How to bridge the trust gap in B2B tech marketing

Why B2B tech brands need to reboot their thought leadership – and how to make that happen

12 February 2025 – 08:30 – 10:30
Financial Times HQ, Bracken House, London EC4M 9BT

Trust is at a premium in B2B tech marketing, and has never been harder won. Why? Very simply, because today’s self-directed tech buyers are increasingly being switched off by the tidal wave of AI-generated content from vendors.

Thought leadership is a well-established tool enabling brands to establish trust, but too many brands are failing to deliver thought leadership to tech buyers that is worthy of the name, and that has a genuine commercial — let alone reputational — impact.

So what does great thought leadership in the B2B tech space look like in 2025, and how do you go about creating it? How are marketers using storytelling techniques to maximise message resonance with tech buyers and cut-through? Join us for this peer-to-peer roundtable discussion to find out.

Key topics for discussion:

• How can brands demonstrate value from thought leadership at every stage of the buyer journey – including the sales conversation?
• What are the must-have ingredients of a thought leadership campaign to instil trust in the brand’s message
• What should brands prioritise when planning thought leadership activation, to reach their audience in the most effective ways possible?
• How can brands maximise their investment in the data that underpins their campaigns, using innovative techniques to communicate the data-led story and engage buyers?

This is a private invitation-only event for up to 18 senior marketing and communications leads working on branded insight-led content for their organisations.

Submitting this form does not guarantee admittance to the event, only of your interest to attend. We will confirm your place by email and calendar invite shortly, Please do not attend without formal confirmation.