Reach 2025: Intent, Demand and the Modern Attention Economy

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.