Name: Marketing and Sales in Sync: Park Place Technologies’ ABM Playbook
Start: 2025-06-11T10:00:00Z
End: 2025-06-11T10:01:00.000Z
Location: BrightTALK
Rating: 0

Informa TechTarget (Nasdaq: TTGT) informs, influences and connects the world’s technology buyers and sellers, to accelerate growth from R&D to ROI.

With an unparalleled reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.

Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com. 

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.

Early Engagement Wins: Activate Your Way to the Top of More Shortlists

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

Kickflip Your ABM: From Busted to Boosted in the Marketplace

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.

Intent-Driven ABM: The Key to Increasing Account-Based ROI

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.

Rethinking the MQL: The Rise of Buying Group Strategy in ABM

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

Narrow ABM is Costing You: Why It’s Time for Vertical Expansion

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.

ABM, Intent Data and the Future of Infrastructure with Panduit

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

Ownable Conversations: Winning with ABM in the Self-Service Era

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.

Repurpose with Purpose: Turning Events into Always-On ABM Fuel

According to a Forrester survey, 85% of marketers using intent data see results. However, as their demand engine grows, so can the potential challenges evolve and change. Whether it's struggling to reach the right audience, delivering content that resonates, or boosting brand visibility, these roadblocks can hinder ROI and slow growth if not addressed. With 2025 approaching, now is the time to tackle these challenges and fine-tune your demand generation strategy for the new year. 

Join Kristin Prosowski, VP of Products (TechTarget), as she reveals the key aspects of demand generation strategy that shouldn't be overlooked, whether you’re building for 2025 or beyond.  Get the tools you need to solve the day-to-day marketing challenges you are seeing now and head into the new year with a foundational GTM strategy that combines TechTarget’s content, intent, and audience offerings to drive real demand.

Assembling Your Demand Gen Toolbox for 2025

Your go-to-market intersects with potential buyers in three major areas. First is your R&D and what you choose to develop as products, features and packaging. Second is through your marketing, your positioning, messaging, targeting and channel mix, etc. Last, of course, is your sales execution, from opportunity creation, to pipeline management, to close. End-to-end, it’s a complex operational value chain where each part significantly impacts the others. And despite a huge rise in GTM-tech investment, achieving appreciable improvement seems to actually be getting harder. Join Informa TechTarget President Rebecca Kitchens and CMO John Steinert for a strategic discussion about what’s happening in tech markets and vendor GTMs. They’ll cover where things are, where they see things going, and what they believe should be recognized and addressed by every company looking to grow business with its ICPs.

What Will Attract Buyers in an AI-Infused Future?

When competition is fierce, tech marketers are eager for ways to stand out to convey their corporate message and capture the attention of busy buyers. And what’s a better way to do that than employing video-based content to tell your story?  

Great video helps to create an immersive and engaging experience that leaves your audience wanting to learn more about your brand. Join Informa TechTarget’s Jon Mycroft, VP of Integrated Publishing, as he sits down with Matt Harris, Director at BrightTALK Studios to explore how rich-media content can supercharge your content marketing strategy by helping you build stronger, more authentic connections with your audience. Plus, get a glimpse of the latest B2B video marketing trends, as well as practical tips for unleashing the power of video to engage and convert tech buyers.

Exploring the Art of B2B Video Marketing

Navigating the modern B2B tech buying cycle is more challenging than ever. Buyers are conducting more self-guided research, expecting highly personalized, relevant interactions when they do engage with sales. Meeting these elevated expectations requires more than just great sales techniques—it demands strategic collaboration between marketing and sales, fueled by actionable insights from intent data. 

In this session, Jat Hayer, SVP of Sales, EMEA (Informa TechTarget), and Aurelien Mottier, President (memoryBlue), will share insights and strategies on how industry-leading organizations leverage real purchase intent data to identify in-market accounts, engage key buying team members, and tailor outreach so it resonates. 

This session will cover: 

• How marketing can equip sales teams to meet buyers where they are in their journey. 
• Practical ways to use intent data to build personalized, contextually relevant outreach. 
• Real-world examples of how B2B tech industry leaders are driving alignment and achieving results through intent-driven strategies.

Exploring Intent Data: Driving Revenue through Insights-Driven Strategies

In today’s competitive digital marketing landscape, it’s not enough to just tout the features and functionality of your product or solution. What buyers remember as they move through the purchase process is whether you’re able to meet their actual functional, emotional and social needs. In other words, what clear customer promise can you make in your marketing messaging that both adheres to those needs and is one you can keep?

In this episode of our B2B Content Brilliance series, John Steinert (CMO, Informa TechTarget) talks with Jann Martin Schwarz (Senior Fellow, LinkedIn and Founder, The B2B Institute) about the importance of customer promises, how insights can be used to identify a promise that customers will value and who needs to be involved to make sure the motion is fulfilled.

Creating a Memorable Marketing Message that Lasts

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!

How You (and Your Partners) Can Get the Most Out of Intent Data

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

The Partner Marketer’s Guide to Intent Data

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.

How Intent Data + AI Helps You Market and Sell Better

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.

Less Leads. More Revenue. Learning To Love Buying Groups.

New-School ABM: Concrete Solutions for Busted Tactics

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.

Marketing and Sales in Sync: Park Place Technologies’ ABM Playbook

B2B Marketing

Account Based Marketing

Sales Alignment

Marketing and Sales Alignment

Marketing and Sales Metrics

Sales Acceleration

Marketing Analytics

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Marketing and Sales in Sync: Park Place Technologies’ ABM Playbook

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