September 20, 2023
Stand out and support your buyers’ buying needs
As technology continues to evolve at a break-neck speed, many organizations are also feeling the looming dark cloud of market uncertainty. In reaction to this need to speed up and stay ahead of the curve, today’s B2B buyers are turning to credible vendor content and third-party research to keep abreast of key categories, investigate new technology solutions and solve their biggest challenges. As a result, the pressure is on for marketers to build and maintain the right content supply chain to support their demand gen and GTM objectives.
In the Content track, you’ll have the chance to learn how B2B’s brightest content innovators are leveraging new content formats, tools and processes to scale content production while simultaneously driving deeper engagement with the right buying teams.
5 Video Marketing Trends to Test and Perfect
6:00 AM EDT / 12:00 PM CEST
DemandGen, datamarketing, ABM voir ABX : il existe un préalable incontournable à toutes les stratégies marketing : disposez d’un contenu important, précis, adapté et capable de porter l’ensemble de vos messages sur vos produits, vos technologies et vos valeurs. C’est pourquoi nous nous retrouverons pour 45 minutes d’échanges sur le Content Marketing avec quatre CMO français membres du CMIT. Au programme des questions telles que :
- Comment la montée en puissance des stratégies ABM imposent d’accélérer la production de contenu par les organisations marketing ?
- Quelles sont les défis de la localisation et de la personnalisation des contenus pour un marketer français ?
- Comment gérer la nouvelle donne autour des formats de contenu vidéos ou webinar ?
Nous profiterons également de cette table ronde pour faire un peu de prospective et voir dans quelle mesure ChatGPT promet de rebattre un peu plus les cartes entre risque sur la singularité et attrait de la quantité…
7:00 AM EDT / 12:00 PM BST
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.
8:00 AM EDT / 1:00 PM BST
With so many available content types, building a demand generation campaign can feel overwhelming. What kind of content will best reach my audience at the right time with the right message? And if I get it wrong, do I need to start again from scratch?
Fortunately for marketers, starting with video-based content as a basis for your demand generation campaigns can alleviate many of those concerns. Join us for an exclusive look into new research exploring the power of an omnichannel strategy to engage the right buyers whenever and however they want to consume content. From distribution channels to promotion strategies and derivative assets, you’ll learn how to maximize your campaigns with knock-out video content.
9:00 AM EDT / 2:00 PM BST
The generative AI revolution is here. While AI’s cultural impact has been significant, not surprisingly, it has left many curious about the practical use of AI in B2B marketing and sales. As we all look to stand out from the crowd, many marketing teams struggle to effectively hit their content production targets. Seeing the promise of AI, TechTarget’s marketing team has tapped Writer to achieve more scale and efficiency with their already comprehensive content engine.
Join us for an in-depth discussion between Writer’s Head of Sales Alex Wettreich and TechTarget’s Senior Director of Marketing Programs Olivia Dassler on how to scale content outputs without sacrificing quality. They’ll share real examples of how TechTarget’s marketers use Writer to drive content growth and maximize the impact of their marketing campaigns.
10:00 AM EDT / 3:00 PM BST
Step aside, home movies. When done well, modern video storytelling helps brands stand out in a noisy marketing landscape by eliciting emotion and directly impacting the decision-making process. Moreover, video-based content conveys a brand’s character in a matter of minutes – making it a vital component of any marketing strategy.
Join leaders from HubSpot and BrightTALK as they unpack the state of video from start to finish. They’ll dig into recent research to explore not only how marketers can create successful, impactful short and long-form video content that converts today, but also how to leverage the medium to scale growth in the future.
11:00 AM EDT / 4:00 PM BST
As members of the GTM team, each of us impacts the customer experience (CX), either pre-sale, post-sale or both. And while, in our particular roles, we may not spend much time thinking about the impact we have personally on that experience, we’d have to admit that it is very real. Of course, the people who probably think about CX more than anyone else are those either building CX solutions or those looking to implement them.
That’s why for this session, we’re bringing together Stephanie Corby, Enterprise Strategy Group’s lead analyst on the topic and their SVP of Analyst Services, Doug Cahill for a special edition of our Analyst Insights for GTM Actions series. First, they’ll share what’s essential to understand about people’s wants and needs from the latest CX research. And then they’ll flip the script to explain why these insights can help each of us frame out how we can address our own objectives with a clearer CX focus—in how we target, how we position and message, in our content, in our selling and more. It’s guidance that anyone who cares deeply about the customer won’t want to miss.
12:00 PM EDT / 5:00 PM BST
To compete successfully in today’s digital landscape, every marketing team must develop an effective content strategy. At the same time, the skilled experts needed to create good content are in short supply, and the high expectations around performance can seem to put every project under an ROI microscope. Caught between a rock and a hard place, to solve for both quality and efficiency, GTM teams need to take a step back and rethink how they can engineer more sustainable content supply chains.
In this webinar, Enterprise Strategy Group analysts Christophe Bertrand and Melinda Marks will build on their experiences as technology product marketers to zoom in on two of the most difficult content challenges faced by GTM teams: They’ll look closely at how you can get better at creating material that will really resonate with your target buyers. And they’ll unpack the barriers to and breakthrough solutions for achieving ROI and strong engagement from your content-based programming.
1:00 PM EDT / 6:00 PM BST
Economic downturns can present significant challenges for organizations striving to maintain growth and profitability. Yet, it’s during these challenging times that investing in high-quality content becomes a strategic imperative. Instead of deciding whether to invest, marketers must decide where to invest in order to take advantage of the current climate.
Join BrightTALK’s in-house production experts to dig into why video has emerged the undisputed champion of driving engagement and delivering ROI. They’ll discuss strategies for creating impactful content on a limited budget while answering the question on everyone’s mind – when paying for content gets trickier, is doubling-down on my investment the way to save my year?