September 29, 2022

Chart your own demand gen path

Right now, the thinking around B2B demand gen strategy is evolving incredibly fast. Until recently, demand gen organizations were all about growing lead volumes as cheaply as possible. Partly due to the inevitable flattening out of performance and the rise of ABM thinking, significant change is upon many organizations. There’s greater awareness and understanding of the buyer’s journey. There are new tools and techniques that help you execute more effectively while still supporting scale.

In the Demand track, B2B GTM organizations can plot their best paths forward by assessing different demand strategies, new ways of engaging buying teams, how to better align their players for value creation and more.

7:00 AM EDT / 12:00 PM BST

Refining Your Focus: Your ICP, Hybrid ABM and Intent

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Adam Davis, Senior Director, Brand Solutions (TechTarget)
Garrett Mann, Senior Director, Corporate Communications (TechTarget)

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As ABM matures, most B2B GTM teams are looking to apply the thinking more broadly across their practices and at greater scale. Likewise, while many practices don’t have the resources for a dedicated one-to-few ABM approach, they do have the need and desire to incorporate ABM principles where they can, to drive better results from specific types of accounts. In this session, we will look at how intent data supports the application of ABM principles within different functions and tactic sets for better outcomes across your ICP.

8:00 AM EDT / 1:00 PM BST

The ABCs of Webinar Lead Generation

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Kate Jacobsen, Sr. Marketing Programs Manager (BrightTALK)
Adam Golove, Marketing Operations Manager (BrightTALK)

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In the digital age, the benefits of webinar-based demand gen strategies are clear. Companies of varying sizes and structures are tapping into this engaging content format to break down complex ideas, draw in prospects, and grow customer relationships. But is the success of a webinar program just about sharing great content?

In reality, a true revenue-driving webinar program requires advanced planning and coordination across your entire commercial team. Join members of BrightTALK’s closely integrated marketing, sales, and customer success teams for a deep-dive into our demand generation playbook. They’ll talk through how to align during every stage of a webinar program to drive the maximum revenue potential from video-based engagement.

9:00 AM EDT / 2:00 PM BST

The MQL is Dead: Why and How to Focus on Buying Groups

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Terry Flaherty, Principal Analyst (Forrester)

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Historically, classic demand gen approaches, like marketing qualified leads (MQLS) and BANT (Budget, Authority, Need, Timing) have been at the center of how marketing organizations evaluate their effectiveness. Yet as buyers have changed – both in the number of purchasing decision makers and buying journeys overall – these approaches have not evolved to match the needs of the current B2B landscape. The result? Marketing and sales teams are leaving money on the table.

In this session, Terry Flaherty, Principal Analyst at Forrester will discuss where these classic demand gen approaches fail and why they may be limiting your teams’ actual revenue potential. You’ll hear recommendations on what changes in thinking need to be made with Marketing organizations and how teams can begin to implement those changes.

10:00 AM EDT / 3:00 PM BST

Multi-Threading: How Sales Acts on Buying Teams

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John Steinert, CMO (TechTarget)
Christina Stone, Enterprise Account Director (TechTarget)
Rich Stone, VP of Sales (TechTarget)

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Recently there’s been a lot of discussion in ABM and demand gen circles about buying teams – particularly around how to identify, engage and help bring the different members together. For Sales, the concept of targeting buying teams isn’t new. Sellers have long worked hard to influence buying group constituencies more effectively. In this webinar, we’ll hear two sales experts discuss how they use multi-threading to accelerate their own success. Your sellers will find this useful in optimizing their own approaches. Your marketers will gain insight into how their efforts can best support and complement sales actions.

12:00 PM EDT / 5:00 PM BST

Deepening Executive Engagement: Accelerating Demand with C-Suite Connections

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Rob Leavitt, Senior Vice President, Consulting (ITSMA)

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Marketing to the C-Suite is more important than ever amid the continuous disruptions of the post-pandemic economy.

Executive-level decision makers are moving faster and shifting strategic focus in ways that require solution providers to keep up or get out of the way. But many organizations struggle to connect and build trusted relationships at the CXO level, thus limiting their ability to achieve the trusted partner status that clients value most.

Join Rob Leavitt for a deep dive on executive engagement that builds on Momentum’s extensive research with CXO decision makers and hands-on experience with executive engagement programs at some of the world’s leading B2B firms. The session will explore practical approaches to strengthening executive engagement in five critical areas for C-Suite success:

  1. Identifying and understanding the executives that matter most
  2. Creating content that speaks to executive priorities
  3. Enabling sales to engage at the executive level
  4. Designing the right mix of executive-level activities and experiences
  5. Measuring performance for continuous improvement

1:00 PM EDT / 6:00 PM BST

Modern Demand Strategies for Maximizing Opportunities in Today’s Market

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David Pitta, VP Customer Enablement & Solutions Advisory (TechTarget)
Sarah McConnell, VP Demand Generation at (Qualified)
Tyler Lessard, VP Marketing (Vidyard)
Sara Ramlo Larsen, VP Marketing (Wolters Kluwer Health)

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Modern B2B marketing and sales teams face more pressure than ever before to drive true buyer engagement and maximize revenue opportunities. To drive the most pipeline and closed business, revenue teams must continue to adapt how they identify, pursue and manage real opportunities.

Join our esteemed panel of demand gen experts as they explore the shortcomings of the traditional lead gen model and offer a framework for always-on, adaptable demand creation.

11:00 PM EDT / 11:00 AM SGT (Sept 30)

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

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Jon Panker, Managing Director, APAC (TechTarget)
Aaron Tan, Executive Editorial APAC (TechTarget)

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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.