B2B Summit
EMEA

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

Articulating the business value of marketing is imperative because its impact spans brand equity, customer relationships, and future growth, beyond immediate sales. When stakeholders fully grasp marketing’s full contribution to the business, they’re more likely to invest appropriately and recognize marketing as a strategic growth driver. In this session, you will:

• Adopt a simple approach to articulating the value of marketing.
• Define all areas where marketing adds value.
• Understand how to articulate value succinctly to different business stakeholder personas.

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

Successful B2B leaders must successfully manage stakeholders and employees, while delivering high performance and an increasing array of ever-changing initiatives. All of this requires skill, experience, and resilience. But what else? What are the secrets to consistent success as a leader? It’s time to “spill the beans” … At this session, we’ll discuss:

• What are the key survival tactics for a successful leadership role in B2B?
• Which of these make you uncomfortable?
• What changes are required in B2B to develop great leaders?

Speakers:
Christina Schmitt, Principal Analyst, Forrester

The B2B buyer’s journey has changed because of buying groups, generational buyer behavior changes, and an overall B2B environment with underpinned volatility. Marketing and sales leaders question if the revenue development representative (RDR) role will exist considering AI, if responsibilities, skills, and competencies should change, the best way to make a move to a buying group model, how it changes KPIs and compensation plans, and how to demonstrate RDR success to the business. Join this analyst-led roundtable with your peers to discuss:

• Overall tone and tenor of businesses regarding the RDR function.
• Changes being made to RDR organizations and how to enable the team for success.
• What the future holds for RDR teams.

Speakers:
Naomi Marr, Principal Analyst, Forrester

Generative AI and AI agents are rapidly evolving, and “agentic” is already part of many business conversations. Despite the hype, AI-enabled martech deployments are still in relatively early stages. More critically, readiness to deploy AI use cases varies widely across B2B organizations. How can you make the right AI investments for your team? In this session, we will discuss how to:

• Evaluate the current state of AI implementations.
• Prioritize AI investments for B2B marketing use cases.
• Operationalize AI with people, process, and measurement.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

From dealing with groups rather than individuals, to dealing with indirect routes-to-market, we’ll explore a gamut of issues that make CX so unique and challenging in B2B, as well as discover solutions that are working for peers.

Speakers:
Joana de Quintanilha, VP, Principal Analyst, Forrester

Interpretations and implementation of revenue operations are wildly different across B2B. But at its core, rev ops was designed to break down functional silos, integrate processes, insights, and technology, all while aligning sales and marketing around the buyer. Join this session to discuss:

• Has rev ops delivered on its ambitions?
• What barriers prevent progress?
• Are there alternative operating models to achieve the same goals?

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

Executives say alignment is high, but those in the trenches tell a different story. In addition to getting pressure from every angle, sales and marketing teams are struggling with external disruption and internal dysfunction. Realistically, things are likely to get worse before they get better. Roundtable participants will:

• Explore the factors contributing to friction and misalignment.
• Discuss strategies to jointly improve partnership and performance.
• Share their successes and lessons learned.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

B2B leaders lack confidence in making GTM strategy decisions because they struggle to gather the necessary data. The three phases of GTM strategy development require the right insights to make smart decisions at each phase. Attendees of this workshop will:

• Learn how to apply a standardized GTM strategy process.
• Walk away with a legend of the data sources and insights needed for making GTM strategy decisions.
• Assess their current state of leveraging data and sources.

Speakers:
Paul Ferron, VP, Research Director, Forrester
Chris Parr, VP, Principal Consultant, Forrester

CMOs and their teams play critical roles in revenue process transformation; they are responsible for ensuring that the revenue engine responds adequately to evolving buyer needs at each stage of the opportunity lifecycle — presales, pipeline, and postsale engagement. Join us to discuss how to:

• Shift from linear funnels to dynamic, customer-centric journeys in your revenue process transformation.
• Optimize the management of the entire opportunity lifecycle, identifying and acting on critical change touchpoints.
• Begin this transformation to ensure that it aligns with modern buyer expectations to sustain revenue growth.

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

As AI continues to transform the B2B landscape, organizations are prioritizing AI use cases that drive measurable business outcomes — from streamlining operations to enhancing customer experiences. However, leaders face challenges in scaling AI initiatives, identifying high-impact use cases, and ensuring ROI. Success stories from early adopters provide valuable lessons for navigating implementation hurdles and achieving transformative results. Join this roundtable and discuss:

• Which AI use cases are delivering the greatest impact in B2B organizations.
• How to mitigate risks while scaling AI initiatives.
• Success stories and lessons learned from your peers.

Speakers:
Jessie Johnson, Principal Analyst, Forrester

In times of rapid change, B2B leaders face the challenge of maintaining clear, effective communication amidst internal organizational transformation and external market, geopolitical, and technological volatility. To bring stability into this era of uncertainty, leadership communication must promote a climate of confidence and clarity. Join this roundtable with your peers to discuss:

• How to use communication to maintain trust with employees, customers, and partners during times of uncertainty.
• Communication pitfalls leaders face during volatile periods.
• Approaches for transparent and resilient messaging across stakeholder groups.

Speakers:
Karen Tran, Principal Analyst, Forrester

Although genAI solutions are becoming commonplace, employees have numerous gaps in their understanding, skills, and inclinations around genAI, and those gaps won’t be filled by an hour in a classroom or online training alone. Join us for an interactive discussion on strategies to build your team’s genAI skills and increase AIQ as well as challenges in upskilling on genAI.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

Most B2B marketing and sales leaders acknowledge the need for strong data to drive business performance, yet operations teams often struggle to create a compelling business case to convince those same leaders to prioritize data investment. In this session, we will discuss:

• What are leaders asking data teams to deliver so they can demonstrate the value of data investment?
• What is working/not working to build the business case today?
• What non-traditional methods of demonstrating data value have teams pursued, or should pursue?

Speakers:
Brett Kahnke, Principal Analyst, Forrester

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

Social media is a mainstay of B2B marketing programs and has a wide impact across the buyer’s journey. But are you taking advantage of the many nuances across geographies, personas, and age groups that can be optimized to improve performance? In this session, we will discuss:

• Who engages with social media and what information do they want from it?
• What content and asset types resonate with B2B buyers on social media?
• What to consider when optimizing buyer engagement on social media.

Speakers:
Daryl Wright, Principal Analyst, Forrester

Most organizations enable their sellers, but few enable their buyers. Yet, the need for buyer enablement — helping buyers complete tasks quickly and successfully — has never been greater. Buyers are self-guided, use AI and digital tools, and do more on their own. In this roundtable discussion, you and your peers will:

• Explore the factors that establish the need for buyer enablement.
• Discuss strategies to help buyers discover, evaluate, and purchase.
• Share suggestions, methods, success stories, and lessons learned.

Speakers:
Rick Bradberry, Principal Analyst, Forrester