Informa TechTarget Names Samantha Gilchrest as Events Marketing Director

Informa TechTarget has appointed Samantha Gilchrest as Events Marketing Director, marking a new development in her marketing career and adding leadership capacity to its event marketing function.

The appointment comes as B2B events continue to play an important role in connecting technology companies with business decision-makers. From industry conferences and executive forums to webinars and virtual experiences, events provide opportunities for marketers to build relationships, share expertise, and engage audiences at different stages of the buying journey.

For B2B technology businesses, event marketing involves more than organizing sessions and attracting registrations. Teams must identify relevant audiences, develop engaging programs, coordinate promotional campaigns, and measure how events contribute to audience engagement and business objectives.

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Informa TechTarget operates a portfolio of technology-focused media and information brands, connecting technology buyers and sellers through editorial content, digital marketing, audience data, and demand generation services. Its business includes industry-focused content and event experiences that help technology professionals explore market developments and business challenges. 

As marketing strategies evolve, event teams are increasingly expected to connect in-person and digital experiences with broader campaigns. This includes using audience insights to shape event content, coordinating promotion across channels, and evaluating engagement beyond attendance numbers.

Events also offer marketers opportunities to build trust through expert discussions, practical insights, and direct interaction with industry peers. In the technology sector, where purchasing decisions can involve multiple stakeholders and lengthy evaluation processes, these experiences can support ongoing engagement with potential buyers.

Gilchrest's appointment highlights the role of event marketing within B2B media and technology marketing organizations. As businesses continue to assess the value of events alongside digital channels, marketing teams must balance audience experience with clear objectives and measurable results.