TechTarget’s ROI Summit EMEA

Welcome to TechTarget’s ROI Summit EMEA

Keynote by TechTarget’s CEO Mike Cotoia

Archer Award Winners

From Purchase Intent to Revenue: Cato Networks Approach to a Winning Integrated Marketing Strategy

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B2B go-to-market teams face many challenges: long buying cycles, many decision makers in the buying teams, opportunities that go dormant and fierce competition for a slice of a market. Yet, Cato Networks, a leading network security company, is growing remarkably despite all this. So how do they do it?

Hear from Cato Network’s Director of Inbound Marketing, Daniel Bleichman, as he opens the playbook on how the team is able to leverage data-driven strategies in their integrated marketing campaigns to fuel growth. Daniel will share real-life examples and actionable insights on how you can utilize the power of intent data to achieve the maximum revenue potential across the buying cycle.

Presenters:

• Daniel Bleichman, Director of Inbound Marketing (Cato Networks)
• Lucie Bastard, Senior Manager of Customer Success, EMEA (TechTarget)

Hacking Content: Strategies to Captivate in a Fast-Moving Tech Space

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Today’s IT buyers often conduct their research independently and shortlist vendors without ever talking to a sales rep. As such, great content combined with an excellent distribution strategy can be your ticket to converting IT audiences into paying customers. Yet for many, this is easier said than done. This session will answer your most pressing questions around not only content creation and distribution, but also content’s direct impact on your bottom line.

Presenters:

• Jon Mycroft, VP, Integrated Publisher, EMEA (TechTarget)
• Louise Larsen Radoor, International Campaign Manager (Rubrik)
• Daisy Zhang, Global Digital Growth Manager (Radware)

Networking Break

Archer Award Winners

ABM, AI and the Path to Better Engagement

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There’s a lot of talk about AI’s potential to transform whole industries, and especially, to deliver faster results. Per the usual in marketing and sales, vendors of all stripes are jumping on the bandwagon, rolling out flashy AI-badged solutions. But faster doesn’t always mean better, especially given where we are right now. Let’s take this opportunity to level-set together. And let’s use Account-Based Marketing (ABM) as a sort of test case. What are some critical barriers to achieving better ABM ROI? What can be done about that now? And how could AI help, right now and in the near-term future?

In this keynote session from Rebecca Kitchens (TechTarget’s President), we’ll contrast the pressure that’s on marketers to always go faster and bigger (because scale is a real ROI variable) and the very real need to do marketing better. We’ll take a closer look at TechTarget’s own AI POV, what we ourselves are doing, and the implications we think that has for tech go-to-market practices everywhere. For both your buyers and your companies’ brands and trajectories, our goal is to help you succeed now and in the future. Certainly, an important part of this will be about finding a good balance between humans in the loop and AI-fueled automation everywhere!

Presenters:

• Rebecca Kitchens, President (TechTarget)

Engaging Busy Buyers in the Age of Intent

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As the market for intent data continues to grow dramatically, so do the possibilities for how we utilize these key engagement signals. With the scale of intent data expanding, we continue to see momentum in how intent is integrated within organizations, the speed at which we can act on surging signals, and the expansion of touchpoints. Join industry leaders as they strive to address how to effectively and efficiently predict their buyer’s needs using intent data and its signals.

Presenters:

• Sean MacKinnon, Director, Customer Success, EMEA (TechTarget)
• Anna Joanes-Cox, Associate Director, Strategy & Digital Marketing (Verizon Business Group)
• Meghan Weinreich, Manager, EMEA, ABM and Demand Generation Campaigns (Cloudflare)
• Suela Vahdat, Director of Marketing, EMEA (Contrast Security)
• Kiran Dhillon-Byrne, Director, Regional Marketing, EMEA, APJ & LATAM (Veracode)

Panzura’s Story: Building a Business Case For Intent Data

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Most GTM leaders would agree that securing budget, getting buy-in from different stakeholders and successfully rolling out a new MarTech solution cross-organizationally is far from easy. And before you even start thinking about implementation, workflows and use cases, you must establish a strong business case for the technology that generates excitement from your go-to-market peers and support across your organization. The success and long-term adoption of the tool largely hinges on your ability to set expectations and clearly articulate the business need. Without this critical step in the process, it’s going to be hard to get all of the key stakeholders tracking towards the same goal. So how can you best approach building a business case for a much-needed solution?
In this session, Panzura’s VP, International, Diego Devadas, will share his experience and practical insights on how he aligned cross-organizationally to build a strong business case for intent data and how he drove successful adoption. Diego will also discuss how cross-functional alignment doesn’t stop with the initial purchase of a platform and how Panzura is building a sophisticated roadmap to support other intent objectives across the business.
Presenters:
• Diego Devadas, VP of International (Panzura)
• Jat Hayer, SVP of Sales, EMEA (TechTarget)

Networking Lunch