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.

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.

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.

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.

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.

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.

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.

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.

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