TechTarget, Inc., a leading growth accelerator for the B2B Technology sector, announced its flagship virtual event Reach 2025. Taking place September 24 – 25, Reach will deliver more than 20 sessions across two days, equipping marketing, sales, and RevOps professionals with the insights needed to build trust and drive measurable demand in a rapidly shifting B2B landscape.
“Buyers are navigating more complex, AI-driven information environments. Trust, relevance, and timing have become defining factors of influence,” said John Steinert, CMO at Informa TechTarget, “This year’s event will give go-to-market teams practical strategies to connect earlier in the buyer decision cycle, as well as break through the noise with credible content.”
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2025 Tracks Explore Themes of Trust, AI & the Buyer Journey, and Content Innovation
Informa TechTarget will be joined by B2B industry experts and practitioner peers who will be sharing their insights and real-world case studies to help GTM teams tackle trust, AI-driven change, and content innovation. Listeners can expect to hear featured voices from Edelman, Forrester, Snowflake, Commvault, Demandbase, and more, as they delve into market challenges and opportunities.
Trust & Influence in the New Attention Economy
As AI continues to disrupt traditional buyer engagement models, B2B marketers must reimagine how they earn influence. Sessions will explore how trusted sources and authentic connections can turn fleeting attention into meaningful impact. Session tracks include:
- Building Trust with B2B Tech Buyers to Turn Attention into Influence with Bryan Glick, Editor-in-Chief (ComputerWeekly) and Brent Boswell, Executive Vice President, International (Informa TechTarget)
- Zero Click Rising? Trust-Building Approaches for Growing Influence with John Buten, Guest Speaker, Principal Analyst (Forrester) and Lieu Pham, Vice President, Strategy, Brand and Content (Informa TechTarget)
AI, Personalization & the Buyer Journey
buyers demand more personalized experiences while still relying on human expertise to guide their decisions. Attendees will examine how GTM teams can balance automation and authenticity – competing on personalization at scale while keeping trusted experts “in the loop.” Session tracks include:
- Competing on Personalization with David Edelman, Executive Advisor & Senior Lecturer (Harvard Business School) and John Steinert, CMO (Informa TechTarget)
- Humans in the Loop: Leveraging Expert Guidance in the Era of AI with Kelly Jackson Higgins, Editor-in-Chief (Dark Reading), Bill Morelli, President, Research and Advisory (Omdia) and John Steinert, CMO (Informa TechTarget)
Vertical & Content Strategy Innovation
Attendees will learn how to stand out with industry-focused strategies and content approaches that thrive in an AI-driven world. B2B teams will explore real-world case studies demonstrating how to balance vertical focus with operational efficiency, expand audience reach, and reinvent content marketing to meet buyer expectations. Session tracks include:
- Tailored for Growth: How Snowflake’s Vertical Marketing Strategy Drives Results with Allison Brown, Senior Manager of Demand Generation (Snowflake) and Jill Kunkes, Senior Account Director (Informa TechTarget)
- The Future of Content Marketing in an AI-Driven World with Jane Qin Medeiros, General Manager, Brand & Content (Informa TechTarget), Robert Rose, Chief Strategy Advisor (Content Marketing Institute), Lauren Smith, Sr. Content Marketing Manager (Informa TechTarget)
Reach 2025 builds on fresh insights from Informa TechTarget’s latest research on content consumption and engagement preferences , which surveyed over 1,700 global enterprise technology buyers to uncover how they research, evaluate, and engage with vendors.
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Key findings include:
- Early-stage engagement is critical – 78% of buyers engage with vendor marketing materials and/or content before a project is underway, yet only 24% of the vendors they start with make the final shortlist.
- Content volume and trust drive influence – Buyers consume an average of 15 content assets and visit six vendor websites when researching a technology purchase, but credibility, objectivity, and relevance are key factors when choosing an information source to trust.
- Humans remain essential in the AI era – Even as AI tools enter buyer workflows, respondents emphasized the need for expert-authored technical advice (tips, tutorials, guides), independent vendor assessments, and analyst-authored research and reports as trusted checkpoints throughout the buying research journey.
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Source – Businesswire
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