B2B Summit
APAC

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.

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.

Forrester Research Director Paul Ferron will sit down with an industry leader to discuss how they are leading their team through the complexities of today’s changing buyer needs. Speaker announcement coming soon!

The Forrester Women’s Leadership Program focuses on building community and advancing women in the organization by breaking down barriers and overcoming challenges. Learn advancement strategies and engage in conversations about developing meaningful relationships with women across B2B marketing, sales, customer, and product. All are welcome to join!

The Forrester Women’s Leadership Program will:

• Build Community
• Inspire Change
• Foster Allyship and Individual Empowerment
• Facilitate Meaningful Connections

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.

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

Marketers haven’t fully adapted to the impact of generative AI (genAI) on search behaviour, and those who rely on outdated strategies risk losing visibility, credibility, and influence. As most B2B buyers now use genAI tools throughout the purchase process, content must do more than drive awareness. It must provide depth, context, and authority to guide informed buyers and demonstrate the organization’s collective expertise. This session will help marketers align with evolving buyer behavior and enhance content visibility in AI-driven search environments by creating strategies that capture intent, build trust, and anticipate the needs of the entire buying network.

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.

Enjoy lunch while networking with your peers and partners.

Storytelling 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?

The 2025 B2B Programs Of The Year awards recognize 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.  

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.

Connect with your peers and partners over coffee and refreshments.

Success with AI depends on human capabilities. Two companies could acquire the same AI technology, leverage similar data, and still generate radically different business results. The difference? The understanding, skills, and ethical awareness of their employees. Join this session to learn how AIQ, the artificial intelligence quotient, measures your employees’ readiness, then participate in a live AIQ assessment to see how you can apply this tool to drive business success with AI.

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.

Discover the possibility of how artificial intelligence will help marketers overcome long-standing event planning and execution challenges and improve pre-event productivity and efficiency, deliver more personalized and inclusive experiences, and improve ROI through better data analysis and content repurposing. This keynote will look at the impact that AI will have at every phase of Events from pre-event, during and post-event and what it takes to successfully deploy AI for Events.

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.

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

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