ROI Summit Israel: Branded Demand Playbook, The Practical Way Forward into 2026

• Reuben Braham, GM Israel, Informa TechTarget

Trust is an extremely powerful word in today’s B2B Marketing echelon. It’s no longer enough for your message to stand alone; it’s the trust signals behind it that truly matter. This need for trust is why the line between brand and demand marketing is fading, and savvy marketers are crafting their content approach to captivate, engage, and convert IT buyers. In this keynote, we explore bridging the gap between brand awareness and revenue-generating activities, and how to build validation through influential voices and results-driven content strategies.

• Merav Keren, VP Corporate Marketing, CATO Networks
• Amir Ofek, CEO, AxoniusX

• Reuben Braham, GM Israel, Informa TechTarget
• Daniel Bleichman, Sr. Director of Marketing, Cato Networks

If you have been to any marketing event in 2025 the conversation of AI and its usage comes to the forefront, but the pragmatic approach of AI and how to use it in building your 2026 GTM strategy is quite confusing. In this session we look at how to build a GTM plan from content to delivery, and how to effectively layer in AI in your planning. Then hear from our panel of experts on their 2026 GTM takeaways, use cases, and how they’re realistically approaching AI in B2B marketing.

• Byrony Seifert, Head of Scale Products, Informa TechTarget
• Tomer Zuker, Founder & Strategic Marketing Advisor
• Moranne Yaari, CMO, Panaya