Intent: Competing with Better Data

Feb 16 2023, 9:00am

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9Sessions
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Feb 16 2023, 9:00am

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9talks
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As we move through Q1, many revenue teams are experiencing fierce competition for new accounts and customer share-of-wallet. And in an environment of economic uncertainty, B2B organizations need to take advantage of any clear opportunity to increase productivity from tighter resources. To be in the best competitive position possible, companies need access to the best possible data on their markets and their accounts, which is where Intent comes in. Because it can improve GTM performance end-to-end and especially to maximize productive engagement with customers and prospects alike.

Join us for Intent: Competing with Better Data, a one-day virtual summit where B2B experts will share their insights and help you chart, evolve and accelerate your efforts to drive greater impact and value for your company. We’ll explore intent use cases for all your GTM teams, from essential competitive intelligence, to laser-focused personalization, to turbo-charged prospecting and much more.

Featured talk

Keynote: Using Intent Data to Align to Today’s Tech Buyer Journey

This session explores how sellers and marketers can leverage intent data to improve go-to-market messaging, outreach and content campaigns for more effective buyer engagement.

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Keynote: Real Impact from Intent Data in 2023

This session examines use cases for ABM, sales development and customer marketing that will help teams minimize waste and maximize impact as they collaborate towards shared revenue goals.

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Agenda

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Feb 16 2023, 9:00am GMT+0000

Maximizing Intent Data and Its Impact on GTM Teams

Annie Matthews, TechTarget; Tamye Oshman, Xcitium; Nicole Kimmick, Alation

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As marketing and sales teams strive to improve and streamline their GTM strategy, they’re looking for ways to understand where their customers are in the buying journey. More and more businesses are turning to intent data for how it can help uncover the digital footprints left behind by buying centers, and signal who’s really ready to buy.

In this webinar, Annie Matthews is joined by Tamye Oshman and Nicole Kimmick, to discuss how they’ve leveraged intent data as a key tool for their marketing and sales teams, and what positive changes they’ve seen as a result of that strategy shift.
Feb 16 2023, 9:00am GMT+0000

Email Marketing’s Missing Link: Purchase Intent Data

Adam Lewis, Co-Founder & Solutions Architect, BBD Boom & Colin Mitchell, VP Priority Engine, EMEA Growth Accounts, TechTarget

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From A/B testing subject lines to leveraging dynamic content modules, many marketers are already adept at innovating their email campaigns to drive better open and click-through rates. True email effectiveness stems from a marketer’s ability to personalize the messaging to a prospect’s specific technology need. And yet, with email volumes at an all-time high, balancing scale with personalization must be a priority for any GTM team in 2023. Purchase intent data is a missing link in many email marketing playbooks.

Join BBD Boom’s Adam Lewis and TechTarget’s Colin Mitchell to learn how intent data can improve the performance of your email campaigns. You’ll hear real examples of how tech companies use intent data in their email marketing campaigns to drive better results and build stronger connections with their buyers.
Feb 16 2023, 9:00am GMT+0000

Expert Discussion: What is Real Intent Data and What is It Good For?

Robin Izsak-Tseng, VP of Revenue Marketing at G2 and John Steinert, CMO at TechTarget

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With the rise in B2B Intent Data popularity, it’s easy to confuse what you want and need with what you can actually get from any particular source or blend. To help clear the air, industry experts Robin Izsak-Tseng from G2 and John Steinert from TechTarget will begin by settling once and for all what they believe the term Intent actually means. They’ll elaborate from there, by clarifying what’s unique about their respective offerings in terms of how each is made and how that’s useful to you. Whether it’s table stakes marketing use cases, sales-focused efficiency plays, or advanced strategic use cases, you’ll come away with a much better understanding of both of these leading offerings.
Feb 16 2023, 9:00am GMT+0000

Last-Mile Personalization: Intent Insights and Sales Outreach

Renee Tily, Olivia Dassler and Brian Dowling of TechTarget

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It’s undeniable that Sales Development plays a crucial role in any B2B tech organization’s go-to-market strategy. Yet, how many of us really stop to think about SDRs as a powerful engine for personalization? As competition for mindshare and wallets gets fiercer, it’s essential to empower SDRs with the insights and data to engage accounts meaningfully and deeply.

In this session, TechTarget’s sales and sales enablement leaders 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.

Presenters:
Renee Tily, VP, Sales Enablement, TechTarget
Olivia Dassler, Director of Marketing Programs, TechTarget
Brian Dowling, Senior Vice President, Inside Sales, TechTarget
Feb 16 2023, 9:00am GMT+0000

Real Impact from Intent Data in 2023

Malachi Threadgill, Principal Analyst, Forrester

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Combined with over-arching trends towards digital, the events of the past few years have caused distinct shifts in buyer behavior. And now, as economic headwinds buffet forecasts across tech, there’s even more pressure on Sales and Marketing organizations to drive productivity improvements. At the same time that this puts new customer acquisition costs under the microscope, it’s driving a distinct focus on existing customers. Intent data can have a dramatic impact on these efforts, as long as you match your desired use cases to the proper Intent types.

In this session, guest speaker Forrester Principal Analyst Malachi Threadgill will discuss the differences among Intent data types and how organizations can best leverage them in 2023. He’ll examine use cases for ABM, sales development and customer marketing that will help teams minimize waste and maximize impact as they collaborate towards shared revenue goals.
Feb 16 2023, 9:00am GMT+0000

Leading Your Way to Better Demand Capture

Kristin Prosowski, Vice President of Demand & Integrated Solutions and John Steinert, CMO, TechTarget

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Leads could be called “the original B2B intent data” and they’re certainly a first-party component of many good data-based strategies. At the same time, they may be holding some companies back. Since there’s such huge diversity out there, selecting correctly can be a challenge. When you add in internal constituencies’ opinion combined with new intent sources into the mix, the variables can become a bit overwhelming.

In this webinar, TechTarget’s CMO John Steinert sits down with Kristin Prosowski, Vice President of Demand and Integrated Solutions to get straight on the different types of leads, by source and attributes. From there they’ll discuss how each type can be used in combination with second-party Prospect-Level Intent™, for marketing, ABM and sales use cases.
Feb 16 2023, 9:00am GMT+0000

Using Intent Data to Align to Today’s Tech Buyer Journey

Jon Brown, Senior Analyst, Enterprise Strategy Group and Katie Graybeal, VP, Market Insights, TechTarget

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As the IT landscape changes and technology buying teams continue to evolve, sales and marketing professionals need to understand how their buyers conduct industry research, gather information about vendors and engage with content. To get a better grasp on today’s buyer journey, we surveyed 700+ technology decision makers in TechTarget’s 2022-2023 Media Consumption and Vendor Engagement Study.

In this session, TechTarget’s market intelligence leaders will provide a deep dive on this research to explore how sellers and marketers can leverage intent data to improve go-to-market messaging, outreach and content campaigns for more effective buyer engagement. Get your questions answered by the experts and walk away with the insights you need to align your content and engagement strategies with today’s tech purchase journey.
Feb 16 2023, 9:00am GMT+0000

Data-Driven Sales Motions: Maximizing Every Touch

Jules Gsell, RVP, Databricks, Chris Kovalcik, Head of Strategic Sales, Airtable and Bill Henry, SVP, TechTarget

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Although today’s GTM teams have more data and intelligence at their fingertips than ever before, many struggle to truly define and activate a data-driven sales motion. In today’s competitive b2b tech landscape, sales reps are coming head-to-head with the realities of vast business uncertainty. As a result, more deals are stalling because of budget tightening measures. This means that every single interaction with an account needs to be truly valuable and attuned to the buying team’s unique needs. Leveraging the right mix of data, especially purchase intent data, can help sales teams drive higher efficiency and effectiveness along every stage of the buying cycle.

Join this live webinar as TechTarget’s Bill Henry sits down with Jules Gsell, RVP, Growth and Startups Sales at Databricks and Chris Kovalcik, Head of Strategic Sales & New Business at Airtable to discuss how their teams are leveraging data and insights to guide their sales strategies.

Presenters:
Jules Gsell, RVP, Growth and Startups Sales, Databricks
Chris Kovalcik, Head of Strategic Sales | New Business, Airtable
Bill Henry, SVP, Global Acquisition Sales, TechTarget
Feb 16 2023, 9:00am GMT+0000

APAC Intent Insights for Regional and Field Teams

Jon Panker, Managing Director, APAC, TechTarget & Greg Wood, Sr. Director Marketing Asia Pacific and EMEA, SAS

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With so much data at our disposal it can be difficult to determine exactly what to action much less how to action it. In this webinar, we’ll take a look at how today’s modern B2B tech marketing and sales organizations in APAC are working toward a single source of truth by integrating various sources of intent and turning it into something meaningful and actionable. The session will start by defining the various types of data and their differences. We’ll then pivot to show how best to combine insights to get a reliable view of your top accounts, the various stakeholders within them and their key priorities. Our focus will be on how regional and field marketing teams, in particular, are leveraging intent to build pipeline and accelerate opportunities.