September 27, 2022
Turn buying signals into opportunities
There’s a lot of excitement among marketers around intent data. And there’s still significant confusion. Like other categories, with intent there are nuances and complexities that go-to-market teams need to understand and consider. What’s fine for one group can easily be meaningless to another. What’s good for upstream use cases may offer little value downstream.
In the Intent track, you’ll explore this still-evolving category, examine what’s there today and realize what’s still needed to support your GTMs. Whether for sales, marketing or strategy, together we’ll investigate the key questions and provide the clear answers you’re looking for.
7:00 AM EDT / 12:00 PM BST
The IT B2B Marketer vs. The IT Pro: Does Buyer Perception Mirror Reality?
Brent Boswell, Senior Vice President, International (TechTarget)
Ben Bulpett, Senior Director Global Field and Partner Marketing (Algolia)
John Rogers, Group IT Director (Punter Southall Group)
Perception acts as a lens through which we view reality. Our perceptions influence how we focus on, process, remember, interpret, understand, synthesize, decide about, and act on reality. In doing so, our tendency is to assume that how we perceive reality is an accurate representation of what reality truly is.
From April through July 2022, we ran our annual TechTarget Media Consumption study and asked a portion of the survey to 150 IT B2B Marketing Managers and Directors to see their perception of how IT buying teams move and research throughout the buy cycle. In this presentation, we look at the results and answer the question, “Are marketers’ assumptions of the buyer behavior really a mirror of what buyers’ are doing?”
Join us as we review this new European research and then talk directly to a panel of IT Directors on their experiences of the buying process.
8:00 AM EDT / 1:00 PM BST
Using Intent Data to Improve ABM Outcomes
John Steinert, CMO (TechTarget)
Many revenue teams see the value of intent data in an ABM strategy. If you’ve dabbled with using intent data to drive some targeted advertising efficiencies, that’s a good start. But that’s really just the tip of the iceberg when it comes to fueling ABM results through intent data. Join TechTarget’s CMO John Steinert as he looks closely at what real ABM success should mean ($$$) and how real intent data can support better content, better engagement, better conversion, better opportunity identification and even better opportunity creation.
9:00 AM EDT / 2:00 PM BST
Intent Monitoring for Strategic Purposes
Rebecca Kitchens, Executive Vice President and Publisher (TechTarget)
Unlike “slow twitch” firmographic, demographic, and technographic data that changes quite slowly, “fast twitch” prospect-level intent data changes all the time. That’s part of why campaign people and SDRs love it. But deeper inside a high-quality intent data feed, there’s a whole lot of information about market patterns and organizational change that people like your planners and portfolio marketers can really leverage to help them optimize their whole GTM.
Join Rebecca Kitchens, TechTarget’s Executive Publisher as she shows how intent analyses enhance her customers’ visibility into and understanding of the real demand activity in their markets.
10:00 AM EDT / 3:00 PM BST
Moving Beyond Activity: Increase your Focus on Quality Interactions and Yield
John Steinert, Chief Marketing Officer (TechTarget)
Seth Marrs, Principal Analyst (Forrester)
Buyer interactions across the sales cycle have increased significantly – yet sales reps only spend 18% of their time engaged with buyers. In response, many teams are pumping up sheer outreach volume – a short-sighted approach that is killing potential deals and long-term revenue.
This session proves the key to more revenue is not more touches, but improving the quality of every touchpoint you do have. We’ll show you how with just a 5% improvement with each interaction, you can increase your chances of winning a deal by 67%.
Watch now to get key insight and guidance to:
*Strike the right balance between volume and quality in outreach and cadences
*Learn how to leverage intent data insights to increase touch quality
*Identify and avoid “deal killers” that are preventing you from maximizing account revenue
11:00 AM EDT / 4:00 PM BST
Adopting and Leveraging Intent: Lessons from Thousands of Users
Annie Matthews, SVP of Customer Success, Growth Accounts (TechTarget)
Heather Turner, Vice President, Customer Success (TechTarget)
Linda Caudle, Sr. Manager, Marketing (F5)
Frank Days, Chief Marketing Officer (Nobl9)
Hear from TechTarget’s own award-winning Customer Success experts as they bring you insights – major fails and fixes – from more than 6 years of intent data implementation leadership with thousands of users across the world’s greatest and fastest growing tech company go-to-market teams.
12:00 PM EDT / 5:00 PM BST
How a B2B Marketing Service Provider Helps Clients Adopt ABM and Adapt to Intent
Jon Russo, CMO & Founder (B2B Fusion)
John Steinert, CMO (TechTarget)
With so much efficiency-oriented technology being added to today’s stacks, a service provider often gets called in to help figure out how to actually make ROI happen. Hear from B2B Fusion Group’s Jon Russo as he discusses how Intent Data and his practice are coming together through systems and process improvements to deliver substantive, dependable ROI for clients.
1:00 PM EDT / 6:00 PM BST
Building Demand Gen is Still a People Business
Nate Spurgess, Demand Marketing Manager (Service Express)
Reyni Warsen, ABM Field Specialist (Service Express)
John Steinert, CMO (TechTarget)
Join us as John Steinert, TechTarget CMO, and Nate Spurgess, the Demand Marketing Manager at Service Express, discuss the evolution of Service Express’ marketing and sales efforts after implementing intent data as part of their go-to market strategy.
11:00 PM EDT / 11:00 AM SGT (Sept 28)
Intent Data in Action Across APAC: 5 Use Cases You Should Know
Meaghan Nichols, Director, Client Consulting APAC (TechTarget)
Mervyn Alamgir, SVP, Growth Marketing and Operations (Talkdesk)
Andrew Antal, Regional CMO – APJ (Talkdesk)
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.