Name: The MQL is Dead: Why and How to Focus on Buying Groups
Start: 2022-09-29T13:00:00Z
End: 2022-09-29T13:01:04.000Z
Location: BrightTALK
Rating: 4.9

Marketing experts share tips and best practices for achieving success with email, social media, demand generation, mobile marketing and other trending topics.

Part of what makes creating great content so challenging for marketers is the need to continuously engage and excite buyers. Finding new story ideas within the confines of a market, topic or product can feel near impossible – and failed attempts often result in decreased engagement. Similarly, journalists are constantly on the hunt for their next story or angle within the confines of their beat. What if there was a way to shift our thinking from merely creating to discovering compelling stories, much like a journalist does? 

In this episode of B2B Content Brilliance, Fiona O’Connor (Sr. Manager, Informa TechTarget) sits down with Bridget Botelho (Editorial Director, News Department, Informa TechTarget) to learn more about a journalist’s approach to finding stories and how B2B marketers can adopt a similar mindset to elevate their content, drive more engagement and convert buyers.

Think Like a Journalist: Finding Great Story Ideas

“Quality might not always be the right answer, but it’s always the right question.” As B2B buyers’ hunger for video content continues to grow, many marketing teams are looking for better ways to fuel their video content engine – and, often, the search for quality is a driving force. Yet there are other factors to consider in the quest to create video content that meets your objectives, whether you’re creating video in house or looking for a partner to fill the gaps.

Join Susan Smith and Jeff Kunken (Informa TechTarget) and BrightTALK's Greg Johnson as they discuss how video quality and content goals intersect and what you need to know to choose the right video services. They’ll tap into decades of combined experience to share how to set the right objectives for your video content and set your team up for success. Plus, they’ll break down different types of video services and budgeting strategies, how a good vendor compares to a true partner, and when to engage them.

The Quality Question: Vendors, Partners and Understanding Your Video Objectives

Quick: you only have seconds to capture a buyer’s attention. What story do you tell? That’s the challenge facing marketers today. In a noisy marketplace, how can you create content that makes your brand stand out in less time than it takes to microwave a burrito? 

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the webinar series pulling back the curtain on B2B production in the marketing world. In this episode, we’re sharing best practices for using video and animation to maximize your social media strategy. From managing the classic “thought leadership” vs. “sales-y” tightrope to developing modular content that can go the distance, our experts will share plenty of tips and tricks to help you stop the scroll.

Video that Clicks: Creating Content for B2B Social Media

When it comes to B2B video content production, design and marketing folks often throw around the saying, “perfection is the enemy of progress.” But when we think about visual content, great execution goes hand-in-hand with success. Creators must then find a way to balance quality with scale, amidst the pressures of limited time and budget.  

In this webinar, join Fiona O’Connor (Sr. Manager, TechTarget) and Ben Hillman (Executive Producer, Paddle) as they discuss the realities of B2B video production and what it takes to create great videos. Discover how Ben and his team at Paddle build high-quality content to attract and engage their target audience, so you can bring these tactics into your own video program to generate real ROI, no matter your budget.

Perfection vs. Scale: Achieving Balance in B2B Video Production

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

A great presenter can elevate a brand faster than almost anything else, but identifying the right speakers can be difficult for even the most experienced program planners. Plus, once you've identified your perfect presenter, how do you even get them on board?

In this episode of BrightTALK’s Build a Better Webinar series, we’ll dive into all things speaker recruitment. From identifying and cultivating both internal and external presenters to templates for making and tracking your requests, we’ll cover everything you need to build and maintain a bench of expert talent.

Build a Better Webinar: Recruiting Speakers

In this edition of B2B Content Brilliance, TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

Our latest strategic session in this series examines the importance (and challenges) of using graphic design to help successfully communicate promises of value. The goal is to aid marketing and business leaders like you in identifying substantive design gaps and the impediments standing between where you are and where you want to be. We look to help you better recognize these, consider them, and articulate them to other leaders towards successful implementation of business-critical improvements.

Good Design is Good for Business

It’s amazing to realize that Forrester research shows Millennials and Gen Zers made up 71% of B2B buying teams in 2023. What’s more, their clear preference for video-based content means that in your content portfolio, video is absolutely critical as a source of information for B2B decision making and vendor selection. And our own research shows clearly that busy executives are also consuming more video: Across tech buyers, 48% say webinars and 31% say video are the most important media formats they use to build a vendor shortlist. Suffice to say that in the absence of a good video-based content strategy, marketers will struggle to capture these buyers’ attention, get on their short list and influence their purchasing decisions.  

In the next episode of B2B Content Brilliance in Action, join Jeff Kunken (Vice President Integrated Solutions, TechTarget) and Susan Smith (Senior Director, Product Marketing, TechTarget) as they discuss how to design effective video-based content and overcome common impediments to creating a successful video-based content strategy. Jeff will draw from his experience at the Sundance Channel and IconicTV and share examples of how BrightTALK’s Studios team develops compelling video, webinars and virtual events for our customers. You’ll walk away with practical tips on how to create a library of effective video content, within your budget and timeframe, that successfully engages buyers and communicates your solution’s value.

Drive Better Buyer Engagement with Video

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

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

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

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

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 VP of Content and Market Insights 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 the Data

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

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

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

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

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

Modern B2B marketing and sales teams face more pressure than ever before to drive true buyer engagement and maximize revenue opportunities. To drive the most pipeline and closed business, revenue teams must continue to adapt how they identify, pursue and manage real opportunities. 

Join our esteemed panel of demand gen experts as they explore the shortcomings of the traditional lead gen model and offer a framework for always-on, adaptable demand creation. In this keynote, you’ll walk away with:

*How to reorganize demand activities around buying groups rather than individuals.
*Best practices for aligning marketing and sales teams for better end-to-end opportunity management.
*How organizations are achieving almost 2x conversion rates and accelerated pipeline by focusing on buying groups.

Speakers:
Olivia Dassler, Director of Marketing Programs (BrightTALK)
Sarah McConnell, VP Demand Generation at (Qualified)
Tyler Lessard, VP Marketing (Vidyard)
Sara Ramlo Larsen, VP Marketing (Wolters Kluwer Health)

Modern Demand Strategies for Maximizing Opportunities in Today's Market

As the leading digital infrastructure, data management and analytics, and digital solutions provider, Hitachi Vantara supports a diverse range of clients. So, their demand generation strategy must be tailored and adaptable when deploying across their GTMs.

Join Fiona O’Connor, Sr. Content Marketing Manager at TechTarget as she speaks with Vasanth Rajasekar, Digital Experience Manager, Global Campaigns at Hitachi Vantara for an in-depth chat about demand gen strategy and execution. You’ll learn how Vasanth and team take a dynamic approach to demand gen that results in leads that better convert to meetings and opportunities.

How Hitachi Vantara Books More Meetings with an Adaptive Demand Gen Strategy

Recently there’s been a lot of discussion in ABM and demand gen circles about buying teams – particularly around how to identify, engage and help bring the different members together. For Sales, the concept of targeting buying teams isn’t new. Sellers have long worked hard to influence buying group constituencies more effectively. In this webinar, we’ll hear two sales experts discuss how they use multi-threading to accelerate their own success. Your sellers will find this useful in optimizing their own approaches. Your marketers will gain insight into how their efforts can best support and complement sales actions.

Multi-Threading: How Sales Acts on Buying Teams

In the digital age, the benefits of webinar-based demand gen strategies are clear. Companies of varying sizes and structures are tapping into this engaging content format to break down complex ideas, draw in prospects, and grow customer relationships. But is the success of a webinar program just about sharing great content? 

In reality, a true revenue-driving webinar program requires advanced planning and coordination across your entire commercial team. Join members of BrightTALK’s closely integrated marketing, sales, and customer success teams for a deep-dive into our demand generation playbook. They’ll talk through how to align during every stage of a webinar program to drive the maximum revenue potential from video-based engagement.

The ABCs of Webinar Lead Generation

With the rise of “digital first” buyers, combined with evolving data and measurement techniques, B2B GTM teams need to rethink the role of digital advertising within demand gen and ABM. Whether broadly maximizing penetration of active demand or pinpoint targeting of smaller lists of ABM accounts, digital advertising is imperative for reaching buyers early and delivering continuous influence across the buyer’s journey. 

In this session, we’ll look at how digital advertising, when paired with intent data, will help you find, prioritize and engage the right buying teams at scale to better support breakthrough results across demand gen and ABM programs.

Redefining the Role of Digital Advertising in Demand and ABM

ActZero.ai is a cybersecurity startup that businesses turn to for ransomware protection and 24/7 endpoint security. With clients across a range of verticals, including manufacturing, healthcare and financial services, ActZero.ai’s demand generation team must be tailored and adaptable when deploying their content strategy.

Join Olivia Dassler, Director of Marketing Programs at BrightTALK, as she sits down with Tosan Martey, Director of Demand Generation at ActZero.ai, for an in-depth fireside chat about content development and execution. Tosan will shed light on how to leverage a well-researched and versatile approach to content. Instead of traditional, reactive content plans, Tosan and team proactively nurture prospects and customers to build predictable pipeline and revenue.

How ActZero.ai Creates More Pipeline with a Proactive Content Strategy

Research shows that people forget 90% of your content after 48 hours. So how can they act on your message if they only remember a tenth of it? How do you even know which tenth they’ll remember? 

Drawing on neuroscience insights, Dr. Carmen Simon shares practical techniques to help you create memorable and actionable messages. Join this session to learn the latest neuroscience research, based on both cognition and emotion, to understand why memory is mandatory in business and how to create memorable and actionable content. After all, what is the use of memory if people don't act on it? 

Join this webinar to learn how to:
*Create consistent mental models to impact precision memory
*Appeal to the brain’s two pathways to attention and memorability
*Offer content that people like and want (liking and wanting are two different networks in the brain)

The Neuroscience of Memorable Content

Even in B2B, brand is paramount. It's how we get on the list for purchase consideration, build long-term connections with buyers, and extend our relationship into new areas. And true thought leadership can be a critical part of building a brand, especially when delivered by your people. By offering fresh perspective and credible expertise, your brand evangelists give you a competitive edge to win more mindshare and close more deals. That said, it’s a different kind of content often delivered via channels outside of the realm of focus for most teams. 

Join Jeff Kunken, VP of Creative Accounts (BrightTALK) as he sits down with marketing powerhouses to explore how building a strong personal brand helps leaders compete in an ever-changing economy. They’ll discuss how true thought leadership helps maximize marketing influence, nurture target accounts, and bring in additional revenue by broadening your sales funnel.

Speakers:
Host: Jeff Kunken, VP of Creative Accounts (BrightTALK)
Mary Shea, PhD, VP, Global Innovation Evangelist (Outreach)
Mario Martinez, Jr., CEO and Founder (Vengreso)

The Intersection of Your Brand, Reputation and Sales Results

Buyer behavior has evolved rapidly in the last decade. B2B buyers have embraced video-based content consumption in recent years and the emergence of new technologies has made creating content easier and cheaper than ever before. 

Today’s marketers need to leverage data to their advantage if they expect to stand out in our crowded B2B space. Join BrightTALK’s marketing leaders as we explore how professionals are consuming omnichannel content, outline proven tactics to drive increased demand, and demonstrate best practices for successful webinar, video, and virtual event programs. Learn not only how and where buying teams conduct pre-purchase research, but how marketers can operationalize those insights to best reach and educate their audience.

Using Audience Insights to Drive Value at Scale

There is one thing that every marketer must face and that is content will never be a differentiator. However, your approach and process to content just might be. Let’s discuss how modern brands are actually creating competitive advantage with a systematic approach to creating, managing, activating and measuring content. Let’s explore a step by step approach to building the right content operation.
 
You’ll learn:
*Examples of evolutionary approaches for building ecosystems of content, rather than siloed channels
*A step by step approach for how you can develop a B2B content operation that differentiates your business
*How an intelligent content operation provides the foundation for a measurable content strategy

Content Strategy As Competitive Advantage In 2023

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.
 
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.

Fuel Your GTM with Credible, Data-Driven Content

Service Express is a rapidly growing global tech services provider based in the Upper Midwest. To power their success, they’ve had to build successful demand generation and ABM capabilities from the ground up, and Intent Data’s been an important part of that. 

Join us as John Steinert, TechTarget CMO, talks with Nate Spurgess, and Reyni Warsen from Service Express, about how people have been critical to their build, as part of their own teams, with respect to the other members of their go-to-market organization, and, through their use of intent data, in their market understanding, their targeting, messaging and content, and both inbound and outbound motions alike.

Building Demand Gen is Still a People Business

With so much efficiency-oriented technology being added to today’s stacks, a service provider often gets called in to help figure out how to actually make ROI happen. Hear from B2B Fusion Group’s Jon Russo as he discusses how Intent Data and his practice are coming together through systems and process improvements to deliver substantive, dependable ROI for clients.

How a B2B Marketing Service Provider Helps Clients Adopt ABM and Adapt to Intent

Hear from TechTarget’s own award-winning Customer Success experts as they bring you insights – major fails and fixes – from more than 6 years of intent data implementation leadership with thousands of users across the world’s greatest and fastest growing tech company go-to-market teams.

Adopting and Leveraging Intent: Lessons from Thousands of Users

Buyer interactions across the sales cycle have increased significantly - yet sales reps only spend 18% of their time engaged with buyers. In response, many teams are pumping up sheer outreach volume - a short-sighted approach that is killing potential deals and long-term revenue.

This webinar proves the key to more revenue is not more touches, but improving the quality of every touchpoint you do have. We'll show you how with just a 5% improvement with each interaction, you can increase your chances of winning a deal by 67%.

Watch now to get key insight and guidance to:
*Strike the right balance between volume and quality in outreach and cadences
*Learn how to leverage intent data insights to increase touch quality
*Identify and avoid "deal killers" that are preventing you from maximizing account revenue

Moving Beyond Activity: Increase your Focus on Quality Interactions and Yield

Unlike “slow twitch” firmographic, demographic, and technographic data that changes quite slowly, “fast twitch” prospect-level intent data changes all the time. That’s part of why campaign people and SDRs love it. But deeper inside a high-quality intent data feed, there’s a whole lot of information about market patterns and organizational change that people like your planners and portfolio marketers can really leverage to help them optimize their whole GTM. 

Join Rebecca Kitchens, TechTarget’s Executive Publisher as she shows how intent analyses enhance her customers’ visibility into and understanding of the real demand activity in their markets.

Intent Monitoring for Strategic Purposes

Many revenue teams see the value of intent data in an ABM strategy. If you’ve dabbled with using intent data to drive some targeted advertising efficiencies, that’s a good start. But that’s really just the tip of the iceberg when it comes to fueling ABM results through intent data. 

Join TechTarget’s CMO John Steinert as he looks closely at what real ABM success should mean ($$$) and how real intent data can support better content, better engagement, better conversion, better opportunity identification and even better opportunity creation.

Using Intent Data to Improve ABM Outcomes

Reach 2022: Intent. Content. Demand.

Perception acts as a lens through which we view reality. Our perceptions influence how we focus on, process, remember, interpret, understand, synthesize, decide about, and act on reality. In doing so, our tendency is to assume that how we perceive reality is an accurate representation of what reality truly is. 

From April through July 2022, we ran our annual TechTarget Media Consumption study and asked a portion of the survey to 150 IT B2B Marketing Managers and Directors to see their perception of how IT buying teams move and research throughout the buy cycle.  In this presentation, we look at the results and answer the question, "Are marketers' assumptions of the buyer behavior really a mirror of what buyers' are doing?"

Join us as we review this new European research and then talk directly to a panel of IT Directors on their experiences of the buying process.

The IT B2B Marketer vs. The IT Pro:  Does Buyer Perception Mirror Reality?

There’s undoubtedly a lot of hype surrounding the use of intent data to propel marketing and sales activity. Within the technology space, data is powering some key functions to accelerate prospect engagement and build more pipeline.

In this session, TechTarget’s regional director of client consulting will showcase the five top use cases where intent data is delivering measurable ROI. Additionally, she’ll be joined by an APAC technology marketing leader to shed light on how data is transforming the way marketing works and how it contributes to overall business. Attendees will walk away with a solid framework for building an intent data business case or fine-tuning how they currently utilize data within their organization.

Intent Data in Action Across APAC: 5 Use Cases You Should Know

Think about your buyers. Buying a solution for their company is a complicated, risky proposition. That’s the reality that you’re selling into – by helping buyers move through the research process, great content accelerates it and increases your chances of winning. So what exactly is that content? What type of content do buyers prefer? And how can your team do better to produce them?

Join TechTarget’s Shamim Narayan and BrightTALK’s Sam Weller as they break down the latest data on content engagement in APAC. They’ll dig into how B2B professionals consume content, the types of content they prefer and  proven tactics to drive increased demand, best practices for successful webinar, video, and virtual event programs.

Cut Through the Noise: Content Preferences in a Digital World

Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy. 
 
Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.
 
Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:
 
*Identifying and understanding the executives that matter most
*Creating content that speaks to executive priorities
*Enabling sales to engage at the executive level
*Designing the right mix of executive-level activities and experiences 
*Measuring performance for continuous improvement

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

Today’s empowered tech buyer is doing more before they ever engage with a sales rep. Exactly what are they doing? Which platforms are they visiting to collect pre-purchase research? With which types of content are they engaging? And how can you, as a technology marketer or seller, capture their attention before they are ready to talk to you. In this session, we’ll recap the APAC findings from TechTarget’s newly released Media Consumption survey and put those findings to the test by asking senior technology leaders in the region how the conclusions compare to their companies’ IT purchasing processes.

How B2B Technology Buyers Actually Buy: The Changing Purchasing Dynamic in APAC

Historically, classic demand gen approaches, like marketing qualified leads (MQLS) and BANT (Budget, Authority, Need, Timing) have been at the center of how marketing organizations evaluate their effectiveness. Yet as buyers have changed – both in the number of purchasing decision makers and buying journeys overall – these approaches have not evolved to match the needs of the current B2B landscape. The result? Marketing and sales teams are leaving money on the table.

In this session, Terry Flaherty, VP, Principal Analyst at Forrester will discuss where these classic demand gen approaches fail and why they may be limiting your teams’ actual revenue potential. You’ll hear recommendations on what changes in thinking need to be made with Marketing organizations and how teams can begin to implement those changes.

The MQL is Dead: Why and How to Focus on Buying Groups

Content Marketing

Demand Generation

B2B Marketing

Marketing Analytics

Marketing and Sales Alignment

Buyer Cycle

Buyer Journey

Buyer Personas

Digital Transformation

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

Search engines are the top driver of traffic to content websites, beating social media by more than 300%. The BrightTALK search engine optimization community is a collection of webinars and videos focused on search engine optimization techniques. Join thousands of professionals in sharing and learning through SEO webinars. Engage the community further by participating in live webinars and obtaining answers to your questions from industry thought leaders.

Search Engine Optimization

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.

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

Marketing

Get powerful advertising insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date advertising industry knowledge and strategies that are driving brand and demand.

Advertising

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.

In today’s economic climate, successful small businesses need to overcome an array of challenges. Client dependence, legal issues, small business financing… as an entrepreneur, where can you find the information you need to help inform your decisions? In the small business management community, discover how you can create a successful small business from the business plan up!

Small Business

In the business management community, commercial experts will be sharing webinars and videos on an array of subjects. From sales and marketing, to finance, productivity and growth, this content will help you stay up-to-date with the current economic environment and provide timely management insight to drive business growth.

The MQL is Dead: Why and How to Focus on Buying Groups

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About this talk

Media and Marketing