Name: Identifying and Influencing Technology Buying Groups
Start: 2021-06-08T05:00:00Z
End: 2021-06-08T05:01:04.000Z
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. 

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.

Bringing Together an Integrated MarTech Stack for APAC

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.

A Deep Dive into the APAC Tech Purchasing Team

These days there's no shortage of suppliers promising to build your brand, generate pipeline and alert you to the accounts who are in market for your solutions. But not all providers are created equal. In this panel discussion, we’ll arm B2B tech marketing and sales professions with an understanding of the landscape of potential partners across Asia Pacific. 

By attending this interactive discussion, you’ll learn,
  - The tactics commonly taken to derive intent for your offerings
  - How different types of providers generate leads for you
  - Ways to create local content that meets the information needs of buyers in region
  - Whether low cost always equates to low quality
  - The questions you should ask to ensure you’re evaluating potential partners properly

Panelists include:
  - Del Robles, Director, Media and Digital Activation, Just Global (Singapore)
  - Marcelo Loustau, VP, Growth Marketing and Demand, APAC, MOI-Global (Singapore)
  - Amadeus Guerrero-Pou, VP of APAC Sales, TechTarget (Sydney)
  - Jon Panker, Managing Director APAC, TechTarget (Sydney)

Making Sense of the APAC Media and Data Landscape

The best sales reps in B2B tech no longer have to take a shot in the dark. They know exactly who to engage, when to reach out and what to say. Their emails are being read and their opportunities are progressing at a far faster rate because of intent data. But just because reps have data at their fingertips doesn’t mean there aren’t good (and not so good) ways to use it. In this webinar, we’ll see how APAC’s strongest reps, from BDRs to account managers, are successfully leveraging data to identify their top prospects and personalize their pitches. In this engaging session run by B2B tech sales leaders, you’ll learn:
 
Practical tips for incorporating data into the sales process
Why it’s important for reps to understand the source of that data
How to easily integrate data into common CRMs and the platforms where reps spend their time
Tips for convincing skeptical reps of the value of good intent data

Rules of Engagement: Leveraging Intent to Drive to a Quicker Close

How well do today’s tech marketers know their prospects? In an engaging session designed to shed light on how today’s IT buyers gather information to support their purchases, we’ll share results from TechTarget’s latest Media Consumption report in APAC. The study not only outlines the IT buying process based on direct input from nearly 600 tech buyers, it also identifies disconnects between how buyers actually buy and what the 150 tech marketers who took the study believe their prospects are doing. 

Attendees of this can’t-miss webinar for tech marketing and sales will learn:
  - Content preferences for various stakeholders
  - How receptive buyers are to the return of face-to-face marketing activities
  - Through which activities prospects are suffering from digital fatigue in the post-Covid era
  - How sales can capture the attention of buyers who are more self-enabled than ever

Rules of Engagement: A Behind the Scenes Look at Today’s IT Buyers Journey

Who better to explain how technology buying is evolving than IT leaders themselves? TechTarget’s APAC executive editor Aaron Tan will be joined by a CIO panel for an engaging discussion on how budgets are being allocated and decisions are being made. First, we’ll share the latest IT Purchasing Priorities research and highlight the winners and losers when it comes to near-and longer-term technology spend. Then, we’ll talk about the evolving purchasing process — who’s involved, how are they collaborating and how they want to interact with technology brands like yours. This is a discussion that nobody involved in marketing or selling technology will want to miss.

CIO Panel: Staying Ahead of the Changing IT Purchasing Process

Is it really possible to get multiple elements of a marketing program to work together seamlessly? Can you commit to longer-term engagements despite being held accountable for quarterly results? Yes and yes! Despite some challenges, marketers are increasingly architecting always-on, integrated campaigns that are delivering remarkable ROI – not to mention alleviating some of the burden of 3-month planning cycles. We’ll share some common ingredients of these types of program and offer advice for measuring their impact.

Lifting the Veil on the Always-On, Integrated Campaign

This session provides a playbook for harnessing the power of intent data. Understand the different types of data on offer and how to best leverage various data sources (including your own) to penetrate your total addressable market.  See the use cases that are contributing the most ROI to APAC regional and field teams. Hear first-hand how intent is transforming the way one multinational tech company is working across APAC.

Join this session to learn:
- Why you need to understand how your partners acquire the intent data they're providing
- How to get the most from your intent data, and why you need to reprioritize your resources to achieve success
- How to form your go to market strategy while leveraging intent data to align marketing and sales

Riding the Data Revolution: How to Harness the Power of Intent Data

Let’s face it. There’s nothing sellers like more than being in the same room with their prospects. But even with the return of physical events, most tech buyers are attending far fewer than they did before the pandemic. Today’s most successful salespeople rely on intent data to help identify their best prospects, gather the insights to effectively engage buyers and stay informed of key developments within their current customer base.  You’ll meet a local seller who’s letting data power all these activities and see how data can tangibly contribute to sales success.

Join this session to learn:
- Who the New B2B Buying journey involves, and why it’s making data-driven engagements more important than ever
- How to use data to retain customers and create new sales opportunities
- Why you need to engage with buyers at the crucial points of their journey

Leveraging Data: How Successful, Data-Driven Tech Salespeople Reach Their Goals

Long live the webinar! Just because we’re starting to reintroduce some face-to-face activities into our marketing mix doesn’t mean that buyer aren’t still tuning into webinars. In fact, the average APAC tech buyer attends three each month. How do you ensure the right prospects show up for yours? This session will arm you with tactical webinar execution and promotion advice. From the ideal duration and format to keys to sparking interactivity and techniques for driving an engaged audience, we’ll share advice for creating wow-factor webinars.

Join this session to learn:
- Why creating content that wows is difficult in APAC and how best to target different markets
- How to effectively measure engagement across a range of metrics
- Why knowing your strengths gives you the best chance of success

Creating Engaging Content to Attract and Wow Your Prospects

Today’s empowered tech buyer is doing more before they ever engage with a sales rep. Exactly what are they doing? Which platforms are they visiting to collect pre-purchase research? With which types of content are they engaging? And how can you, as a technology marketer or seller, capture their attention before they are ready to talk to you. In this session, we’ll recap the APAC findings from TechTarget’s newly released Media Consumption survey and put those findings to the test by asking senior technology leaders in the region how the conclusions compare to their companies’ IT purchasing processes.

How B2B Technology Buyers Actually Buy: The Changing Purchasing Dynamic in APAC

Think about your buyers. Buying a solution for their company is a complicated, risky proposition. That’s the reality that you’re selling into – by helping buyers move through the research process, great content accelerates it and increases your chances of winning. So what exactly is that content? What type of content do buyers prefer? And how can your team do better to produce them?

Join TechTarget’s Shamim Narayan and BrightTALK’s Sam Weller as they break down the latest data on content engagement in APAC. They’ll dig into how B2B professionals consume content, the types of content they prefer and  proven tactics to drive increased demand, best practices for successful webinar, video, and virtual event programs.

Cut Through the Noise: Content Preferences in a Digital World

There’s undoubtedly a lot of hype surrounding the use of intent data to propel marketing and sales activity. Within the technology space, data is powering some key functions to accelerate prospect engagement and build more pipeline.

In this session, TechTarget’s regional director of client consulting will showcase the five top use cases where intent data is delivering measurable ROI. Additionally, she’ll be joined by an APAC technology marketing leader to shed light on how data is transforming the way marketing works and how it contributes to overall business. Attendees will walk away with a solid framework for building an intent data business case or fine-tuning how they currently utilize data within their organization.

Intent Data in Action Across APAC: 5 Use Cases You Should Know

Lead engagement has always been difficult. In the post-Covid era it’s gotten even tougher. With the increase in online content and digital marketing, buyers are more self-enabled than ever before and often prefer researching tech purchases without direct contact with sellers. Prospects are often working remotely and can be difficult to reach. Yet many of our engagement strategies have been based on phone outreach, especially in some of the more traditional APAC markets. The most successful sales and marketing teams have pivoted. In this webinar, we’ll share what they’re doing. Hear from trailblazing APAC marketing and sales teams as they describe how they’re modernizing their lead follow up efforts.
 
Attendees will learn:
  - The appropriate way to treat differently sourced leads: intent leads, PDF downloads, webinar leads, inbound leads, etc.
  - How to embark on a multi-touch cadence to ensure you’re leveraging all possible avenues for engaging prospects
  - The best approach for handling leads who resist interacting with sales reps
  - How to effect positive change in lead follow-up practices despite some internal resistance to doing something different

Rules of Engagement: APAC Lead Engagement: Best Practices to Maximize Conversion

The average B2B buyer is consuming at least five pieces of content before talking to sales. They’re engaging with marketing content upwards of six months before making the purchase. Increasingly, prospects are doing much of the legwork to support a purchase before talking with your reps. How can marketing help progress opportunities to get buyers ready to talk to sellers?
 
It’s no secret that automation is enabling us to share content and frame how prospects approach an upcoming buy. The best technology organizations are using automated nurture and scoring as a real competitive advantage. In this session, we’ll discuss how to extract maximum value from your automation efforts to drive deeper engagement. In a lively presentation featuring APAC tech marketers and automated nurture experts, we’ll shed light on how tech companies in region are leveraging third-party intent to power the setup and scoring process. This is an ideal session for anyone who works in marketing, operations or sales at a B2B tech company.

Rules of Engagement: Driving Conversion Through Automation & Nurture Strategies

Buyers don't limit their research to quarterly cycles so why do tech marketers often focus on quarterly campaigns? If the average sales cycle for your solution is 6 months or more, shouldn’t you be in front of your prospects throughout the buyer’s journey? While it certainly makes sense to maintain an always-on strategy, marketers sometimes struggle with how to architect – and measure the success of – longer-term, integrated programs. 

This webinar will offer insights from APAC marketers who are doubling down on influencing prospects through a variety of integrated tactics so they drive their solution from early stage consideration to the shortlist and onto closed-won. Attendees will learn:
- How to develop always-on channels to identify and influence prospects who are constantly researching
- The most successful approaches for maximum impact with buyers at various stage of evaluation
- Tips for reaching the full buying team and personalizing individual buyer outreach based on their unique interests
- Real-world examples of always-on strategies and how marketers are measuring their impact

Rules of Engagement: Think Beyond Campaigns and Build an Always-On Strategy

A thoughtful, engaging content portfolio will ensure you’re attracting and educating the right prospects and personas. But sourcing great content, creating it with local buyers in mind or selecting the right assets from a global collection can be daunting for APAC marketers. Typically, those in region have less control over content to power a go-to-market strategy and less budget to create their own material.


How can APAC marketers use content to build a foundation for marketing success? In this webinar we offer up best practices specific to the role of a regional or country marketer. Our panel of experts offers advice based on the performance of hundreds of APAC content marketing and digital engagement programs. Attendees to this session will get:

-Recent examples of APAC-specific top performing content
-Metrics used to determine the content’s success at generating leads and driving engagement
-Localization advice to maximize in-region content budgets
-How to use multiple pieces of content to nurture and move

Rules of Engagement: Maximizing Content Creation to Drive Prospect Engagement

Be the first to learn about planned investments and motivators for technology purchases in 2022! In this interactive session, TechTarget’s global editors from North America, Europe and Asia-Pacific will unpack the key technology trends from our annual IT Priorities study and what they mean for IT buyers and B2B sellers in different markets across the globe.  This webinar will be presented by: Jon Brown, VP, Market Intelligence Kelley Damore, VP of Editorial and Chief Content Officer Bryan Glick, VP, International Editorial Jon Panker, Managing Director, APAC Aaron Tan, Executive Editor, APAC

TechTarget IT Priorities Study – What IT Buyers Are Looking For in 2022

TechTarget and LinkedIn join forces for a webinar sharing groundbreaking research into the B2B technology buying landscape. The findings reinforce the need for tech marketers to identify, influence and engage purchasing committees – some of which contain 10 or more stakeholders. The question is how to do this in a scalable, efficient manner especially in a region like APAC where resources are often limited.

Since surrounding and educating the whole buying team is critical to winning champions and closing business, the presentation and interactive discussion will center around:

•	How buying committees give off signals of interest for solutions like yours 
•	Effective ways to turn intent into successful, multi-channel marketing campaigns 
•	Tips for engaging different personas with a content-driven and consultative approach 
•	The downside to focusing exclusively on pre-defined titles/personas and excluding others

Identifying and Influencing Technology Buying Groups

Account Based Marketing

B2B Content Marketing

B2B Marketing

B2B Technology Buying Landscape

Buying Teams

Content Driven

Digital Marketing

Lead Generation

Multi Channel Marketing

Personas

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

“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.

Content Marketing

Online advertising has grown into a $37 billion industry from nothing in the last twenty years. Encompassing banner ads, rich media ads, video advertising, social network advertising and retargeting, online advertising is a key component of digital media marketing. Learn how to optimize your digital strategy from online marketing experts.

Online Advertising

Get powerful marketing insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on which marketing strategies and techniques are driving customer and revenue growth.

Marketing

Get powerful advertising insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date advertising industry knowledge and strategies that are driving brand and demand.

Advertising

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.

Get powerful marketing data and analytics insights from influential experts. Connect with thought leaders and colleagues to get the most up-to-date knowledge on the analytics that quantify your investments.

Data and Analytics

As an IT professional, many of the problems you face are multifaceted, complex and don’t lend themselves to simple solutions. The information technology community features useful and free information technology resources. Join to browse thousands of videos and webinars on ITIL best practices, IT security strategy and more presented by leading CTOs, CIOs and other technology experts.

Information Technology

The inside sales community on BrightTALK is made up of thousands of engaged inside sales professionals. Learn best practices for teleprospecting and lead qualification as well as advice for implementing sales prospecting tools. Join the discussion by attending on-demand and live inside sales webinars and round tables.

Inside Sales

The channel sales community on BrightTALK is made up of thousands of sales professionals specializing in channel sales strategy, reseller sales and channel opportunities. Find relevant content on demand or engage with peers and industry leaders in live channel sales webinars and round table discussions.

Channel Sales

The sales management community on BrightTALK is made up of thousands of sales management professionals. Learn about sales training ideas and techniques while improving pipeline development strategies. Join the conversation by participating in live sales development and management webinars and round tables.

Sales Strategy

In this SaaS and subscription economy, the key to success is customer success. This is much easier said than done as client ecosystems are constantly evolving and their needs and aptitudes vary. Join this community to engage with leaders who are prioritizing and pioneering customer success by helping clients maximize ROI, inspiring account growth and strong client retention.

Customer Success

Get powerful sales management insights for your business. Connect with experts and colleagues to get the most up-to-date knowledge on the sales strategies that are generating record-breaking booking, revenue and retention numbers.

Sales

The sales community on BrightTALK brings together thousands of engaged sales professionals. Learn about careers in IT sales and marketing, sales techniques and selling strategies. Join the discussion by participating in on-demand and live sales webinars and summits with leaders in the sales industry.

Identifying and Influencing Technology Buying Groups

Presented by

About this talk

More from this channel