B2B Summit
APAC

B2B Marketing

November 6, 2025  |  Singapore & Digital

Agenda

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Thursday

Nov 6
  • 9:30 am – 10:30 am SGT General Breakfast
  • 9:30 am – 10:30 am SGT Forrester Women's Leadership Program
  • 9:30 am – 10:30 am SGT Workshop: The Solution Blueprint For Revenue Process Transformation
  • 10:30 am – 10:40 am SGT Welcome & Opening Remarks
  • 10:40 am – 11:10 am SGT Keynote: Introducing Buying Networks: Your Buyers’ New Reality
  • 11:10 am – 11:40 am SGT Guest Keynote
  • 11:45 am – 12:15 pm SGT Analyst-led Roundtables
  • 11:45 am – 12:15 pm SGT Coffee & Networking Break
  • 12:15 pm – 12:50 pm SGT Case Study Session
  • 12:50 pm – 1:20 pm SGT Keynote: Adapt For Shifting Search Behaviors
  • 1:25 pm – 2:15 pm SGT Analyst-led Roundtables
  • 1:25 pm – 2:15 pm SGT Networking Lunch
  • 1:25 pm – 2:15 pm SGT Executive Leadership Exchange (Invite Only): Exclusive Lunch - Storytelling Marketing's Value
  • 2:15 pm – 2:50 pm SGT Case Study Session
  • 2:50 pm – 3:10 pm SGT Keynote: Program Of The Year
  • 3:10 pm – 3:40 pm SGT Keynote: Structuring Your GenAI Talent for B2B Marketing's Future
  • 3:45 pm – 4:15 pm SGT Coffee & Networking Break
  • 4:15 pm – 4:50 pm SGT Case Study Session
  • 3:45 pm – 4:50 pm SGT Workshop: Unlock AI’s Full Potential With Forrester’s AIQ Framework
  • 4:50 pm – 5:20 pm SGT Keynote: Return On Integration Honors
  • 5:20 pm – 5:50 pm SGT Keynote Session: AI For Events
  • 5:55 pm – 6:55 pm SGT Networking Reception
  • 6:45 pm – 9:00 pm SGT Executive Leadership Exchange (Invite Only): Exclusive Dinner

Thursday Nov 6

9:30 am – 10:30 am SGT

General Breakfast

9:30 am – 10:30 am SGT

Forrester Women's Leadership Program

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

Speakers:
Alisha Coates, VP, Principal Consultant, Forrester

9:30 am – 10:30 am 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

10:30 am – 10:40 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

10:40 am – 11:10 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

11:10 am – 11:40 am SGT

Guest Keynote

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!

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

11:45 am – 12:15 pm 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

11:45 am – 12:15 pm SGT

Coffee & Networking Break

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

12:15 pm – 12:50 pm SGT

Case Study Session

Cvent Case Study
12:50 pm – 1:20 pm SGT

Keynote: Adapt For Shifting Search Behaviors

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.

Speakers:
Daryl Wright, Principal Analyst, Forrester

1:25 pm – 2:15 pm SGT

Analyst-led Roundtables

Expertly curated by our analysts, 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.

Getting Started With Revenue Process Transformation

A revenue process transformation results in improved customer experience and a better view into viable opportunities, but is not as simple as turning a switch inside your company. In this session we will discuss best practice steps we learned from peers to get started and have success with transforming their revenue process.

Speakers:
Paul Ferron, VP, Research Director, Forrester

1:25 pm – 2:15 pm SGT

Networking Lunch

Enjoy lunch while networking with your peers and partners.

1:25 pm – 2:15 pm SGT

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

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?

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

2:15 pm – 2:50 pm SGT

Case Study Session

InformaTechTarget Case Study
2:50 pm – 3:10 pm SGT

Keynote: Program Of The Year

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.  

Speakers:
Daryl Wright, Principal Analyst, Forrester

3:10 pm – 3:40 pm SGT

Keynote: Structuring Your GenAI Talent for B2B Marketing's Future

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

3:45 pm – 4:15 pm SGT

Coffee & Networking Break

Connect with your peers and partners over coffee and refreshments.

4:15 pm – 4:50 pm SGT

Case Study Session

Teleperformance Case Study
3:45 pm – 4:50 pm SGT

Workshop: Unlock AI’s Full Potential With Forrester’s AIQ Framework

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.

Speakers:
Daryl Wright, Principal Analyst, Forrester

4:50 pm – 5:20 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

5:20 pm – 5:50 pm SGT

Keynote Session: AI For Events

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.

Speakers:
Conrad Mills, Principal Analyst, Forrester

5:55 pm – 6:55 pm SGT

Networking Reception

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

6:45 pm – 9:00 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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