Webinars

Webinars

  • Taking a Strategic Approach to Your Third-Party Risk Management Program

    Who has access to your company’s data and what risks do they pose to your organization? While these questions seem basic, most organizations cannot confidently answer them, despite an accelerating trend of third-party threats and incidents. Building a robust third-party risk program is complex and takes time. Building a program that allows information security teams to be strategic in managing third-party risks is even more challenging. During this session, AuditBoard’s Information Security team will guide you through how they successfully transitioned to a strategic and technology-enabled third-party risk program to manage this emerging source of risk. Read More

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

    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 Steele-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. Read More

  • The Art of ABM Planning: Tapping into Intent and Technographics

    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! Read More

  • Using Analyst Insights to Engage Buying Teams

    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. Read More

  • Insights and Intelligence: Atlassian’s Approach to ABM

    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) Read More

  • What is sustainable IT practice and why should I care?

    Addressing environmental and social impact is now a business imperative to retain customers, attract talent and to comply with evolving regulations and reporting, so many businesses are transforming to a 'purpose driven' model. Information technology can simultaneously be part of the solution and part of the problem when it comes to environmental and social impact, so what exactly does a sustainable IT practice look like and why should we care? What can we contribute? Where do we start? This session will cover the scope of sustainability, how the consumption of IT services and products are contributing to the big picture and what practical steps IT and procurement departments and professionals can take to make a difference. It's packed with stats, facts, figures, concepts and advice that will get you thinking about sustainability on a whole different level. Read More

  • Better Webinars. Better Engagement. Better 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. Read More

  • A Musicologist’s Take on Better-Orchestrated Target Account Programs

    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. Read More

  • The Future of Attacker Automation & AI

    Automation is a growing security problem that most organisations don’t recognise as many have no way of identifying which “users” are real humans and which are bots. Taking advantage of this blind spot, hackers can easily automate or scale attacks, imitate human mouse usage, or leverage AI tools like ChatGPT to assist in malicious coding and phishing campaigns. And, because moderate and advanced bots can easily evade your defences by posing as human users, MFA, WAFs, and CAPTCHAs are no longer enough to mitigate this threat. Watch this Fireside Chat featuring David Warburton, Director at F5 Labs, the threat research division of F5, and Brian McKenna, EMEA Regional Director, Analyst Services, ESG to access an in-depth discussion on the state of attacker automation and learn how to shore up your app vulnerabilities against emerging threats. Additional items to be discussed will include: • The type of attacks bots and automation are capable of • Future trend predictions for AI-based attacks • Why cloud migration complicates the bot defence process Read More

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

    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 Read More