marketers competing for buyers’ attention in crowded and constantly changing markets, all of us need secret weapons to stay ahead. That’s what we share in each episode of our Analyst Insights for GTM Actions series. In every show, we point out approaches you can use to gain an edge in marketing and related uses cases. Using specific examples, we go through how to turn observations from research findings into actions you can take in your business, no matter the size of your team or maturity of your company.

This edition, featuring Enterprise Strategy Group’s Jon Brown, will pair analysis of recent observability and AIOps research with prescriptive, forward-looking advice on how to use this kind of insight to better position and promote your own products in the presence of accelerating market changes.

Leveraging Market Trend Data to Out-Market Your Competition

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.

Using Analyst Insights to Engage Buying Teams

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. Introducing our Analyst Insights for GTM Actions webinar series. Each session is conceived to share with you an example of the very latest insight about buyers in a particular enterprise technology category and connecting that with expert actions that your GTMs can take on it.  
 
This edition, 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

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 BrightTALK's Reach Summit, join John McKnight, EVP, Research & Analyst Services at TechTarget’s Enterprise Strategy Group, for 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.

Analyst Insights for GTM Actions

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

Marketing

Demand Generation

Technology Marketing

Analyst Research

Zero Trust

Cyber Security

Buyer Journey

IT Modernization

Solution Marketing

Strategic Marketing

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