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.

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.

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.

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.

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.

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.

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.

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

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 a panel of partner demand gen experts Kristin Heisner (Commvault), Christine Otts (Cisco) 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