Name: The MQL is Dead: Why and How to Focus on Buying Groups
Start: 2023-06-28T16:00:00Z
End: 2023-06-28T16:01:04.000Z
Location: BrightTALK
Rating: 5

TechTarget (Nasdaq: TTGT) is the global leader in purchase intent-driven marketing and sales services that deliver business impact for enterprise technology companies. On this channel, TechTarget shares its expertise on digital marketing strategy to help your marketing team to reach the right audience at the right time with a focus on content marketing and the importance of your audience activity. 

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

B2B go-to-market teams face many challenges: long buying cycles, many decision makers in the buying teams, opportunities that go dormant and fierce competition for a slice of a market. Yet, Cato Networks, a leading network security company, is growing remarkably despite all this. So how do they do it? 

Hear from Cato Network’s Director of Inbound Marketing, Daniel Bleichman, as he opens the playbook on how the team is able to leverage data-driven strategies in their integrated marketing campaigns to fuel growth. Daniel will share real-life examples and actionable insights on how you can utilize the power of intent data to achieve the maximum revenue potential across the buying cycle.

From Purchase Intent to Revenue: Cato Networks’ Winning Marketing Strategy

In today’s uncertain economic climate, B2B tech partner marketers are under more pressure than ever to hit aggressive partner pipeline targets while demonstrating ROI on partner marketing investments. Generating leads isn’t enough – effective follow-up is critical to engage top-of-funnel prospects and convert interest into opportunity. 

Throughout their careers, Angela Motiani (Head of Partner Demand Generation at Klaviyo), Kristina Onyon (Director of Partner Marketing at Cloudflare), and Rachna Gupta (VP of Marketing at HashiCorp) have faced this challenge head-on and cracked the code on what works (and what doesn’t) when it comes to with- and through-partner demand generation.

Listen in as these partner marketing visionaries sit down with Michael Latchford (GM & VP, Strategic Alliances and Partner Marketing Services - TechTarget) to share:

• Tips for leveraging intent data and account-based strategies to reach the right audience 
• Insights into the most effective program types for generating top-of-funnel leads
• Proven approaches for driving lead follow-up and conversion into pipeline
• Advice on creating demand at scale with packaged through-partner campaigns
• Guidance on the essential KPIs to track to measure campaign effectiveness

Building Partner Pipeline: How to Drive Demand With & Through Partners

It’s undeniable that Sales Development plays a crucial role in any B2B tech organization’s go-to-market strategy. Yet, how many of us really stop to think about SDRs as a powerful engine for personalization? As competition for mindshare and wallets gets fiercer, it’s essential to empower SDRs with the insights and data to engage accounts meaningfully and deeply.

In this replay from the Intent Summit, TechTarget’s sales and sales enablement leaders will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

Presenters:
Renee Tily, Senior Vice President, Sales Enablement, TechTarget
Olivia Dassler, Senior Director of Marketing Programs, TechTarget
Brian Dowling, Senior Vice President, Inside Sales, TechTarget

Last-Mile Personalization: Intent Insights and Sales Outreach

Even as competitors struggle to get their content strategies off the ground, Radware, a leading provider of security solutions for businesses of all sizes, is seeing 72X ROI from their webinar investment. How? Quite simply, they’ve maximized the magic of crafting captivating content, executing a strong promotion gameplan, and operationalizing follow-up from their sales team. 

Join Daisy Zhang, Global Digital Growth Manager (Radware) and Swaroop Iyer, Enterprise Account Director (BrightTALK) as they unpack the trick to Radware’s exponential webinar growth. Covering everything from content strategy to effective sales enablement tactics, they’ll outline the roadmap they’re using every day to convert engaged webinar viewers into paying customers

72X ROI: How Radware Works Webinar Magic to Generate More Demand

It is a tough time to be a B2B marketer in the tech space – you're not only tasked with supporting your sales team but also entrusted with shaping your prospect’s perceptions to keep your brand top of mind. Yet Utimaco, a global leader in providing trusted cybersecurity and compliance solutions and services, seems to have cracked the code, using the power of video to attract and captivate their audience with appealing content, a strong point-of-view and a winning promotional strategy.

The result? Their webinar program is seeing 800% year-on-year audience growth and an engagement rate 17x better than their closest competition. Hear from Utimaco’s marketing leaders as they open the playbook on how great webinar content is enhancing to their digital marketing strategy, driving more (and better) opportunities for their business and providing a stream of piping hot leads to their sales team.

Presented by: 

-  Philipp Harmuth, Head of Digital, Utimaco 
- Volker Gerstenberger, Director, Marketing, Utimaco
- Chris Tully, Account Manager, EMEA, TechTarget

17x the Competition: Utimaco’s Guide to Exponential Webinar Growth

Building a great account-based marketing strategy requires a deep understanding of your best-fit accounts, close collaboration among your go-to-market teams, and data-driven insights to power the tactics behind your ABM playbook. Sounds quite simple, right? But many marketers – although quite familiar with ABM as a concept - find themselves at a crossroads when planning and executing their ABM strategy.

In this webinar, F5’s Digital & Marketing Operations Director (EMEA) Olga Royenko and TechTarget’s Senior Account Manager, Jess Flynn, will dig into the nitty-gritty of what it takes to run successful ABM campaigns for a B2B tech brand. They will discuss how an intent data-driven approach allows F5 to be laser-focused on the best-fit accounts while engaging buying teams with tailored content and relevant follow-up.

F5’s ABM Playbook: How Intent Data helps to Shape their Strategy

Competition in the IT landscape is fierce. Your buyers are likely being bombarded with marketing messages and sales outreach on a daily basis. To effectively engage your target audience and improve the impact of your demand generation efforts, you must shift from sporadic marketing campaigns to a cohesive, integrated marketing plan to engage buyers throughout their research journey.

In this webinar, TechTarget’s Senior Account Director, Alex Leadbeater, will sit down with Helen Gilbe, Marketing Director, Proofpoint to discuss how combining different marketing tactics and efforts into a cohesive, integrated marketing strategy helps to engage and influence buyers more effectively and efficiently.

Mind the Gaps: Driving More Revenue with  Integrated Marketing

Any marketer understands the value of content today – especially in a murky technical landscape and uncertain business environment. But simply creating content is not enough. Content serves as an extension of your brand and it’s often a prospect’s first entry point to understanding your product or solution. Marketers have to think strategically and long-term to fully utilize the power of content so it generates deep engagement and drives the most important business outcome – revenue.

In this session, Alexandra Kory, Teradata’s Director of Demand Generation and Brent Boswell, TechTarget’s SVP and Managing Director, International, will deep-dive into top challenges EMEA marketers face when creating and distributing content. Additionally, they will look into the importance of content for not only capturing in-market buyers but also engaging a wider group of decision-makers so your brand is top-of-mind to ensure the long-term success.

How Teradata Harnesses the Power of Content to Generate More Demand

Great execution requires well-thought-through processes. And achieving great execution at scale requires that teams adhere to them. But stack complexity, systems choices and more can make things hard. So, while data and measurement should be a critical input for reaching high-performance, too often they become part of the problem.

In this replayed session from BrightTALK's Align Summit, TechTarget CMO, John Steinert, hosts a leader from the RevOps solution side and an operating guru from a super-scaled up tech vendor. They’ll share challenges they’ve experienced and methodologies they’ve developed to help teams achieve alignment for maximum business impact.

Engines of Alignment: People, Processes, Data and Measurement

So you’ve defined your target accounts for your account-based marketing (ABM) campaign — now what? In this webinar, we’ll explore how to activate your ABM plan and engage your ideal accounts with hyper-personalization and precision. You’ll uncover key strategies for sales and marketing alignment and learn how to leverage technographics and intent data to unleash the most effective tactics for your target accounts and channels. 

Join Matt Hogan, HG Insights’ VP of Growth Marketing, and Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement, as they share best-in-class strategies on:

• Going “Account-Based Everything” to redefine the Go-To-Market experience
• Leveraging technographics for account & campaign segmentation
• Using intent data to create hyper-personalized content & messaging
• Aligning sales and marketing teams to ensure ABM success

From Targets to Triumph: Key Strategies for Activating Your ABM Campaign

Content creation, SEO, brand profiling, tone and message structure, authenticity, and compromise - we'll connect on all these topics and more in this introduction to incorporating AI into your marketing strategy.  Through good and bad, AI advice is front-and-centre, and it's hard to structure the conversation and know what to utilise to save you time without compromising your brand and strategy.  In this discussion starter, we'll introduce some topics in the field on how to embrace - and maybe question - Generative AI.

5 Pitfalls and 5 Wins in Using Generative AI in Your Marketing Tactics

Content should be at the core of any marketer’s demand generation strategy. Yet, crafting an effective content strategy that actually drives deep engagement with potential buyers is no simple feat.

In this session, we will discuss the state of content marketing in EMEA and share practical guidance on choosing the right content topics, formats, and distribution methods to best influence desired business outcomes. You’ll hear how Akamai is addressing the content challenge, scaling content across different regions, and much more.

Harnessing Content to Strengthen your Go-to-Market

Today’s tech B2B marketers and sellers have more data, channels and tools available at their fingertips than ever before. But GTM teams often still struggle to tie it all together to address their unique challenges and goals.

In this session, local marketing and sales leaders will share practical tips and insights on how they tap into the power of data, including real purchase intent data, to align GTM teams and create winning demand generation strategies that drive positive business outcomes.

Connecting the Dots: Using Data to Drive GTM Teams’ Impact

To succeed in B2B marketing today requires a unique blend of expertise – equal parts creative strategist and data scientist. As buyer preferences continue to evolve and digital competition skyrockets, the best go-to-market teams are tapping into data in new ways to inform their ABM strategies and execution.   

Join Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for fresh data and stories from the field on data-driven ABM. She’ll break down common data implementation and activation missteps, as well as debut new best practices for leveraging intent data sources to identify, target, and convert the best accounts in your TAM.

Supercharging ABM with the Right Data and Intelligence

Historically, classic demand gen approaches, like marketing qualified leads (MQLS) and BANT (Budget, Authority, Need, Timing) have been at the center of how marketing organizations evaluate their effectiveness. Yet as buyers have changed – both in the number of purchasing decision makers and buying journeys overall – these approaches have not evolved to match the needs of the current B2B landscape. The result? Marketing and sales teams are leaving money on the table.

In this session, Terry Flaherty, VP, Principal Analyst at Forrester will discuss where these classic demand gen approaches fail and why they may be limiting your teams’ actual revenue potential. You’ll hear recommendations on what changes in thinking need to be made with Marketing organizations and how teams can begin to implement those changes.

The MQL is Dead: Why and How to Focus on Buying Groups

Content Marketing

Demand Generation

B2B Marketing

Marketing Analytics

Marketing and Sales Alignment

Marketing

Forrester

Buyer Cycle

Intent

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The MQL is Dead: Why and How to Focus on Buying Groups

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