As B2B buyers grow more self-directed and increasingly postpone conversations with sales teams, the pressure on marketing, PR, and content leaders to influence early-stage decision-making has never been higher. Matter Communications is leaning into that shift, announcing a professional education workshop designed to unpack how modern buyer engagement really works—and how organizations can adapt.

Matter is partnering with American Marketing Association (AMA) Boston and GoToMarketPros to host an in-person workshop focused on modern approaches to B2B buyer engagement and early-stage discovery. The event will take place on Thursday, February 12, 2026, from 5:00–7:00 p.m. ET, at Matter’s Boston office at 98 N. Washington St., Boston, MA.

Why Early-Stage Engagement Is the New Battleground

The workshop centers on a reality most B2B marketers already recognize: buyers are doing more research on their own and engaging sales later—often after opinions are already formed. In that environment, PR, marketing, and content aren’t just awareness tools; they are foundational to shaping trust, credibility, and relevance before a sales conversation ever begins.

Matter’s perspective emphasizes how thought leadership, earned media, and strategic content can influence buyers early, setting the stage for more effective and productive discovery conversations once sales engagement does occur. Rather than treating discovery as a starting point, the agency frames it as a continuation of value already delivered through marketing and communications.

Matter’s Vision for Buyer-Centric Growth

According to Mandy Mladenoff, President of Matter Communications, the event reflects a broader shift in how the agency thinks about growth and buyer engagement.

“This event reflects how we’re thinking about the future of buyer engagement and the role PR and marketing play in supporting growth,” Mladenoff said. She added that hosting educational events at Matter’s Boston office is part of a larger effort to bring marketers and business leaders together across industries, share ideas, and strengthen the local business community.

That community-first approach aligns with a growing trend in B2B marketing: moving away from transactional tactics and toward relationship-driven, value-led engagement that builds credibility long before a deal is on the table.

Led by GoToMarketPros Founder Michael Phelan

The workshop will be led by Michael Phelan, Founder of GoToMarketPros, whose research and hands-on programs focus on how organizations can improve prospect engagement and discovery outcomes in increasingly competitive B2B markets.

Phelan’s work explores how changes in buyer behavior—combined with rising expectations for relevance and value—are forcing organizations to rethink early-stage engagement. His sessions typically examine why traditional sales-led discovery often underperforms, and how tighter alignment between sales, marketing, and communications can create more meaningful buyer interactions.

“Buyers are engaging later and expecting more value upfront,” Phelan said. “Organizations that align sales strategies with strong marketing, content and communications are better positioned to earn trust, create relevance and drive more productive discovery conversations.”

The Bigger Shift in B2B Go-To-Market Strategy

The workshop arrives at a moment when many B2B organizations are re-evaluating how their go-to-market strategies function in practice. As digital channels multiply and buyers gain easier access to information, visibility and credibility now precede conversation.

In that context, PR and marketing are increasingly responsible for:

• Establishing authority before buyers ever raise their hand

• Educating prospects during self-guided research

• Creating consistent signals of value across channels

• Supporting sales teams with better-informed, more engaged leads

The event aims to give attendees practical frameworks and insights they can apply immediately—particularly those responsible for demand generation, content strategy, communications, and revenue enablement.

A Local Forum With Broader Relevance

While the workshop is hosted in Boston and supported by AMA Boston, the themes extend well beyond the local market. B2B organizations across tech, consumer, and emerging industries are grappling with the same challenges: longer sales cycles, more stakeholders, and buyers who expect relevance from the first interaction.

By bringing together agency leaders, marketing professionals, and go-to-market experts, the event is designed to foster cross-functional thinking—not just between marketing and sales, but across communications, content, and revenue teams.

Registration and Event Details

Additional details and registration information are available through the AMA Boston Eventbrite page. Attendance is expected to include marketers, communications leaders, and business professionals interested in modern B2B engagement strategies.

About AMA Boston

The American Marketing Association (AMA) Boston serves as a networking and education hub for marketers across New England. Its mission is to build a connected community where professionals can share experiences, stay current on marketing trends, and strengthen their careers. Through events, workshops, and educational programming, AMA Boston equips members with the tools and insights needed to lead effectively within their organizations.

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