A l’occasion de cette session en français, Alexandre Bordier, à la tête de l’équipe ABM de NetApp pour EMEA-LATAM, reviendra pour nous sur les meilleurs pratiques de ses équipes et sur les premiers retours en matière d’utilisation de l’IA Générative à des fins de marketing et de personnalisation des campagnes ABM. L’occasion également d’écouter son témoignage sur la manière dont les données sont désormais un élément déterminant de la relation entre les ventes et le marketing et également au fondement d’une stratégie ABM efficace.

Whether you’ve just started your intent data journey or are well on your way to operationalizing buying signals in your go-to-market motions, you likely understand the vast potential value of implementing intent data to fuel your market strategies. Effectively incorporating the right intent gives you access to undiscovered demand, assists with shaping your brand positioning, aids in accelerating opportunities already in the pipeline and much more.

But no matter where you are in your intent data journey, every team can take their efforts up a notch (or two). Join leaders from TechTarget’s award-winning Customer Success Team as they share proven strategies, practical tips, and real-life examples of how their most successful EMEA clients are utilizing real purchase intent to take their go-to-market strategies to the next level.

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention busy buyers. And what’s a better way to do that than employing video-based content to tell your story?  

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

The power of buying groups doesn’t end when deals are qualified. In this session featuring guest speaker and Forrester Principal Analyst Seth Marrs and TechTarget’s Garrett Mann, we’ll provide essential knowledge on how to bridge the gap between the application of buying groups and unified data for marketing, sales and customer success teams. Join this exciting session to learn: 

• The value of partnership in the pipeline (and why it has been overlooked) 
• The actions needed from marketers and sellers to better support purchase decisions and expand engagement in key accounts 
• How to unify high-fidelity signals across the GTM and make the most of powerful insight sources like intent data provide to progress opportunities for more closed-won revenue 

In B2B, the real function of marketing isn’t to directly deliver more deals, it’s to increase the probability of sales closing more deals. Provocative? We don’t think so. As B2B marketers, our methodologies and toolsets have been developed to create the perfect conditions for healthier pipelines, not to manage the pipelines themselves. In nerdy analytics terms, we’re collaborating with others in the GTM in an end-to-end process that connects probabilistic and deterministic methodologies together. Given where buyers are today, we believe that by internalizing this understanding of what marketing does best, it will help empower us to deliver better marketing. But first and foremost, it’s only by understanding buyers better that we can best drive the B2B marketing changes necessary. 

Beginning with a look at the very latest research, in this session, Kerry Cunningham (6sense’s renowned thought leader), and John Steinert (TechTarget CMO) will take advantage of their companies’ new partnership to discuss the very real opportunities marketers have today to be more effective. They will further explain probabilistic and deterministic concepts and then provide specific guidance on how the latest data and tools can help drive useful changes for better GTM results. 

Viewers will come away with valuable insights, including: 

• An understanding of the deterministic/probabilistic dichotomy in B2B marketing. 
• Practical knowledge on how to incorporate these concepts into effective tools and tactics. 
• Strategies for understanding buying groups and how to engage with them early in their journey to influence decisions effectively. 

Your go-to-market intersects with potential buyers in three major areas. First is your R&D and what you choose to develop as products, features and packaging. Second is through your marketing, your positioning, messaging, targeting and channel mix, etc. Last, of course, is your sales execution, from opportunity creation, to pipeline management, to close. End-to-end, it’s a complex operational value chain where each part significantly impacts the others. And despite a huge rise in GTM-tech investment, achieving appreciable improvement seems to actually be getting harder.

Join TechTarget President Rebecca Kitchens and CMO John Steinert for a strategic discussion about what’s happening in tech markets and vendor GTMs. They’ll cover where things are, where they see things going, and what they believe should be recognized and addressed by every company looking to grow business with its ICPs.

As the drum beat for high-quality and valuable content from B2B buyers grows stronger, marketers are under pressure to identify new and innovative types of content, while also scaling their content engine. For some teams, this means exploring new resources, like generative AI (GenAI), while others look to creating new content formats. At times, the endless cycle can feel exhausting, if not a bit maddening.

Join Robert Rose, Chief Strategy Officer at The Content Advisory and Content Marketing Institute, for an in-depth discussion with Fiona O’Connor, Senior Manager, Marketing Programs, TechTarget, on the impact of classic content – content that provides new audiences with value and provides existing audiences with ongoing value – can have on your audience engagement. They’ll cover the characteristics of classic content, why it’s different from evergreen content and why it should be a part of your content strategy. You’ll leave with a blueprint for creating classic content and how to balance it with other content types for an effective content marketing strategy.

Account-based marketing has become a critical focus area in B2B for teams looking to build business with high-potential accounts and solidify revenue streams. While the allure of growable ARR and dependable NRR make perfect sense, the path to substantive ABM success trips up many organizations that dive in under-prepared. Go-to-market teams built for volume typically stumble over four major obstacles they haven’t had to contend with before. Until they solve for these, they commonly remain stuck, begin finger-pointing, and not infrequently decide to reverse directions back to where they started from.

In this webinar, TechTarget’s CMO, John Steinert, and leading revenue operations practitioner Josh Hill will discuss four of the major pitfalls they’ve seen derail many ABM efforts. (Hint: neglecting the buying team is a big one.) Join us as we discuss what to watch out for in your own organization, and how to work your way through to the solutions you’ll need to succeed.

The holistic approach to marketing is not the road most traveled…at least not without wrecking the car in the process.  Achieving the success of surrounding the buying team takes ongoing and nuanced marketing knowledge of how to captivate and leverage the audience.  What pieces are missing?  What’s the best path forward? 

In this webinar learn from Upland InterFAX’s Senior Marketing Manager, Ginger Swann, and TechTarget’s Manager of Customer Success, Ellie Mancini, about their collaboration and partnership in creating an integrated approach to intent marketing.  Hear how through trial and practice, they worked through challenges and changes to provide the InterFAX an approach to be fully equipped for success. 

For complex and expensive B2B purchase decisions, everyone understands the logic of Buying Group thinking — heck, most of us are already participants in the process! And we all know that MQLs are interesting signals, they’re just not very strong or predictive on their own. So, if the new ideas about long-needed lead management changes make so much sense, why hasn’t everyone jumped right in on making it happen? That’s the question we asked Palo Alto Networks’ Jeremy Schwartz. And he’s able to explain the key challenges and how they’re working their way through every single one.

Join Jeremy and TechTarget CMO John Steinert as they discuss how Jeremy is helping to drive GTM innovation from the inside. They’ll cover the business benefits of the Buying Groups concept; how to think about it, communicate it, and work through the change management elements necessary to bring it to life in a global leading-edge corporation.

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.