STRATA Dubai 2026

The Trust Gap: What IT Buyers Wish Marketers Knew (And Vice Versa)

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  • Oct 8 2026 Duration: 30 mins

Presented by

Andrea Benito Arauzo, Middle East Editorial Director (ComputerWeekly.com), Amy Poole, Managing Partner (Flume), Ethesh Prasad, Director, Marketing Growth & Operations (Core42), Damian O’Gara, Chief Digital and Information Officer (Kent)

About this talk

Marketing teams are working harder than ever – but in an era demanding resilience, are they building trust or just adding to the noise? This panel brings together the people on both sides of that question: an IT buyer who decides what’s worth paying attention to, a marketer navigating how to break through, and a Chief Editor who’s watched the industry evolve.

Together, they’ll tackle the questions keeping Middle Eastern B2B marketers up at night:

What actually gets an IT buyer’s attention in a crowded market?

How do you earn credibility with technical buyers who are skeptical by default?

What’s the role of content when everyone’s publishing everything?

How do you build trust when AI is generating half the outreach?

What’s unique about relationship-building in the Middle Eastern market—and how should marketers adapt?

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Available on demand