Before building an intelligence-driven strategy, you must first understand the dynamics of your market and how your target audience makes a purchase decision. With growing budgets and a wealth of information readily available to them, technology buyers are seeking more from marketing and sales when selecting the right vendor.

Featuring research from TechTarget's latest IT Priorities and Media Consumption studies, and a panel discussion with IT decision makers, this session will discuss the new IT landscape and why it requires a more intelligence-driven approach from technology vendors.

What attendees will learn:

• The emerging priorities and trends that are driving IT investments in 2015
• How IT purchase decisions are made and by whom in the organization
• How certain marketing strategies are ineffective when it comes to influencing purchase decisions
• How sales reps are losing out on deals from marketing-generated opportunities and what changes must be made

Today everyone’s a publisher, which means content has become your business. Being an effective brand publisher takes planning, teamwork and a strong foundation- or content architecture- to effectively deliver. Operating in the technology publishing space for over 15 years, TechTarget has learned a thing or two about making a business out of content. In this session we’ll share a few of our secrets (and screw ups) to help you make the most out of your content business.

In particular, we’ll highlight considerations and tips around:

• Establishing a taxonomy (bringing order to content chaos through smarter classification),
• Prioritizing content types (what to say, who should say it, and how)
• Determining the right content types to build, (140 characters, or 140 pages? decisions decisions)
• Formulating a content calendar (keeping production on point)
• And more

The right content strategy will isolate the best opportunities for you and your sales teams and will feature the insight and intelligence required to effectively engage today’s buyer. Now it is time to ensure your sales team adopts and effectively utilizes the intelligence that you deliver.

In this session, we’ll share the new tools and approaches to identify ready-to-buy opportunities, inside and outside of your own database, and how your intelligence-driven marketing strategy can generate the best ROI for your organization.

What attendees will learn:

• New approaches to make the most out of your database
• New tools available for project and opportunity identification
• Firsthand use cases of how leading sales and marketing teams are identifying projects in real-time, based on different organization structures

The ever changing IT landscape has empowered technology buyers to self-educate and make decisions in advance of any interaction with a company’s front line marketing or sales efforts.

In this session, CommVault’s marketing team will reveal how they took on this challenge with their unique always-on, buying team approach and cross-solution promotional strategy. They will also discuss the key role that account intelligence played in not just identifying opportunities, but influencing them to realize a 36x ROI.

What good is great content if nobody reads it? The second most important part of a successful publishing model is building a distribution strategy that delivers your great content through the right channels, and to the most applicable audiences. In this session, we’ll explore how to insert your content into the buyer’s journey and leverage today’s data tools to improve the return.

In particular, we’ll take a look at:

• Understanding distribution channels (a look at which channels b2b tech buyers are prioritizing)
• Aligning content types and distribution channels (figuring out “what” goes “where”)
• Enabling the buyer’s journey (nurture strategies to keep buyers on “your” journey)
• Evaluating distribution channels (rethinking attribution models in 2015)