Reach 2024: Intersections of Intent, Demand & GTM

A l’occasion de cette session en français, Alexandre Bordier, à la tête de l’équipe ABM de NetApp pour EMEA-LATAM, reviendra pour nous sur les meilleurs pratiques de ses équipes et sur les premiers retours en matière d’utilisation de l’IA Générative à des fins de marketing et de personnalisation des campagnes ABM. L’occasion également d’écouter son témoignage sur la manière dont les données sont désormais un élément déterminant de la relation entre les ventes et le marketing et également au fondement d’une stratégie ABM efficace.

Whether you’ve just started your intent data journey or are well on your way to operationalizing buying signals in your go-to-market motions, you likely understand the vast potential value of implementing intent data to fuel your market strategies. Effectively incorporating the right intent gives you access to undiscovered demand, assists with shaping your brand positioning, aids in accelerating opportunities already in the pipeline and much more.

But no matter where you are in your intent data journey, every team can take their efforts up a notch (or two). Join leaders from TechTarget’s award-winning Customer Success Team as they share proven strategies, practical tips, and real-life examples of how their most successful EMEA clients are utilizing real purchase intent to take their go-to-market strategies to the next level.

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention of busy buyers. And what’s a better way to do that than employing video-based content to tell your story?

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

The power of buying groups doesn’t end when deals are qualified. In this session featuring TechTarget’s Garrett Mann and guest speaker and Forrester Principal Analyst Seth Marrs, we’ll provide essential knowledge on how to bridge the gap between the application of buying groups and unified data for marketing, sales and customer success teams. Join this exciting session to learn:

- The value of partnership in the pipeline (and why it has been overlooked)
- The actions needed from marketers and sellers to better support purchase decisions and expand engagement in key accounts
- How to unify high-fidelity signals across the GTM and make the most of powerful insight sources like intent data provide to progress opportunities for more closed-won revenue

In B2B, the real function of marketing isn’t to directly deliver more deals, it’s to increase the probability of sales closing more deals. Provocative? We don’t think so. As B2B marketers, our methodologies and toolsets have been developed to create the perfect conditions for healthier pipelines, not to manage the pipelines themselves. In nerdy analytics terms, we’re collaborating with others in the GTM in an end-to-end process that connects probabilistic and deterministic methodologies together. Given where buyers are today, we believe that by internalizing this understanding of what marketing does best, it will help empower us to deliver better marketing. But first and foremost, it’s only by understanding buyers better that we can best drive the B2B marketing changes necessary.

Beginning with a look at the very latest research, in this session, Kerry Cunningham (6sense’s renowned thought leader), and John Steinert (TechTarget CMO) will take advantage of their companies’ new partnership to discuss the very real opportunities marketers have today to be more effective. They will further explain probabilistic and deterministic concepts and then provide specific guidance on how the latest data and tools can help drive useful changes for better GTM results.

Viewers will come away with valuable insights, including:

- An understanding of the deterministic/probabilistic dichotomy in B2B marketing.
- Practical knowledge on how to incorporate these concepts into effective tools and tactics.
- Strategies for understanding buying groups and how to engage with them early in their journey to influence decisions effectively.

Your go-to-market intersects with potential buyers in three major areas. First is your R&D and what you choose to develop as products, features and packaging. Second is through your marketing, your positioning, messaging, targeting and channel mix, etc. Last, of course, is your sales execution, from opportunity creation, to pipeline management, to close. End-to-end, it’s a complex operational value chain where each part significantly impacts the others. And despite a huge rise in GTM-tech investment, achieving appreciable improvement seems to actually be getting harder. Join TechTarget President Rebecca Kitchens and CMO John Steinert for a strategic discussion about what’s happening in tech markets and vendor GTMs. They’ll cover where things are, where they see things going, and what they believe should be recognized and addressed by every company looking to grow business with its ICPs.

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, 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.

Account-based marketing has become a critical focus area in B2B for teams looking to build business with high-potential accounts and solidify revenue streams. While the allure of growable ARR and dependable NRR make perfect sense, the path to substantive ABM success trips up many organizations that dive in under-prepared. Go-to-market teams built for volume typically stumble over four major obstacles they haven’t had to contend with before. Until they solve for these, they commonly remain stuck, begin finger-pointing, and not infrequently decide to reverse directions back to where they started from.

In this webinar, TechTarget’s CMO, John Steinert, and leading revenue operations practitioner Josh Hill will discuss four of the major pitfalls they’ve seen derail many ABM efforts. (Hint: neglecting the buying team is a big one.) Join us as we discuss what to watch out for in your own organization, and how to work your way through to the solutions you’ll need to succeed.

The holistic approach to marketing is not the road most traveled...at least not without wrecking the car in the process. Achieving the success of surrounding the buying team takes ongoing and nuanced marketing knowledge of how to captivate and leverage the audience. What pieces are missing? What's the best path forward?

In this webinar learn from Upland InterFAX's Senior Marketing Manager, Ginger Swann, and TechTarget's Manager of Customer Success, Ellie Mancini, about their collaboration and partnership in creating an integrated approach to intent marketing. Hear how through trial and practice, they worked through challenges and changes to provide the InterFAX an approach to be fully equipped for success.

For complex and expensive B2B purchase decisions, everyone understands the logic of Buying Group thinking -- heck, most of us are already participants in the process! And we all know that MQLs are interesting signals, they’re just not very strong or predictive on their own. So, if the new ideas about long-needed lead management changes make so much sense, why hasn’t everyone jumped right in on making it happen? That’s the question we asked Palo Alto Networks’ Jeremy Schwartz. And he’s able to explain the key challenges and how they’re working their way through every single one.

Join Jeremy and TechTarget CMO John Steinert as they discuss how Jeremy is helping to drive GTM innovation from the inside. They’ll cover the business benefits of the Buying Groups concept; how to think about it, communicate it, and work through the change management elements necessary to bring it to life in a global leading-edge corporation.

We hear so much about the evolution of technology buying teams. With the rise in on-demand, independent content, self-enabled journeys are now the norm. On top of that, disruptive technologies like cloud adoption, GenAI, cybersecurity defenses and automation mean marketers need material to appeal to the information needs of widespread roles across the buying team.

In this webinar, we tackle today’s APAC technology purchasing committee. We’ll set the stage with some groundbreaking new research into the composition of the committee, buying needs specific to the region, and the state of vendor loyalty. You’ll then hear directly from technology buyers in Singapore and Australia about how their purchases are vetted and how you can be part of their buying journey.

Gone are the days when buyers relied heavily on sales reps to access information and solve their tech challenges. Instead, modern IT professionals are utilizing a vast variety of sources to prioritize their own independent research. While this shift might initially seem challenging, it presents a golden opportunity for go-to-market (GTM) teams looking to position their brand as an invaluable resource.

This new era of the IT buyer’s journey could require significant adjustments to your GTM strategy. For a deeper understanding of how the modern IT buyer’s journey happens, join Liam Jack, Senior Account Director, EMEA (TechTarget), as he shares the latest research on EMEA buyer’s purchase motivations, team dynamics, media consumption habits, vendor evaluation criteria, and more. Walk away with practical tips and actionable strategies to enhance your GTM approach and enable your buyers throughout their research and vendor evaluation process.

Adopting a holistic and cohesive marketing approach has never been more crucial as IT buyers continue to take a self-directed path to engaging with and discovering your solutions. This can be easier said than done, and many marketers struggle to execute global campaigns across various channels. Yet Akamai, the cloud company that powers and protects life online, has successfully integrated disparate tactics and approaches into a cohesive integrated marketing strategy. What do they do differently?

Join Sean MacKinnon, Customer Success Director, EMEA (TechTarget), as he sits down with Zoe Latchford, Sr. Field Marketing Manager, EMEA (Akamai), to discuss how her team drills down to focus on what matters. Learn how they leverage intent data to drive net new client acquisition, deeply engage audiences with a comprehensive webinar strategy and align Akamai’s marketing and sales teams to ensure seamless execution. You'll walk away with practical tips and strategic insights for adapting this approach to streamline your marketing campaigns and achieve more revenue.

Buying groups are all the rage (or haven’t you heard?). Forrester predicted the death of MQLs and the rise of Buying Groups. And for years this transition seemed aspirational and “future state.” But now? Now it’s starting to become a reality. In a new TechTarget survey of hundreds of B2B IT providers, nearly half said their company is embracing a buying group strategy in the next year.

In this session we’ll dive deep into the survey data to reveal how your peers are approaching buying groups. We’ll discuss tales from the field: real-life examples of how companies of all sizes are making this transition via people, process and technology. And we’ll talk about how TechTarget’s product roadmap can help you take the next step, whether you’re on the first of the journey or already well underway.

In a world where AI chatbots are revolutionizing how we live and work, many of us are turning to AI to answer questions, create content, write code, and even brainstorm ideas. But how can we effectively integrate AI into our GTM planning and execution? Will AI enhance or hinder the GTM process?

Join Pam Didner, B2B marketing consultant, author, and podcaster, as she delves into the transformative ways AI can enhance your GTM strategy. Pam will share insights on the best practices for evaluating and evolving your GTM approach with AI, explore different methods for integrating AI into essential GTM components, and highlight key metrics for measuring the success of AI-driven versus human-led GTM efforts.

As a revenue marketer steeped in your own organization’s ideas, positioning and challenges, it’s easy to develop blind spots and an affinity for the familiar. This can make it incredibly difficult to drive organizational change, innovate your campaigns, test new messaging and evolve your overall go-to-market strategy. Maura Ginty, a leading fractional CMO and GTM advisor, has a unique vantage point. Since she works with a mix of B2B organizations at any given time, varying in size, industry and maturity, Maura is an expert at digging deep into each org’s strategy, revenue processes and tech stack, to unearth new opportunities for growth.

Join TechTarget’s Olivia Dassler as she sits down with Maura Ginty for an in-depth conversation about the trends and common obstacles Maura is observing and helping revenue teams overcome. We’ll discuss Maura’s path to becoming a fractional CMO, the unique skills that help her thrive in this role, and the observations she’s seeing across the board right now. You’ll walk away with insider knowledge on the fractional perspective and fresh ideas for evolving your GTM strategy and driving revenue growth.

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 BrightTALK 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.

With lean teams and increasing pressure to drive revenue growth through their partner ecosystems, Alliances professionals need to center their Partner Marketing and Partner Sales efforts on the accounts that are most likely to convert into registered opportunities.

Account-Based Marketing (ABM) is a perfect complement to traditional joint go-to-market activities, helping alliance teams achieve better ROI by targeting the right accounts with their co-marketing campaigns and co-selling activities.

Pooja Golechha, Field and Partner Marketing Lead at Pegasystems, is an expert in both Account-Based Marketing and Partner Marketing. Join us as she sits down with TechTarget’s Anita Covelli to:

- Explore why ABM is a perfect fit for Partner Marketers looking to build pipeline
- Share her hands-on experience using ABM to drive better Partner Marketing outcomes
- Highlight the real-world results she has achieved by applying ABM to Partner Marketing
- Discuss how Partner Marketing and ABM teams can best collaborate
- Present a practical framework to help you get started with ABM in Partner Marketing

Research indicates that while only 2% of sales conversions are made during the first point of contact, roughly 80% develop between the 5th and 12th contact attempt. To generate the most ROI from lead gen activities and increase conversion rates, demand generation marketers must drive quality engagement with priority contacts and enable their sales colleagues to orchestrate personalized outreach and lead follow-up to create more quality touchpoints during this window of opportunity.

If you are facing continuous pressure to build sales pipeline, listen in as members of TechTarget’s award-winning Customer Success team share a proven blueprint for effective lead follow-up. You'll learn how to engage buyers by incorporating nurture programs, optimizing SDR motions, and empowering tailored sales outreach with intent data. You'll also get insights into how marketing automation, integration platforms, and even artificial intelligence can help boost ROI and increase conversions at scale.

Source: https://www.conversica.com/blog/inbound-lead-follow-up-stats-for-2023/

In today’s landscape, B2B marketers are forced to reduce their MarTech stack and take into careful consideration the tools which they utilize. It’s critical that tech vendors use the tools in their stack to their maximum potential and integrate them to extract maximum value. Join us as we get an APAC perspective on best practices for integrating data sources and platforms, how the region can benefit from strong local data and how layering data sources can make for heightened marketing strategies.