Name: ABM Predictions: Planning for the Future with Gemma Davies
Start: 2024-05-16T16:00:00Z
End: 2024-05-16T16:00:49.000Z
Location: BrightTALK
Rating: 4.8

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. By creating abundant, high-quality editorial content across more than 140 highly targeted technology-specific websites, TechTarget attracts and nurtures communities of technology buyers researching their companies’ information technology needs. By understanding these buyers’ content consumption behaviors, TechTarget creates the purchase intent insights that fuel efficient and effective marketing and sales activities for clients around the world.

TechTarget has offices in Boston, London, Munich, Paris, San Francisco, Singapore and Sydney. For more information, visit techtarget.com and follow us on Twitter @TechTarget.


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/

Your Roadmap to Driving Conversions with Effective Lead Follow-Up

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 aAlliances 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

A Practical Guide to Getting Started with ABM in Partner Marketing

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.

The Fractional Perspective: Maura Ginty’s Top GTM Lessons

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.

Transforming GTM Approaches with AI: From Planning to Implementation

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.

Ditch the Distractions: Akamai’s Approach to Integrated Marketing

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.

Adapting GTM Motions to Reflect the Modern Buying Journey in EMEA

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.

Innovation Inside Out: Bringing Buying Groups to Life at Palo Alto Networks

Account-based marketing has become a crucial strategy for technology firms aiming to expand their revenue potential and really tap into the Enterprise market. The allure of long-term contracts and a stable user base is undeniable, but the path to achieving this can be fraught with challenges. Many companies stumble by not fully grasping the intricacies of ABM and buying teams, leading to suboptimal growth. 

In this webinar, TechTarget’s CMO, John Steinert, and leading revenue operations practitioner Josh Hill will discuss the three major pitfalls that often derail Enterprise ABM efforts: neglecting the buying team, mistaking ABM as just lead generation for Enterprises, and viewing ABM as a series of disjointed campaigns. Join us as we delve into practical solutions to create a cohesive, end-to-end ABM strategy, and how to scale it for optimal growth.

ABM’s Missing Piece: Don’t Forget the Buying Team

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 Chief Strategy Advisor at The Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Content Marketing Manager, TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

Bring Back the Classics: Why Classic Content Captivates Audiences

The most successful and engaging content strategies put the audience front and center, but some marketers still struggle to balance the needs of their buyers with the demands of their business. Yet, Rubrik, an industry-leading cybersecurity company, is creating and executing a captivating, revenue-generating content strategy that satisfies both sides of the spectrum.  

How do they do it? Sit down with Louise Radoor Larsen, International Campaign Manager (Rubrik), and Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget), as they discuss why an audience-centric approach is key to a successful content strategy. Together, they’ll dig into the nuances of how Rubrik employs smart methodologies to build streamlined, repeatable processes, allowing them to create content that wows and converts at scale.

Creating Wow Moments:  Rubrik’s Award-Winning Approach to Content

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.

How to Activate, Accelerate and Innovate with Intent Data

As organizations strive to modernize their IT environments, buyers are constantly evaluating new strategies and technologies – many of which are unfamiliar and can be difficult to assess.  Buyer-centric, useful marketing should educate buyers and reduce their confusion. The most powerful marketing gives buyers the confidence to make well-informed purchase decisions.

In this episode of Analyst Insights for GTM Actions, Principal Analyst John Grady will share results from recent research into zero-trust architectures – a notoriously hard-to-define category gaining steam as a leading cybersecurity modernization initiative. He’ll explain how marketers can leverage the research data to establish their solutions as the best option for buyers now and in the future. Whether or not you’re in the cybersecurity space, you’ll want to tune in because it’s an approach to marketing that can drive better results across a range of complicated solution categories.

Marketing Complex Categories Like Zero Trust

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

For more than 5 years now, the rise of precise Intent Data signals and the evolution of Forrester’s frameworks for B2B demand capture have been building momentum, heading towards a truly disruptive intersection. This represents vast revenue opportunity for organizations who can fully embrace it.  

But for most, there are barriers standing in the way of achieving full potential. Organizations are missing real opportunities because they either don’t have the right signals or their culture and processes are causing them to squander the signals they do have.  

In this session, a replay from TechTarget's virtual event Intent: Driving Engagement. Converting Interest,  TechTarget CMO John Steinert and guest speaker, Forrester VP, Principal Analyst Terry Flaherty break down what it takes for marketing and sales practitioners to adapt their thinking, ways of working and their KPIs to drive real revenue transformation in their organizations. 

Tune in to learn: 
- How to “change the contract” between marketing and sales - move away from a silo-based approach to one that drives collaboration throughout the entire revenue process 
- How to transition from MQLs to a focus on signals, buying groups and opportunities 
- 3 ways to improve the performance of your revenue process – increase efficiency in active buying cycles, find new opportunities you overlooked and find hidden opportunities you didn’t know were in market 
- The direct impact of intent data and other signals in revenue process transformation

Don’t Let Culture Eat Revenue: Building an Intent-Driven Revenue Engine

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, a replay from BrightTALK's ABM Summit, 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.

Using Analyst Insights to Engage Buying Teams

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

95% of marketers believe in-person events are crucial to achieving their company’s primary business goals, yet nearly half are unsatisfied with the results of their current event strategy and its impact on their company’s bottom line. This is especially true when you win the budget to invest considerable time and resources into a booth sponsorship at a large-scale conference. The ROI on your events shouldn’t feel so unpredictable.

“The secret to better, more reliable ROI,” says Steve Madeja, Creative Director (BrightTALK), “is actually using your investment – and your time in the booth – wisely. You need your event content to have the longest tail possible and great video is how you get that done.”

Join BrightTALK's production experts as they take you behind the scenes with The Studio, the content series pulling back the curtain on B2B production in the marketing world. Together, they'll demonstrate how you can use conferences and tradeshows as an unparalleled opportunity to create product marketing collateral, capture content for demand generation, raise brand awareness on social media and collect customer or third-party validations.

Convention Wisdom: Using Video to Boost Event ROI

There are some basic tools and understanding that your audience needs to know in order to make a healthcare purchase.  The best publications show the buyer interacting with content that gives patient perspective as this shows the intent of the user and proves the hypothesis:  Can the audience use this?  In this video, watch Kyle Murphy, VP of Editorial for Xtelligent and Ajay Singh, VP of Strategy at Quality Reviews, discuss the Xtelligent's audience coverage in approaching a healthcare purchase.

Understanding Your Audience in a Healthcare Purchase

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

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

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

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

Focus: What is the Future of ABM?

"Marketing will evolve more in the next two years than it has in the past ten.” Gemma Davies, Head of Global Account Based Marketing at ServiceNow is recognized across the industry for her ability to develop and optimize ABM strategies to deliver measurable business growth. Most notably, she’s built and scaled ServiceNow’s award-winning account-based marketing team and global program to help Sales close larger deals, faster. 

Today, seasoned ABM leaders across the globe acknowledge that B2B marketing as we know it is at an inflection point. With the rise of new technologies and tools, especially generative AI (GenAI), how we engage priority accounts and buying team members is ripe for disruption. Join us for this special fireside chat as Olivia Dassler (Sr. Director of Marketing Programs, TechTarget) sits down with Gemma Davies for an in-depth Q&A about the state of ABM today, what the future has in store for ABM practitioners and leaders, and how marketers can best prepare.

ABM Predictions: Planning for the Future with Gemma Davies

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ABM Predictions: Planning for the Future with Gemma Davies

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