If my conversations with B2B leaders reveal anything, it is that we all feel the ground beneath us shifting. Familiar go-to-market (GTM) motions are failing, our buyers seem invisible, our content gets less engagement, and our website traffic seems to be falling. The disruption started slowly and was easier to cope with at first, but Forrester’s research shows that the impact of AI on these forces is accelerating the convergence of unpredictability and disruption to a point where the old rules no longer apply at all. We call this moment the GTM singularity. Surviving it doesn’t require optimization — it requires reinvention.

This is the focus of Forrester’s B2B Forum EMEA, happening September 28–29 in London. By understanding the root causes of these disruptions, this Forum will help attendees understand what needs to change — and how to not only survive the GTM singularity but thrive.

From Insight To Execution — The Forum Difference

Forrester Forums are designed for working leaders — people responsible not just for vision but for results. Across keynotes, analyst sessions, workshops, and peer discussions, they focus on translating Forrester’s research into practical decisions and letting you pressure‑test ideas with peers facing similar constraints. You will leave with clear priorities, not just inspiration.

The theme and core keynotes mirror what resonated so strongly at our North America event — but the B2B Forum EMEA experience is intentionally more interactive, applicable, and execution‑oriented. The agenda emphasizes hands-on workshops, facilitated roundtable discussions, and immersive experiences that put you in the shoes of buyers like yours, so that you’re prepared to build realistic action plans that help you navigate the singularity with confidence.

What You’ll Learn At B2B Forum EMEA

Our keynote sessions form the foundation of the Forum content. These topics include:

  • Overcoming the visibility vacuum. When buyers control the journey, discoverability, authenticity, and trust become the ultimate differentiators. Learn how to engage in an era where buyers find you — not the other way around.
  • Making brand and demand a preference multiplier. With B2B buying becoming a process of confirmation rather than selection, building preference is not optional but a must-have.
  • Resetting accountability. Measuring what works is no longer just about volume-obsessed engagement measures. Explore new ways to measure performance when buyer invisibility is the norm, not the exception.

Who Should Attend

B2B Forum EMEA is built for senior leaders who own growth, including:

  • Marketing, sales, and revenue leaders.
  • Digital, commercial, and transformation executives.
  • Strategy and operations leaders accountable for execution.

If you’re responsible for turning GTM ambition into measurable outcomes, this event is for you. Consider bringing your whole go-to-market team for a unique opportunity to learn together, meet with Forrester analysts, and gain new strategies that you can put to work right away.

Join Us In London

The GTM singularity isn’t a trend — it’s a forcing function. B2B leaders who align early will scale faster, adapt more quickly, and outperform peers still optimizing in silos. Register now for Forrester’s B2B Forum EMEA to turn ideas into action, connect strategy to execution, and build a go‑to‑market engine designed for how B2B buying really works today.

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