GRAND HALL 2

As AI accelerates content production, IT audiences are growing more sceptical and harder to win over. In a landscape where every brand is automating campaigns at scale, trust and credibility have become the real drivers of pipeline growth.

Utimaco knows this challenge first-hand. In this session, Philipp Harmuth, Head of Digital at Utimaco, shares how the company turned to expert-led webinars to cut through the noise, putting authentic SME voices front and centre to build genuine credibility with technical audiences.

Joined by Jon Mycroft, VP of Integrated Publishing at Informa TechTarget, Philipp will reveal how human expertise outperforms polished, AI-generated messaging, why webinars remain one of the most trusted formats in B2B demand generation, and how Utimaco has used this approach to drive stronger engagement and qualified pipeline.

If you're a B2B marketer trying to earn the trust of a sceptical IT audience, this session delivers practical, proven strategies you can apply immediately.

What will you learn?

• Why IT audiences are becoming harder to reach with traditional demand gen tactics
• How authentic SME voices build stronger trust than overly polished, automated content
• What makes webinars one of the strongest formats for credibility-driven demand generation
• How to structure expert-led content that drives real engagement and pipeline

Key takeaway: In an AI-saturated market, human expertise and authentic voices are your most powerful tools for earning IT buyer trust and generating quality pipeline.