In this interview, we have the privilege of speaking with Milena Traikovich, a demand generation expert with a rich background in analytics, performance optimization, and lead generation initiatives. Her deep understanding of crafting compelling campaigns makes her a go-to authority for businesses looking to nurture top-quality leads. Today, she shares insights on balancing digital and in-person strategies, the unique characteristics of the Middle East B2B market, and the role of personalized content in engaging tech buyers.
Can you explain your approach to digital strategy for engaging B2B tech buyers?
For me, a successful digital strategy begins with understanding the target audience’s preferences and behaviors. It’s essential to create a multi-channel approach that includes content marketing, social media engagement, email campaigns, and SEO. Balancing this with an in-person event strategy requires integrating both methods so they complement each other. Key components include tailored content that addresses buyers’ pain points, using analytics to refine campaigns, and ensuring consistency across all touchpoints.
What insights were revealed in the 2025 Media Consumption Study specific to the Middle East?
The 2025 Media Consumption Study highlighted several nuances about the Middle East market. One major insight is the longer buying journey compared to Europe and North America, with a higher emphasis on building relationships. Content consumption patterns also vary, with a stronger preference for video content and webinars. Marketers should focus on creating content that educates and builds trust over time.
How can companies create an ‘always-on’ strategy to engage the buying team?
An ‘always-on’ strategy involves continuous engagement rather than sporadic outreach. Essential elements include maintaining a regular content cadence, leveraging automation tools for timely touches, and using data to personalize interactions. One effective implementation I’ve seen is a company using an automated email series that adjusts content based on user behavior, ensuring the buying team always receives relevant information.
What are the current best practices for engaging tech buyers in sales and nurture follow-up processes?
Engaging tech buyers requires a blend of personalized outreach and valuable content. Follow-up processes should be tailored to different buyer personas, using insights from their interactions to guide the conversation. Personalized content plays a crucial role, as it ensures the message resonates with the buyer’s specific needs and challenges, making them more likely to engage.
How does Informa TechTarget help streamline event amplification strategies?
Informa TechTarget offers turnkey solutions that simplify the process of amplifying events. The key benefits include integrated tools that extend the reach of events digitally, providing a cohesive strategy from start to finish. One example of successful event amplification was a hybrid event where live sessions were complemented by a robust online campaign, significantly expanding audience reach and engagement.
What challenges do B2B tech marketers face in creating impactful content?
One of the biggest challenges is producing content that stands out in a crowded market. Marketers often struggle with generating fresh ideas and maintaining high quality. However, these challenges can be opportunities for growth by focusing on unique brand stories, leveraging customer success stories, and experimenting with different content formats to find what resonates best.
What are the major takeaways from your session on turning event amplification into a low-lift digital strategy?
The session emphasized the importance of integrating digital strategies into event planning early on. Marketers can minimize effort by automating promotional activities and repurposing event content across multiple channels. Digital amplification extends the reach and impact of physical events by turning moments into ongoing campaigns that drive continuous engagement.
Can you share some of the Q&A highlights from your peer-to-peer breakfast event?
Attendees were keen on understanding how to measure the ROI of both digital and in-person strategies. We addressed common concerns like tracking leads from event touchpoints to sales conversion. Another frequent topic was overcoming internal resistance to adopting new digital tools, which we tackled by highlighting the long-term benefits of a cohesive strategy.
What kind of networking opportunities are available to attendees of your events?
Our events offer structured networking sessions designed to foster meaningful connections. Attendees can engage in roundtable discussions, interactive workshops, and one-on-one meetings. Leveraging these opportunities allows marketers to exchange ideas, discuss challenges, and even form partnerships that can drive significant business growth.
What exclusive announcements did Informa TechTarget make regarding their commitment to the Dubai technology community?
Informa TechTarget announced new initiatives aimed at supporting the local tech ecosystem through more frequent events, enhanced digital resources, and partnerships with regional tech hubs. These efforts are expected to provide additional platforms for knowledge sharing and collaboration, further solidifying Dubai’s position as a leading technology hub.
Do you have any advice for our readers?
Stay curious and always be willing to adapt. The tech marketing landscape is continuously evolving, and those who are open to learning and experimenting will thrive. Focus on building genuine relationships with your audience and use data-driven insights to refine your strategies for better engagement and results.
