B2B Summit
EMEA

October 9 – 11, 2023  |  London & Digital

Bold Starts

Oct 9
  • 2:00 pm – 4:15 pm BST Forrester Women's Leadership Program
  • 5:00 pm – 6:00 pm BST Welcome Reception

Tuesday

Oct 10
  • 9:30 am – 9:45 am BST Keynote: Welcome & Opening Remarks
  • 9:45 am – 10:15 am BST Keynote Session
  • 10:20 am – 10:50 am BST Breakout Sessions
  • 10:50 am – 11:35 am BST Marketplace Break
  • 11:35 am – 12:05 pm BST Case Studies
  • 12:10 pm – 12:45 pm BST Breakout Sessions
  • 12:45 pm – 1:45 pm BST Lunch
  • 1:45 pm – 2:15 pm BST Breakout Sessions
  • 2:20 pm – 2:50 pm BST Case Studies
  • 2:55 pm – 3:25 pm BST Analyst-Led Roundtables
  • 2:55 pm – 3:25 pm BST Consulting Workshop
  • 2:55 pm – 3:40 pm BST Marketplace Break
  • 3:40 pm – 4:10 pm BST Guest Keynote Session
  • 4:10 pm – 4:40 pm BST Keynote
  • 4:40 pm – 6:10 pm BST Reception

Wednesday

Oct 11
  • 9:30 am – 10:00 am BST Breakout Sessions
  • 10:05 am – 10:35 am BST Case Studies
  • 10:35 am – 11:20 am BST Marketplace Break
  • 11:20 am – 11:50 am BST Breakout Sessions
  • 11:55 am – 1:05 pm BST Lunch
  • 1:05 pm – 1:35 pm BST Keynote: Programs of the Year
  • 1:35 pm – 2:05 pm BST Keynote: Return on Integration
  • 2:05 pm – 2:35 pm BST Keynote Session
  • 2:35 pm – 2:40 pm BST Closing Remarks

Bold Starts Oct 9

2:00 pm – 5:30 pm BST

Registration Open

2:00 pm – 4:15 pm BST

Forrester Women's Leadership Program

Join us as we focus on how to help advance women leaders in your organization break down barriers and overcome challenges. Learn from your peers on advancement strategies for women leaders and participate in a conversation about how to develop meaningful relationships with women leaders in the B2B marketing industry. All are welcome to join!

More information can be found here.

Speakers:
Jessica Chivers, CEO, The Talent Keeper Specialists
Nicky Briggs, VP, Principal Analyst, Forrester
Lisa Singer, VP, Principal Analyst, Forrester
Elena Antonakou, Employee Engagement Associate, Forrester

5:00 pm – 6:00 pm BST

Reception

Join fellow attendees to meet and mingle.

Executive Leadership Exchange (Invite-Only): Welcome Cocktail Reception

As Summit 2023 kicks off, we invite you to join the Forrester team and your fellow ELE delegates.

Tuesday Oct 10

8:30 am – 12:00 pm BST

Registration & Breakfast

9:30 am – 9:45 am BST

Opening Remarks

Welcome to Forrester B2B Summit EMEA 2023. This session will set the tone for the next two days of bold vision and actionable insight from Forrester.

Speakers:
Laura Koetzle, VP, Group Director, Forrester

9:45 am – 10:15 am BST

Keynote: Introducing Forrester's B2B Customer-Obsessed Growth Engine

The competition for growth is fiercer than ever. B2B companies battle for customers amid rapidly changing economic conditions, buyer behaviors, and technology innovations. Winning will require a customer-obsessed growth engine that creates customer and buyer value, aligns marketing, product, and sales, and effectively adopts emerging technology. This session will provide the following benefits:

  • Learn about Forrester’s B2B Customer-Obsessed Growth Engine
  • Understand the strategy for profitable, predictable, sustainable growth

Speakers:
Paul Ferron, VP, Research Director, Forrester

10:20 am – 10:50 am BST

Breakout Sessions

Enabling Customer Value & Experience
Managing Buyer Experience Changes Everything: Your 1-2-3 Guide To Getting Started

Most organizations can’t imagine how to begin addressing buyer experience — an overlooked lever for accelerating B2B growth. We will highlight three foundational steps you can take to design experiences that buyers find rewarding. This session will provide the following benefits:

  • Learn how company-first B2B approaches prioritize tactics over experiences
  • Discover new approaches to persona development, journey maps, and measurement that shift the focus toward delivering value-rich experiences

 

Presented Digitally By: Barbara Winters, Ross Graber

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

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Driving Growth In Competitive Markets
It’s About The Customer — How Marketing And Sales Integrate For Success

Buying practices and technology have changed faster than go-to-market practices, and buyers now have greater purchasing expectations.​ Breaking boundaries, today’s marketing and sales organizations integrate processes, technologies, teams, and practices to deliver a compelling purchase experience. This session provides the following benefits:

  • Discover surprising facts about self-guided purchasing and how to enable buyers while using digital buying signals
  • Learn about frameworks and case studies for tackling buying journeys, technology, organizational design, and selling scenarios

Speakers:
Seth Marrs, Principal Analyst, Forrester

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Optimizing Performance
How Global Should You Go? Calibrating Localization Investment

Localization is a significant and growing expense in B2B. Yet organizations lack clear guidelines for deciding what to localize and when — as well as when to accelerate or pull back. Of those who responded to Forrester’s Future Of Localization Survey, 70% planned to localize more, but only 38% had an aligned localization strategy. This session will provide the following benefits:

  • Discover a buyer-centric decision framework
  • Create a localization plan on a page

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Designing For Growth: The Blueprint Of A Customer-Obsessed Technology Strategy

Traditional approaches to technology have left many B2B organizations and their customers wanting more. Technology plays a critical role in driving business success, but simply investing in the latest tools is not enough. For companies that truly want to accelerate their growth, customer-obsession must be the cornerstone of their tech strategy transformation. This session will provide the following benefits:

  • How technology helps organizations achieve customer-obsessed growth
  • The 3 pillars of developing of a customer-obsessed tech strategy

Speakers:
Katie Linford, Principal Analyst, Forrester

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10:50 am – 11:35 am BST

Marketplace Coffee Break & Networking (In-Person Only)

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

Check out our Sponsor Spotlights to learn more about the next great solution for your team.

Attend one session:

10:55am - 11:05am BST - INFUSEmedia: Voice of the B2B Market Research

Understanding and activating the priorities, challenges, and plans of IT buyers and the tech marketers trying to reach them.

Speakers:
Greg Campbell, Head of Strategic Growth, EMEA, INFUSEmedia

11:10am - 11:20am BST - Integrate: €1.5M+ of qualified sales pipeline in 12 weeks with Integrate

Join our session to learn how Hammer, an Infovista business, sourced €1.5M+ of qualified sales pipeline in 12 weeks using Integrate’s Marketplace and ABM Integrated Media solution. The Hammer marketing team were looking for a systematic approach to create awareness and demand among their ideal customer profile. In this case study session, you’ll discover how Integrate’s solutions helped Hammer achieve this while overcoming marketing challenges with a limited budget and tech stack gaps.

Speakers:
Steve Russell, Strategic Account Director, Integrate

11:25am - 11:35am BST - Machintel: Transforming Intent into Action with Machintel’s Smarter Marketing

In today’s intricate global marketing landscape, it’s essential to navigate with precision, adaptability, and compliance. Welcome to Machintel’s Smarter Marketing framework—a convergence of technology and intelligence that’s transforming B2B marketing. This session will dive into how global brands like Medallia have utilised Machintel’s first-party intent data for razor-sharp targeting, shorter deal cycles, increased market share, and enhanced customer engagement. Join us and uncover how precision marketing turns data into action, fueling unprecedented growth.

Speakers:
Bryan Gissiner, VP of Business Development, Machintel

11:35 am – 12:05 pm BST

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services.

 

Attend one session:

Highspot: Navigating the New Age of Buyer Experience: The Clarivate and Highspot Story

Changing buyer expectations have reshaped the world of go-to-market. B2B organisations must fundamentally overhaul how they understand the buyer experience and eliminate the guesswork in understanding their buyers’ thoughts, emotions, and behaviours. In this session, you will hear about Clarivate’s challenges in meeting modern buyer demands and explore how Highspot’s Digital Sales Rooms are helping them bridge the knowledge gap. Expect an honest story of imperfect progress and learn why now is the time to prioritise Customer Experience (CX)

Speakers:
Matt Norton, Director of Sales Enablement, Clarivate

MRP: Unlocking Account Intelligence: Beyond Intent-Based Assumptions

Tempting as it may be to jump to a conclusion, intent data doesn’t necessarily map to the purchasing fast track…or even to a purchase track at all. In this session, we’re taking a deep dive into democratising account intelligence with Finastra’s Sr Director Marketing & Demand Ops, Harjeet Singh. We’ll walk you through everything you need to know, from the benefits and implementation, to what reporting looks like and how to focus time and resources more efficiently — and actually close your case with more customers.

Speakers:
Harjeet Singh, Senior Director of Marketing and Demand Generation Operations, Finastra
Michael McGoldrick, Vice President of Marketing, MRP

Seismic | Outreach: Better outcomes, personalised stories: How Preqin drives successful digital transformation with marketing & sales technologies.

Enhancing your GTM team’s effectiveness is crucial for impactful digital transformation.  Join this session to learn how Preqin leverages emerging sales technologies to enable their marketing & sales teams to tell compelling stories through content to drive impactful business outcomes.

Speakers:
Aatif Basheer, SVP, Head of Marketing Technology & Operations, Preqin
David Ledger, RVP, Sales Engineering, Seismic
Ali Jawin, Senior Vice President and Head of Global Marketing, Outreach

TechTarget: Leveraging intent across the buyer’s journey to maximize revenue

In this session, Forrester SASE Leader Cato Networks will detail how they are competing and thriving in an ocean of sharks by leveraging data-driven strategies laser-focused on creating opportunities and pipeline. Using an integrated approach powered by unique and proprietary intent, learn how they efficiently execute programs across the buyer’s journey to fuel remarkable growth worldwide. Companies of all sizes will get actionable advice on engaging the right buyers and how marketing and sales can work hand in hand to turn pipeline into revenue.

Speakers:
Daniel Bleichman, Director of Inbound Marketing, Cato Networks
Brent Boswell, Senior VP and Managing Director, TechTarget

12:10 pm – 12:45 pm BST

Breakout Sessions

Enabling Customer Value & Experience
Are You Terrified Of Retention? Perhaps You Should Be

As companies shift to recurring revenue models, the management of revenue by opportunity type will quickly become dominated by retention. Retention rate will become a critical metric that influences the allocation of sales and marketing resources. Marketing leaders must understand the implications this has for their planning efforts. In this session, you will learn:

  • How marketing management reevaluates its retention versus acquisition balancing act
  • How retention levels limit your organization’s ability to sustain revenue growth

 

Presented Digitally By: Craig Moore

Speakers:
David Parry, Principal Analyst, Forrester

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Driving Growth In Competitive Markets
Designing Go-To-Market Strategies To Win In Tough Market Conditions

Changes in buying behavior are making it necessary to transform go-to-market strategies from the predominant product-first focus to an approach built around markets and buyers and their desired outcomes. As we continue to navigate turbulent waters, B2B marketers that have not already adapted must act fast. This session will provide the following benefits:

  •  Learn how to prioritize the macro and micro segments that matter most
  • Gain a new go-to-market architecture featuring three levels of strategic decisions that underpin a winning strategy

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
The State Of B2B Marketing Measurement 2023

Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This session draws on Forrester’s latest quantitative research to give you a view of the current state of marketing measurement across B2B. This session will provide the following benefits:

  • Discover what metrics are being used by organizations with successful measurement programs
  • Learn about strategies for aligning your measurement with your organization’s growth strategies and stakeholder needs

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Five Steps For CMOs And CIOs To Achieve Sustainable Marketing Technology

Unite for a Greener Future! Discover the proven 5-Step process to cultivate a powerful alliance between CMOs and CIOs, paving the way for a high-performing, sustainable marketing technology stack that achieves organizational goals and environmental excellence.

  • Learn how an aligned approach of CMO and CIO allows to achieve results fostering your sustainability agenda
  • Discover a hands-on guide toward an aligned sustainable MarTech Stack

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Pascal Matzke, VP, Research Director, Forrester

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12:45 pm – 1:45 pm BST

Lunch & Marketplace Break (In-Person Only)

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

 

Attend one session:

12:50pm - 1:00pm BST - Ceros: Rise Above Ordinary: Creating B2B Content Worth Marketing

Discover how to create compelling B2B content that rises above the competition. Learn what makes content worth marketing and how to deliver narratives that not only captivate audiences but establish your brand’s position in the market. When creativity and strategy converge, business growth becomes an inevitable outcome.

Speakers:
Jas Bansal, Sr. New Business Director, Ceros

1:05pm - 1:15pm BST - Clevertouch Consulting: Martech: Love It or Loathe It

Marketing Technology has a reputation for dividing opinion within organisations. With budgets under pressure, passionate advocates for the benefits of martech must persuade detractors who see cost, complexity and poor adoption. Join Clevertouch as they share strategies from clients including BT, British Land and LEK on how you can apply a people and customer-first approach to drive adoption, marketing performance and make your organisation ‘Love Martech’ too.

Speakers:
Jamie Burrell, Chief Strategy Officer, Clevertouch Marketing

1:20pm - 1:30pm BST - Kontent.ai: Navigating the AI landscape in Content management: Seizing Opportunities, Mitigating Risks

The session explores the transformative potential of AI for content practitioners and its impact on the content supply chain. Discover how AI brings opportunities while addressing challenges of usability, security, and ethics. Explore the future challenges of orchestrating different AI services and the importance of finding the right talent in this evolving landscape.

Speakers:
Farrukh Iftikhar, Sales Director, Kontent.ai

1:35pm - 1:45pm BST - Mindtickle: Sales Excellence: Empowering Your Team for Optimal Productivity

Explore the rapidly evolving sales landscape where “time is money” holds truer than ever. Uncover untapped potential within your sales teams and understand that only a fraction of sale’s time is spent actually selling. Join us and Mindtickle to reveal the transformative synergy of Insights, Data, and AI. See how this trio seamlessly integrates into daily work, driving unprecedented revenue. Elevate your sales strategy, position your team for success in the ever-changing sales landscape.

Speakers:
Graeme Poole, Experienced RevOps and Enablement Consultant, Mindtickle

Executive Leadership Exchange (Invite-Only): Lunch - Meet Your Peers

1:45 pm – 2:15 pm BST

Breakout Sessions

Enabling Customer Value & Experience
How To Embrace Customer Lifetime Value

Fewer than half of global CX leaders can prove the ROI of their CX initiatives. That’s a big problem, because challenging economic conditions will see floundering European CX teams simply disappear in 2023. But leading CX teams that demonstrate clear business value will be stronger than ever. In this keynote session, you will learn:

  • How to identify CX use cases and align CX metrics with business metrics such as customer lifetime value (CLV).
  • How CX initiatives impact distinct CLV parameters

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

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Driving Growth In Competitive Markets
The Meteoric Rise Of Partner Ecosystems Is Driving B2B Growth

In 2022, B2B organizations’ universe of partners exploded in size and complexity. Partner organizations became instrumental in helping navigate business goals and challenges including shifting buyer/customer preferences, transformative go-to-market motions, and rising multi-partner values. As organizations mobilize a buyer-aligned, value-to-customer strategy in 2023, partner ecosystems will take center stage. This session will provide the following benefits:

  • Discover the state of the market and partner ecosystem trends
  •  Learn how to maximize partner ecosystem growth”

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

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Optimizing Performance
Accelerating The “Goodbye MQL” Transformation — From Wild Idea To Reality

In the last 12 months, the market has embraced revenue process transformation. Many clients are moving from leads and marketing qualified leads to buying groups and opportunities. It’s no longer just an interesting idea but a reality, and the time to act is now! This session will provide the following benefits:

  • Address the top four concerns organizations face when making this transformation
  • Discover how embracing this change transforms marketing’s value to the organization

 

Presented Digitally By: Terry Flaherty

Speakers:
Simon Daniels, Principal Analyst, Forrester

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Leveraging Data & Technology
Conversation Intelligence Connects Seller Insights Across The Growth Engine

The ability to have a conversation that influences buyers to buy is a core sales skill. For years, these conversations were invisible. Participating in ride-alongs and listening to recorded calls were time-consuming, so they occurred on a limited basis. Conversation intelligence enables sales teams to unlock insights from these conversations to increase performance. This session will provide the following benefits:

  • Reveal new insights that improve seller performance
  • Increase selling time by eliminating administrative tasks

Speakers:
Seth Marrs, Principal Analyst, Forrester

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2:20 pm – 2:50 pm BST

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services. Case study schedule coming soon.

 

Attend one session:

Cvent: How to use event data to your advantage

Pre-pandemic, event teams could mainly rely on muscle memory, developed from years of executing in-person events. However, today’s event landscape requires a rethinking of strategies, a deeper understanding of audience behaviours, and a more integrated approach so that events are not simply a series of siloed dates, but instead a holistic and connected programme. So, how can we use event technology to collate valuable data, then leverage it to shape our marketing and events programme? Join this session to: • Discover how you can utilise event technology to gather event data and understand your attendees • Find out how you can leverage this data to create an events and marketing programme that connects with your attendees year-round

Speakers:
Matthew Howarth, Senior Director, Enterprise Solutions , Cvent

Demandbase: Less Waste More Revenue: How to Grow Higher Quality Pipeline

In today’s competitive business landscape, achieving growth and revenue targets requires a strategic approach that focuses on quality rather than quantity. This presentation aims to equip you with actionable strategies and proven methodologies to enhance your sales pipeline and maximise revenue generation while minimising wasteful efforts. Drawing from real-world examples and industry best practices, we will provide you with a comprehensive toolkit of strategies to grow a higher quality pipeline.

Speakers:
Paul Gibson, VP International, Demandbase

Digitalzone: Brand + Demand: How to Develop a Holistic Approach to Demand Generation

Deciding on a strategy to confront the broadening scope and rapid pace of change is one of the biggest challenges marketers face today. Customers are increasingly harder to reach and engage with, despite access to vastly more data-driven consumer insights and stronger personalization tools. Budgets are shrinking while internal stakeholders become more demanding, further compounding the squeeze on marketers. Determining the right balance between brand-building and demand-generation marketing efforts is critical. The brands that are winning are those pursuing a more holistic approach to consumer engagement. Everyone agrees that successful brand and demand efforts require coordination and synchronization. But how to do so is often frustratingly unclear. In this session, Victoria Tinsdale, EMEA VP of Sales at Digitalzone, Zach Bentollia, Global Partner & Regional Senior Director of Marketing at Checkmarx, and Assaf Hershko, Director of Global Services Marketing at Adobe will discuss how to craft a best-fit and holistic brand-and-demand strategy, including: • How brand marketing impacts conversion; • How customer acquisition efforts influence brand perception; and • Determining optimal investment across brand and demand.

Speakers:
Zack Bentollia, Global Partner & Regional Senior Director of Marketing, Checkmarx
Assaf Hershko, Director of Global Services Marketing, Adobe
Victoria Tinsdale, Senior Director of EMEA Sales, Digitalzone

Showpad: How Just Eat Takeaway Fuels Sales Effectiveness with Showpad

Learn how Just Eat Takeaway creates engaging buying experiences that make it easy for sellers to share and collaborate with prospects and customers. The personalization of content and buyer engagement insights from Showpad help Just Eat’s revenue-facing teams optimize messaging and more effectively communicate key value propositions to prospects. Join our session to discover how to efficiently enable selling to unique buyer needs, quickly onboard new reps, and speed up the sales cycle.

Speakers:
Catherine Cantwell, VP of Professional Services, Showpad
Marie Taylor, Senior Sales Operations Manager, Just Eat

2:55 pm – 3:25 pm BST

Analyst-Led Roundtables (In-Person Only)

Spend some time in these small, interactive group roundtable discussions focused on key marketing, sales, or product management topics.

 

Parting with MQLs – Sweet And No Sorrow

Speakers:
Simon Daniels, Principal Analyst, Forrester

Big Questions Longer Term for Buyer Engagement: The Speed of Gen AI Innovation

Driven by intense competition poses significant questions about the future of traditional cornerstones of buyer engagement strategies

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

Consulting Workshop: Steps To High-Performance Marketing

When leading the transformation to a high-performance organization, marketing leaders must focus on several core capabilities and determine what skills gaps they have on their teams. In this session, we’ll discuss the top five areas that leaders should address and how they can manage any gaps.

Speakers:
Chris Parr, VP, Principal Consultant, Forrester

2:55 pm – 3:40 pm BST

Marketplace Coffee Break & Networking (In-Person Only)

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

Check out our Sponsor Spotlights to learn more about the next great solution for your team.

Attend one session:

3:00pm - 3:10pm BST - Modern: Putting people at the centre of Cloudpay’s change

Shifting to a new target customer base to accelerate growth, Cloudpay needed to rethink their sales processes, demand centre and marketing operations – this meant bringing sales and marketing closer together. From the top down, Cloudpay’s CMO and CRO worked together to instil working practices and team structures that facilitate stronger alignment. In this session, you’ll learn how diagnostic tools helped prioritise practices and we’ll share how to ensure teams stay on the journey with you.

Speakers:
Nicola Ray, CEO, Modern
Clark Hoy, Sales Lead for EMEA, CloudPay

3:15pm - 3:25pm BST - Terminus: Terminus Engagement Funnel Insights for Strategic Growth

Gain valuable insights into what’s working and what’s not throughout your customer journey with Terminus Engagement Funnel. Uncover the impact of your efforts by analysing detailed reports that showcase how go-to-market efforts impact sales pipeline and revenue. Whether you’re tracking account progression or comparing segment performance, Terminus empowers you to refine strategies, optimise spending, and identify areas for improvement.

Speakers:
Alessandra Jacques, VP of Product, Terminus

3:30pm - 3:40pm BST - Allego: How DSRs Are Helping Sellers Close $250k+ Deals

Modern buyers have recently become more hesitant to engage with salespeople and instead expect personalised digital experiences they can interact with on their own terms. 

As a result, it has become increasingly more difficult for sellers to get face-to-face time with their buyers.

Join Stuart Taylor, Sales Director at Allego, where he will explore the role of Digital Sales Rooms in assisting sellers to close high-value deals worth $250k+. 

You’ll gain insight on the following: 

  • Understanding the modern buyer, why they’re increasingly more reluctant to meet with sales people, and what this means for your team.
  • How to use Digital Sales Rooms to help your sales team stand out from the competition, providing buyers with a ‘wow’ experience
  • Best practices, tips, and real life examples of how sellers have used buyer intent signals to close deals faster

If you are looking to shorten the length of sales cycles, engage modern buyers, and gain better visibility into your deals, this is a must-attend session.

Digital Sales Rooms are transforming the sales landscape and driving exceptional results, be among the first to offer this ‘wow’ experience to your prospects.

Speakers:
Stuart Taylor, Sales Director EMEA, Allego

3:40 pm – 4:10 pm BST

Guest Keynote: A Conversation with Gonzalo Garcia Villanueva, Global CMO, NielsenIQ/GfK

Join Gonzalo Garcia Villanueva, Global CMO of NielsenIQ/GfK for an engaging conversation with Forrester’s Paul Ferron spanning Leadership, Generative AI’s impact on Marketing, and how B2B Marketing & Sales leaders can drive growth.

Speakers:
Gonzalo Garcia Villanueva, Global CMO, NielsenIQ/GfK
Paul Ferron, VP, Research Director, Forrester

4:10 pm – 4:40 pm BST

Keynote: Configuring A Rev Ops Operating Model To Your Needs

Across B2B, go-to-market operations functions understand the imperative for greater integration to help drive growth and transform buyer experiences. While these functions drive the planning, processes, measurement, data and technology that enables go-to-market execution, they often remain siloed impacting overall efficiency and hampering great buyer engagement. Revenue operations promises an answer to this need for unity, but many organizations are struggling and wary of the complex implications around building the right operating model for their context. In this session, you will:

  • Understand the complexities and sensitivities in designing the right operating model
  • Learn how to configure and iterate a rev ops operating model for multiple scenarios

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Simon Daniels, Principal Analyst, Forrester

4:40 pm – 6:10 pm BST

Reception

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

Wednesday Oct 11

8:00 am – 9:30 am BST

Registration & Breakfast

9:30 am – 10:00 am BST

Breakout Sessions

Enabling Customer Value & Experience
From Assets To Answers: Plan Content For Value, Not Volume

Despite marketing’s efforts, internal and external audiences deliver an unequivocal message: Your content rarely meets all our needs, and when it does, we can’t find it. How can marketing meet the needs of large, diverse buying groups and internal stakeholders without creating a glut of content? This session will provide the following benefits:

  • Discover a simple, scalable “minimal viable content” approach based on buyer questions
  • Gain a checklist of best practices to implement now

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

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Driving Growth In Competitive Markets
How Trust Determines B2B Buying Behaviors

Trust is an elusive necessity for B2B buyers, especially in a tough economy. Buyers often select the least risky and most trusted solution, not the objectively best option. Trust has multiple dimensions that manifest differently based on markets and personas. Understanding these levers of trust is critical. This session will provide the following benefits:

  • Understand how trust drives B2B buyer decision-making
  • Learn a playbook for building and sustaining trust for your brand

Speakers:
Christina Schmitt, Principal Analyst, Forrester

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Optimizing Performance
Setting Field Marketing Up To Win: The State Of Field Marketing In 2023

Field marketing remains a key frontline marketing function that sits at the intersection between sales and territories and directly influences a business’s revenue. We will explore key findings from Forrester’s 2023 Field Marketing Study to help organizations respond to the key challenges of the modern field marketing function and what this means for the operation and organization of a future fit field marketing team. In this session, you will learn:

  • A greater understanding of the focus of field marketing teams, the effect of centralization or decentralization, the level of alignment of leaders and their teams, and how technology is affecting the achievement of marketing goals.
  • A focused approach to field marketing goals and why scope, development, and stakeholder alignment is key to an effective and customer-obsessed field marketing team.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

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Leveraging Data & Technology
Get Ready For The Age Of Cookieless Marketing

Industry dynamics, strict privacy rules, and more protective customers’ behaviors are challenging marketing as we know it. From targeting to measurement and attribution, marketers must find new ways to be effective with less data and in the face of growing complexities. This session will provide the following benefits:

  • Learn how to identify and assess the impact of emerging customers privacy trends on key marketing practices
  • Explore new approaches and technologies that can help marketers be successful despite the challenges ahead.

Speakers:
Enza Iannopollo, Principal Analyst, Forrester

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10:05 am – 10:35 am BST

Case Studies (In-Person Only)

Join case study sessions to hear real-world stories, solutions and insights leveraging the best in today’s technologies and services. Case study schedule coming soon.

 

Attend one session:

Intentsify: TeamViewer’s Playbook for Intent Driven Pipeline

“We need to increase engagement and improve conversion rates”, said every B2B marketer everywhere. Why not start by learning how your peers are solving the challenge? In this session, Stefanie Nastou, VP of Marketing at TeamViewer, will share the approach they took to use buyer intent data to build a go-to-market strategy for targeting accounts with the highest propensity to buy and then delivering the right content at the right time resulting in higher engagement, and faster conversions. Learn how TeamViewer achieved remarkable results by using innovative ways to leverage intent data as part of their winning go-to-market strategy.

Speakers:
Stefanie Nastou, VP of Marketing, TeamViewer
Ajay Subherwal, Chief Revenue Officer, EMEA & APAC, Intentsify

PathFactory: How Contentsquare Uses Content Intelligence to Improve Marketing Impact

“We don’t make a content decision without looking at the data in PathFactory first.” –Eleni Mitzalis, Director of Demand Generation, Contentsquare Attend this session to see how Contentsquare’s sales and marketing team’s use better content experiences, engagement data, and AI to increase alignment, pipeline, and deal velocity across multiple regions. Director of Demand Generation, Eleni Mitzalis, will show how they tangibly improved buyer experiences, marketing performance, and SDR/sales outreach effectiveness using more ungated content, targeted content bundles and resource hubs, fast-moving buyer alerts, and CRM account intelligent dashboards.

Speakers:
Eleni Mitzalis, Director of Demand Generation, Contentsquare
Christine Polewarczyk, SVP of Product Marketing and Research, PathFactory

The Marketing Practice: How Virgin Media O2 waved goodbye to MQLs and generated an ROI of 29:1

The buyer journey is ever-increasing in complexity and over 80% of B2B purchases involve more than 3 people. Driving MQLs as a Marketing function is outdated and is no longer useful to identify the best opportunities. But with the right insight and approach, you can pinpoint and maximise the right opportunities. Attendees will learn how The Marketing Practice helped VMO2B mine insights, unlock new buying groups, and generate £29 closed won business for every £1 spent.

Speakers:
Nimmi Bhalla, Director of Business Marketing, Virgin Media O2 Business
Brian Caulfield, SVP, Solutions, The Marketing Practice

10:35 am – 11:20 am BST

Marketplace Coffee Break & Networking (In-Person Only)

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

Check out our Sponsor Spotlights to learn more about the next great solution for your team.

Attend one session:

10:40am - 10:50am BST - Oktopost: The Future of B2B Marketing: Unlocking the Potential of Generative AI

As B2B marketing professionals, you’re always on the lookout for innovative ways to stay ahead of the curve and generate more leads, conversions, and revenue.  With the rise of Generative AI, the future of B2B marketing has never looked brighter.  In this session, we’ll explore the potential of Generative AI and how it can revolutionise B2B marketing strategies.  We’ll discuss how Generative AI works, the benefits it can bring, and examples of successful implementations.

Speakers:
Colin Day, Managing Director EMEA, Oktopost

10:55am - 11:05am BST - Highspot: Demo - The Most Advanced Sales Enablement Solution

This session showcases Highspot sales enablement platform in action. Engage with our live demo, showcasing Digital Sales Rooms, advanced analytics, guided selling and more. Discover the transformational potential of unifying content, training, coaching, and insights on a single platform to accelerate your revenue strategy. See why HSBC, Slack, Docusign, Finastra, and more trust Highspot to power their revenue goals – and find out how you can do the same.

Speakers:
Tash Chowdry, Solutions Consultant, Northern Europe, Highspot

Executive Leadership Exchange (Invite-Only): Exclusive Q&A with ROI Award Winner

Speakers:
Sarah Calnan, Sr. Director, Global Marketing Demand Center, Keysight
Joel Conover, Sr. Director, Portfolio Marketing, Keysight

11:20 am – 11:50 am BST

Breakout Sessions

Enabling Customer Value & Experience
B2B Events Need To Become Digitally Driven, Environmentally Sustainable, And Inclusive

Macro-environmental changes over the past three years have changed in-person events forever and marketers must reinvent their approach by focusing on four key areas or risk losing audiences. They should experiment with different formats and make attending events a more worthwhile experience. Digital interactivity needs to become an integral element, and not an afterthought. Environmental sustainability should be prioritized and DEI needs to be at the center of event planning, to ensure that events are inclusive experiences for everyone. This session will provide the following benefits:

  • Understand the macro-environmental factors impacting on B2B events
  • Learn new frameworks and hear best practice examples to hep you execute more digital, sustainable and inclusive in-person events

Speakers:
Conrad Mills, Principal Analyst, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
Product-Led Growth: Right Fit, Right Approach For Your Organization?

Adoption of product-led growth (PLG) has grown and deserves executive attention. Whether your organization is considering or already practicing PLG, our analysts can help you make it successful — as an enterprise strategy or companion to other go-to-market motions and self-service practices. This session will provide the following benefits:

  • Gain an overview: definition, principles, practices, examples, metrics, and fit assessment
  • Learn about next steps for product, marketing, sales, and customer success leaders

 

Presented Digitally With: Rick Bradberry

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
Becoming Partner Ecosystem Ready: The Sales Organization Transformation Imperative

Although customer-centricity is now accepted as a competitive imperative, it is not being applied to the channel sales strategy. Many companies continue to focus on the same partners supported by the same channel sales organization. This session will provide the following benefits:

  • Explain the required changes in channel sales roles, priorities, and competencies and their drivers
  • Provide insights on the processes, enablement, and technology required to drive better results

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
CMOs: Evaluate Marketing Performance And Value With Marketing Operations

B2B CMOs must prioritize improving perceptions about the role of marketing operations, the value it delivers, and ROI. When CMOs truly empower their operations leaders, they support company growth. This session will focus on the interdependence between CMOs and marketing operations that results in the best demonstration of marketing’s perpetual value. In this session, learn:

  • The ways CMOs and marketing operations can perform better together, best practices and pitfall avoidance
  • The data and insights that best demonstrate marketing’s value

Presented Digitally By: Barbie Mattie

Speakers:
David Parry, Principal Analyst, Forrester

READ MORE +READ LESS -
11:55 am – 1:05 pm BST

Lunch & Marketplace Break (In-Person Only)

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

 

Attend one session:

12:00pm - 12:10pm BST - Seismic | Outreach: How Outreach & Seismic enable sellers to deliver personalised experiences to improve buyer engagement

Learn how forward-thinking businesses are leveraging sales technologies to effectively land their value messaging to prospective buyers. In this session, you will learn how marketing and sales can benefit from sales technologies. We will also provide an integration walk-through and answer any questions you may have.

Speakers:
David Ledger, RVP, Sales Engineering, Seismic
Jack Ashman, Director, International Solutions Consulting, Outreach

12:15pm - 12:25pm BST - MRP: Unlock C-Suite Buy-In: Keys To Get Your Marketing Budget Approved

In this session, we’ll explore the secret language of the decision makers—the CEO and CFO—and learn how to get your marketing budget request approved. Join Michael McGoldrick, Vice President of Marketing at MRP, as he takes you inside the minds of the true budget holders – and breaks down the key principles that will help you perfect your pitch. Topics covered include: • Attribution: Learn what it means to the C-Suite and how to communicate impact in their terms. • Tech: The critical approach required to ensure impactful technology investments and prioritized recommendations. • Presentation: How to capture (and keep) the attention of your CEO and CFO with information that quickly resonates. • FOMO: Tap into the C-Suite’s desire to keep up with the Joneses. Learn how to capitalize on this to make your pitch irresistible. • Be offensive (in a good way!): Embrace an offensive strategy that showcases your value to the business. It’s a surefire way to win over the C-Suite and increase your pitch success rate.

Speakers:
Michael McGoldrick, Vice President of Marketing, MRP

12:30pm - 12:40pm BST - Scaleflex: Turn visual AI into real ROI: where to start?

Visual AI, which includes image and video analysis, offers the potential to streamline processes, enhance decision-making, and enrich user interactions. However, navigating the complexities of this technology demands a well-defined starting point. This session will guide participants through the essential steps to initiate and optimize their Visual AI journey. In this session, you will gain insights into how: – Well-defined business goals are necessary for successful AI implementation – Visual AI can effectively enhance various aspects of operations – Practical use cases showcasing Scaleflex’s AI investment in Digital Asset Management

Speakers:
Charles Hirel, Head of Sales, Scaleflex

Executive Leadership Exchange (Invite-Only): Exclusive Lunch

1:05 pm – 1:35 pm BST

Keynote: Programs of the Year

Programs Of The Year: Demand & Account-Based Marketing:
Forrester’s Programs Of The Year sessions showcase the programs that our analysts have chosen as best-in-class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award winner Rachael Bell, vice president of account-based marketing at NTT Ltd., will discuss how she and her team drove the development of a global account-based marketing center of excellence that boosted alignment between sales and marketing, ultimately resulting in measurable improvements.

Programs Of The Year: Marketing Executive:
Driven by Forrester analysts’ conversations with a wide variety of organizations, our Programs Of The Year sessions showcase the programs that our analysts have chosen as best-in-class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award winner Susan McKay, chief marketing officer, international, at Dun & Bradstreet, will discuss how, following a large acquisition in Europe, the marketing function required transformation from a siloed operation focused primarily on local delivery in market to a broader European marketing function developing strategic central campaigns to be leveraged across markets and customized for individual markets.

Speakers:
Rachael Bell, Vice President, ABM, NTT Ltd
Susan McKay, Chief Marketing Officer, International, Dun & Bradstreet
Conrad Mills, Principal Analyst, Forrester

1:35 pm – 2:05 pm BST

Keynote: Return on Integration Honors

The B2B Summit EMEA 2023 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. During this session, Return On Integration Honors winners from Keysight will share how their global team aligned sales, product, and marketing with a global campaign strategy that brought consistent messaging, a higher standard for lead quality, and efficiency in digital disciplines across the globe.

Speakers:
Sarah Calnan, Sr. Director, Global Marketing Demand Center, Keysight
Joel Conover, Sr. Director, Portfolio Marketing, Keysight
Conrad Mills, Principal Analyst, Forrester

2:05 pm – 2:35 pm BST

Keynote: Winning with Generative AI: Transforming Sales and Marketing

Generative AI is a powerful tool that can revolutionize sales and marketing. Companies that use it successfully do so with an aim to win, not a fear of missing out. Join us to learn how to use generative AI effectively and navigate its potential risks.

This session will provide the following benefits:

  • Understanding the role generative AI is playing in marketing and sales
  • Actionable insights into how to take advantage of this technology moving forward

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

2:35 pm – 2:40 pm BST

Closing Remarks

Bold Starts

Oct 9
  • 8:00 am – 6:00 pm BST DEI Sessions

Tuesday

Oct 10
  • 8:00 am – 6:00 pm BST (Recorded Live)
  • 8:00 am – 6:00 pm BST Breakout Sessions

Wednesday

Oct 11
  • 8:00 am – 6:00 pm BST Keynotes (Recorded Live)
  • 8:00 am – 6:00 pm BST Breakout Sessions
  • 8:00 am – 6:00 pm BST Awards (Recorded Live)

Bold Starts Oct 9

8:00 am – 6:00 pm BST

Preserving Your Corporate Values In Tough Times (Digital)

When a company is tested by external threats like a recession, it’s imperative to stay true to its purpose to weather the storm. From economic instability to political and social eruptions, how do brands hold to their values when faced with difficult decisions? This session will provide the following benefits:

  • Learn how to leverage your brand purpose for making difficult business decisions
  • Understand the CMO’s role in protecting the brand and advocating for corporate values

Speakers:
Karen Tran, Principal Analyst, Forrester

Fostering Career Growth In Portfolio Marketing (Digital)

To make an impact, portfolio marketers must build capable, motivated teams. We will look at the unique challenges of developing skills in portfolio marketing. We will also review best practices for motivating teams to invest in personal professional development. This session will provide the following benefits:

  • Understand the steps for fostering growth in your portfolio marketing team
  • Provide guidance on practices that enable teams to take charge of their growth

Speakers:
John Buten, Principal Analyst, Forrester

Design Responsible Commerce Experiences (Digital)

Digital acceleration has raised the stakes for trust in digital experiences. Yet many commerce experiences erode trust by failing to prioritize accessibility, privacy, inclusion, transparency, well-being, and other ethical principles, suffering reputational damage and lost sales as a result. Practicing responsible design ensures that experiences are aligned with the ethical principles your company is committed to and creates opportunity for differentiation and growth. Attend this session to:

  • Understand the principles for designing responsibly
  • Learn best practices to activate these principles in your design process

Speakers:
Gina Bhawalkar, Principal Analyst, Forrester

Panel: How Primary Drivers Behind Accessibility Statements are Shifting to Attracting and Retaining Talent (Digital)

Compliance and avoiding lawsuits are no longer the primary driver behind enterprise accessibility statements. This panel will discuss the shift of firms citing that “attracting and retaining talent” as the top driver behind their accessibility commitments.
During this session, we will discuss:

  • The myths of providing accommodations, and how to manage an increasing number of requests from employees
  • How companies are personalizing their employee value proposition at scale
  • Why a “one size fits all” approach no longer works and how having a strong, accessible culture can be the difference between a productive employee base vs. an unsatisfied one

Speakers:
Charlotte Dales, Co-Founder and CEO, Inclusively
Sarah Bernard, Co-Founder and Chief Operating Officer, Inclusively
Gina Bhawalkar, Principal Analyst, Forrester

Fireside Chat: Resilience, Growth Mindset And Self-Care: A Leadership Journey (Digital)

A personal & professional journey that has seen this Product Leader succeed across multiple industries, geographies and at the intersection of technological & business disruption. In this fireside chat, Ash Mukherjee will discuss with Monica Carlesso how she has grown as leader by embracing curiosity and displayed grit to open to be constantly out of the comfort zone yet has learnt how self-care is key to leadership and a sustainable growth. Modern leadership is about embracing change and dichotomies, both as strategic business levers but also to lead compassionately through massive societal changes and Monica will share her story with Ash. During this session, we will discuss:

  • A product leader’s journey across different industries and geographies, exploring challenges and implications
  • How to overcome the bumps of a growth journey with curiosity, grit and self-care.

Speakers:
Monica Carlesso, Head of Product Identity & Authentication , Lloyds Banking Group
Ash Mukherjee, Solution Partner, Forrester

Tuesday Oct 10

9:45 am – 10:15 am BST

Keynote: Introducing Forrester's B2B Customer-Obsessed Growth Engine

The competition for growth is fiercer than ever. B2B companies battle for customers amid rapidly changing economic conditions, buyer behaviors, and technology innovations. Winning will require a customer-obsessed growth engine that creates customer and buyer value, aligns marketing, product, and sales, and effectively adopts emerging technology. This session will provide the following benefits:

  • Learn about Forrester’s B2B Customer-Obsessed Growth Engine
  • Understand the strategy for profitable, predictable, sustainable growth

Speakers:
Paul Ferron, VP, Research Director, Forrester

10:20 am – 10:50 am BST

Breakout Sessions

Enabling Customer Value & Experience
Managing Buyer Experience Changes Everything: Your 1-2-3 Guide To Getting Started

Most organizations can’t imagine how to begin addressing buyer experience — an overlooked lever for accelerating B2B growth. We will highlight three foundational steps you can take to design experiences that buyers find rewarding. This session will provide the following benefits:

  • Learn how company-first B2B approaches prioritize tactics over experiences
  • Discover new approaches to persona development, journey maps, and measurement that shift the focus toward delivering value-rich experiences

 

Presented Digitally By: Barbara Winters, Ross Graber

Speakers:
Ross Graber, VP, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
It’s About The Customer — How Marketing And Sales Integrate For Success

Buying practices and technology have changed faster than go-to-market practices, and buyers now have greater purchasing expectations.​ Breaking boundaries, today’s marketing and sales organizations integrate processes, technologies, teams, and practices to deliver a compelling purchase experience. This session provides the following benefits:

  • Discover surprising facts about self-guided purchasing and how to enable buyers while using digital buying signals
  • Learn about frameworks and case studies for tackling buying journeys, technology, organizational design, and selling scenarios

Speakers:
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
How Global Should You Go? Calibrating Localization Investment

Localization is a significant and growing expense in B2B. Yet organizations lack clear guidelines for deciding what to localize and when — as well as when to accelerate or pull back. Of those who responded to Forrester’s Future Of Localization Survey, 70% planned to localize more, but only 38% had an aligned localization strategy. This session will provide the following benefits:

  • Discover a buyer-centric decision framework
  • Create a localization plan on a page

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Designing For Growth: The Blueprint Of A Customer-Obsessed Technology Strategy

Traditional approaches to technology have left many B2B organizations and their customers wanting more. Technology plays a critical role in driving business success, but simply investing in the latest tools is not enough. For companies that truly want to accelerate their growth, customer-obsession must be the cornerstone of their tech strategy transformation. This session will provide the following benefits:

  • How technology helps organizations achieve customer-obsessed growth
  • The 3 pillars of developing of a customer-obsessed tech strategy

Speakers:
Katie Linford, Principal Analyst, Forrester

READ MORE +READ LESS -
12:10 pm – 12:45 pm BST

Breakout Sessions

Enabling Customer Value & Experience
Are You Terrified Of Retention? Perhaps You Should Be

As companies shift to recurring revenue models, the management of revenue by opportunity type will quickly become dominated by retention. Retention rate will become a critical metric that influences the allocation of sales and marketing resources. Marketing leaders must understand the implications this has for their planning efforts. In this session, you will learn:

  • How marketing management reevaluates its retention versus acquisition balancing act
  • How retention levels limit your organization’s ability to sustain revenue growth

 

Presented Digitally By: Craig Moore

Speakers:
David Parry, Principal Analyst, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
Designing Go-To-Market Strategies To Win In Tough Market Conditions

Changes in buying behavior are making it necessary to transform go-to-market strategies from the predominant product-first focus to an approach built around markets and buyers and their desired outcomes. As we continue to navigate turbulent waters, B2B marketers that have not already adapted must act fast. This session will provide the following benefits:

  •  Learn how to prioritize the macro and micro segments that matter most
  • Gain a new go-to-market architecture featuring three levels of strategic decisions that underpin a winning strategy

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
The State Of B2B Marketing Measurement 2023

Understanding performance and demonstrating accountability are perennial top priorities for B2B marketing leaders. This session draws on Forrester’s latest quantitative research to give you a view of the current state of marketing measurement across B2B. This session will provide the following benefits:

  • Discover what metrics are being used by organizations with successful measurement programs
  • Learn about strategies for aligning your measurement with your organization’s growth strategies and stakeholder needs

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Five Steps For CMOs And CIOs To Achieve Sustainable Marketing Technology

Unite for a Greener Future! Discover the proven 5-Step process to cultivate a powerful alliance between CMOs and CIOs, paving the way for a high-performing, sustainable marketing technology stack that achieves organizational goals and environmental excellence.

  • Learn how an aligned approach of CMO and CIO allows to achieve results fostering your sustainability agenda
  • Discover a hands-on guide toward an aligned sustainable MarTech Stack

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Pascal Matzke, VP, Research Director, Forrester

READ MORE +READ LESS -
1:45 pm – 2:15 pm BST

Breakout Sessions

Enabling Customer Value & Experience
How To Embrace Customer Lifetime Value

Fewer than half of global CX leaders can prove the ROI of their CX initiatives. That’s a big problem, because challenging economic conditions will see floundering European CX teams simply disappear in 2023. But leading CX teams that demonstrate clear business value will be stronger than ever. In this keynote session, you will learn:

  • How to identify CX use cases and align CX metrics with business metrics such as customer lifetime value (CLV).
  • How CX initiatives impact distinct CLV parameters

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
The Meteoric Rise Of Partner Ecosystems Is Driving B2B Growth

In 2022, B2B organizations’ universe of partners exploded in size and complexity. Partner organizations became instrumental in helping navigate business goals and challenges including shifting buyer/customer preferences, transformative go-to-market motions, and rising multi-partner values. As organizations mobilize a buyer-aligned, value-to-customer strategy in 2023, partner ecosystems will take center stage. This session will provide the following benefits:

  • Discover the state of the market and partner ecosystem trends
  •  Learn how to maximize partner ecosystem growth”

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
Accelerating The “Goodbye MQL” Transformation — From Wild Idea To Reality

In the last 12 months, the market has embraced revenue process transformation. Many clients are moving from leads and marketing qualified leads to buying groups and opportunities. It’s no longer just an interesting idea but a reality, and the time to act is now! This session will provide the following benefits:

  • Address the top four concerns organizations face when making this transformation
  • Discover how embracing this change transforms marketing’s value to the organization

 

Presented Digitally By: Terry Flaherty

Speakers:
Simon Daniels, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Conversation Intelligence Connects Seller Insights Across The Growth Engine

The ability to have a conversation that influences buyers to buy is a core sales skill. For years, these conversations were invisible. Participating in ride-alongs and listening to recorded calls were time-consuming, so they occurred on a limited basis. Conversation intelligence enables sales teams to unlock insights from these conversations to increase performance. This session will provide the following benefits:

  • Reveal new insights that improve seller performance
  • Increase selling time by eliminating administrative tasks

Speakers:
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
3:40 pm – 4:10 pm BST

Guest Keynote: A Conversation with Gonzalo Garcia Villanueva, Global CMO, NielsenIQ/GfK

Join Gonzalo Garcia Villanueva, Global CMO of NielsenIQ/GfK for an engaging conversation with Forrester’s Paul Ferron spanning Leadership, Generative AI’s impact on Marketing, and how B2B Marketing & Sales leaders can drive growth.

Speakers:
Gonzalo Garcia Villanueva, Global CMO, NielsenIQ/GfK
Paul Ferron, VP, Research Director, Forrester

4:10 pm – 4:40 pm BST

Keynote: Configuring A Rev Ops Operating Model To Your Needs

Across B2B, go-to-market operations functions understand the imperative for greater integration to help drive growth and transform buyer experiences. While these functions drive the planning, processes, measurement, data and technology that enables go-to-market execution, they often remain siloed impacting overall efficiency and hampering great buyer engagement. Revenue operations promises an answer to this need for unity, but many organizations are struggling and wary of the complex implications around building the right operating model for their context. In this session, you will:

  • Understand the complexities and sensitivities in designing the right operating model
  • Learn how to configure and iterate a rev ops operating model for multiple scenarios

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Simon Daniels, Principal Analyst, Forrester

Wednesday Oct 11

9:30 am – 10:00 am BST

Breakout Sessions

Enabling Customer Value & Experience
From Assets To Answers: Plan Content For Value, Not Volume

Despite marketing’s efforts, internal and external audiences deliver an unequivocal message: Your content rarely meets all our needs, and when it does, we can’t find it. How can marketing meet the needs of large, diverse buying groups and internal stakeholders without creating a glut of content? This session will provide the following benefits:

  • Discover a simple, scalable “minimal viable content” approach based on buyer questions
  • Gain a checklist of best practices to implement now

Speakers:
Kathleen Pierce, Principal Analyst, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
How Trust Determines B2B Buying Behaviors

Trust is an elusive necessity for B2B buyers, especially in a tough economy. Buyers often select the least risky and most trusted solution, not the objectively best option. Trust has multiple dimensions that manifest differently based on markets and personas. Understanding these levers of trust is critical. This session will provide the following benefits:

  • Understand how trust drives B2B buyer decision-making
  • Learn a playbook for building and sustaining trust for your brand

Speakers:
Christina Schmitt, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
Setting Field Marketing Up To Win: The State Of Field Marketing In 2023

Field marketing remains a key frontline marketing function that sits at the intersection between sales and territories and directly influences a business’s revenue. We will explore key findings from Forrester’s 2023 Field Marketing Study to help organizations respond to the key challenges of the modern field marketing function and what this means for the operation and organization of a future fit field marketing team. In this session, you will learn:

  • A greater understanding of the focus of field marketing teams, the effect of centralization or decentralization, the level of alignment of leaders and their teams, and how technology is affecting the achievement of marketing goals.
  • A focused approach to field marketing goals and why scope, development, and stakeholder alignment is key to an effective and customer-obsessed field marketing team.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
Get Ready For The Age Of Cookieless Marketing

Industry dynamics, strict privacy rules, and more protective customers’ behaviors are challenging marketing as we know it. From targeting to measurement and attribution, marketers must find new ways to be effective with less data and in the face of growing complexities. This session will provide the following benefits:

  • Learn how to identify and assess the impact of emerging customers privacy trends on key marketing practices
  • Explore new approaches and technologies that can help marketers be successful despite the challenges ahead.

Speakers:
Enza Iannopollo, Principal Analyst, Forrester

READ MORE +READ LESS -
11:20 am – 11:50 am BST

Breakout Sessions

Enabling Customer Value & Experience
B2B Events Need To Become Digitally Driven, Environmentally Sustainable, And Inclusive

Macro-environmental changes over the past three years have changed in-person events forever and marketers must reinvent their approach by focusing on four key areas or risk losing audiences. They should experiment with different formats and make attending events a more worthwhile experience. Digital interactivity needs to become an integral element, and not an afterthought. Environmental sustainability should be prioritized and DEI needs to be at the center of event planning, to ensure that events are inclusive experiences for everyone. This session will provide the following benefits:

  • Understand the macro-environmental factors impacting on B2B events
  • Learn new frameworks and hear best practice examples to hep you execute more digital, sustainable and inclusive in-person events

Speakers:
Conrad Mills, Principal Analyst, Forrester

READ MORE +READ LESS -
Driving Growth In Competitive Markets
Product-Led Growth: Right Fit, Right Approach For Your Organization?

Adoption of product-led growth (PLG) has grown and deserves executive attention. Whether your organization is considering or already practicing PLG, our analysts can help you make it successful — as an enterprise strategy or companion to other go-to-market motions and self-service practices. This session will provide the following benefits:

  • Gain an overview: definition, principles, practices, examples, metrics, and fit assessment
  • Learn about next steps for product, marketing, sales, and customer success leaders

 

Presented Digitally With: Rick Bradberry

Speakers:
Lisa Singer, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Optimizing Performance
Becoming Partner Ecosystem Ready: The Sales Organization Transformation Imperative

Although customer-centricity is now accepted as a competitive imperative, it is not being applied to the channel sales strategy. Many companies continue to focus on the same partners supported by the same channel sales organization. This session will provide the following benefits:

  • Explain the required changes in channel sales roles, priorities, and competencies and their drivers
  • Provide insights on the processes, enablement, and technology required to drive better results

Speakers:
Stephanie Sissler, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Leveraging Data & Technology
CMOs: Evaluate Marketing Performance And Value With Marketing Operations

B2B CMOs must prioritize improving perceptions about the role of marketing operations, the value it delivers, and ROI. When CMOs truly empower their operations leaders, they support company growth. This session will focus on the interdependence between CMOs and marketing operations that results in the best demonstration of marketing’s perpetual value. In this session, learn:

  • The ways CMOs and marketing operations can perform better together, best practices and pitfall avoidance
  • The data and insights that best demonstrate marketing’s value

Presented Digitally By: Barbie Mattie

Speakers:
David Parry, Principal Analyst, Forrester

READ MORE +READ LESS -
1:05 pm – 1:35 pm BST

Keynote: Programs of the Year

Programs Of The Year: Demand & Account-Based Marketing:
Forrester’s Programs Of The Year sessions showcase the programs that our analysts have chosen as best-in-class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award winner Rachael Bell, vice president of account-based marketing at NTT Ltd., will discuss how she and her team drove the development of a global account-based marketing center of excellence that boosted alignment between sales and marketing, ultimately resulting in measurable improvements.

Programs Of The Year: Marketing Executive:
Driven by Forrester analysts’ conversations with a wide variety of organizations, our Programs Of The Year sessions showcase the programs that our analysts have chosen as best-in-class across marketing, sales, and product disciplines — in the client’s own words. During this session, Program Of The Year Award winner Susan McKay, chief marketing officer, international, at Dun & Bradstreet, will discuss how, following a large acquisition in Europe, the marketing function required transformation from a siloed operation focused primarily on local delivery in market to a broader European marketing function developing strategic central campaigns to be leveraged across markets and customized for individual markets.

Speakers:
Rachael Bell, Vice President, ABM, NTT Ltd
Susan McKay, Chief Marketing Officer, International, Dun & Bradstreet
Conrad Mills, Principal Analyst, Forrester

1:35 pm – 2:05 pm BST

Keynote: Return on Integration Honors

The B2B Summit EMEA 2023 Return On Integration Honors recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. During this session, Return On Integration Honors winners from Keysight will share how their global team aligned sales, product, and marketing with a global campaign strategy that brought consistent messaging, a higher standard for lead quality, and efficiency in digital disciplines across the globe.

Speakers:
Sarah Calnan, Sr. Director, Global Marketing Demand Center, Keysight
Joel Conover, Sr. Director, Portfolio Marketing, Keysight
Conrad Mills, Principal Analyst, Forrester

2:05 pm – 2:35 pm BST

Keynote: Winning with Generative AI: Transforming Sales and Marketing

Generative AI is a powerful tool that can revolutionize sales and marketing. Companies that use it successfully do so with an aim to win, not a fear of missing out. Join us to learn how to use generative AI effectively and navigate its potential risks.

This session will provide the following benefits:

  • Understanding the role generative AI is playing in marketing and sales
  • Actionable insights into how to take advantage of this technology moving forward

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

Digital

Oct 10
  • 9:00 am – 6:00 pm BST Using Generative AI To Scale Content With Quality And Impact (Digital)

Tuesday

Oct 10
  • 3:10 pm – 3:40 pm BST Analyst-Led Roundtables

Wednesday

Oct 11
  • 2:15 pm – 2:45 pm BST Keynote: Winning with Generative AI: Transforming Sales and Marketing

Digital Oct 10

9:00 am – 6:00 pm BST

Using Generative AI To Scale Content With Quality And Impact (Digital)

Generative AI opens new realms of creative possibility and efficiency. With its disruptive power, it challenges B2B marketers to lead adoption within the organization and drive standards for quality, consistency, and brand voice. We will introduce a framework that provides guidance on using generative AI. This session will provide the following benefits:

  • Learn from trends revealed by B2B marketers’ adoption of generative AI
  • Recognize opportunities and requirements for using generative AI at scale

Tuesday Oct 10

2:55 pm – 3:25 pm BST

Analyst-Led Roundtables (In-Person Only)

Spend some time in these small, interactive group roundtable discussions focused on key marketing, sales, or product management topics.

 

Parting with MQLs – Sweet And No Sorrow

Speakers:
Simon Daniels, Principal Analyst, Forrester

Big Questions Longer Term for Buyer Engagement: The Speed of Gen AI Innovation

Driven by intense competition poses significant questions about the future of traditional cornerstones of buyer engagement strategies

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

Wednesday Oct 11

2:05 pm – 2:35 pm BST

Keynote: Winning with Generative AI: Transforming Sales and Marketing

Generative AI is a powerful tool that can revolutionize sales and marketing. Companies that use it successfully do so with an aim to win, not a fear of missing out. Join us to learn how to use generative AI effectively and navigate its potential risks.

This session will provide the following benefits:

  • Understanding the role generative AI is playing in marketing and sales
  • Actionable insights into how to take advantage of this technology moving forward

Speakers:
Anthony McPartlin, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester