Name: Perpetual Idea Machine: Square’s Audience-Centric Approach to Predicting Trends on a Global Scale
Start: 2025-05-28T16:00:00Z
End: 2025-05-28T16:00:37.000Z
Location: BrightTALK
Rating: 2

Industry Dive is an award-winning business journalism company with a reach of 14+ million readers
in 36 of the most dynamic industries. We dive deep to deliver news, insights, and in-depth analysis to
keep business leaders up-to-date with the latest trends in their industry. We offer marketers access to
our targeted audiences and first-party insights to accelerate their goals.

Today’s buyers consume, on average, 12 pieces of content when researching a purchase. When producing relevant and valuable messaging is this critical, how do you create the right assets to address every prospective buyer’s needs at every stage?

As the leading B2B webinar and video provider, the Informa TechTarget team has learned a thing or two about creating content that converts. Join us as we demonstrate how to build a well- balanced asset library that blends rich and static media throughout the buyer’s journey. We'll teach you to leverage different content types and demonstrate how to build a robust editorial calendar to create meaningful marketing touches as your buyers progress deeper down the sales funnel.

Mapping B2B Content to Each Stage of the New Sales Funnel

The marketing playbooks we’ve used for years just aren’t working anymore. Buyers don’t fill out forms. MQLs are outdated. ABM programs aren’t showing the ROI. SDRs aren’t making quota. Pipeline requirements are up but budgets are down. We can’t keep doing the same thing and expecting better results.

We need a new playbook for B2B. In this lively keynote discussion, John Steinert (Informa TechTarget CMO), and martech guru Jon Miller, former cofounder of Marketo and founder/CEO of Engagio, will discuss the four pillars of the New B2B Go-to-Market Playbook, including practical tips you can use in your organization right away.

Nothing Works Anymore: Why B2B and ABM Need a New Playbook

Volatility is back with a vengeance. Between on-and-off tariffs, mounting recession fears, and rising geo-political tensions, industries across the board are either bracing for impact — or already picking up the pieces. 

But we’ve seen this movie before. And the lessons we’ve learned from the brands that grew through the turbulence of the COVID-19 era ring true: When circumstances change by the hour, only the agile will succeed.  

In this episode of our B2B Content Brilliance webinar series, learn from Lieu Pham (VP of Strategy, Brand & Content Group, Informa TechTarget) and Travis Gonzalez (Strategy Director, Brand & Content, Informa TechTarget) on how today’s content marketers can stay data-driven and strategically nimble to meet their audiences with reactive, hyper-current solutions.

Volatility’s Return: Pulling Off Reactive Content With Real-Time Data

For savvy ABM marketers, the marching orders are clear: Swiftly build brand salience across multiple verticals simultaneously with compelling thought leadership – before your competitors get there first. In a recent Edelman x LinkedIn study, 47% of buyers reported that thought leadership led them to discover and ultimately purchase from a company that was not considered to be among leaders in a particular category. So, it’s no surprise that according to a report by Martech.org, 61% of ABM practitioners tailor content to specific industries.  

Join Informa TechTarget’s Travis Gonzalez (Director of Strategy) and Connor Flanagan (Director of Revenue Marketing) as they explain the importance of adopting a multi-vertical ABM strategy. You'll learn how to shift into a de-risked, hyper-effective ABM strategy that yields results and helps your brand break into verticals where your messaging is resonating.  

In this session, you’ll learn how to: 

- Avoid being ‘too-narrow’ with ABM by adopting a multi-vertical strategy  
- Own vertical-specific conversations that demand attention and convert 
- De-risk your ABM investment

Narrow ABM is Costing You: Why It’s Time for Vertical Expansion

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.  

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.  

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.  

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.  

In this session, you’ll learn how to: 
- Adapt your ABM messaging strategy to address a self-service buyer mindset 
- Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest 
- Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline

Ownable Conversations: Winning with ABM in the Self-Service Era

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?

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

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

Dive into episode 2 of studioID's investigative marketing series: Into the Funnel. In episode 2, our resident experts Lieu Pham, VP of Global Strategy, studioID and Travis Gonzalez, Strategy Director, studioID, explore how brands can push the envelope on creativity within the B2B marketing space alongside special guest Kate Light, Content Director at studioID and moderator Lauren Smith, Editor-in-Chief, springboard.

How Can Brands Push the Envelope on Creativity within B2B Marketing?

The most successful content marketers don’t react to audience trends and issues. They predict them — and set them — to keep their unique segments one step ahead with solutions-based content.

Get actionable tips from Travis Gonzalez, Strategy Director, studioID (Informa TechTarget), as he sits down with Mallory Russell, VP, Global Content Marketing (Square), to present a masterclass on the audience-centric approaches that have cemented Square as a trusted partner for their global community.

Marketers will learn how to:
- Implement novel models to predict and set trends for their diverse audience segments
- Deliver solutions-based content that effectively addresses trends for both local markets and on a global scale
- Adopt an empathy-first approach that involves your audience in the creative process via real-life interactions and digital simulations alike

Perpetual Idea Machine: Square’s Audience-Centric Approach to Predicting Trends on a Global Scale

Without a strong content-sales connection, how much ROI are you leaving on the table?

Empower your sales team with content campaigns designed to run the full funnel, from driving awareness to winning deals. Get actionable tips from Industry Dive’s Jane Qin Medeiros, GM, Brand and Content, Informa TechTarget and UPS company Roadie’s Will Walker, Senior Manager, B2B Marketing.

Marketers will learn how to:
- Bridge the gap between content and sales with best practices for content-driven sales workshops, enablement materials, and beyond
- Design full-funnel campaigns that thread intangible brand values — like sustainability — into tangible sales results 
- Rethink their approach to generating ROI to boost results at every stage of the funnel

Sales, Empowered: A Roadie Masterclass in Full-Funnel Campaigns That Win Deals

Boldly go into 2025 with a content marketing strategy tuned to the latest expert-led forecasts. 

Thousands of marketing leaders have spoken. Combined survey data from studioID and Content Marketing Institute reveals both seismic shifts and ‘back-to-basics’ reversions for the industry this year. Join us to get ahead of the most crucial trends and challenges coming your way.

Join our expert panel to:
— Leverage the most critical trends spurred by changing audience consumption patterns and platform updates on key channels like social, search, and beyond
— Harness AI’s best use cases while avoiding content blanding and distrust
— Apply findings & recommendations within the context of broader societal shifts

2025 Content Marketing Predictions (And How to Navigate Them)

Dive Into Episode 1 of studioID’s Investigative Marketing Series: Into the Funnel. 

In each episode, Lieu Pham, VP of Global Strategy (studioID by Industry Dive) and Travis Gonzalez, Strategy Director (studioID by Industry Dive), will explore the big questions impacting marketers today and offer some perspective on those challenges. For our first topic, we're delving into how marketers can drive long-term growth sustainably, with special guest Robin Re, VP of Marketing (Industry Dive).

How Do You Drive Long-Term Sustainable Growth In Marketing?

Dive into episode 3 of studioID's investigative marketing series: Into the Funnel. 

In episode 3, our resident experts Lieu Pham, Lieu Pham, Vice President, Strategy, Brand and Content Group (Informa TechTarget) and Travis Gonzalez, Strategy Director, studioID (Informa TechTarget), are joined by Ellen Gerstein, Senior Director of Digital Communications (Pfizer) for a crash course in becoming a brand your audience can depend upon. 

Watch now to learn how your marketing team can: 
- Refine your approach to personas to choose conversations that will resonate most 
- Double down on credibility + transparency to thwart your competitors and become a go-to source 
- Establish + track KPIs to actively measure your progress toward building trust

How Do You Use Brand Storytelling to Build Lasting Trust?

In 2024, the marketer who knows their B2B audience best will always win. Get your intel straight from the source.

Join Industry Dive’s VP of Global Strategy and NetLine’s General Manager as they reveal the most critical findings surfaced by their first-party consumption and intent data from over 20 million B2B leaders.

Marketers will leave this session with exclusive audience data and advice to:
- Craft winning content and demand strategies tailored to the habits and preferences of today’s B2B decision-makers — including specific analysis of what captivates the C-suite
- Grasp the modern buyer’s journey and expertly develop approaches and asset mixes to match
- Understand how hot topics like genAI fit into the equation

The State of B2B Marketing: What 20 Million Leaders Want

Content Marketing

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B2B Content Marketing

Artificial Intelligence

Branding

Brand Positioning

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Perpetual Idea Machine: Square’s Audience-Centric Approach to Predicting Trends on a Global Scale

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