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.

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.

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.

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.