Matter Communications — an agency delivering proven PR, marketing and creative solutions – is partnering with the American Marketing Association Boston and GoToMarketPros to host a professional education 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 located at 98 N. Washington St., Boston, MA 02114.

As B2B buyers conduct more independent research and delay direct sales conversations, PR, marketing and content strategies are playing a critical role in helping brands establish visibility, credibility and relevance earlier in the buyer journey. Matter’s perspective centers on how thought leadership, content and earned visibility support stronger buyer engagement before sales outreach ever begins, reinforcing the effectiveness of discovery conversations.

“This event reflects how we’re thinking about the future of buyer engagement and the role PR and marketing play in supporting growth,” said Mandy Mladenoff, President of Matter Communications. “We’re excited to host more educational events in our Boston office as a way to bring together marketers and business leaders across tech, consumer and other industries, share ideas, and support a strong, connected local business community.”

The workshop will be led by Michael Phelan, Founder of GoToMarketPros, whose research and hands-on programs examine how organizations can better engage prospects, increase interaction, and improve discovery conversations in an increasingly competitive B2B landscape.

Phelan’s work highlights how shifts in buyer behavior, increased competition and rising expectations for value are reshaping how organizations approach early-stage engagement — and why buyer-centric, value-driven programs are increasingly necessary to improve outcomes.

“Buyers are engaging later and expecting more value upfront,” said Phelan. “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.”

Additional details and registration information are available via the AMA Boston Eventbrite page.

About the American Marketing Association (AMA) Boston:

The American Marketing Association (AMA) Boston is the networking and educational hub for New England marketers. Our mission is to build a community of marketers who can share experiences, learn about the latest marketing trends, and build a powerful professional network. AMA Boston empowers its members with the knowledge and resources they need to be leaders in their careers and organizations. Learn more at https://www.amaboston.org or reach out to us at theoffice@amaboston.org.

About Matter Communications

Matter is an agency delivering proven PR, marketing and creative solutions that drive results. Founded in 2003, with offices spanning North America, Matter works with the world’s most innovative companies across high-technology, healthcare, consumer technology and consumer markets. For more information, visit https://www.matternow.com.

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