TechTarget, Inc., the global leader in B2B technology purchase intent data and services, announced that Chief Marketing Officer John Steinert will be joining Marketo Co-Founder Jon Miller for a live panel at OpsStars 2024 in San Francisco. The session, titled “Measure What (Really) Matters: The Metrics of Buying Groups,” will focus on key strategies for transitioning to a buying group-centric model for revenue teams.

1. Shifting to a Buying Group-Centric Model

• The panel will explore how revenue teams can measure and evaluate key metrics for buying groups, replacing traditional Marketing Qualified Leads (MQLs).
• Key topics include:
  • Unifying sales and marketing goals by shifting away from lead-centric models.
  • Developing custom data points to track performance in a buying group motion.
  • Mindset and strategy shifts necessary to ensure success in a go-to-market (GTM) approach focused on buying groups.

2. Panel Participants and Moderation

• Panelists include John Steinert, CMO of TechTarget, and Jon Miller, Co-Founder of Marketo.
• The panel will be moderated by Alice Walker of LeanData, an authority on turning buyer signals into buying decisions.
• The live session will take place on Wednesday, September 18 at 2 pm PT at the San Francisco Mint.

3. Importance of Buying Group Metrics

• The session will provide actionable insights on how Prospect-Level Intent™ data helps businesses transition to a buying group-centric approach.
• Revenue teams will gain practical advice on building new metrics frameworks, aligning strategies between sales and marketing, and using intent data for more effective targeting.

TechTarget's Leadership in B2B Intent Data

• TechTarget was named a Leader in The Forrester Wave™: B2B Intent Providers Q2 2023.
• Its proprietary purchase intent data helps B2B tech Go-to-Market teams at the account, buying team, and contact level.
• Insights from TechTarget Priority Engine™ are uniquely valuable due to the network of 150 enterprise technology-specific websites, offering deep, decision-support content across thousands of IT topics.
  
  

The collaboration between TechTarget’s John Steinert and Marketo Co-Founder Jon Miller at OpsStars 2024 will offer valuable insights for revenue teams looking to transition to a buying group-centric model. By focusing on the metrics that truly matter, teams can align sales and marketing strategies for greater success in their go-to-market motions.