Name: Analyst Insights for GTM Actions: Lessons Learned from Security Buyers
Start: 2024-06-26T16:00:00Z
End: 2024-06-26T16:00:55.000Z
Location: BrightTALK
Rating: 0

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.


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

There can be assumptions about the healthcare market and who makes the buying decisions.  Topics such as patient engagement need a granular understanding of what the buying team needs in order to make a purchase.  Xtelligent's editorial approach makes sure to cover all aspects of the buying team and departments including the important frontline works.  In this video, watch Kyle Murphy, VP of Editorial for Xtelligent and Ajay Singh, VP of Strategy at Quality Reviews, discuss the buying team and the users involved in a healthcare purchase and Xtelligent's approach to this market coverage.

How Xtelligent Content Speaks to the Buying Team

How are you gathering key drivers of a purchase?  Watch Ajay Singh, Vice President of Strategy at Quality Reviews walk through how he and his team use intent data in their ABM and prospect building strategy.  From how to push an account to their ABM list to understanding what all possible prospects in a buying team are researching, Quality Reviews uses Priority Engine to know the team "beyond the 1-to-1's" and extend the prospects of their potential buying team.

Why Intent Data Matters in Healthcare Marketing

Healthcare professionals know how to read....and they read a lot!  The content matrix is everything as you build out your plan for account buying team engagement and conversion.  Watch Vice President of Strategy at Quality Reviews, Ajay Singh, explain his approach to creating a multi persona and tiered funnel content strategy, and the importance of multiple content types and angles in your healthcare marketing strategy.

Building Your Content Matrix for a Healthcare Industry Buying Team

In today's competitive B2B landscape, understanding buyer intent is crucial for driving growth. 

Join Marne Reed, Sr. Director Technology Partners at Demandbase, and Dara Such, VP of Customer Enablement & Data Strategy at TechTarget, as they explore the power of intent data.

Our experts will discuss:

• Revealing Buyer Interests and Needs: Learn how to uncover the interests and needs of potential buyers, enabling you to tailor your marketing campaigns with precision.
• Prioritizing and Engaging Key Accounts: Discover how to utilize intent data to prioritize and engage key accounts through customized outreach. 
• Real-Life Examples from Top Brands: Gain insights from real-life examples of leading brands effectively using intent data to enhance their marketing strategies.

From Insight to Action: Enhance Your B2B Marketing with Intent Data

Most marketers agree that webinars are a key tool for facilitating deep and meaningful engagement with target accounts. Some marketing teams use webinars in an on-again-off-again, ad hoc fashion. However, the most successful application of webinars for ABM is a programmatic approach that offers a consistent theme and cadence. 

But, how do you actually plan a successful webinar series so it aligns to your revenue goals? And do you need a large budget and lots of marketing headcount to make these programs a success? 

In episode two, we’ll show you how, with the right preparation, you can build a webinar series that will drive target account engagement and make a case for why they should serve as a cornerstone for your ABM strategy.

Topics we’ll cover:
- How to build a webinar plan that meets your goals
- Why webinar series perform best (and aren’t more difficult!)
- Step-by-step guide for webinar planning success
- How to tie your revenue-centric KPIs to your webinar plan

Unlocking Deep Engagement: Creating an Always-On Webinar Series

Even in this current world of increasing self-directed – and decreasingly loyal – buyers, B2B tech companies struggle mightily to be seen, much less truly understood. Think about how hard it’s already gotten to engage them with your value props ... and then multiply the problem by 10x! Is that where we’re going in the generative AI-driven future? It’s super hard to break through today – going forward it’s certainly not going to get an easier. When any company is able to quickly copy the messaging of even the fastest innovators, successful differentiation will require a more rigorous approach.

In this replay from our 2023 virtual event, Reach, join Rebecca Kitchens, President of TechTarget, as she shares her view of where we are as an industry, and as GTM professionals with real “jobs to be done.” She’ll recap how we got here, including the rise successful internet publishing models (like TechTarget and hybrids like LinkedIn and even Hubspot), and then go deep on what’s likely to be coming for all of us, and what we should be doing about it to prepare.

Content, Context and the AI-Driven Future

Most GTM leaders would agree that securing budget, getting buy-in from different stakeholders and successfully rolling out a new MarTech solution cross-organizationally is far from easy. And before you even start thinking about implementation, workflows and use cases, you must establish a strong business case for the technology that generates excitement from your go-to-market peers and support across your organization. The success and long-term adoption of the tool largely hinges on your ability to set expectations and clearly articulate the business need. Without this critical step in the process, it’s going to be hard to get all of the key stakeholders tracking towards the same goal. So how can you best approach building a business case for a much-needed solution? 

In this session, Panzura’s VP, International, Diego Devadas, will share his experience and practical insights on how he aligned cross-organizationally to build a strong business case for intent data and how he drove successful adoption. Diego will also discuss how cross-functional alignment doesn’t stop with the initial purchase of a platform and how Panzura is building a sophisticated roadmap to support other intent objectives across the business.

Panzura’s Story: Building a Business Case For Intent Data

As the market for intent data continues to grow dramatically, so do the possibilities for how we utilize these key engagement signals. With the scale of intent data expanding, we continue to see momentum in how intent is integrated within organizations, the speed at which we can act on surging signals, and the expansion of touchpoints. Join industry leaders as they strive to address how to effectively and efficiently predict their buyer’s needs using intent data and its signals.

Presenters:
• Sean MacKinnon, Director, Customer Success, EMEA (TechTarget)
• Anna Joanes-Cox, Associate Director, Strategy & Digital Marketing (Verizon Business Group)
• Meghan Weinreich, Manager, EMEA, ABM and Demand Generation Campaigns (Cloudflare)
• Suela Vahdat, Director of Marketing, EMEA (Contrast Security)
• Kiran Dhillon-Byrne, Director, Regional Marketing, EMEA, APJ & LATAM (Veracode)

Engaging Busy Buyers in the Age of Intent

There’s a lot of talk about AI’s potential to transform whole industries, and especially, to deliver faster results. Per the usual in marketing and sales, vendors of all stripes are jumping on the bandwagon, rolling out flashy AI-badged solutions. But faster doesn’t always mean better, especially given where we are right now. Let’s take this opportunity to level-set together. And let’s use Account-Based Marketing (ABM) as a sort of test case. What are some critical barriers to achieving better ABM ROI? What can be done about that now? And how could AI help, right now and in the near-term future? 

In this keynote session from Rebecca Kitchens (TechTarget’s President), we’ll contrast the pressure that’s on marketers to always go faster and bigger (because scale is a real ROI variable) and the very real need to do marketing better. We’ll take a closer look at TechTarget’s own AI POV, what we ourselves are doing, and the implications we think that has for tech go-to-market practices everywhere. For both your buyers and your companies’ brands and trajectories, our goal is to help you succeed now and in the future. Certainly, an important part of this will be about finding a good balance between humans in the loop and AI-fueled automation everywhere!

ABM, AI and the Path to Better Account Engagement

Today’s IT buyers often conduct their research independently and shortlist vendors without ever talking to a sales rep. As such, great content combined with an excellent distribution strategy can be your ticket to converting IT audiences into paying customers. Yet for many, this is easier said than done. This session will answer your most pressing questions around not only content creation and distribution, but also content’s direct impact on your bottom line.

Presenters:
• Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget)
• Louise Radoor Larsen, International Campaign Manager (Rubrik)
• Daisy Zhang, Global Digital Growth Manager (Radware)

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

Most marketing tactics fail. So much so that it’s a norm built into what and how we plan. Sometimes targeting is to blame. Often, it’s positioning and messaging and how that’s carried through into content. Usually, it’s a combination of both. Our job is to help you succeed in constantly changing technology markets. We help you to stay ahead of your competition by keeping you up to date on how your buyers think and what they’re thinking about right now. Then we show you how to inject that into everything you do.

In this edition of our Analyst Insights for GTM Actions webinar series, featuring Enterprise Strategy Group’s Dave Gruber, will look closely at what recent managed detection and response (MDR) research reveals about the state of the market and how technology vendors and managed service providers can use that to better position and promote their products and services. Whether you are a startup or an established player, in cybersecurity specifically, or frankly any market, this webinar will deliver information and techniques you can learn from and leverage in your own practices.

Analyst Insights for GTM Actions: Lessons Learned from Security Buyers

Marketing

Marketing and Sales Alignment

Marketing Analytics

Cyber Security

Content Creation

Buyer Personas

Buyer Journey

Messaging

Analyst Research

Security

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Analyst Insights for GTM Actions: Lessons Learned from Security Buyers

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