Reach 2025: Intent, Demand and the Modern Attention Economy

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.