After almost a year’s wait, Informa Tech and TechTarget have finally merged, and the new company starts trading today (NASDAQ: TTGT). It’s great timing for a fresh start in 2025, but can Informa TechTarget become a powerhouse in terms of enterprise buyer influence?

AR veterans may – quite rightly – be skeptical, based on previous big promises from Informa Tech about how its portfolio of analyst firms will influence IT decision-makers (ITDMs).

We think the TechTarget tie-in is a little different. It’s an opportunity in 2025 to offer an end-to-end approach. That includes creating a focal point in targeting those ITDMs with insight and analysis from reports like the Omdia Universe series, plus strategic advisory from its expanded stable of analysts.

On the analyst side, the merger brings together a wealth of well-known and respected analyst houses – Omdia, Canalys (a 2024 Informa acquisition), and Enterprise Strategy Group from the TechTarget side.

Informa TechTarget is one of the largest B2B editorial organizations in the world, producing editorial content across 220m websites and thousands of webinars and other virtual events. TechTarget’s content delivery game is strong, and it’s known for high-quality buyer intent data.

The company “attracts and nurtures communities of technology buyers researching their companies’ information technology needs”. Our question is – can it make the leap to actually influencing them, too?

If so, then Informa TechTarget has a shot at delivering a left-field challenge to Gartner – by winning over some ITDMs who currently turn to Gartner for buyer advisory on vendor shortlisting and selection.

In addition to the powerful combination of insights and advisory, there’s the events side—Informa’s in-person shows and TechTarget’s online portfolio.

On paper, Informa TechTarget has a compelling value proposition. That’s why we predict that in 2025, AR professionals will closely watch how this all comes together.

This is the first in a series of 2025 predictions for the tech analyst industry from Destrier, a leading independent provider of Analyst Relations advisory services and support to tech vendors. Working across multiple clients in various areas gives us a unique insight into the industry analyst firm landscape – and fuels these predictions.

Follow Destrier on LinkedIn for more predictions in the coming days – and if you’d like to take a deeper dive, contact us.