Two touches. One campaign. Perfect rhythm. Custom content paired with a live learning event — delivering lead generation, thought leadership, and brand engagement in a single orchestrated campaign.
In ballroom dancing, the two-step is deceptively simple — but it takes expert partners moving in perfect rhythm to make it look effortless. The Techstrong Two Step works the same way: we pair a custom content asset with a live learning event, giving your prospects two meaningful touchpoints that signal genuine buying intent.
Step 1
Custom Content
A bespoke content asset — from white papers and case studies to Futurum Group analyst reports and PulseMeter survey research — crafted to position your solution as the answer to a real industry challenge.
In Perfect Rhythm
Step 2
Live Learning Event
A webinar, workshop, virtual summit session, or analyst-guided panel — where your prospects engage deeply with the topic, your solution, and your experts in real time with live Q&A.
Why It Works
Two Touches Show Real Intent
First Touch: Content
A prospect downloads your custom asset — a white paper, case study, or analyst report. This indicates awareness and initial interest in the topic your solution addresses.
Second Touch: Event
That same prospect then registers for and attends a live learning event on the same topic. Two engagements on one theme signals genuine consideration-stage buying intent.
Higher-Intent Leads
When a buyer engages with your material twice — consuming content and investing time in a live session — that's not casual browsing. That's a signal your sales team can act on with confidence.
Standard Campaign
The Two Step
Buyer Touchpoints
1 (single content download)
2 (content + live event)
Intent Signal
Awareness only
Consideration-stage intent
Lead Quality
Top of funnel
Mid-funnel, qualified
Thought Leadership
Limited to content piece
Content + live expert positioning
Branding Impressions
One format
Multi-format, multi-channel
Amplification
None included
TV interview + byline article
Step 1 — The Lead
Choose Your Content Asset
Every great dance starts with the lead. Select the custom content format that best positions your solution and resonates with your target audience.
White Paper
An authoritative deep-dive into an industry challenge, trend, or technology approach. Vendor-neutral positioning that establishes your thought leadership while educating prospects on the problem your solution solves.
Awareness & Education
Case Study
A real-world success story showcasing measurable outcomes — how a customer used your solution to overcome specific challenges. The most compelling proof point for mid-funnel prospects evaluating options.
Proof & Validation
eBook
A comprehensive, visually rich guide that goes beyond the white paper. Multi-chapter format covering an entire domain — from foundational concepts through advanced strategies — with your solution woven throughout.
Comprehensive Guide
Futurum Group
Analyst Report
Custom research from Futurum Group analysts — market assessments, technology evaluations, and strategic frameworks. Analyst credibility combined with your solution narrative delivers unmatched authority. Formats include Market Reports, Market Briefs, and Research Reports.
Analyst Authority
Futurum Group
PulseMeter Survey
A targeted industry survey with 5-6 questions on the topic of your choice, producing a co-branded infographic report with data-driven insights. Original research that generates media-worthy data and positions your brand at the center of the conversation.
Original Research
Infographic
A visually compelling, data-rich single-page asset designed for maximum shareability. Distills complex topics into clear visual narratives that prospects save, share, and reference — extending your brand reach organically.
Visual Impact
Step 2 — The Follow
Choose Your Learning Event
The follow completes the dance. Select the live event format that best engages your prospects — every format includes registration-required attendance, guaranteeing qualified leads.
Top of Funnel
Industry Solution Webinar
A live presentation focused on solving an industry challenge. Your team presents the problem, approaches, and your unique solution — with live chat and Q&A for real-time engagement.
Single-sponsor exclusivity
Live interactive chat & Q&A
Registration required
Top of Funnel
Editorial Panel Webinar
Techstrong editors examine vital trends in DevOps, cybersecurity, cloud native, AI, and digital transformation. Your experts join the panel alongside editorial leaders for vendor-neutral thought leadership.
1-6 sponsors per panel
Editorial-led content
Industry credibility
Middle of Funnel
Workshop / Demo Session
Designed for deeper engagement — prospects who attend a workshop are investing real time to understand your solution. Interactive demos, sandbox environments, and hands-on learning qualify leads by commitment.
Single-sponsor deep-dive
Interactive demo or sandbox
Higher-quality qualified leads
Thought Leadership
Analyst-Guided Roundtable
Futurum Group analysts facilitate debate among practitioners and experts on the research topic. Attendees receive the full survey report post-event — your brand at the center of the data story.
Analyst-led credibility
PDF report distribution
Vendor-neutral positioning
Top of Funnel
TSTV Thought Leadership Series
Content from the most-watched Techstrong TV segments, re-aired as a webinar with live analyst interaction. Combines proven content with real-time engagement for maximum impact.
1-4 sponsors
Proven content format
Analyst chat interaction
Full Experience
Virtual Summit Session
A dedicated session within one of Techstrong's virtual conferences — DevOps Experience, Cloud Native Now, AI SRE Summit, or Predict. Full conference production with networking, content, and lead capture.
Conference-level production
Networking & engagement
Multi-format content
The Encore
Amplification That Extends the Dance
Every Techstrong Two Step campaign includes a Techstrong TV interview. Add a ghostwritten byline article for additional editorial amplification across our eight properties.
Included
Techstrong TV Interview
A dedicated video interview on Techstrong TV — our premier livestream channel reaching 10,000+ viewers across multiple platforms. Your executives sit down with Alan Shimel or Mike Vizard to discuss the campaign topic, establishing thought leadership through long-form conversation. Distributed across streaming platforms, YouTube, and the Techstrong network.
Techstrong.tvYouTubeStreaming AppsSocial Media
Available Add-On
Ghostwritten Byline Article
A 600-1,000 word expert article authored by Techstrong's editorial team on your behalf — published exclusively across our properties. Vendor-neutral thought leadership that positions your executive as a recognized voice in the industry, while driving organic discovery.
The Techstrong Two Step isn't a self-serve content platform or a DIY webinar tool. It's a full-service campaign produced by a team that has created thousands of content assets and learning events — and knows your industry inside and out.
Messaging GuidanceWe help you craft the right narrative — one that resonates with DevOps, security, cloud native, and AI practitioners.
Format ExpertiseWe recommend the content + event pairing that best matches your goals, audience, and funnel stage.
Full ProductionFrom content creation through event production, promotion, and lead delivery — we handle everything.
Domain KnowledgeOur editors and analysts live in DevOps, cybersecurity, cloud native, AI, and digital transformation every day.
DIY Approach
✕ Write your own content
✕ Find your own audience
✕ Produce your own webinar
✕ Promote across channels
✕ No guaranteed registrations
✕ No analyst credibility
The Two Step
✓ Expert content creation
✓ 1.74M unique visitors
✓ Full event production
✓ 8-property distribution
✓ 200+ guaranteed registrations
✓ Futurum Group analysts
The Choreography
How the Campaign Unfolds
1
Strategy & Messaging
We collaborate on topic selection, messaging framework, and the ideal content + event pairing for your goals and audience.
2
Content Creation
Our editorial team (or Futurum Group analysts for research-grade content) produces your custom asset — white paper, case study, analyst report, or PulseMeter survey.
3
Promotion & Distribution
Content is promoted across 8 Techstrong properties, email newsletters (500K+ subscribers), social channels, and targeted campaigns — driving downloads and registrations simultaneously.
4
Live Learning Event
Your webinar, workshop, or panel goes live with full production — interactive chat, Q&A, polls, and expert moderation. Registration is required, guaranteeing qualified lead capture.
5
Techstrong TV Interview
Your executive appears on Techstrong TV for a dedicated interview, extending the campaign narrative to our broadcast audience across streaming platforms.
6
On-Demand & Amplification
Content goes on-demand. The optional byline article publishes. Leads are delivered with engagement scoring showing which prospects completed both touches.
81% of visiting businesses show active buying intent
Your Hosts
Led by Industry Veterans
Alan Shimel
Founder, CEO & Editor-in-Chief
A pioneer in DevOps, cybersecurity, and open source media. Alan founded Techstrong Group and has been at the forefront of technology media for over two decades, interviewing thousands of industry leaders and shaping the conversation across every market we serve.
Mike Vizard
Chief Content Officer
A veteran technology journalist with 30+ years of experience, Mike brings deep editorial expertise across enterprise IT, cloud computing, AI, and cybersecurity. His interviews and analysis are trusted by practitioners and executives alike.
Ready to Dance?
Let's choreograph a Two Step campaign that turns content into conversations and registrations into revenue.
