Despite over 60% (148) of technology sellers and vendors believing their event content demonstrates success, fewer than 40% (143) of tech buyers agree, new data has shown.

Key frustrations among tech buyers when attending events included content that was "too sales-focused", "lacked technical depth", and showed a "need for more actionable insights”.

The ‘Bridging Priorities: How Technology Suppliers and Buyers Can Close the Credibility Gap’ report by Tech Show London uncovered a clear mismatch between tech buyers and sellers when attending events as well as how to bridge the gap in expectations.

Two-thirds (63%) of tech buyers said their buying confidence increased when suppliers published verifiable results, while over 70% (251) cited practical insight as their top determinant of value.

The top session drivers for promoters were case studies, workshops, and technical deep dives. Workshops and case studies were the stand-out formats, delivering 6-8 points higher satisfaction than keynotes or demos.

Transparency and realism were identified as two key themes, with buyers associating honesty about sellers’ limitations with greater credibility and trust.

“Across all of our Tech Show regions, exhibitors are asking sharper questions about how they can prove value, not just present it,” said Rabinder Aulakh, Portfolio Director at Tech Show London. “Visitors are responding to authenticity, sessions and interactions that bring real data and shared experience. Proof has become the language of partnership.”

Meanwhile, around one in ten (61) respondents admitted their organisation isn’t ready at all for AI-driven infrastructure.

Cloud & AI security (35%) was by far the biggest challenge for organisations within the next two years, followed by next-gen IT infrastructure (19%) and regulatory compliance & sovereignty (14%).

“Across this survey data, it’s clear that the gap between tech buyers and sellers is not one of communication - it’s one of proof,” said Fergal Kilroy, Tech Show and Techerati editor. “Buyers crave operational assurance over rhetorical confidence. By focusing on transparent and data-driven proofpoints, tech vendors can create more successful event experiences.”

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ENDS

Editor’s notes:

Internal Tech Show Europe Survey Data 2025 (UK, France and Germany), mapped using rename JSON schema and validated against verified participant feedback.

Total Respondents: 606 survey participants (UK: 121, France: 240 Germany: 245, split between 359 buying roles and 247 selling roles) and 3,225 additional respondents across Visitor and Exhibitor datasets for London, Frankfurt, and Paris.

About Tech Show London

Tech Show London supports the journey from enterprise technology strategy to real-world delivery, convening the leaders, practitioners, and policymakers responsible for applying cloud, data, AI, cybersecurity, and infrastructure technologies at scale.

Held annually at Excel London, the event is built around five co-located exhibitions and conference programmes: Cloud & AI Infrastructure, Data Centre World, Big Data & AI World, Cloud & Cyber Security Expo, and DevOps Live. Together, they provide a full-stack view of enterprise technology — from governance and architecture through to implementation and operations.

Tech Show London is a trusted forum for peer-led insight, practical case studies, and engagement with solution providers shaping the UK and European enterprise technology landscape.

Press contact:

Jon Brown

Senior Account Director, Propeller Group

jon.brown@propellergroup.com

+44(0)7481 499 958