September 19, 2023
Fuel GTM performance with actionable insights
To win in a competitive and changing market, B2B companies need to be proactive rather than reactive to drive more revenue. That requires insight into how in-market buyers are navigating their purchasing journey – insights that intent data can provide. Yet as a still-evolving category, there’s much for companies to learn in order to harness the full potential of intent data across their GTM teams.
In the Intent track, you’ll explore how to leverage real intent data to better identify, engage and convert in-market buyers and buying teams. Whether for sales, marketing or strategy, together we’ll examine data-driven strategies and tactics that drive revenue growth.
Content, Context and the AI-Driven Future
7:00 AM EDT / 12:00 PM BST
When marketing and sales teams aren’t aligned on short-term objectives and long-term goals, the overall business outcomes – pipeline and revenue – suffer. Although this misalignment issue is top of mind for many sales and marketing leaders, organizations still struggle to solve it. More often than not, new solutions, shiny tools and tactics are being thrown at the problem without any success. So how can we strategically combat the issue?
In this session, hear from Secureworks’ Senior Director, Marketing, Andrew Milne and TechTarget’s Senior VP of Sales, EMEA, Jat Hayer, on how world-leading B2B tech organizations are solving marketing and sales misalignment issues to accelerate their revenue growth.
8:00 AM EDT / 1:00 PM BST
What’s the difference between a browser and a buyer? Intent. To grow quickly without wasting precious marketing dollars, you need to know the difference. Especially in high-growth, emerging technology where attention spans are limited and competition is fierce, you need to find an edge in your digital strategy.
Join Nobl9 Chief Growth Officer, Kit Merker and TechTarget’s VP of Corporate Communications Garett Mann, as they discuss how intent data allows marketing and sales organizations to deliver outstanding results by focusing on the most likely buyers. This session will dive deep into how Nobl9, the service level observability company, uses an unique and intelligent approach for accelerating revenue growth in a rapidly emerging market. You’ll walk away with useful advice to apply to your own efforts.
9:00 AM EDT / 2:00 PM BST
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.
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.
10:00 AM EDT / 3:00 PM BST
Intent data is everywhere, but is it productive? In a recent survey, B2B sellers said their #1 challenge remains “knowing buyer priorities and interest areas to enable better [prospect] conversations” – clearly, we’ve still got a long way to go to make intent as practical as it should be.
In this webinar, TechTarget’s Chief Product Officer Andy Briney and members of his team will cover the very latest in intent data best practices with hot-off-the press examples drawn from TechTarget customers – software, hardware and services companies focused on enterprise tech. You’ll learn:
- How to combine intent from multiple sources to create a better, more actionable dataset.
- How to use TechTarget Prospect-Level Intent™ together with sources and platforms like Bombora, 6sense and Demandbase.
- How to use intent to build better performing ABM lists and better performing campaigns via marketing automation.
- How to successfully enable more focused, more productive sales rep activity.
- How to quantify intent’s impact on opportunity creation and close/won revenue.
11:00 AM EDT / 4:00 PM BST
If you are familiar with Fortinet, you know they are a driving force in the evolution of cybersecurity and the convergence of networking and security. The Fortinet marketing team also happens to be their own driving force – they are incredibly adept at strategically leveraging systems and insights to fuel better segmentation, sales outreach and revenue impact.
Join us live for an in-depth Q&A with Fortinet’s Senior Director, Growth Marketing, Martin Lindsay, led by Julia DePalma, Senior Account Director, Strategic Sales at TechTarget. Martin will shed light on how his team is uniquely leveraging purchase intent data to identify best-fit accounts and prospects, laser-focus their targeting, and prioritize marketing and sales efforts where they are needed the most.
11:00 AM EDT / 4:00 PM BST
When it comes to a successful go-to-market, all leaders are looking for the magical trifecta of speed, efficiency and scale. Achieving these outcomes requires deep coordination across your two complex and ever-changing entities – your people and your stack. In order to synchronize people, processes and technology to yield more revenue, sales leaders must use all available resources to maximize the potential of every seller.
Join us as Dara Such, VP, Customer Enablement & Data Strategy at TechTarget, sits down with Randy Seidl, Founder of the Sales Community and Doug Olender, EVP, Sales Strategy, Enablement, & Development at TechTarget, for a deep-dive into the biggest challenges facing today’s sales leaders. They’ll dig into their top go-to-market lessons from the past decade as well as practical solutions for achieving better sales performance through tools, training and enablement.
12:00 PM EDT / 5:00 PM BST
As buyer behavior continues to evolve at a fast pace, so must B2B marketing teams’ approach to implementing, executing, and optimizing new technology, like intent solutions. Now more than ever, revenue teams need data and insights to shape their go-to-market strategies but also need to overcome the challenges of change management.
Join TechTarget’s Senior Vice President of Customer Success, Heather Turner, as she sits down with three of TechTarget’s own award-winning Customer Success leaders to share stories from the field about helping marketing teams onboard, adopt and optimize cross-functional strategies with intent data. You’ll learn tips, tricks and secrets of the trade based on first-hand experience with thousands of Customer scenarios.
1:00 PM EDT / 6:00 PM BST
Across the industry, the intent data revolution is being powered by its very real ROI. And while intent-driven ROI benefits in marketing are widely accepted, that’s only a small part of the value available from the best intent sources. The real revenue magic happens when a company can get actionable intent data into the hands of its sellers and keep them using it consistently. Yet that’s far easier said than done. In this session, learn what to do and what to watch out for from a team that’s become expert at supporting the necessary changes.
Join TechTarget SVP Annie Matthews as she hosts WatchGuard’s Director of Demand Generation Alex McWethy and BDR Manager Kel Pendleton as they walk through their own intent data-driven sales revolution – How they prepared, what surprises they encountered, and the successes that they’re now enjoying.
2:00 PM EDT / 7:00 PM BST
We’re all sick of hearing “do more with less” but know that we have to be extremely efficient with our time and money. This is impossible to do without great data. Even the best AI-assisted solutions in the world are only as good as their data sets. We all must spend more of our time and money with the people at the accounts most likely to buy when they’re ready to buy. The way to do this is with B2B buyer intent data.
Join experts from Demandbase and TechTarget to look more closely at how the best in the business are using intent to power innovative go-to-market strategies and actionable sales and marketing use cases to put their businesses ahead of the competition each and every quarter. You’ll laugh, you’ll cry, and you’ll leave with ways to understand how the best B2B intent data used in the smartest ways will help your business today.
11:00 AM SGT / 11:00 PM EDT
In today’s rapidly evolving digital landscape, the role of intent data in shaping an effective marketing strategy has become more critical than ever before. Harnessing intent data can revolutionize marketing efforts, and help companies stay agile, relevant, and responsive in an increasingly competitive market.
Join TechTarget’s Romi Seher, as she sits down with APAC marketers, Sumari Lottering, Digital Marketing Director at DocuSign and Daniel McDermott, Senior Marketing Director at Mimecast to discuss how they improve their precision, maximize ROI, and created personalized customer experiences with intent data strategies.