ABM programs break down fast when sales and marketing don’t move in sync. Without a shared strategy, clear ownership and coordinated execution, account-based efforts become fragmented and fail to deliver on their promise to drive more revenue from top-fit accounts. Yet, Park Place Technologies, a global leader in data center and networking optimization, built an ABM approach where marketing and sales work in lockstep to move deals from the first intent signal to opportunity conversion. So, how did they do it?

Join Simon Bitton, Senior Director of International Marketing at Park Place Technologies and Liam Jack, Senior Account Director at Informa TechTarget, as they share how Park Place tackled the alignment challenge head-on by building a collaborative rhythm between sales and marketing. You’ll hear how Park Place’s marketing team delivers well-timed, high-impact campaigns that fuel pipeline from high-value accounts, equips sellers with buyer journey insights and keeps everyone laser-focused on the opportunities that drive real business growth.

In-person events are back, and B2B organizations are pouring more time, budget and resources into delivering the authentic connections and immersive experiences that only live events can provide. But if the impact of your event ends when the venue clears out, you could be leaving significant pipeline and revenue on the table.

That’s why today’s top B2B tech marketers understand the importance of extending the ROI of their event investments by transforming in-person moments into engaging content pieces that keep delivering results long after the booth comes down. In this session, Informa TechTarget’s Head of Scale Products, Byrony Seifert, shares actionable strategies on how to capture, repurpose and distribute your event content to fuel ongoing ABM plays. Learn how to maximize your event investment by creating targeted digital assets that engages the most sought-after accounts and increases revenue potential.

Buyer behavior is changing at warp speed. Between the rise of LLMs, AI search and demographic shifts, a future where big buys are made with zero sales reps involved may not be far off.

In fact, Gartner reports that over 75% of B2B buyers now prefer a rep-free sales experience.

While Gartner may be overstating the case, especially in complex Enterprise Tech, in this age of self-service, successfully wooing buying groups will depend tremendously on delivering can’t-ignore content tailored to their real-time problems and preferences.

Enter “ownable conversations” — an innovative approach to capturing buying group attention. The idea is to deploy hyper-current, untold narratives only your brand can tell. These conversations aren’t simply differentiated; they’re engineered to captivate. They stand out and spark curiosity. They drive the kind of energetic conversions your most sought-after accounts will want to have with you.

In this session, you’ll learn how to:

• Adapt your ABM messaging strategy to address a self-service buyer mindset
• Use real-time data to uncover your target buying groups’ constantly evolving priorities, so you can create provocative narratives that grab their interest
• Productively deliver compelling, multi-channel materials that demand attention, earn trust, and accelerate conversion to pipeline

Even when traditional marketing activities are still proving quite successful in a TAM overall, there comes a time when most organizations look to fuel new growth in new industries. That’s the perfect time to turn to ABM. Of course, “meaningful” revenue doesn’t happen overnight, but meaningful progress, and the momentum necessary to continue building, can be achieved when you’ve got the precision and actionability that enables sales to make consistent progress.

Panduit, a global leader in infrastructure and connectivity solutions, is achieving outstanding results in their ABM programs. They’re leveraging Informa TechTarget’s real purchase intent data to better influence, identify opportunities and convert them. Join this session to see how intent data helps from initial targeting set up (to identify the right accounts and people), to the various feeds, views, integrations and actions involved. This is a success story you won’t want to miss.

While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Similarly, ABM success comes in all different shapes and sizes.

Join guest speaker, Forrester principal analyst Nora Conklin, and Informa TechTarget’s Garrett Mann to explore where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what strategies and tactics frontline marketers are leveraging to set their organizations apart.

For savvy ABM marketers, the marching orders are clear: Swiftly build brand salience across multiple verticals simultaneously with compelling thought leadership – before your competitors get there first. In a recent Edelman x LinkedIn study, 47% of buyers reported that thought leadership led them to discover and ultimately purchase from a company that was not considered to be among leaders in a particular category. So, it’s no surprise that according to a report by Martech.org, 61% of ABM practitioners tailor content to specific industries.

Join Informa TechTarget’s Travis Gonzalez (Director of Strategy) and Connor Flanagan (Director of Revenue Marketing) as they explain the importance of adopting a multi-vertical ABM strategy. You’ll learn how to shift into a de-risked, hyper-effective ABM strategy that yields results and helps your brand break into verticals where your messaging is resonating.

In this session, you’ll learn how to:

• Avoid being ‘too-narrow’ with ABM by adopting a multi-vertical strategy
• Own vertical-specific conversations that demand attention and convert
• De-risk your ABM investment

For decades, Marketing Qualified Leads (MQLs) have been a core success metric for B2B marketing. Many companies have also ported them over for use in their account-based marketing (ABM) programs. But there’s been a kind of debate raging online for a while now about whether the MQL has seen better days – and that maybe it should be abandoned for good in favor of some better replacement. While it can be fun to make waves about legacy concepts, and there are certainly improvements that can be made, MQLs are still interesting signals. So as ABM itself becomes a well-understood approach, and the importance of MQLs might seem to be threatened by the rise of buying group-oriented processes, we wanted to understand how real solution providers and innovative practitioners were thinking about the situation.

We’ve gathered a group of lead management experts to hash it out and (hopefully) put this topic to bed. Join Evan Liang (LeanData), Jeremy Schwartz (Palo Alto Networks) and Jillian Coffin (Informa TechTarget) as they discuss ABM and buying group-focused revenue process transformation. They’ll explore the processes, technologies, and signals that they feel lead to greater ABM success.

As competition increases and buyer behavior continues to evolve, maximizing the return on ABM investments has become a requirement for continuing the approach. Likewise, many companies have come to realize that high-quality intent data represents an essential component for boosting engagement and driving more pipeline in their ABM programs. Intent data can be a powerful way to more productively identify which accounts are actually in-market and pinpoint exactly who is part of the active buying team.

Join Stephanie McArthur, Principal, GTM & ABX Expert at Demandbase and Jillian Coffin, Senior Vice President at Informa TechTarget as they reveal how leading organizations are unlocking more pipeline and revenue through smarter use of intent data and a focus on buying groups. In this session, you’ll learn:

• How to identify high-potential accounts using accurate, high-quality intent signals across multiple sources
• The future role of intent data in go-to-market strategy, and how to align it with both marketing and sales efforts
• Proven methods for uncovering and engaging buying group members before your competitors do
• Tips to improve operational efficiency so your team can act faster and avoid missed revenue opportunities

Whether you’re just starting out with intent data and ABM or looking to level up your current strategy, this webinar will give you the insights and tools you need to drive results.

The explosive growth of hyperscaler marketplaces as a route to market for software and SaaS companies is reshaping enterprise procurement behavior, vendor go-to-market strategies, and channel models. Partner marketers must turn their GTM strategy on its head to stand out in a crowded marketplace and effectively reach target buyers.

In this session, Michael Laport (Palo Alto Networks) and Jerome Alexander (Cloudera) will share how to use the marketplace as a tool for ABM strategies, including:

• Identifying high-value accounts in the marketplace
• Tapping into the right channels to engage active marketplace buyers
• Gaining a competitive edge in your listing while being in a crowded ecosystem
• Scaling ABM tactics for long-term success

It’s commonly accepted that more than 2/3 of the buyer’s journey often happens before B2B buyers choose to engage with sellers. What’s more, a recent 6sense Research study found that a full 81% of buyers have picked a winner before they ever talk to a sales rep. It’s becoming clear that many GTM motions still put too much emphasis on trying to influence deals only once sales has established buyer contact. They’re typically (and chronically) underestimating the importance of the research phase in determining the outcome. They’re way too late to make an impact and their sellers are therefore losing deals before they even have a chance.

Join Chris Dutton, VP, Demand Generation and Marketing Operations at 6sense and Anita Covelli, VP, Strategic Partnerships & Portfolio Marketing at Informa TechTarget as they explore strategies for boosting your ABM engagement, conversion rates, and pipeline, including:

• The latest insights into the modern buyer’s journey and what these findings mean for you
• How to leverage account- and person-level intent data to hone targeting and fuel ABM activation
• Tried-and-true techniques for finding, engaging, and influencing the people who matter most
• Why content marketing is key to landing at the top of more shortlists

You’ll come away with a better understanding of what you can do to leverage an information advantage directly into more competitive pipeline performance.

In today’s dynamic B2B landscape, Account-Based Marketing (ABM) has remained a critical strategy for targeting high-value accounts. But many organizations still struggle with implementing and scaling their ABM programs effectively. From developing the right measurement frameworks to delivering personalized content at scale, marketers face numerous challenges that can impact the success of their account-based initiatives.

Ping Identity, a leader in identity management solutions, has successfully navigated these common challenges. Join us as Naiha Abid, Senior Digital Marketing Manager at Ping Identity Asia Pacific, draws from her extensive experience to share practical tips for optimizing ABM programs. She’ll provide insight into developing robust measurement frameworks and implementing scalable personalization techniques that drive results.