Introduction

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Featuring Brent Boswell, Senior Vice President, International

Keynote: From Prospects to You, Activity Matters

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People buy, not personas. Behavioural targeting has fundamentally changed the way we buy. From Amazon to Sainsburys, we expect companies to understand our needs and respond to them in real-time. While shifts across technlogy landscapes make it harder to identify stakeholders, we are taxed with being more available and more inline with buyer needs.

This presentation from TechTarget CEO, Mike Cotoia, brings real audience engagement and follow-up stats to reflect on today’s new buying team dynamic to look at the real buyers actively looking to purchase your [B2B] solutions today.

Tales from the Field:  Citrix

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Featuring Barry Magee, Director of Business Intelligence, Citrix

Launched the beginning of 2019, the Citrix Edison Project had a standard optimal objective to serve as a tool set that would give sales the best use cases and data for follow-up within a large account-based marketing structure. Barry Magee, the architect and creator of the Edison Project, brought to use TechTarget’s Priority Engine data along with HG Insights to back the activity of the accounts’ rankings.

In this presentation, Barry will be diving into the project including showing the Edison Project tool and how they’re using the data to see success for Citrix. Sales and marketing alike will be drawn into this session to see how activity-driven data has been used to achieve ROI.

Priority Engine Roadmap

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Featuring Colin Mitchell, Senior Director of Priority Engine, EMEA, TechTarget

Five minute update on the 2020 outlook for Priority Engine. Great update on what you can expect and look forward to from TechTarget.

BREAK

Data-Driven purpose and inside sales [Panel]

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Moderated by: Jat Hayer, Vice President of Sales, EMEA, TechTarget

PANELISTS:
Andy Gillies, Business Development Manager, RingCentral
Chloe Bradshaw, Network & Security Specialist, VMware
Robert Shepard, Business Development for EMEA, Digital Realty
James Galvin, Core Client Partner, Dell EMC

Sales and Marketing collaboration still ranks as one of the top challenges for marketers as we enter 2020. We bring together a strong, senior panel of experts in the sales B2B IT industry to help answer the questions that marketing, and sales alike, are looking for on how to hit their goals for the year.

• How does sales uses data from marketing?
• What drives the best alignment between the teams?
• What can marketing can do to help sales see engagement from data-driven campaigns?
• How does data-driven alignment work best for sales to use for strong ROI?

Tales from the Field:  Nokia

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Moderated by: Voula Hantziantonakis, Senior Customer Success Manager, EMEA, TechTarget
Speaker: Zsuzsanna Blau, Senior Manager, Global Enterprise Marketing Campaigns, Nokia

Two themes keep marketers engaged at our ROI Summits year-after-year: best practices for email nurturing and account-based marketing. Zsuzsanna Blau has been running and working on this for Nokia for the last three plus years with great success to share. In this interview, come watch Zsuzsanna explain how she works through complicated cadence streams, landing pages and copy optimisations to gain ROI and net new opportunities for her ever-changing target market.

Running a top-notch integrated campaign [Panel]

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Moderated by: Brent Boswell, SVP of International, TechTarget

PANELISTS:
Phill McIlwee, UK Paid Media Manager, Rackspace
Faisal Mahmud, Head of Digital Performance, formerly Tata Communications
Kalpna Patel, Marketing Operations Consultant EMEA, Dell Boomi
Romain Doutriaux, EMEA Marketing Director, Dataiku

Integration is more important than ever in a digital and activity-driven marketing environment. As marketers, we know how the story and pitch must unfold through communications, markets, social, content, positioning, sales, integration, follow-up and tracking. If one doesn’t work or falls through, the value might be lost and, as such, we lose the data and point-in-time momentum that our work has obtained.

Integration also equals an “always on” approach in which every angle is constantly driven – it is not a campaign, but a new way of market dynamic that we adjust and turn as we weave through our marketing objectives throughout the year. It is social, it is visualization, it is content marketing and messaging – all of it makes the data and our follow-up very important.

How do marketers navigate through these vast challenges, and what are the most important aspects of these that has really brought results to a campaign? We ask our senior marketing panel the hard questions.

Tales from the Field, Proofpoint

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Moderated by: Lindsay Jubb, Account Director, EMEA, TechTarget
Speaker: Monica Vaz, Marketing Operations & Demand Generation Director, Proofpoint

As marketers, the journey to success is paved with obstacles and challenges at every turn. We know that learning from our peers is a key differentiator between a good marketing team and a great marketing team.

In our final Tales from the Field, we talk with Monica Vaz from Proofpoint about her 12-month journey in developing a marketing and sales structure that collaborates toward success.

EMEA 2019-2020 Archer Awards