To outpace its pipeline goals, Fortinet knew that it had to develop a scalable model by which it could precisely identify when and how to engage its targeted companies, based on their research activity. In this session, Hillary Lupo, Tim Freestone, and Alan Tarkowski discuss their approach to using Intent data to support Fortinet’s evolving Account-Based Marketing (ABM) strategy.
Other content in this Stream
4:47Beyond big ideas: How SAP uses a ‘Crystal Ball’ to make the Experience Economy a reality
Paul Logue and Franklin Herbas explain how SAP developed 'Crystal Ball’ – an account intelligence platform that has delivered hundreds of millions in new pipeline.
6:25The (dis)connection(-) between Adtech, Martech and Salestech
A panel of B2B marketing leaders explores the challenges and artificial boundaries within organizations that have prevented these parallel worlds from unifying into a singular data-driven approach.
5:54Follow the data - Part 2: The transformation of content to intent
Part 2 of a two-part panel in which leading data scientists follow the process, dynamics, risks, and opportunities of a collective data approach in our evolving consent-based world.
5:32Follow the data - Part 1: The transformation of content to intent
Part 1 of a two-part panel, in which leading content providers follow the process, dynamics, risks, and opportunities of a collective data approach in our evolving consent-based world.
5:46Illuminating the 'dark funnel' for sales and marketing success
Braintree’s Intent data journey began with account prioritization, but has quickly expanded to a cohesive full-funnel approach, including Bombora’s newest integration with LinkedIn.
5:48Mapping Intent data to find the predictive path to engagement
8x8 maps its prospects' patterns of interest to identify an ideal path for demand generation and sales engagement, and shares outcomes of its unique strategy.
7:32From top to bottom - How 'what next' helped TTEC push Intent data through the funnel
Jeff Marcoux shares his journey from first deploying Intent data for top-of-funnel programs and then expanding its use all the way down the funnel.
7:03From zero to 'Extreme': The journey to account intelligence
Extreme Networks discusses how it launched ‘Project Orion,’ a global customer data platform powered by Company Surge® data that has generated millions of dollars in pipeline and revenue.
6:52How the masters of Intent data are driving organizational transformation
Intent Event alumni, Kelvin Gee (Oracle), Brian Cooper (Juniper Networks) and Ben Howell (Salesforce) discuss a range of Intent data issues, including operationalizing a global account-based strategy.
3:47Bombora product roadmap – Full-funnel activation
On a overview of Bombora's soon-to-be-released integrations allowing customers to activate its Intent data more efficiently and effectively.
3:49Bombora product roadmap - Future of targeting
An overview of Bombora's new targeting capabilities.
4:20Bombora product roadmap – Visionary measurement and insights
An overview of Bombora's soon-to-be-released measurement products and features.
Intent Event 2019 - Fortinet presentation
Hillary Lupo, Tim Freestone, and Alan Tarkowski share their approach to using Intent data to support Fortinet’s evolving Account-Based Marketing (ABM) strategy.
Intent Event 2019 - 8x8 presentation
Venkat Nagaswamy and Vivian Chu share how 8x8 mapped its prospects' patterns of interest to identify an ideal path for demand generation and sales engagement.
Intent Event 2019 - Braintree presentation
Kerry McDonough shares how Braintree expanded its use if Intent data from account prioritization to a full-funnel approach, including programmatic advertising and social.