STRATA Austin 2026 | B2B Marketing Event by Informa TechTarget

STRATA Austin 2026 Has Concluded

The best B2B marketing has mutually reinforcing layers. When they work together seamlessly, your audiences engage, you gain their trust – and revenue grows.

STRATA Austin is for B2B marketers looking to elevate impact on their business. Through keynotes, panels and conversations with peers, it’s a half-day event that provides expert insights into key market trends, gaining trust with increasingly skeptical buyers, and unified strategies for growing demand.

You’ll be exposed to best-in-class examples driving impact right now. You’ll learn which experiments can add power to your toolkit or where a different investment focus could help maximize returns. And you’ll take home actionable insights to use in innovating your own practices across the quarters to come.

September 22, 2026

Westin Domain

Austin, TX

Sorry, this event is no longer accepting RSVPs.

Explore our upcoming events, webinars, and regional gatherings to stay ahead in B2B marketing.

View Upcoming Webinars & Events

Why Attend?

STRATA 2026 is more than an event—it’s a journey of elevation and depth—an opportunity for Go-to-Market leaders to redefine success in an increasingly AI-driven B2B landscape.

Stay Ahead of the Curve

Explore the latest trends and strategies shaping the future of GTM, including how to navigate the self-directed, AI-driven buyer journey.

Elevate Your Perspective

Walk away with a renewed sense of confidence, clarity and purpose, equipped with insights to lead your marketing to new heights.

Learn from Peers

Gain insights from customer speakers who will share real-world experiences and strategies for overcoming GTM challenges.

Agenda

08:30

Registration and Networking Breakfast

09:30

Welcome to STRATA Austin 2026

09:45

Shaping Customer Perception and Preference through Authentic Content

Brand Demand Content

+ Show More - Show Less

Information and resources are more readily available than ever before, yet the depth and trustworthy expertise IT buyers really need is not. This abundance without substance builds skepticism and erodes trust, turning IT buyers into full-time skeptics. The question is no longer whether your content is visible, but whether it’s credible enough to shape perception and influence preference when it matters most.

In this session, marketing leaders will share how they’re evolving their content strategies to meet heightened buyer expectations for trustworthy, expert-driven material—while still leveraging AI to scale production without sacrificing quality or point of view. You’ll hear practical approaches to balancing efficiency with authenticity, what marketers get wrong about AI visibility, and how leading organizations are measuring content’s impact on brand perception and buyer engagement throughout the journey.

Presenters

Corinne Price, Global Director, Growth Marketing Entrust
Mariam Balaparya, Sr. Regional Marketing Manager Atlassian
Mandi Tompkins Head of Studio Informa TechTarget
Heather Turner, SVP Customer Success, Informa TechTarget

10:15

AI Visibility Starts with Audience Centricity: Establishing Authority, Trust and Relevance in a New Era

GEO/AEO AI Visibility Audience Engagement

+ Show More - Show Less

The rise of AI and zero-click search in the B2B buyer journey has left marketers scrambling to maintain visibility and reverse declining organic traffic. But the rapid transition to AI-driven search should be seen less as a disruption and more as a long-overdue correction — one that rewards brands delivering clear, authoritative, audience-centric content over those simply generating AI slop or chasing citations.

Exploring the intersection of evolving search behavior and AI visibility, we’ll discuss how to build a content ecosystem that satisfies both the logic of an LLM and the needs of a human buyer. Expect to preview a practical framework for building high-performance content engines designed for lasting visibility.

Presenters

Melissa Mattoon Strategy Director, Studio Informa TechTarget

10:40

Networking break

10:50

Igniting Growth with Unified Demand

Demand Integrated Marketing Buyer Intelligence

+ Show More - Show Less

Demand generation is getting murkier. Buyers are engaging across more channels, conducting more research independently, and increasingly turning to AI to discover, evaluate, and compare solutions. As visibility into the buying journey declines and pressure to deliver growth intensifies, marketers must rethink how brand, demand, content, and sales work together.

Join leaders from Microsoft, Capgemini, Red Hat, and Informa TechTarget as they share how they’re breaking down silos, leveraging AI, and embracing a unified demand approach to build more connected go-to-market strategies that drive engagement, pipeline, and growth.

Presenters

Dina Habib OMara, Global Industry Partner GTM Lead, Microsoft
Leslee Sheiffield Partner Development Executive, Capgemini
Ashley Apperson, Sr. Program Marketing Manager, Red Hat
Staci Gullotta, CMO, Informa TechTarget

11:20

Staying Ahead of the Market – Expert Insight on Trends Shaping Buyer Decisions

Market Intelligence Research

+ Show More - Show Less

Every market leaves clues about where it’s headed through the challenges leaders are working to solve, the priorities shaping their decisions, and the sources they trust for guidance. By combining market intelligence with firsthand editorial insight into how executive audiences discover, consume, and engage with information, organizations can gain a clearer understanding of what resonates today and where audience expectations are headed next.

In this fireside discussion, Informa TechTarget’s SVP of Editorial, Davide Savenije, and Omdia’s SVP of GTM Insights & Advisory, Clint Wheelock, bring those perspectives together. Drawing on proprietary research, real-world engagement trends, and extensive experience serving executive audiences, they’ll explore how AI is reshaping content consumption, decision-making, and trust-building, and what marketers can do to stay relevant, credible, and influential.

Presenters

Davide Savenije SVP of Editorial Informa TechTarget
Clint Wheelock SVP, GTM Insights & Advisory, Omdia by Informa TechTarget

11:50

How AI is Changing the Rules for Intent as We Know It

Data Strategy Intent Market Intelligence Best Practices Integrated Marketing

+ Show More - Show Less

Everyone is talking about how AI is changing buyer behavior, but what does that mean for intent? What changes, and what stays the same? How is it impacting value?

Join us to explore how intent is becoming embedded directly within go-to-market workflows, why signal depth and quality is emerging as the true competitive advantage, and how AI can help teams turn insights into action faster than ever before. Leave with a strategic perspective on intent’s evolution and a concrete workflow you can implement with your team immediately.

Presenters

David Edwards, VP Product Management Intent and Demand Informa TechTarget
Luke Thornton, VP of Strategy Informa TechTarget

12:15

Predictions. Realities. Actions. What’s Next for B2B Marketing?

Market Intelligence Best Practices Integrated Marketing

+ Show More - Show Less

Personalization is broken. Trust is demanded but hard to measure. AI promises efficiency but risks eroding authenticity. And through it all, marketers are still expected to hit their numbers. As a B2B marketer, you know this all too well. The old playbook doesn’t work, but the new one isn’t written yet.

In this candid panel discussion, marketing leaders from Dell Technologies, NetLine, LeanData, and Informa TechTarget will confront the hard questions shaping 2027 strategies. You’ll leave with a clear-eyed view of what’s working, what’s not, and the one change you should prioritize to make 2027 your breakthrough year.