Protect Pipeline And Brand Authority As AI Reshapes How Buyers Discover And Decide
AI-powered search and answer engines are fundamentally reshaping how B2B buyers discover, evaluate, and trust providers. As buyers increasingly control their own journeys without clicking on provider websites, traditional approaches to engagement, content, and messaging are breaking down. Marketing teams now face a visibility vacuum: one that prioritizes being findable, credible, and trusted across distributed buying networks more than driving traffic or engagement volume.
This event equips B2B marketing and GTM leaders to win in a post-zero-click world. Through presentations and guided discussions, attendees will explore how AI-driven search is redefining discoverability, buyer trust, and content strategy and what it takes to adapt.
Key Takeaways
- See how AI search is changing B2B discovery in a post–zero-click world.
- Learn why leaders must shift from SEO to AEO to stay visible.
- Build content around real buyer questions and close visibility gaps.
- Replace marketing claims with proof buyers trust.
- Regain insight by combining first- and third-party signals as engagement data fades.
Seats are limited. Reserve your seat to avoid the waitlist.
Meet The Analysts
October 6, 2026
Registration, Networking & Forrester AI Demo
Check in, grab coffee and a snack, preview the Forrester AI demo, and meet your peers before we dive in.
Welcome & Opening Remarks
A quick kickoff to introduce the event and Forrester, highlight what to expect, and guide you on getting the most from today.
Overcoming The Visibility Vacuum
As buyers take control of the journey, traditional discovery models are breaking down. In an AI-powered search environment, visibility alone no longer drives growth — credibility, relevance, and trust now determine who gets found, believed, and chosen across the buying network.
This presentation explores how buyers and customers are embracing AI-driven search and agentic tools, creating a post-–zero-click world where engagement happens long before — and often without — a click. Learn why AI radically reshapes engagement dynamics, how authenticity and authority fuel discoverability across the customer lifecycle, and the actionable answer engine optimization (AEO) strategies that help providers turn marketing activation into real revenue momentum when buyers find you first.
Audience Q&A And Guided Discussion
Designing Messaging And Content For AI‑Driven Visibility
Content creation is often driven by company priorities, such as product launches or new logo acquisition, instead of the questions buyers ask throughout their journey. With buyers rapidly adopting AI search, companies need to create content that actually addresses the questions that buyers are asking. This session will help content and marketing leaders drive visibility by developing content topics that align to buyer questions, finding visibility gaps they need to address, and creating an editorial plan that drives favorable visibility.