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?

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.

Perspective Thought leadership

Transforming thought leadership into a client growth lever | Forbes

Thought leadership has transformed from a brand-building exercise into a pivotal element of enterprise decision making. It’s not just about generating interest; it's about securing trust, driving differentiation, and actively influencing purchase decisions.
Perspective Generative AI

Lessons learned from Momentum ITSMA's journey with AI

Explore our journey with AI, the insights we've gained, and the innovative strategies we’ve developed, including our unique approach to ‘agentic AI’ and the CARE framework.
Podcast Account-Based Marketing

EY: Scaling ABM for global impact

How can professional services firms scale ABM while maintaining deep client engagement and delivering measurable commercial impact? Oli Hammans and Gabriella Sellers share EY’s approach – smart prioritization, collaboration, and a relentless client-centric focus.

Put simply, Momentum ITSMA's team and process drive incredible impact.

Eric Visser
Head of Ecosystem Sourcing Services, Accenture
There is no way that any other partner would be able to do this type of work.

Wendy Smith
Managing Director of Strategic Marketing, State Street
This program has been game-changing, completely turning around the CIO’s view of how VMware can support them.

VMware marketing team
It's a combination of the long haul and sometimes the short-term opportunities that come up. And we found that Momentum can help us enormously in both those scenarios, that's where the strength really comes from, it's being a specialist.

Michael Avis
Senior Director, EMEA Marketing, Oracle
Arup joined Momentum to take one step closer to becoming a truly client-centric firm. During this time, our Client Team has grown and become established in providing client marketing... ensuring they put the client at the heart of their plans, engagement, and positioning activity.

Vicky Jones
Associate Client Teams Leader, ARUP

Momentum Pulse

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B2B Buying Has Changed. Has Your Content Strategy?

B2B Buying Has Changed. Has Your Content Strategy?

Transforming thought leadership into a client growth lever | Forbes

Lessons learned from Momentum ITSMA's journey with AI

EY: Scaling ABM for global impact

Put simply, Momentum ITSMA's team and process drive incredible impact.

There is no way that any other partner would be able to do this type of work.

This program has been game-changing, completely turning around the CIO’s view of how VMware can support them.

It's a combination of the long haul and sometimes the short-term opportunities that come up. And we found that Momentum can help us enormously in both those scenarios, that's where the strength really comes from, it's being a specialist.

Arup joined Momentum to take one step closer to becoming a truly client-centric firm. During this time, our Client Team has grown and become established in providing client marketing... ensuring they put the client at the heart of their plans, engagement, and positioning activity.

Momentum Pulse