B2B Buying Has Changed. Has Your Content Strategy?

B2B buying behavior is evolving fast – has your content strategy kept pace?

B2B Buying Has Changed. Has Your Content Strategy?

August 13, 12pm EDT / 9am PDT / 5pm BST

Join us for a first look at findings from the Momentum ITSMA Client Buying Index 2025. You'll gain exclusive insights into how B2B decision-makers are navigating the post-pandemic landscape, what drives them to select (or reject) suppliers, and the key moments where content either resonates or falls flat. We’ll share new data on:

• What influences B2B buyers at each stage of the journey

• Which content channels and formats are gaining (or losing) traction

• Why content is often ignored – and how to fix it

Plus, you'll walk away with actionable frameworks to recalibrate your content strategy, including storyline development, persona-based planning, and a buyer-stage content map.

This session is ideal for content leaders seeking to refine their strategy, align more closely with actual buyer behavior, and foster more meaningful engagement in 2025 and beyond.

Podcast Account-Based Marketing

NetApp: Turning ABM ambition into impact

How can Account-Based Marketing deliver growth in an era of AI and complex buying journeys? NetApp’s Fabiana Brunetti shares how piloting, personalization, and cross-functional buy-in can turn ABM from aspiration to action.
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Spotlight Series: The marketing upskilling reset every CMO must embrace

In this episode of our Spotlight Series, Jo Connolly, Director, Learning & Development, shares how human-centered, competency-led learning and development programs can transform B2B marketing skills – moving beyond “tick-box” training to embed client-centric growth and organizational impact.
Perspective Executive relationships

The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory

We read about it and we hear it all the time in our conversations with our clients: B2B marketing is under pressure like never before.

We were able to partner with Momentum to quickly show the value of Account-Based Marketing, to pilot that quickly, and had a big contribution to a major business win.

Iulia Balan
Managing Director, Head of Product and Account-Based Marketing, State Street
Successfully relaunching People First was a vital part of MHR’s growth strategy. Momentum's approach allowed us to address multiple objectives – internal education, thought leadership, and sales enablement – in an integrated way, enabling us to achieve a huge amount in a short space of time.

Anton Roe
CEO, MHR
There are a lot of overnight ABM experts in the industry right now and it short changes the extensive work your subject matter experts have done to understand, strategize, build, execute, and measure ABM programs at scale.

Christian Lowery
Global Head of Account-Based Marketing, VMware
It has been a pleasure working with you and your team. I learned a lot and enjoyed the sessions! Now I will use the learnings and execute. I will definitely recommend this training.
Helping companies get closer to customers and navigate complex buying cycles has been a personal mission for the decade plus I’ve worked with Momentum ITSMA.

Emilia Maier
Marketing Leader, Infor

Momentum Pulse

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B2B Buying Has Changed. Has Your Content Strategy?

B2B Buying Has Changed. Has Your Content Strategy?

NetApp: Turning ABM ambition into impact

Spotlight Series: The marketing upskilling reset every CMO must embrace

The great B2B marketing reset: Why your team’s skills will define your success and growth trajectory

We were able to partner with Momentum to quickly show the value of Account-Based Marketing, to pilot that quickly, and had a big contribution to a major business win.

Successfully relaunching People First was a vital part of MHR’s growth strategy. Momentum's approach allowed us to address multiple objectives – internal education, thought leadership, and sales enablement – in an integrated way, enabling us to achieve a huge amount in a short space of time.

There are a lot of overnight ABM experts in the industry right now and it short changes the extensive work your subject matter experts have done to understand, strategize, build, execute, and measure ABM programs at scale.

It has been a pleasure working with you and your team. I learned a lot and enjoyed the sessions! Now I will use the learnings and execute. I will definitely recommend this training.

Helping companies get closer to customers and navigate complex buying cycles has been a personal mission for the decade plus I’ve worked with Momentum ITSMA.

Momentum Pulse