What does it take to win when the stakes are high? In this keynote, we draw sharp parallels between a world champion boxer and today’s B2B technology marketer. 

Just as a champion builds a loyal fan base through disciplined, always-on social content, marketers must cultivate audiences with consistent storytelling that educates, entertains and involves them. We’ll unpack how content earns trust the way a fighter earns respect: by showing the work: behind-the-scenes craft, credible voices in your corner, and proof that you can deliver when it counts. You’ll learn how to develop a message that stands out without gimmicks – your distinctive “style” that’s unmistakably you and unapologetically genuine. Finally, we translate fight-night economics into funnel mechanics: how to move from follower to subscriber to customer. Expect a practical playbook for building a fan base, staying top of mind with an always-on cadence, and turning attention into pipeline without sacrificing authenticity. 

Every piece of content we create has the power to shape how IT buyers see us, trust us, and determine whether we’re worth a deeper conversation. But in a world where most content feels like it’s been generated by AI, standing out requires more than clever copy or attention-grabbing graphics. It demands authenticity, empathy, and authoritative voices that are believable and can deliver real value. So how do you get that done? 

In this session, marketers will share proven strategies for crafting content that effectively shapes perception, builds trust, and makes it easy for buyers to shortlist you. We’ll explore what it takes to humanize your brand, rise above the flood of generic material, and add meaningful value to the business-relevant conversations your IT audience is looking for or already having. 

The rise of AI and zero-click search in the B2B buyer journey has left marketers scrambling to maintain visibility and reverse declining organic traffic. But the rapid transition to AI-driven search should be seen less as a disruption and more as a long-overdue correction — one that rewards brands delivering clear, authoritative, and relevant content over those simply generating AI slop or chasing keywords. 

In this session, we’ll examine why AI visibility is tied to deep audience understanding and the ability to provide valuable answers to real audience questions. Exploring the intersection of evolving search behaviour and AI visibility, we’ll discuss how to build a content ecosystem that satisfies both the logic of an LLM and the needs of a human buyer. Expect to preview a practical framework for building high-performance content engines designed for a new era of search. 

Marketers are facing a growing demand gen challenge: our old, siloed tactics are no longer cutting it. Engagement rates are dropping and lead conversations are stalling. We’re always under pressure to show real impact and zero-click behaviour is making it harder. As if that weren’t enough, IT buyers’ expectations are only heightening. They want seamless, contextually relevant experiences that meet their very granular needs. 

Join your marketing peers as they share real examples of how they’re breaking out of silos to reimagine their demand gen strategies. Learn how to align cross-channel targeting and messaging, leverage your brand work to enhance performance campaigns, and adopt a unified approach that focuses everyone in the GTM on what will measurably grow your business. 

Behind every significant IT investment there’s a story. It’s about how they decided to make a move and what it took to make big changes happen. When you collect these stories and connect them together, you start to see where a market is headed. That’s what industry experts do, adding their editorial or analyst perspectives to help audiences find their own way forward. 

In this fireside discussion, Computer Weekly’s Editor-in-Chief, Bryan Glick and Omdia’s VP of Research, Maxine Holt, bring together both sides of that picture. From big trends shaping the IT landscape to real-world decisions happening inside buying teams, they’ll unpack some of what’s happening in IT markets right now. As leading experts in the space, they’ll provide unique insights with implications for marketing as we each look to engage and influence more of the buyers we need. 

As marketers, we can speculate all day about where B2B Marketing is headed. But it’s really your buyer audience that decides how, when, where and if they want to interact with your brand at all. 

In this session, we’ll walk through the latest Informa TechTarget Content Consumption study, detailing exactly how IT buyers are engaging – from the channels they prefer to the content that drives them to act. You’ll hear from your peers as they discuss these trends and how they’re adapting their strategies to keep up with new digital habits. You’ll leave with practical actions to better align your actions to what your buyers are truly looking for.