STRATA Dubai 2026

In the fastest-changing landscape we’ve seen as marketers, what are the best approaches to driving real results in the Middle East? What’s the right balance between traditional tactics and AI? How do we build trust while still delivering MQLs?

These are the questions keeping regional marketers up at night—and the pressure to execute, capture audience attention, and gain competitive advantage has never been higher.

This session connects the assumptions to the reality at play. We’ll explore Marketing’s Vision – drawing on Informa TechTarget’s 2026 EMEA B2B Predictions survey conducted in January- and contrast it with the Audience’s Reality, based on our 2026 EMEA B2B Content Engagement and Buyer Behaviour survey completed in June 2026.

From there, we’ll evaluate five key themes every Middle Eastern B2B marketer should be reviewing:

- AI vs. established approaches
- Content relevance in a diverse, multilingual market
- Building credibility and scale across the region
- Market differentiation in competitive verticals
- Driving smarter sales conversations that resonate locally