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?

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Brent Boswell, Senior Vice President, International (TechTarget)
Panelists to be announced!

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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

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John Steinert, CMO (TechTarget)

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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.

10:00 AM EDT / 3:00 PM BST

Last-Mile Personalization: Intent Insights and Sales Outreach

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David Pitta, VP Customer Enablement & Solutions Advisory (TechTarget)
Brian Dowling, Vice President, Inside Sales (TechTarget)

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Everyone knows how important Sales Development is to hitting their numbers, (especially when a pandemic makes us all have to get good at “digital”)! Yet how many of us really stop to think about SDRs as the remarkable personalization opportunity they truly represent?

In this session, TechTarget’s David Pitta and Brian Dowling will pull back the curtain on some of the secret sauce they use to enable arguably the best teams in their category. Thanks in large part to the amazing intent insights available, every 6 months, they’re taking young folks right out of college and helping their outreach be super-relevant to buyers in record time.

11:00 AM EDT / 4:00 PM BST

Adopting and Leveraging Intent: Lessons from Thousands of Users

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Annie Matthews, SVP of Customer Success, Growth Accounts (TechTarget)
Heather Turner, Vice President, Customer Success (TechTarget)

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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

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Jon Russo, CMO & Founder (B2B Fusion)
John Steinert, CMO (TechTarget)

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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

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Nate Spurgess, Demand Marketing Manager (Service Express)
John Steinert, CMO (TechTarget)

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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

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Meaghan Nichols, Director, Client Consulting APAC (TechTarget)

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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.