The data revolution is here – and it’s changing marketing and sales for the better. Real behavioral purchase intent is transforming how businesses go-to-market. As buyer research behavior and purchasing cycles continue evolve, it’s essential for modern sales and marketing leaders to identify strong data signals and activate them effectively.
If you missed TechTarget's ROI Summit EMEA in London, you can still catch all the best content on-demand. Join regional marketing and sales leaders for insights and know-how filled sessions on ABM, marketing and sales alignment, content strategies, and much more!
Tune in for this informative keynote address from TechTarget's CEO Mike Cotoia. As an experienced leader in the B2B technology space, he'll shed light on how the buyer-seller dynamic is continuing to evolve, as well as what downstream effects are increasing the pressure on marketing and sales leaders across the globe. He'll also share new thinking on the role data can play in fueling an efficient, scalable go-to-market strategy.
Jeff Hocking | Ian Cook | Thea Haaland-Hawkings | Ben James | Sean MacKinnon
Being a seller in today’s uncertain economic climate is hard. Your sales cycles are getting longer, prospects are ‘ghosting’ you and it’s difficult to know where to prioritize your sales efforts. This is where intent data can help. In this session, we’ll explore how the right data can help sellers identify the right accounts and buying groups, tailor outreach and engage buyers with a competitive edge.
To succeed in B2B marketing today requires a unique blend of expertise – equal parts creative strategist and data scientist. As buyer preferences continue to evolve and digital competition skyrockets, the best go-to-market teams are tapping into data in new ways to inform their ABM strategies and execution.
Join Jillian Coffin, TechTarget’s SVP, Customer Strategy & Enablement TechTarget, for fresh data and stories from the field on data-driven ABM. She’ll break down common data implementation and activation missteps, as well as debut new best practices for leveraging intent data sources to identify, target, and convert the best accounts in your TAM.
Tracey Filler-Bourke | Andy Patton | Laura Hansford | Jat Hayer
Today’s tech B2B marketers and sellers have more data, channels and tools available at their fingertips than ever before. But GTM teams often still struggle to tie it all together to address their unique challenges and goals.
In this session, local marketing and sales leaders will share practical tips and insights on how they tap into the power of data, including real purchase intent data, to align GTM teams and create winning demand generation strategies that drive positive business outcomes.
Lynsey Jenkins, Akamai Technologies | Jon Mycroft, TechTarget
Content should be at the core of any marketer’s demand generation strategy. Yet, crafting an effective content strategy that actually drives deep engagement with potential buyers is no simple feat.
In this session, we will discuss the state of content marketing in EMEA and share practical guidance on choosing the right content topics, formats, and distribution methods to best influence desired business outcomes. You’ll hear how Akamai is addressing the content challenge, scaling content across different regions, and much more.
Content creation, SEO, brand profiling, tone and message structure, authenticity, and compromise - we'll connect on all these topics and more in this introduction to incorporating AI into your marketing strategy. Through good and bad, AI advice is front-and-centre, and it's hard to structure the conversation and know what to utilise to save you time without compromising your brand and strategy. In this discussion starter, we'll introduce some topics in the field on how to embrace - and maybe question - Generative AI.