B2B Summit
APAC

B2B Marketing

November 6, 2025  |  Singapore & Digital

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Thursday

Nov 6
  • 8:45 am – 9:45 am SGT Forrester Women's Leadership Program
  • 9:00 am – 10:00 am SGT General Breakfast
  • 10:00 am – 10:10 am SGT Welcome & Opening Remarks
  • 10:10 am – 10:40 am SGT Keynote: Introducing Buying Networks: Your Buyers’ New Reality
  • 10:40 am – 11:10 am SGT Guest Keynote Panel: Managing Buyer Mayhem In A Volatile Environment: Navigating Complex Buying Groups And Driving Growth With AI
  • 11:15 am – 11:45 am SGT Analyst-led Roundtables
  • 11:15 am – 11:45 am SGT Coffee & Networking Break
  • 11:50 am – 12:20 pm SGT Case Study Session
  • 12:20 pm – 12:50 pm SGT Keynote: Adapt Your Content Marketing Strategy For Shifting Search Behaviors
  • 12:55 pm – 1:45 pm SGT Networking Lunch
  • 12:55 pm – 1:45 pm SGT Executive Leadership Exchange (Invite Only): Exclusive Lunch - Storytelling Marketing's Value
  • 1:00 pm – 1:30 pm SGT Sponsor Lunch Roundtables
  • 1:45 pm – 2:15 pm SGT Case Study Session
  • 2:15 pm – 2:45 pm SGT Keynote: Programs Of The Year Honors
  • 2:45 pm – 3:15 pm SGT Keynote: Organizing AI Responsibilities in B2B Marketing Organizations
  • 2:45 pm – 3:45 pm SGT Workshop: The Solution Blueprint For Revenue Process Transformation
  • 3:20 pm – 3:50 pm SGT Coffee & Networking Break
  • 3:55 pm – 4:25 pm SGT Case Study Session
  • 4:25 pm – 4:55 pm SGT Keynote: Return On Integration Honors
  • 5:00 pm – 5:30 pm SGT Keynote: The AI Advantage: Rethinking Event Strategy In A Changing World
  • 5:30 pm – 6:30 pm SGT Networking Reception
  • 6:30 pm – 8:30 pm SGT Executive Leadership Exchange (Invite Only): Exclusive Dinner

Thursday Nov 6

8:45 am – 9:45 am SGT

Forrester Women's Leadership Program

Rise Above Uncertainty: Empowering Women Leaders to Take Risks and Flourish

In today’s unpredictable world, women in leadership face unique challenges, from navigating the invisible load of responsibilities to finding the courage to take risks in uncertain environments. Balancing fear of failure with the need for growth requires recalibrating your approach to risk and resilience.

This session features a panel discussion with distinguished marketing leaders who will share personal stories of risk-taking, pivotal decisions, and lessons learned in their leadership journeys. Following the panel, engage in small-group community discussions to reflect, connect, and explore a practical Risk-Reward Matrix designed to help you evaluate opportunities and take bold steps forward.

What You’ll Learn:

  • How to reframe risk-taking as a pathway to growth and transformation.
  • Insights on navigating uncertainty, balancing work and personal responsibilities, and making confident decisions.
  • How to apply the Risk-Reward Matrix to take bold, strategic actions in your leadership journey.

Speakers:
Alisha Coates, VP, Principal Consultant, Forrester
Michele Eggers, Vice President of Marketing Shared Services, SAS
Jillian Wood, Company Marketing Strategy & Ops Leader, ServiceNow

9:00 am – 10:00 am SGT

General Breakfast

10:00 am – 10:10 am SGT

Welcome & Opening Remarks

Forrester SVP, Dane Anderson kicks off B2B APAC 2025 with words of welcome and questions to keep in mind to help you get the most out of your B2B Summit experience.

Speakers:
Dane Anderson, SVP, International Research & Product, Forrester

10:10 am – 10:40 am SGT

Keynote: Introducing Buying Networks: Your Buyers’ New Reality

B2B buyers have taken control of the buying process while providers continue to fall farther behind. Buyers are devouring self-service options at breakneck speed, especially with generative AI. These powerful new tools are simultaneously helping buyers expand the set of providers that they’re considering as well as contracting the time they need for decision-making. Younger buyers are introducing bigger buying groups and engaging with more external influencers. The result is twofold: increased buying complexity and increased buyer dissatisfaction. In this keynote session, we will address:

  • How genAI and new sources of information are driving buyers to gather more information than ever before.
  • What increased buying complexity looks like, especially in pricier purchases where buyers express dissatisfaction.
  • How mapping buying networks will drive improved buyer satisfaction.

Speakers:
Paul Ferron, VP, Research Director, Forrester

10:40 am – 11:10 am SGT

Guest Keynote Panel: Managing Buyer Mayhem In A Volatile Environment: Navigating Complex Buying Groups And Driving Growth With AI

The confluence of global market volatility, budget pressures, and the radical disruption of Generative AI has created a perfect storm—or “Buyer Mayhem”—for B2B organizations. Today’s buyers operate in larger, more complex buying groups, where multiple decision-makers, self-service research habits, and a declining trust in providers fracture the traditional purchase journey.
Hear from a panel of peers on how their organizations are adapting to this constant state of change and are strategically structuring their efforts to succeed. This session will move beyond reactive fixes to uncover new ways of operating that turn market uncertainty into a competitive advantage.
In this exclusive panel discussion, we’ll analyze and address the full scope of today’s challenges:
  • Impact on the Buying Group: Gaining deep insights into your evolving buyers and the complexities of influencing larger buying groups and their extended value network.
  • Resource Resilience: How to proactively respond to the compounding pressures placed on budgets, resourcing, and initiatives to maintain momentum and efficiency.
  • Strategic AI Leverage: Practical approaches for harnessing Generative AI to navigate buyer uncertainty, enhance personalization, and manage the vast amounts of information buyers consume.
  • Go-to-Market Mastery: How to fundamentally adjust your go-to-market tactics and overall strategy to regain influence and continue driving growth amid constant volatility.

Speakers:
Dane Anderson, SVP, International Research & Product, Forrester
Alex Wright, Head of Growth Marketing, Figma
Leandro Perez, SVP & CMO, Salesforce ANZ

11:15 am – 11:45 am SGT

Analyst-led Roundtables

Expertly curated by our analysts and experts, these 30-minute roundtables foster vibrant discussions among peers on trending topics. Held during breaks, they offer a prime opportunity for networking and knowledge sharing. Limited seats are available.

Attend one session:

Communicating Performance For Leadership

Often feel like communicating marketing’s performace to business stakeholders feel like a recitation of metrics? And that doesn’t seem to resonate or land in the way that you envisioned? This roundtable will discuss ways and tools in which marketing leaders can articulate their performance in impactful ways that will grab the attention of business stakeholders and lead them to the right perception of marketing’s value to the business.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester

Is Event ROI A Pipe Dream?

Many organizations rely on “vanity” metrics (visits) to justify event spend. However, in an environment where budgets are flat or down for the majority, demonstrating event ROI is now the top priority for leaders. In this session, you will:

  • Understand the key event trends impacting on event measurement.
  • Learn how to use the Forrester Aligned Measurement Process for event goal setting and measurement.
  • Hear about new ways to better showcase event value.

Speakers:
Conrad Mills, Principal Analyst, Forrester

Why Does B2B Messaging Fail? And What Can We Do Better?​

B2B buying behaviors are constantly evolving, yet messaging strategies lag, failing to address buyers’ preferences and desired outcomes. Buyers demand differentiated, outcome-focused communication, but many providers rely on outdated, product-centric approaches. Discuss why b2b messaging fails. Learn about Forrester’s B2B Buyer Messaging Cycle.

Speakers:
Paul Ferron, VP, Research Director, Forrester

11:15 am – 11:45 am SGT

Coffee & Networking Break

Marketplace breaks are your chance to connect with sponsors and catch up with colleagues on the show floor.

11:50 am – 12:20 pm SGT

Case Study Session

Cvent: How IPI Singapore Scaled Event Success with Cvent
Discover how IPI Singapore streamlined event operations and elevated attendee engagement at their flagship conference using Cvent’s event management platform. Learn practical strategies for improving efficiency, enhancing the attendee experience, and leveraging technology to deliver impactful events that scale seamlessly.

Speakers:
Devan Sehgal, Regional Sales Manager, Event Solutions, Cvent

12:20 pm – 12:50 pm SGT

Keynote: Adapt Your Content Marketing Strategy For Shifting Search Behaviors

As generative AI becomes a trusted resource for B2B buyers during the purchasing process, marketers must rethink how they create and distribute content. Traditional SEO tactics alone are no longer enough. To succeed in this AI-driven landscape, marketers need to produce authoritative content that is easily discoverable across AI tools, search engines, and buyer-preferred channels. This session will explore how to craft content that builds trust by answering deeper buyer questions and guiding decision-making. Attendees will learn how to define quality in the age of AI and how to create content that stands out. Join us to discover practical strategies for adapting your content approach and staying ahead in a rapidly evolving digital environment.

Speakers:
Daryl Wright, Principal Analyst, Forrester

12:55 pm – 1:45 pm SGT

Networking Lunch

Enjoy lunch while networking with your peers and partners.

12:55 pm – 1:45 pm SGT

Executive Leadership Exchange (Invite Only): Exclusive Lunch - Storytelling Marketing's Value

Storytelling is a strategic skill that helps translate data into business impact, shift perceptions of marketing from cost center to growth driver, and inspire action and investment with stakeholders. Do you recite metrics or storytell your impact to the business?

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester

1:00 pm – 1:30 pm SGT

Sponsor Lunch Roundtables

Expertly curated by our analysts, these 30-minute roundtable co-hosted with our sponsors will foster vibrant discussions among peers on trending topics. Held during the lunch break, this offer a prime opportunity for networking and knowledge sharing.

Cvent: AI Driven Event Marketing for B2B Success

Speakers:
Conrad Mills, Principal Analyst, Forrester
Devan Sehgal, Regional Sales Manager, Event Solutions, Cvent

Informa TechTarget: Trust Building in the Era of Data-Driven Marketing

Speakers:
Daryl Wright, Principal Analyst, Forrester
Lieu Thi Pham, Vice President, Brand and Content Group, Informa TechTarget

TP: The Augmented Sales Organization: AI, Data, and Human Expertise Powering the Next Era of B2B Growth

As B2B buying journeys grow longer and more complex, sales leaders are under pressure to drive smarter, more connected growth. This roundtable will bring together senior sales & marketing executives to explore how AI, data, and human expertise are reshaping sales organizations—empowering leaders to evolve go-to-market strategies, strengthen marketing alignment, and accelerate revenue performance in a rapidly changing landscape. 

Speakers:
Paul Ferron, VP, Research Director, Forrester
Assaf Tarnopolsky, Chief Business Development & Customer Officer, TP
Tom MacKenzie, VP Digital Services and Transformation, TP

1:45 pm – 2:15 pm SGT

Case Study Session

Informa TechTarget: Driving 10x ROI: Inside Okta’s Data-Driven Marketing Engine

Achieving 10x ROI isn’t luck. It’s the result of strategy, alignment and a data-driven approach working together to tackle today’s biggest marketing challenges. In this session, we’ll explore how Okta’s marketing team transformed complex enterprise cycles into measurable success. You’ll learn how they use intent data to drive smarter decisions and prove ROI across multiple touchpoints. Walk away with actionable strategies and frameworks that helped Okta outpace competitors and build a demand generation engine that scales globally while optimizing regionally.

Speakers:
Melody Lee, Digital Marketing Manager, APJ, Okta
James Cullinane, Director of Sales, APAC, Informa TechTarget

2:15 pm – 2:45 pm SGT

Keynote: Programs Of The Year Honors

The 2025 B2B Programs Of The Year Honors recognizes outstanding achievements in a particular area in product, marketing, sales, and customer engagement functions based on innovative frameworks and best practices to improve functional performance.  

Speakers:
Daryl Wright, Principal Analyst, Forrester
Colin Png, Vice President of Marketing, Asia Pacific and Japan, UiPath
Venugopal Desai, Head of Partner Marketing - Asia Pacific, Google Cloud

2:45 pm – 3:15 pm SGT

Keynote: Organizing AI Responsibilities in B2B Marketing Organizations

In the rush to integrate generative AI, most B2B marketing organizations are making a critical mistake: they’re assigning talent where needed as a quick fix, not a fundamental shift in their operating model. Teams are plugging talent gaps reactively without a deeper, forward-looking strategy. This fragmented, “just-in-time” approach creates silos, duplicates effort, and ultimately limits the true, transformative power of GenAI. This session will challenge marketing leaders to move past this reactive state and consider a proactive, strategic approach to how they structure GenAI talent within their team to ensure their organization is not just using AI, but leading with it.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester

2:45 pm – 3:45 pm SGT

Workshop: The Solution Blueprint For Revenue Process Transformation

This session will introduce a framework for implementing revenue process transformation, providing a high-level roadmap for the steps involved.  In this session, you will:
  • Learn the five key phases required for a revenue process transformation project to be successful.
  • Understand how to evaluate your organization’s current state to pinpoint required changes in people, process, and technology to support this transformation.
  • Know the major changes in roles/responsibilities that front–line teams must make to support this initiative.

Speakers:
Conrad Mills, Principal Analyst, Forrester

3:20 pm – 3:50 pm SGT

Coffee & Networking Break

Connect with your peers and partners over coffee and refreshments.

3:55 pm – 4:25 pm SGT

Case Study Session

Transforming B2B Sales in the Era of AI: Stories from the Frontline

As B2B buyers shift toward outcome-based purchasing, AI and the emerging Revenue-as-a-Service (RaaS) model are redefining how sales teams engage and perform. This session explores how data, culture, and technology combine to drive success in the AI era.

Attendees will learn how to:

  • Align sales operations around evolving buyer expectations
  • Apply AI to deliver real-time personalization and predictive insights
  • Redefine seller and leader roles for modern revenue organizations

Speakers:
Daniel Trueman, EVP Global RaaS, TP
Rick Ames, Head of Pipeline & Programs, Google Cloud APAC

4:25 pm – 4:55 pm SGT

Keynote: Return On Integration Honors

The 2025 B2B Return On Integration Honors showcase C-Level experts in organizations that have achieved strong product, marketing, sales, and customer engagement alignment, and as a result have improved company performance.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester
Leandro Perez, SVP & CMO, Salesforce ANZ

5:00 pm – 5:30 pm SGT

Keynote: The AI Advantage: Rethinking Event Strategy In A Changing World

Event marketers are under increasing pressure to do more with less—repurpose content, extract deeper insights from event data, and deliver measurable impact across the event lifecycle. These long-standing challenges are now amplified by evolving audience expectations, tighter budgets, and competitive intensity. Artificial Intelligence (AI) presents a transformative opportunity—but adoption remains low. This session will spotlight the most valuable AI use cases before, during, and after events, and offer practical guidance on how to deploy AI effectively. Attendees will leave with a clear understanding of where AI can drive the greatest value—and how to start unlocking it.

Speakers:
Conrad Mills, Principal Analyst, Forrester

5:30 pm – 6:30 pm SGT

Networking Reception

Join us for an evening reception full of networking, fun, food and refreshments.

6:30 pm – 8:30 pm SGT

Executive Leadership Exchange (Invite Only): Exclusive Dinner

Join us for an evening of exceptional dining, engaging conversation, and valuable networking opportunities. We’re excited to see you there!

B2B Summit APAC · November 6, 2025 · Singapore & Digital

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