Name: Formulating Content for Your Vertical Environment: How to Avoid Turn & Burn
Start: 2024-05-16T12:00:00Z
End: 2024-05-16T12:00:53.000Z
Location: BrightTALK
Rating: 5

Informa TechTarget (Nasdaq: TTGT) informs, influences and connects the world’s technology buyers and sellers, to accelerate growth from R&D to ROI.

With an unparalleled reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.

Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com. 

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 Informa 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.

What Will Attract Buyers in an AI-Infused Future?

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 Informa 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.

Exploring the Art of B2B Video Marketing

Navigating the modern B2B tech buying cycle is more challenging than ever. Buyers are conducting more self-guided research, expecting highly personalized, relevant interactions when they do engage with sales. Meeting these elevated expectations requires more than just great sales techniques—it demands strategic collaboration between marketing and sales, fueled by actionable insights from intent data. 

In this session, Jat Hayer, SVP of Sales, EMEA (Informa TechTarget), and Aurelien Mottier, President (memoryBlue), will share insights and strategies on how industry-leading organizations leverage real purchase intent data to identify in-market accounts, engage key buying team members, and tailor outreach so it resonates. 

This session will cover: 

• How marketing can equip sales teams to meet buyers where they are in their journey. 
• Practical ways to use intent data to build personalized, contextually relevant outreach. 
• Real-world examples of how B2B tech industry leaders are driving alignment and achieving results through intent-driven strategies.

Exploring Intent Data: Driving Revenue through Insights-Driven Strategies

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 episode of our B2B Content Brilliance series, John Steinert (CMO, Informa 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

Outsourcing and intent data have become two essential elements of any successful operational marketing capability. But you can’t drive maximum outcome if everyone doesn’t have access to the best inputs. It’s time to make sure your collaborators have what they need to innovate on your behalf. Marketing service providers enable execution and scale. With actionable intent data, they can help catalyze productive use of intent data to fuel everything from product positioning and messaging to ad performance, demand generation, and sales productivity.  

Join Uzair Dada (Founder and CEO, Iron Horse) and John Steinert (CMO, Informa TechTarget) as they explore how client organizations, their marketing services partners and intent data providers are collaborating for optimal outcomes. Learn how you too can make 1+1+1 = 4, 5, 6 and more!

How You (and Your Partners) Can Get the Most Out of Intent Data

While many demand gen marketers are using intent data to drive better campaign outcomes, it’s been more challenging for partner and channel marketers to incorporate intent into their complex go-to-market (GTM) motions. Partner marketers often lack access and visibility into critical data, have limited to no integration with partner systems and tools, and tend to focus on traditional sales metrics rather than customer intent signals. 

At Informa TechTarget, everything we do is fueled by intent – and with our strategy, content, and demand capabilities, we have a deep understanding of partner marketers. That’s why we invited Informa TechTarget partner marketing leaders Anita Covelli (VP, Portfolio Marketing and Strategic Partnerships) and Rachael Fuller (Product Marketing Manager, Partner Marketing) to help build a roadmap for getting started with intent data in partner marketing. 

During this webinar, Anita and Rachael will discuss: 
- Common use cases for intent data in partner and channel marketing 
- How to evaluate intent providers for partner marketing 
- Practical advice for getting started with a crawl, walk, run approach

The Partner Marketer’s Guide to Intent Data

Traditional digital marketing and sales outreach performance continues to decline: According to Pavilion and Ebsta’s 2024 B2B Sales Benchmarks, sales cycles increased by 16% and win rates declined by 18%. We’ve all heard that AI is a generational technology poised to help us reverse these trends. Of course, the hype is outpacing real progress. AI is cool, but exactly how do you take the first, second and next steps to leverage it effectively within your stack and workflow? 

In this session we’ll dive into how Informa TechTarget is innovating to help marketers and sellers benefit from AI in practical ways. Product experts will demo AI-related innovations at multiple stages of the prospect-to-opportunity lifecycle: How AI helps marketing engage prospects based on their specific needs; how AI helps sellers understand the context and dimension of prospect projects taking shape; and how AI helps craft personalized messaging for marketing promotions and 1-to-1 outbound cadences within tools like SalesLoft and Outreach.

How Intent Data + AI Helps You Market and Sell Better

Love ‘em or hate ‘em, MQLs have been a bedrock concept that most of us in B2B have grown up with. And despite their imperfections, MQLs have provided both a measure and a signal around which a lot of process and automation have been built, so it’s to be expected that “news of their demise” has encountered some resistance. At the same time, the logic of buying groups can’t be ignored. Early results are very attractive to practitioners and management alike. We believe that the right go-forward for most organizations will be to take a hybrid approach, one that leverages classic capabilities but augments them to address new understanding and potential.  

In this session, three Informa TechTarget experts will cover buying groups from three different perspectives: What is attractive about buying groups (and unattractive); what we’re seeing among our clients and partners; and how we’re addressing the transition through feature function in our intent-driven solutions. Join CMO John Steinert, client consultant Mark Tarro, and product lead David Edwards for an up-to-the-minute examination of the considerations you, your team, and your bosses should be looking at closely.

Less Leads. More Revenue. Learning To Love Buying Groups.

Odds are you’re familiar with the concept of personalization. Most B2B tech marketing and sales leaders are heavily focused on personalizing their content, email campaigns and cold outreach in the hopes of improving conversions and increasing revenue. And yet, we’re not talking as much about personalization’s often-forgotten but equally important cousin, relevance.  

In a world noisy with marketing messages and digital content, standing out from the crowd is harder than ever. But what if you could actually leverage wisdom from the crowd (i.e. your buyers) to create content that’s more relevant and engaging? That’s where market intent comes into play - to build better content, you first need better insight. Join Informa TechTarget’s Katie Graybeal and Dominic Ventresca as they dig into the power of market intent and demonstrate how to leverage Market Monitor, Informa TechTarget's market intent tool, to compare content needs by market and industry. They’ll walk through practical use cases for tapping into market insights and behavioral data to engage specific markets and functions, building content for in-market buyers and tailoring messaging for increased resonance.

Content Crowdsourcing: Using Market Intent Signals to Fuel Your Content Strategy

As GTM teams move past the early stages of intent data implementation, leaders look to optimize their approaches. They’re concentrating their focus on essentials and investigating new use cases to drive additional impact. To meet demanding client requirements, intent data providers are innovating both in the data itself and in how they can help companies take more effective advantage of it.  

In this session, guest speaker, Forrester Principal Analyst Brett Kahnke will discuss his research in depth. He’ll highlight industry trends and explore key areas – those most important for GTM teams like yours. Brett will also discuss the criteria and methodology of The Forrester Wave™: Intent Data Providers for B2B, Q1 2025, which is the latest research available to help guide your own team’s decision-making around intent for targeting, content strategies, buying group qualification, direct pipeline acceleration and more. 

From overcoming common challenges to shaping the evolution of your own intent journey going forward, you’ll benefit from this close-up look at what you should be looking into from this increasingly important category.

Intent Innovation in 2025 and Beyond

The healthcare industry faces significant changes in 2025, including shifts in Medicare spending, the rise of mHealth, and advanced fraud management. For go-to-market leaders, this raises an urgent question: how can you adapt your strategies to meet the evolving priorities of your buyers?  

Although recognizing how your buyers’ needs are evolving is a great place to start, turning insights into action is what drives real business growth. This is why savvy healthcare marketers and sellers are leveraging intent data to uncover demand and identify untapped opportunities. In this session, Stephanie Corby, VP of Market Strategy (Informa TechTarget) and Byrony Seifert, Product Scaling (Informa TechTarget) will reveal key findings from the 2025 Technology Spending Intentions Survey on the latest buying trends and shifts in the healthcare market. Joining them, a panel of healthcare go-to-market professionals will also share actionable tactics for using intent data to engage, educate and convert today’s busy buyers.

From Market Trends to Tactics: Leveraging Intent Data in Healthcare

Many GTM teams dream of building a demand gen approach that yields high quality leads that are ready to be converted into winning opportunities. But this doesn’t happen by chance; it requires an integrated and aligned approach to identifying the right accounts and engaging them with contextually relevant messaging. Many teams struggle to do this effectively, yet Schneider Electric, a global leader in energy management and automation, has developed a holistic go-to-market approach that’s paying off in droves. What’s their secret to success? 

Join Christian O’Neill, Senior Customer Success Manager (Informa TechTarget), as he sits down with Alexander Pasch, Digital Marketing Transformation Manager (Schneider Electric), to discuss how Schneider Electric integrates insights from real purchase intent data into their GTM playbooks. They will share actionable strategies for using intent data to design high-impact, contextually relevant brand campaigns, attract active buyers with engaging content, and prioritize leads from the most promising accounts.

11x Better Prospect Engagement: How Schneider Electric Wins More with Intent Data

As B2B marketers, we all want to provide our audience with great content – content that rises above our competitor’s, captures the attention of our buyers and keeps them coming back for more. But even the greatest assets will fail if not distributed to the right people, at the right time, through the right channels. And despite popular belief, email remains a central channel within a team’s content distribution strategy, despite its ever-changing, and often fickle nature. 

In this session, Kate Jacobsen (Informa TechTarget) and Jay Schwedelson, founder of Subjectline.com, GURU Media Hub and Outcome Media will dig deep into the different, and often overlooked, components of a successful email. From taking personalization beyond first names to the basics of how to get more people to open your emails, you'll leave with proven tactics to drive better email performance and boost engagement with your content.

The Anatomy of a Killer Demand Gen Email

As many marketing teams move away from MQL and lead-based demand gen models, the focus has shifted to understanding what drives an account and the unique buying teams within it. Informa TechTarget’s Media Consumption survey data can serve as a helpful guide for marketing and sales leaders looking to better understand how role and function dynamics can affect content creation and outreach.  

Join us as Senior Director of Data and Market Insights, Corey DeFreese, and VP of Product Innovation, Research and Insights, Katie Graybeal, illuminate the path with actionable tips for marketing and sales leaders looking to break through. They’ll cover:  

-The latest insights on how job level, function and other factors should influence how you look to engage buyers throughout the buy cycle.  
-Ways Marketing can enrich content to better bridge the buyer-seller divide. 
-A behind-the-scenes look at how tech buyers actually conduct research and how you can leverage the resulting data and insights to reach your objectives.

Decision-Making Dynamics: Roles, Buying Teams and the Tech Purchase Process

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

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

According to a Forrester survey, 85% of marketers using intent data see results. However, as their demand engine grows, so can the potential challenges evolve and change. Whether it's struggling to reach the right audience, delivering content that resonates, or boosting brand visibility, these roadblocks can hinder ROI and slow growth if not addressed. With 2025 approaching, now is the time to tackle these challenges and fine-tune your demand generation strategy for the new year. 

Join Kristin Prosowski, VP of Products (TechTarget), as she reveals the key aspects of demand generation strategy that shouldn't be overlooked, whether you’re building for 2025 or beyond.  Get the tools you need to solve the day-to-day marketing challenges you are seeing now and head into the new year with a foundational GTM strategy that combines TechTarget’s content, intent, and audience offerings to drive real demand.

Assembling Your Demand Gen Toolbox for 2025

Whether it's struggling to reach the right audience, delivering content that resonates, or boosting brand visibility, these roadblocks can hinder ROI and slow growth if not addressed. Watch this interview with T-Mobile Marketing leaders as they discuss how they're tackling these challenges and fine-tuning their demand generation strategy for the new year.  

Featuring:
  - Ben Bradley, Sr. Director of Customer Success (Informa TechTarget)
  - Jessica Mallick, Sr. Segment Marketing Manager (T-Mobile)
  - Madeleine Bertch, Segment Marketing Manager (T-Mobile)

How T-Mobile Assembled Their Demand Gen Toolbox for 2025

Driven by Data: DocuSign and Mimecast's Journey with Intent Data & ABM

Better Webinars. Better Engagement. Better ABM.

Success Drivers: Two Essentials for ABM That Wins

Adjusting GTM Strategies for the Future of ABM

ABM Predictions: Planning for the Future with Gemma Davies

Fracking the Enterprise: Tapping into ABM Revenue Reservoirs

ABM Engagement in the Age of AI

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

Divergent Paths, Converging Strategies: Opportunities with ABM & Data Creativity

Focus: What is the Future of ABM?

Executing Account Based Marketing (ABM) campaigns in a particular vertical, such as healthcare, requires aligning your content and messaging to industry trends and demands. Content creators need to adapt their content to meet the evolving needs and interests of their buyers’ How can marketers best generate content in an ever-changing ecosystem?

Join TechTarget’s Senior Vice President Audience Operations, Byrony Seifert as she leads a discussion with Kyle Murphy, Vice President of Editorial, Xtelligent Healthcare Media™ and Ajay Singh, VP of Strategy and Growth, Quality Reviews on how to build vertical content efficiently in a dynamic environment.

Formulating Content for Your Vertical Environment: How to Avoid Turn & Burn

Account Based Marketing

Healthcare

Field Marketing

Content Planning

Content Marketing

Healthcare Marketing

Content Creation

Healthcare Media

Vertical Marketing

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.

Demand Generation

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

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.

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.

Formulating Content for Your Vertical Environment: How to Avoid Turn & Burn

Presented by

About this talk

More from this channel