Customer Challenge: Industry veteran Tom Pappalardo built his marketing career in high-tech. With a proven track record at both startups and larger organizations, he’s now Director of Demand Generation at the global software company PTC. For 2020, Tom designed a comprehensive strategy to hit his numbers for bookings and revenue, including many activities and events planned months in advance. But with the rise of Covid, everything changed. “Suddenly, we needed to respond to a business environment in which our customers were staying home,” he says. “We quickly reworked our plan and pushed webinars to the forefront of the overall mix.” As part of the new plan, Tom sought ways for PTC to boost webinar registrations and attendance. “Reaching the right contacts is obviously fun

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