B2B professionals face a critical choice: Adapt to the new business buying reality — where buyers call the shots, outside influencers hold growing sway, and AI is poised to play a greater role — or lose to your competitors who do. Meeting this moment requires fundamentally new ways of thinking and working. It also, very likely, involves changes to your role. Yet maintaining the status quo is not an option.

The good news is that the technology, tools, and methodologies exist to help you drive change and morph your strategies and tactics to adapt to this new buying paradigm. At B2B Summit North America 2025, happening March 31–April 3 in Phoenix and as a digital experience, we’ll dive deep into them — and give you hands-on guidance and real-world examples to help you apply them. In addition to keynote sessions, track presentations, and practitioner panels, the event will feature over 50 interactive sessions to help you effectively navigate the new buying landscape, transform your revenue processes for long-term growth, level up your use of data and insights, and much more.

Our Most Experiential B2B Summit Yet

We’re particularly excited that our upcoming B2B Summit will emphasize learning by doing. We’ve built in analyst-led roundtables and workshops to facilitate networking, share experiences, and learn from best practices. These highly interactive sessions will give you and your team a powerful head start in implementing what you learn once you return to the office.

Also new next year: our location. For the first time, B2B Summit North America will take place in Phoenix, Arizona, known for its year-round sunshine, desert landscape, and vibrant culture. A stunning backdrop to our event, the city also provides great opportunities for enriching your experience.

Why else should you come to B2B Summit? Over the span of four days, you will:

  • Learn how to lead in the new B2B era. Our powerful keynote sessions will give you the why, what, and how of adapting to the power shift that’s underway in business buying. Starting with an exploration of today’s buying dynamics — more complex buying groups, more self-service buying, growing use of generative AI — the keynotes will then delve into specific aspects of how to navigate these dynamics. You’ll learn how to adapt your revenue processes, elevate your change leadership skills, meaningfully improve your processes, and more.
  • Sharpen your knowledge and skills. Our breakout sessions across eight tracks will equip you to amplify your impact in your role and career. Topics will include resetting strategy and routes to market, activating buyer and customer insights, and harnessing data and technology. (Find our full agenda here.) Some of the sessions will also include dedicated time for Q&A with analysts.
  • Start doing the work. You won’t need to wait until you’re back at the office to start applying what you learn. Our roundtables and hands-on workshops provide a forum to think through how new insights and methodologies could come to life at your organization. These sessions are a great opportunity for teams, which can take advantage of our team discounts.
  • Get focused advice. Our popular one-on-one sessions provide a unique opportunity to dig deeper into your challenges with a Forrester analyst and get customized, unbiased insights and advice.
  • Learn how others have succeeded. Hear firsthand from leaders as they share their stories of business transformation. Our B2B Return On Integration Honors and Programs Of The Year Awards sessions dive into the details of how B2B leaders aligned their revenue functions and made difficult changes that accelerated growth. Case studies throughout the event provide additional opportunities to learn how peer companies overcame specific challenges.
  • Enjoy unique networking opportunities. On top of the many opportunities you’ll have throughout B2B Summit to make and rekindle connections, our special programs provide more tailored forums for networking. The Forrester Women’s Leadership Program is geared toward building community and surfacing advancement strategies through candid conversation among women across B2B sales, marketing, and product. Our Executive Leadership Exchange (invitation only) features private facilitated networking and premium experiences tailored to the C-suite.
  • Stay on top of innovation. Once again, the B2B Summit Marketplace will bring together the latest products and innovations in B2B in one central location. With dedicated marketplace breaks included in the agenda, you’ll be able to explore the offerings and talk with vendors without missing any other action.

Learn more about B2B Summit North America, and until December 3, take advantage of our “super early bird” pricing.

I hope to see you in Phoenix as we explore together how to meet this pivotal moment in B2B.