Activating Intent: Improving Strategy. Driving Growth.

Many GTM teams dream of building a demand gen approach that yields high quality leads that are ready to be converted into winning opportunities. But this doesn’t happen by chance; it requires an integrated and aligned approach to identifying the right accounts and engaging them with contextually relevant messaging. Many teams struggle to do this effectively, yet Schneider Electric, a global leader in energy management and automation, has developed a holistic go-to-market approach that’s paying off in droves. What’s their secret to success?

Join Christian O’Neill, Senior Customer Success Manager (Informa TechTarget), as he sits down with Alexander Pasch, Digital Marketing Transformation Manager (Schneider Electric), to discuss how Schneider Electric integrates insights from real purchase intent data into their GTM playbooks. They will share actionable strategies for using intent data to design high-impact, contextually relevant brand campaigns, attract active buyers with engaging content, and prioritize leads from the most promising accounts.

The healthcare industry faces significant changes in 2025, including shifts in Medicare spending, the rise of mHealth, and advanced fraud management. For go-to-market leaders, this raises an urgent question: how can you adapt your strategies to meet the evolving priorities of your buyers?

Although recognizing how your buyers’ needs are evolving is a great place to start, turning insights into action is what drives real business growth. This is why savvy healthcare marketers and sellers are leveraging intent data to uncover demand and identify untapped opportunities. In this session, Byrony Seifert, SVP, Audience Operations (Informa TechTarget), will reveal key findings from the 2025 Technology Spending Intentions Survey on the latest buying trends and shifts in the healthcare market. She’ll also share actionable tactics for using intent data to engage, educate and convert today’s busy buyers.

As GTM teams move past the early stages of intent data implementation, leaders look to optimize their approaches. They’re concentrating their focus on essentials and investigating new use cases to drive additional impact. To meet demanding client requirements, intent data providers are innovating both in the data itself and in how they can help companies take more effective advantage of it. 

In this session, guest speaker, Forrester Principal Analyst Brett Kahnke will discuss his research in depth. He’ll highlight industry trends and explore key areas – those most important for GTM teams like yours. Brett will also discuss the criteria and methodology of The Forrester Wave™: Intent Data Providers for B2B, Q1 2025, which is the latest research available to help guide your own team’s decision-making around intent for targeting, content strategies, buying group qualification, direct pipeline acceleration and more.

From overcoming common challenges to shaping the evolution of your own intent journey going forward, you’ll benefit from this close-up look at what you should be looking into from this increasingly important category.

Odds are you’re familiar with the concept of personalization. Most B2B tech marketing and sales leaders are heavily focused on personalizing their content, email campaigns and cold outreach in the hopes of improving conversions and increasing revenue. And yet, we’re not talking as much about personalization’s often-forgotten but equally important cousin, relevance.

In a world noisy with marketing messages and digital content, standing out from the crowd is harder than ever. But what if you could actually leverage wisdom from the crowd (i.e. your buyers) to create content that’s more relevant and engaging? That’s where market intent comes into play - to build better content, you first need better insight. Join Informa TechTarget’s Katie Graybeal and Dominic Ventresca as they dig into the power of market intent and demonstrate how to leverage Market Monitor, Informa TechTarget's market intent tool, to compare content needs by market and industry. They’ll walk through practical use cases for tapping into market insights and behavioral data to engage specific markets and functions, building content for in-market buyers and tailoring messaging for increased resonance.

Love ‘em or hate ‘em, MQLs have been a bedrock concept that most of us in B2B have grown up with. And despite their imperfections, MQLs have provided both a measure and a signal around which a lot of process and automation have been built, so it’s to be expected that “news of their demise” has encountered some resistance. At the same time, the logic of buying groups can’t be ignored. Early results are very attractive to practitioners and management alike. We believe that the right go-forward for most organizations will be to take a hybrid approach, one that leverages classic capabilities but augments them to address new understanding and potential.

In this session, three Informa TechTarget experts will cover buying groups from three different perspectives: What is attractive about buying groups (and unattractive); what we’re seeing among our clients and partners; and how we’re addressing the transition through feature function in our intent-driven solutions. Join CMO John Steinert, client consultant Mark Tarro, and product lead David Edwards for an up-to-the-minute examination of the considerations you, your team, and your bosses should be looking at closely.

Traditional digital marketing and sales outreach performance continues to decline: According to Pavilion and Ebsta’s 2024 B2B Sales Benchmarks, sales cycles increased by 16% and win rates declined by 18%. We’ve all heard that AI is a generational technology poised to help us reverse these trends. Of course, the hype is outpacing real progress. AI is cool, but exactly how do you take the first, second and next steps to leverage it effectively within your stack and workflow?

In this session we’ll dive into how Informa TechTarget is innovating to help marketers and sellers benefit from AI in practical ways. Product experts will demo AI-related innovations at multiple stages of the prospect-to-opportunity lifecycle: How AI helps marketing engage prospects based on their specific needs; how AI helps sellers understand the context and dimension of prospect projects taking shape; and how AI helps craft personalized messaging for marketing promotions and 1-to-1 outbound cadences within tools like SalesLoft and Outreach.

While many demand gen marketers are using intent data to drive better campaign outcomes, it’s been more challenging for partner and channel marketers to incorporate intent into their complex go-to-market (GTM) motions. Partner marketers often lack access and visibility into critical data, have limited to no integration with partner systems and tools, and tend to focus on traditional sales metrics rather than customer intent signals.

At Informa TechTarget, everything we do is fueled by intent – and with our strategy, content, and demand capabilities, we have a deep understanding of partner marketers. That’s why we invited Informa TechTarget partner marketing leaders Anita Covelli (VP, Portfolio Marketing and Strategic Partnerships) and Rachael Fuller (Product Marketing Manager, Partner Marketing) to help build a roadmap for getting started with intent data in partner marketing.

During this webinar, Anita and Rachael will discuss:
- Common use cases for intent data in partner and channel marketing
- How to evaluate intent providers for partner marketing
- Practical advice for getting started with a crawl, walk, run approach

Outsourcing and intent data have become two essential elements of any successful operational marketing capability. But you can’t drive maximum outcome if everyone doesn’t have access to the best inputs. It’s time to make sure your collaborators have what they need to innovate on your behalf. Marketing service providers enable execution and scale. With actionable intent data, they can help catalyze productive use of intent data to fuel everything from product positioning and messaging to ad performance, demand generation, and sales productivity.

Join Uzair Dada (Founder and CEO, Iron Horse) and John Steinert (CMO, Informa TechTarget) as they explore how client organizations, their marketing services partners and intent data providers are collaborating for optimal outcomes. Learn how you too can make 1+1+1 = 4, 5, 6 and more!