Name: Building Trust with B2B Tech Buyers to Turn Attention into Influence
Start: 2025-09-24T12:00:00Z
End: 2025-09-24T12:00:27.000Z
Location: BrightTALK
Rating: 5

Informa TechTarget (Nasdaq: TTGT) informs, influences and connects the world’s technology buyers and sellers, to accelerate growth from R&D to ROI.

With an unparalleled reach of over 220 highly targeted technology-specific websites and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market.

Underpinned by those audiences and their data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.

• Trusted information that shapes the industry and informs investment

• Intelligence and advice that guides and influences strategy

• Advertising that grows reputation and establishes thought leadership

• Custom content that engages and prompts action

• Intent and demand generation that more precisely targets and converts

Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com. 

There's a new broker standing between vendors and their buyers. Enter GenAI: the rapidly accelerating, traffic-decimating, instant answer machine. In its wake, once-reliable channels are no more. Buyer activity is increasingly blurred. And chances to build inroads with your targets seem even more elusive.

But with every strategy GenAI renders obsolete, a new one rises in its place.

Join our expert panel to learn how to seize the most lucrative opportunities to reinvent your content strategy for an AI-driven world.

The Future of Content Marketing in an AI-Driven World

If you have been to any marketing event in 2025, the conversation of AI and its usage comes to the forefront, but the pragmatic approach of AI and how to use it in building your 2026 GTM strategy is quite confusing. 

In this session we look at how to build a GTM plan from content to delivery, and how to effectively layer in AI in your planning. Then hear from our panel of experts on their 2026 GTM takeaways, use cases, and how they’re realistically approaching AI in B2B marketing.

The Pragmatic Approach to AI and Strategic Planning for 2026

Scaling in a crowded market is never easy. Especially when you’re a smaller brand facing long buying cycles, a need to engage and convince multiple decision makers and facing fierce competition for every bit of your buyers attention. Yet, Cato Networks, has managed to grow and expand globally while building trust and credibility with future buyers. 

In this session, Daniel Bleichman, Snr. Director of Marketing, Cato Networks, shares how his team leverages data-driven strategies and integrated marketing approach to fuel growth. You’ll see real-life examples of aligning brand and demand campaigns, scaling programs across markets and driving tangible results in complex B2B tech environments.

Cato Networks, a Marketing Case Study on Scaling from Startup

Too many marketers pour resources in either brand or demand – and then wonder why business growth stalls. Yet, forward-thinking marketers know that sustainable growth comes from orchestrating brand and demand campaigns to work in parallel. 

In this session, leaders from Cato Networks, Axonius and Informa TechTarget share how they turn marketing investment into measurable impact while earning credibility and trust with their audiences. You’ll learn how to identify what actually moves the needle, scale campaigns across global markets and ensure every action strengthens trust with your brand – so that brand and demand work in harmony to maximise business impact.

From Brand-to-Demand: The Pragmatic Playbook

Trust is an extremely powerful word in today’s B2B Marketing echelon. It’s no longer enough for your message to stand alone; it’s the trust signals behind it that truly matter. This need for trust is why the line between brand and demand marketing is fading, and savvy marketers are crafting their content approach to captivate, engage, and convert IT buyers. 

In this keynote, we explore bridging the gap between brand awareness and revenue-generating activities, and how to build validation through influential voices and results-driven content strategies.

Tethering Trust: Building a Brand-to-Demand Playbook

The outdated battle between brand or demand marketing is over. Today’s savvy marketers aren’t choosing one over the other. They’re blending both approaches to craft content that captivates, engages and converts IT buyers. Join Jane Qin Medeiros (Informa TechTarget) as she explores the future of brand-to-demand marketing and how class-leading B2B marketers bridge the gap between brand awareness and revenue-generating activities with powerful, results-driven content strategies.

Create, Engage, Convert: The Brand-to-Demand Playbook

Research indicates that while only 2% of sales conversions are made during the first point of contact, roughly 80% develop between the 5th and 12th contact attempt. To generate the most ROI from lead gen activities and increase conversion rates, demand generation marketers must drive quality engagement with priority contacts and enable their sales colleagues to orchestrate personalized outreach and lead follow-up to create more quality touchpoints during this window of opportunity.

If you are facing continuous pressure to build sales pipeline, listen in as members of Informa TechTarget’s award-winning Customer Success team share a proven blueprint for effective lead follow-up. You'll learn how to engage buyers by incorporating nurture programs, optimizing SDR motions, and empowering tailored sales outreach with intent data. You'll also get insights into how marketing automation, integration platforms, and even artificial intelligence can help boost ROI and increase conversions at scale.

Source: https://www.conversica.com/blog/inbound-lead-follow-up-stats-for-2023/

Your Roadmap to Driving Conversions with Effective Lead Follow-Up

Many GTM teams dream of building a demand gen approach that yields high quality leads that are ready to be converted into winning opportunities. But this doesn’t happen by chance; it requires an integrated and aligned approach to identifying the right accounts and engaging them with contextually relevant messaging. Many teams struggle to do this effectively, yet Schneider Electric, a global leader in energy management and automation, has developed a holistic go-to-market approach that’s paying off in droves. What’s their secret to success?

Join Christian O’Neill, Senior Customer Success Manager (Informa TechTarget), as he sits down with Alexander Pasch, Digital Marketing Transformation Manager (Schneider Electric), to discuss how Schneider Electric integrates insights from real purchase intent data into their GTM playbooks. They will share actionable strategies for using intent data to design high-impact, contextually relevant brand campaigns, attract active buyers with engaging content, and prioritize leads from the most promising accounts.

11x Better Prospect Engagement: How Schneider Electric Wins More with Intent Data

In this edition of B2B Content Brilliance, Informa TechTarget CMO John Steinert is joined by Chief Creative Officer Victoria Azarian (Cannes Lions, Effie, One Show). One look at her work and you’ll understand why it’s accelerated millions of dollars (and likely billions) in value for clients and for their customers.  

Our latest strategic session in this series examines the importance (and challenges) of using graphic design to help successfully communicate promises of value. The goal is to aid marketing and business leaders like you in identifying substantive design gaps and the impediments standing between where you are and where you want to be. We look to help you better recognize these, consider them, and articulate them to other leaders towards successful implementation of business-critical improvements.

Good Design is Good for Business

Without a strong content-sales connection, how much ROI are you leaving on the table?

Empower your sales team with content campaigns designed to run the full funnel, from driving awareness to winning deals. Get actionable tips from Informa TechTarget’s Jane Qin Medeiros, GM, Brand and Content, and UPS company Roadie’s Will Walker, Senior Manager, B2B Marketing.

Marketers will learn how to:
- Bridge the gap between content and sales with best practices for content-driven sales workshops, enablement materials, and beyond
- Design full-funnel campaigns that thread intangible brand values — like sustainability — into tangible sales results 
- Rethink their approach to generating ROI to boost results at every stage of the funnel

Sales, Empowered: A Roadie Masterclass in Full-Funnel Campaigns That Win Deals

While account-based marketing (ABM) has proven its value and solidified its place in B2B marketing, that doesn’t mean that all organizations are going about it the same way. Similarly, ABM success comes in all different shapes and sizes.  

Join guest speaker, Forrester principal analyst Nora Conklin, and Informa TechTarget’s Garrett Mann to explore where ABM stands in B2B organizations today, which trends have emerged and evolved in the past couple of years, and what strategies and tactics frontline marketers are leveraging to set their organizations apart.

The State of ABM: Emerging Trends, Evolving Strategies and Real Secrets of Success

A recent survey from Bain and Google uncovered that 80–90% of buyers already have a shortlist of three vendors before they embark on their research journey. Even more telling—90% of winners are selected from this original list. The bottom line: if you don’t get into a deal early, you’re probably not winning it. 

Join our panelists as they explore a powerful combination of strategies for making more shortlists and driving sustainable revenue growth. You’ll learn: 

- How to uncover opportunities before your competitors do 
- The importance of aligning your message with trusted brands 
- Fresh ideas for driving more impact with account-based marketing 
- Why content marketing isn’t dead – and why it’s more important than ever

The ABCs of Driving Demand: ABM + Brand + Content Marketing

In the search for improvements on the legacy MQL-based demand gen process, buying groups have become an accepted fact of what’s actually happening in a B2B buyer’s journey. So now we’ve moved from needing more leads to needing more buying groups – how then do we accomplish that? Signals are a major part of the answer, and yet, from anonymous website visits, to LinkedIn profile details, to AI-scraped magic, all signals certainly aren’t created equal. They come from different people and places, in varying intensities and more, leaving you to make sense of them and your teams to figure out the appropriate next actions. This session will help sort that out. 

In this session, we’re bringing a duo of product and solution talent to the table. Demand signal expert Kristin Prosowski will discuss the attributes of different signal types and their utility for discovering and converting buying groups. From there, GTM expert Dara Such will share how companies are innovating with signals to drive buying group-centric progress. In a single session, you’re getting clarity for your signal sourcing strategy and your revenue process transformation program alike.

Planting Demand Seeds and Growing Buying Groups

Buyers are increasingly relying on artificial intelligence for research, and this is putting even more distance between sellers and their prospects. Yet even as pre-sales engagement is becoming harder, we still expect that human-to-human interaction will remain important in complex deals. For vendors, to be among the few who will be invited in by a buying group, you will have to already be in the consideration set before a deal cycle has begun. When fewer searches are coming to your website, you will need to find new ways to be seen and become trusted. This webinar explores how B2B companies can utilize the reality of buying networks to build more effective consideration paths for themselves as AI search accelerates. In the session, we’ll lay out what Informa TechTarget is doing to make things easier for go-to-market teams.

Join David Edwards, VP Product Management at Informa TechTarget and host Liam Rogers to discover how leveraging established audiences, behavioral insights, and powerful services combined can provide a more efficient path to breaking through.

AI vs Audiences: GTM Strategy and Tooling in the Attention Economy

There's a new broker standing between vendors and their buyers. Enter GenAI: the rapidly accelerating, traffic-decimating, instant answer machine. In its wake, once-reliable channels are no more. Buyer activity is increasingly blurred. And chances to build inroads with your targets seem even more elusive.  
 
But with every strategy GenAI renders obsolete, a new one rises in its place. 
 
Join our expert panel to learn how to seize the most lucrative opportunities to reinvent your content strategy for an AI-driven world.

All along a company’s value chains, from R&D to ROI, people are making decisions based on the best insights and inputs they can get. To capitalize on opportunity and mitigate risk, they’re relying on rapidly evolving sources of information and advice. So as AI accelerates, and your buyers’ information networks evolve, how should your GTM adapt?  

Join Informa TechTarget’s John Steinert as he hosts Bill Morelli, Omdia’s President of Insight and Advisory and Kelly Jackson Higgins, the Editor-in-Chief of Dark Reading to discuss the role of expert insight in your buyers’ decision making, the developments they’re already seeing as new decision support capabilities arise, and the implications for GTM strategies going forward.

Humans in the Loop: Leveraging Expert Guidance in the Era of AI

Leveraging market-level intent to speak to the needs of specific roles and functions in B2B content and outreach is emerging as a competitive advantage, especially as buying teams continue to expand and an influx of AI-generated content creates an information overload for buyers.  

Join Informa TechTarget’s Katie Graybeal and Jill Craig as they showcase real-world use cases from clients who have revolutionized their approach to creating more relevant and engaging content using Market Monitor. We'll demonstrate how this powerful market intelligence application allows users to tap into market insights and behavioral data to understand specific markets and tailor content to real buyer needs and preferences.

From Information Overload to Precision Marketing: Leveraging Intent for B2B Content

Savvy marketers recognize the importance of expanding their solutions beyond well-worn territory and into new verticals to maximize their value-capture. But breaking into new verticals swiftly and successfully requires deep expertise and an air-tight GTM strategy.  
 
Join our expert panel to learn how to translate vertical-specific data into breakthrough, smartly distributed content to make a name for yourself in previously uncharted markets.

From Unknown to Shortlisted: Leveraging Expertise for New Market Growth

Let’s be honest: IT buyers scroll past most content without a second thought. Who can blame them when so much of what’s out there is irrelevant, forgettable, or just a sales pitch disguised as insight. 

And yet, marketers’ jobs haven’t changed: we still need to earn attention and build trust across a long, high-stakes buying journey filled with scrutiny and risk-averse decision-makers. So the real challenge isn’t creating more content for demand gen. Rather, it’s positioning your brand to help future buyers feel smarter, more confident, and ready to choose you when the time comes. 

Join Scott Addington (VP, Global Marketing at SugarCRM / Founder, bang average) and Jon Mycroft (VP, Integrated Solutions, Informa TechTarget) as they share how brand-led, trust-building content shapes future demand and drives long-term commercial impact. You’ll walk away with practical insights for developing a consistent, credible point of view that compounds over time to fuel sustained growth and not just a temporary spike in pipeline.

Demand Isn't Built in a Day: How Content Can Fuel the Long Game

L’intelligence artificielle n’est plus un concept futuriste : elle transforme déjà en profondeur la manière dont les marketeurs conçoivent, pilotent et mesurent leurs actions. Orchestration de parcours, personnalisation en temps réel, qualité des données, alignement sales/marketing… 

Lors de Reach 2025, l’événement virtuel de la rentrée dédié aux décideurs marketing et IT, Mélanie Clavieres, Head of Digital Experience Marketing France chez Adobe, dévoilera comment ses équipes exploitent l’IA pour renforcer l’efficacité, la pertinence et le ROI des campagnes. 

En 30 minutes, explorez les tendances clés de 2025 et découvrez comment transformer l’innovation en résultats concrets grâce au témoignage d’une experte engagée du secteur.

Entretien expert : comment l’IA redéfinit l’expérience client  [English subtitles]

It’s harder than ever to rely on organic search to get your content the attention it deserves. Generative AI is rapidly changing the way your prospects find material and formulate opinions of your brand. This is causing marketers to rethink their content production and promotion strategies, as well as the publishing partners they leverage.  

In this session, we’ll take a closer look at what this means for regional marketing teams. We’ll arm you with advice for effective generative engine optimization. Plus, you’ll hear how Pure Storage identified the third-party content that is most heavily influencing prospect perception of its capabilities and the actions taken as a result of this newfound understanding.

Regional Content Strategies in the Age of AI

As vertical markets continue to develop increasingly specialized needs and expectations, B2B organizations find themselves at a crossroads: needing to balance the efficiency of centralized marketing with the effectiveness of vertical-specific approaches.
 
Join Allison Brown, Senior Manager of Demand Generation at Snowflake and Jill Kunkes, Senior Account Director at Informa TechTarget, to find out how Snowflake built an industry-specific marketing model through their collaboration with Industry Dive, resulting in impactful business results: growing vertical footprint, audience expansion, pipeline impact, and more.

Tailored for Growth: How Snowflake’s Vertical Marketing Strategy Drives Results

In the relentless world of B2B marketing, buyers aren't just busy—they're under siege. Every notification, every email, every meeting invite - all vying for their most precious resource: attention. For partner marketing teams, this presents a critical challenge: how do you create and accelerate demand when competing for such limited buyer attention? And how do you set your partners up for success?  

Join partner demand gen experts Kristin Heisner (Commvault) and Jerome Alexander (Cloudera) to examine how innovative B2B organizations are strategically deploying AI to transform partner demand generation.  

In this session, you will learn how to use AI-powered demand generation strategies to: 
- Personalize content at scale 
- Collaborate through agentic partner ecosystems 
- Create more opportunities in niche communities and micro-segments 
- Pivot effectively as technology continues to evolve

Winning the B2B Attention Battle: AI-Enhanced Partner Demand Strategies

Buying teams are big and savvy, shortlists are being built before sales even enters the chat, sellers spend most of their time not selling, and reply rates are downright dismal. With 90% of initial conversations with BDRs never progressing through the sales cycle, one thing is clear – your team needs to go beyond old-school tactics to hit their quota. 

Join David Sacco (Director – Innovations/Transformation at Salesloft), Sean Magee (Sr. Director of Sales Development at Demandbase), and Dara Such (VP, Intent Data GTM at Informa TechTarget) for a lively conversation about emerging B2B technology sales trends that promise to boost sales productivity, accelerate deal velocity, and drive revenue growth. We’ll explore: 

- Building trust with potential buyers by embracing account-based experience (ABX) 
- Using AI agents to automate the busy work and reclaim sellers’ time  
- Leveraging account intent signals to focus your team on what matters most  
- Cutting through the noise with 1:1 hyper-personalized content that drives engagement

Business as Usual is BS: 4 Modern Tactics for B2B Technology Sales Leaders

Gen Z buyers are now a considerable force in B2B purchasing decisions — and this convention-breaking cohort is proving to be anything but predictable. To win their favor, marketers must gain a clear understanding of their motives and preferences. But a minefield of sweeping generalizations and misconceptions is only muddying the waters. 

Chat, we need to get offline and into the real world. It's time to separate fact from fiction. 

Join our expert panel to dispel myths and reveal truths around the new wave of buyers’ attitudes, consumption patterns, and high expectations for B2B.

Touching Grass: B2B Lessons from Real Gen Z Buyers

In a recent episode of Informa TechTarget’s B2B Content Brilliance series, former Aetna CMO and now Harvard Business School lecturer David Edelman shared his playbook for using personalization for competitive advantage at scale.  

In this follow-up session, David joins Informa TechTarget CMO John Steinert in a candid conversation to further unpack: 

- Evolving personalization concepts and why this matters in competitive markets 
- How AI technologies are transforming expectations and possibilities in B2B 
- Practical recommendations for organizations at any stage of their personalization journey 

Whether you’re a leader conceiving your strategic roadmap or a practitioner seeking tactical guidance, you’ll come away with actionable steps for improving your competitiveness going forward.

Competing on Personalization

AI-powered buyers are here. And their penchant for personalized prompts over traditional search is throwing typical B2B engagement models into a tailspin. 

With more hidden buyer activity and less opportunities for direct connection, B2B marketers must make a major strategic shift: Up their indirect influence. Generate trust. And successfully fill the confidence gaps AI leaves behind.

Based on new research and key intel, join our expert from Informa TechTarget & a guest speaker from Forrester to find your way back to buyers in the new zero-click reality.

Zero Click Rising? Trust-Building Approaches for Growing Influence.

Scaling demand generation success requires a superior combination of effective targeting and effective content— two requirements that teams continue to struggle to obtain. This webinar explores how intent data combined with analyst-backed content can close critical demand generation effectiveness gaps. Join Liam Rogers, Marketing Programs Manager at Informa TechTarget, and Christian Perry, Principal Research Director at Enterprise Strategy Group, part of Omdia, to hear how precision intent data identifies critical content needs, and why, especially as AI use accelerates, leveraging indirect influence from trusted third parties has become essential.

We’ll discuss the role analysts play in the B2B ecosystem, how their blend of quantitative market understanding and qualitative expertise delivers uniquely credible content, and practical ways to take advantage of these trusted perspectives in your content strategy. Join us to learn actionable content marketing approaches for achieving both the required volume and quality while building the trust necessary to successfully influence today's self-guided buyers.

In this session, you’ll learn how to:
- Use intent data to identify your content caps.
- Learn the role of analysts as influencers in the buying network.
- Learn why analyst content is impactful in ways that vendor content isn’t and how you can take advantage.

Trust Advantages: Leveraging Intent Data and Analyst Insights to Scale Demand

In the modern attention economy, not all attention is created equal. Multiple expert studies reveal advertising served in context (directly aligned to the content on-page) on trusted media platforms captures a more valuable type of attention — increasing memorability, boosting brand awareness, and uplifting share of voice by up to 65%.  

The power of context has been long-known. But savvy marketers are recognizing its renewed value as buyers increasingly turn to independent media and third-party experts to self-educate and validate. Join our seasoned pros from Informa TechTarget to learn how to play into user psychology and effectively leverage context to get more ROI out of your advertising investment.

Mindset Match: How Trusted Context Increases Advertising Attention

Congrats! You have a product, a pitch, and a logo.  Now all you need is an audience, a competitive market variable, and some sales. The startup marketer’s path forward isn’t always clear – but the decisions you make today will shape your company’s growth strategy and future market positioning.  

In this B2B fireside chat, Byrony Seifert, Head of Scale Products, joins Reuben Braham, General Manager, Israel, to reveal marketing strategies that fuel successful scaling. They’ll share data-driven insights, real-world case studies, and actionable frameworks to help you optimize your paid and earned marketing channel mix, improve positioning through research, and accelerate sustainable growth and revenue potential.

Marketing at the Speed of Startup: How to Scale Effectively from Zero to Hero

Dans un environnement marketing saturé et de plus en plus complexe, un constat s’impose : la confiance ne s’achète pas, elle se construit. Les campagnes massives, l’achat d’espace et les contenus standardisés ne suffisent plus pour capter l’attention des décideurs IT. Pire, ces méthodes peuvent même affaiblir l’image de marque. 

Les sites d’information spécialisés comme LeMagIT se sont, depuis des années, bâti une véritable crédibilité auprès des acheteurs IT. Une crédibilité qui leur permet non seulement d’attirer leur attention, mais aussi d’influencer leurs décisions. 

Lors de ce webinaire, Valéry Marchive (Rédacteur en chef, LeMagIT) et David Casataneira (Country Manager France, Informa TechTarget) partageront sur : 

 - La manière dont les sites d’information gagnent et maintiennent la confiance des décideurs IT. 
- Ce que les marketeurs B2B peuvent apprendre pour créer des liens authentiques et durables. 
- Comment relier crédibilité éditoriale et signaux d’activités pour cibler et engager efficacement des prospects prêts à passer à l’action, même dans un univers saturé de contenus générés par l’IA. 

Découvrez comment replacer la confiance et l’influence au cœur de vos stratégies marketing IT.

Gagner la confiance des décideurs IT : transformer l’attention en véritable influence

Reach 2025: Intent, Demand and the Modern Attention Economy

Amid the increased complexity marketers are confronting, it’s critical to remember the golden rule of influence: you must be invited in. Flooding channels, buying reach and pushing content doesn’t earn attention - let alone trust – and if anything, those methods can be counterproductive. Meanwhile, publishers have spent decades building credibility with B2B tech buyers - and that trust turns attention into influence. 

Hear Bryan Glick (Editor-in-Chief, Computer Weekly) and Brent Boswell (EVP, International, Informa TechTarget) unpack how publishers earn the trust marketers struggle to buy - and how that trust drives real commercial results. They’ll share what B2B marketers can learn from publishers about building and nurturing authentic connections, separating useful AI information from excessive noise, and using editorial credibility combined with data-driven insights to target and engage buyers ready to act.

Building Trust with B2B Tech Buyers to Turn Attention into Influence

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Building Trust with B2B Tech Buyers to Turn Attention into Influence

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