TechTarget’s Chief Marketing Officer John Steinert, along with Marketo co-founder and MarTech entrepreneur Jon Miller, discuss and debate how to measure and evaluate key metrics for Buying Groups as a go-to-market motion. They explain the data required to launch this new Opportunity-centric motion and how these metrics would guide targeting as well as alignment between sales and marketing.

Session takeaways: 

• Understand the core technologies needed to effectively analyze, track and manage a Buying Group
• Learn how to identify crucial Buying Group members and roles
• Gain an understanding of the Buying Group Adoption Journey and key data points to collect along the way

Speakers:

• Jon Miller, MarTech Entrepreneur and Co-Founder of Marketo and Engagio
• John Steinert, Chief Marketing Officer, TechTarget
• Alice Walker, Senior Product and Partnership Marketing Manager, LeanData

Catch all the highlights from the 2024 OpsStars Conference here: From AI to Buying Groups: Takeaways from OpsStars & Dreamforce 2024