CMO DECODED 2026
Audience Insights for
B2B Tech Brands
Decoded is our quarterly look at the people making B2B tech buying decisions.
For this report, we spoke to 100 UK CMOs about how they research and buy tech, the content they enjoy and engage with, and how marketing and comms teams can cut through their feeds and grab their attention.
If you’d like to learn more about the findings, or about reaching marketers and CMOs more effectively, get in touch with the Wildfire team.
The headlines
1. Budgets are back
Here’s the good news: CMOs finally have more money to spend on tech.
But there’s a catch. They’re also under growing pressure to justify where their newfound budgets go. CEOs are demanding clearer commercial impact from every supplier relationship.
In short, there’s a good opportunity for tech brands — if they can communicate value.
2. MarTech isn’t memorable
As the tech market has become more competitive, many vendors have started hiding behind the comfort of being the “safe” choice.
The result is a category filled with technical jargon, feature-heavy messaging and AI-generated corporate language. CMOs are tired of hearing the same promises from tech vendors that increasingly look — and sound — identical.
3. AI can’t overshadow ROI
In a market saturated with AI-first messaging, it’s easy to assume CMOs have started tuning it out. But the data suggests AI messaging still resonates: only 29% of CMOs say they’re bored of hearing about AI from vendors, while 51% say they still care about AI-first positioning.
What can’t get lost in all the AI talk is impact. AI may grab attention, but CMOs ultimately want to understand the commercial value behind it — the ROI, the business outcomes, and the effect on their brand.
of CMOs say vendors don’t talk enough about ROI
What CMOs want from tech suppliers
Trust matters most. CMOs want to work with credible suppliers they know and recognise. That makes PR more valuable than ever, helping tech brands build familiarity and reputation long before a buyer reaches a sales conversation.
So how do you build credibility with CMOs? Having data and evidence of impact are the strongest trust signals, followed closely by a visible industry presence. Brands that are seen and heard across the industry are more likely to be considered.
1. Trusted
2. Future-looking
3. Friendly
How to pitch journalists for an event?
Once you’ve sorted your outreach list, it’s time to pitch. The main rule of thumb is to make the event sound newsworthy and worth their time. If you can, offer journalists exclusive opportunities or insight into embargoed news.
Be specific in your invitations and don’t just send out a bland blanket invite. Avoid a generic subject line, impersonal greeting, vague or uninspiring detail, and a standard sign-off.
The invitation needs to be concise, attention-grabbing and informative. Journalists receive dozens of PR emails each day, so you’ve got to make yours stand out from the crowd. Think of your email subject line as your headline — it needs to spark curiosity and get them to read further.
Why journalists will care
Unlike popular belief, it’s worth noting that nowadays journalists are less likely to be swayed by something as simple as an open bar.
That said, don’t go OTT — stick with the basics but personalise your invitation. This shows that you’ve done your homework and you aren’t just spamming them.
Mention their recent work or why you think this event suits their personal interests — hit home as to why they’d have a good time. Give journalists a compelling reason, like an exclusive opportunity to attend an embargoed introduction to a product launch or a chance to meet relevant industry leaders.
Most importantly, explain why the event would be relevant to their readers. Journalists have their own audience to reach, so if your event doesn’t match their interests, it might fall flat. Give them all the details they need to RSVP “yes”.
Do journalists expect travel and expenses for events?
You don’t have to be a huge business with deep pockets to entice journalists to your event. However, it does help if you are flexible with your budget to offer the best experience possible.
Thoughtful additions can ultimately ensure smooth execution and a better atmosphere for networking and relationship building. For instance, reimbursing travel or accommodation can help when you’re asking busy journalists to take time out of their packed schedules. Even though you can’t rely on food and drinks being your only draw, a good spread does go a long way — so be sure to mention all the goodies on offer.
By making sure your budget can flex to these extras, you can overcome some of the challenges we know the media face surrounding budgets and pique their interest by making it as easy for them as possible.
How to secure repeat event attendance
At the end of the day, journalists are just like me and you. They appreciate it when you talk to them as individuals.
If you’ve met them before, do you remember a specific detail they told you about themselves? Do you know what hobbies or interests they have outside of work? These little details can make them feel like they weren’t just a random invite but a person you really wanted in attendance.
Ultimately, building a relationship that lasts beyond your event is the icing on the cake. Here are some tips on how to do it:
Keep it casual – Invite them to informal settings like industry dinners or post-event karaoke with your client – yes, really!
Ask for feedback – What did they enjoy about your event? What would they suggest you do differently? Not only are you receiving constructive feedback for your team, but you are showing the journalists that you care about their experience and opinion.
Follow up – After the event, send a personalised ‘thank you’ email and offer additional resources, like a press kit with high-quality assets or material they might need for their coverage (in case you didn’t already share that with them beforehand).
Keep communication open – Offer yourself as a resource for future stories and events.
How to build lasting media relations
Maintaining a long-term relationship is key. Engage with their work outside of your event — read their articles, share them on social media, and comment on their posts. This creates a natural rapport and makes future collaborations easier.
Journalists will often come to events they’ve enjoyed in the past, so if you host quality events regularly, you’ll establish yourself as someone who can deliver valuable experiences. Plus, journalists talk to each other — if you build a reputation for hosting interesting and well-run events, word will spread.
Nail the invite, offer irresistible exclusivity, and most importantly, focus on building long-term relationships that go beyond a single event.
Get your PR in shape
Running a tech event and looking to secure journalist attendees? Contact Wildfire’s award-winning tech PR team below and one of our consultants will be in touch.