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.

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Marketers haven’t fully adapted to the impact of generative AI (genAI) on search behaviour, and those who rely on outdated strategies risk losing visibility, credibility, and influence.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.

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?

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.

• 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.

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.

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.

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.

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!