B2B Summit
EMEA

B2B Marketing, Sales, & Product Leaders

October 6–8, 2025  |  London & Digital

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Bold Starts: Monday

Oct 6
  • 3:00 pm – 5:00 pm BST Forrester Women's Leadership Program: Thrive In Chaos
  • 3:00 pm – 5:00 pm BST Workshop: AI Hackathon 2.0: From Data to Direction
  • 3:45 pm – 5:00 pm BST Workshops (Pre-Registration Required)
  • 5:00 pm – 6:00 pm BST Welcome Reception

Tuesday

Oct 7
  • 8:30 am – 9:30 am BST General Breakfast
  • 8:45 am – 9:25 am BST Analyst-Led Roundtables
  • 9:30 am – 9:55 am BST Welcome & Opening Remarks
  • 9:55 am – 10:25 am BST Keynote: Introducing Buying Networks: Your Buyers’ New Reality
  • 10:30 am – 11:00 am BST Keynote: Activate An Adaptive Growth Strategy
  • 11:05 am – 11:50 am BST Marketplace Coffee Break & Networking
  • 11:05 am – 11:50 am BST Executive Leadership Exchange (Invite-Only): Welcome & Networking
  • 11:10 am – 1:00 pm BST Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions
  • 11:10 am – 11:50 am BST Analyst-Led Roundtables
  • 11:15 am – 12:30 pm BST Workshops (Pre-Registration Required)
  • 11:50 am – 12:35 pm BST Breakout Sessions
  • 12:45 pm – 1:15 pm BST Case Study Sessions
  • 1:15 pm – 2:15 pm BST Lunch & Marketplace Break
  • 1:15 pm – 2:15 pm BST Executive Leadership Exchange (Invite Only): Exclusive Lunch
  • 1:40 pm – 2:55 pm BST Workshops (Pre-Registration Required)
  • 2:15 pm – 3:00 pm BST Breakout Sessions
  • 2:25 pm – 4:55 pm BST Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions
  • 3:10 pm – 3:40 pm BST Case Study Sessions
  • 3:40 pm – 4:25 pm BST Marketplace Break & Networking
  • 3:45 pm – 4:25 pm BST Analyst-Led Roundtables
  • 4:30 pm – 5:00 pm BST Keynote: Return On Integration Honors
  • 5:00 pm – 5:30 pm BST Fireside Chat: Leading Go-To-Market Strategy In Volatile Environments 
  • 5:35 pm – 6:35 pm BST Networking Reception
  • 6:30 pm – 8:30 pm BST Executive Leadership Exchange (Invite-Only): Exclusive Networking Reception At Sky Bar

Wednesday

Oct 8
  • 8:30 am – 9:30 am BST General Breakfast
  • 8:30 am – 9:20 am BST Forrester Women's Leadership Program: Breakfast Roundtable
  • 8:45 am – 9:25 am BST Analyst-Led Roundtables
  • 9:30 am – 9:35 am BST Welcome Back
  • 11:00 am – 1:00 pm BST Workshop (Second Offering): AI Hackathon 2.0: From Data to Direction
  • 9:35 am – 10:05 am BST Keynote: The Dawn Of A New B2B Sales Supercycle
  • 10:10 am – 10:30 am BST Programmes Of The Year Honours
  • 10:35 am – 11:20 am BST Marketplace Break & Networking
  • 10:40 am – 11:20 am BST Analyst-Led Roundtables
  • 10:45 am – 12:00 pm BST Workshops (Pre-Registration Required)
  • 10:45 am – 1:35 pm BST Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions
  • 11:20 am – 12:05 pm BST Breakout Sessions
  • 12:15 pm – 1:00 pm BST Breakout Sessions
  • 1:00 pm – 2:00 pm BST Lunch & Marketplace Break
  • 1:00 pm – 2:00 pm BST Executive Leadership Exchange (Invite only): Exclusive Lunch & Networking
  • 1:00 pm – 2:00 pm BST Certification Lunch: Wrap-Up
  • 2:05 pm – 2:35 pm BST Keynote: Turn Gen AI Possibility Into Reality
  • 2:35 pm – 3:05 pm BST Keynote: Guest Speaker
  • 3:05 pm – 3:10 pm BST Closing Remarks

Bold Starts: Monday Oct 6

3:00 pm – 5:00 pm BST

Forrester Women's Leadership Program: Thrive In Chaos

In today’s fast-paced and unpredictable world, women leaders must be equipped to embrace challenges, take calculated risks, and make confident decisions while building the skills necessary to adapt and grow. This session will empower attendees with practical tools, strategies, and insights to navigate disruption and lead with resilience. Through interactive exercises, actionable frameworks, and inspiring discussions, attendees will gain the confidence to turn uncertainty into opportunity and growth. In this session, you will learn:

  • How to embrace risk-taking with a growth mindset and turn fear of failure into a stepping stone for success.
  • Strategies to identify skill gaps, build new capabilities, and leverage your strengths to thrive in a changing environment. 

Forrester’s Women’s Leadership Program is a “Role Up Your Sleeves” type of program aimed at building community through participation. You will not ‘just’ be sitting around listening to others speak but rather be a participating member of the program. We’ll start with a quick welcome and icebreaker activity. Next, you will be coached and do activities aimed at embracing risk-taking with a growth mindset. Followed by a roundtable session where you will have the opportunity to hear from and discuss with a panel of leaders that have learned new skills to advance their careers. And finally you will walk away with tangible assets in your pocket and three actions you can start implementing right there at summit.

Speakers:
Oliwia Berdak, VP, Research Director, Forrester

3:00 pm – 5:00 pm BST

Workshop: AI Hackathon 2.0: From Data to Direction

Be sure to bring your laptop with you to put alignment and reinvention into action! (Pre-Registration Required)

GenAI is all the rage, but many have still not experimented with its full set of capabilities: multi-modal outputs or use cases such as brainstorming, data generation, or content iteration. In this interactive networking session, we’ll split you into teams and challenge you to collaborate with your peers and use genAI to:
  • Experiment with GenAI tools and prompts to better understand how to engineer outputs.
  • Analyze data and extract insights to inform a marketing strategy.
  • Explore the strengths and limitations of GenAI for tasks such as data analysis, data visualization, and decision support.
  • Build and present a compelling marketing strategy deck under time constraints.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Lea Schiller, Research Associate, Forrester

3:45 pm – 5:00 pm BST

Workshops (Pre-Registration Required)

Attend one session:

Build Your Journey To Buying Groups

More and more B2B organizations are recognizing the need to shift from a myopic focus on leads to a more strategic view of the buying group. This workshop helps attendees plan that journey and breaks it down into discreet and practical steps for revenue transformation.  Attendees will:

  • Assess their current status quo via a range of demand gen scenarios. 
  • Learn how to create a buying group pilot. 
  • Identify the people, process, and tech changes required.

Speakers:
Conrad Mills, Principal Analyst, Forrester
Daryl Wright, Principal Analyst, Forrester

Search For Audience Signals In The Content Intelligence Scavenger Hunt

Join a hunt to uncover how well buyer audiences are engaged — when, where, and under what conditions. Evaluate program scenarios for content engagement signal data to inform audience insights, improve activation, and deliver more meaningful performance measurement. In this session, you will: 

  • Exercise sleuthing skills to identify content intelligence signals key to audience engagement. 
  • Gain knowledge about where to seek signals indicating content consumption. 
  • Learn what content intelligence levers to pull to affect change in audience engagement. 

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Brett Kahnke, Principal Analyst, Forrester

5:00 pm – 6:00 pm BST

Welcome Reception

Join us for refreshments and light appetizers. All registered attendees are welcome.

Tuesday Oct 7

8:30 am – 9:30 am BST

General Breakfast

8:45 am – 9:25 am BST

Analyst-Led Roundtables

Expertly curated by our analysts and experts, these 40-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:

Delivering CX For B2B Customers: Harder Than In B2C?

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

Buyer Enablement: A Vital New Discipline For B2B Sales And Marketing

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

Empowering Your RDR Teams For Success Considering The Current B2B Environment

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

9:30 am – 9:55 am BST

Welcome & Opening Remarks

Forrester CEO, George Colony kicks off B2B EMEA 2025 with words of welcome and questions to keep in mind to help you get the most out of your B2B Summit experience. 

Speakers:
George Colony, CEO, Forrester
Anthony McPartlin, Principal Analyst, Forrester

9:55 am – 10:25 am BST

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

10:30 am – 11:00 am BST

Keynote: Activate An Adaptive Growth Strategy

B2B leaders work in a harsh environment today, where growth is hard-earned. There are many ways to guide your company’s growth strategy, but what’s your role in it? In this keynote session, we will show you how to apply Forrester’s Customer-Obsessed Growth Strategy Model to activate a perpetual pattern of growth. In this session, you will: 

  • Understand the key steps to forming a good B2B growth strategy.
  • Learn how to apply Forrester’s Customer-Obsessed Growth Strategy Model.
  • See how you can lead, seed, or feed the growth strategy at your organization.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

11:05 am – 11:50 am BST

Marketplace Coffee Break & Networking

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

11:05 am – 11:50 am BST

Executive Leadership Exchange (Invite-Only): Welcome & Networking

Establish connections with like-minded peers and Forrester experts as you trade insights on your approaches to the most pressing topics for B2B marketing, sales, and product leaders.

Speakers:
Christina Schmitt, Principal Analyst, Forrester

11:10 am – 1:00 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Step into a simulation that brings real customer challenges to life. Explore essential B2B tools through interactive scenarios and discover how to transform your Go-To-Market strategy. For more information, click here.

Please Note: Due to limited availability, each attendee may register for one Workshop, one Roundtable, and one Immersive Experience session. Registration will open one month prior to the event via the Events Mobile App.

Attend one session:

11:10 AM - 12:00 AM | Group 1
12:10 PM - 1:00 PM | Group 2
11:10 am – 11:50 am BST

Analyst-Led Roundtables

Expertly curated by our analysts and experts, these 40-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.

Investing In Your Data

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

11:15 am – 12:30 pm BST

Workshops (Pre-Registration Required)

Articulate The Holistic Value Of Marketing

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

11:50 am – 12:35 pm BST

Breakout Sessions

Build Customer Insights And Trust​
Sellers Don’t Trust Marketing, And Buyers Can Tell

Many marketers think sellers don’t make the most of the opportunities they generate. Sellers become skeptical about marketing when they’re bombarded with poor–quality MQLs. Buyers engage with both sales and marketing, they expect an aligned message. Sellers and marketers must trust each other. In this session, you will: ​

  • Learn the key factors that drive seller trust.​
  • Identify the barriers to seller trust.​
  • Know how to provide a path to overcome barriers and build trust.

Speakers:
Rick Bradberry, Principal Analyst, Forrester

Evolve Go-to-Market Leadership And Strategy
Panel Discussion: How Can B2B Leaders Thrive Through Volatility?

As European and global markets face continued volatility and uncertainty while AI disrupts and distracts in equal measure, B2B organizations are forced to constantly adapt to a new normal of constant change. Hear from a panel of peers on how their organizations are adapting to constant change and still driving growth. In this panel, we’ll discuss:

  • How external volatility is impacting B2B leaders and their teams.
  • How to respond to the pressures placed on budgets, resourcing, and initiatives.
  • How to adjust your go-to-market tactics and strategy to continue to thrive.

Speakers:
Daryl Wright, Principal Analyst, Forrester
Valérie Thomassin, Chief Marketing, Communications and Engagement Officer, Cegid
Dave Boyce, Executive Chairman, Winning by Design

Transform Revenue Processes
Revenue Growth Reimagined: Cross-functional Innovation In Action

Transforming and optimizing the core revenue processes is a tall challenge without strong cross-functional collaboration. To reimagine revenue processes – because we know this drives business growth – every buyer- and customer-facing function must be aligned with a single goal – delivering value. This is not your average cross-functional council. They represent the “coaches” in your transformation efforts. A revenue-focused council is designed to identify where the revenue process slows, stops, or is broken based on their deep knowledge of the buyer, business, and business process. The council is tasked with finding amenable cross-functional solutions at an acceptable pace and without excuses.

Attendees will learn:

  • Why an “expansion” team is required to reimagine revenue growth.
  • How the revenue council “coaching board” brings value to this effort.
  • Why performance insights must drive a reimagined revenue process strategy and game-time changes.
  • How the revenue council develops the culture required for members to see their role in the transformation.

Speakers:
Naomi Marr, Principal Analyst, Forrester

Innovate Go-to-Market Execution With Technology
AI Agents: Hype Vs. Reality And Implications For B2B

AI agents are a rapidly developing technology, and “agentic” is already part of many business conversations. But what exactly are AI agents, and what sets them apart from other AI? In this session, you will learn: 

  • Learn what AI agents are and what use cases they support. 
  • Understand the state of AI agent development today. 
  • Know how to prepare for an AI agent future. 

Speakers:
Jessie Johnson, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

12:45 pm – 1:15 pm BST

Case Study Sessions

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

Cvent Case Study
Informa TechTarget Case Study
1:15 pm – 2:15 pm BST

Lunch & Marketplace Break

Enjoy lunch while networking in the Marketplace. Learn about innovative products and gain a deeper understanding of industry trends by attending any of the spotlight sessions, located in the Marketplace.

1:25 pm – 2:15 pm - LeanData Lunch & Learn
1:15 pm – 2:15 pm BST

Executive Leadership Exchange (Invite Only): Exclusive Lunch

Join us for an exclusive lunch featuring energizing content and networking opportunities.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Dave Boyce, Executive Chairman, Winning by Design

1:40 pm – 2:55 pm BST

Workshops (Pre-Registration Required)

Attend one session:

Make Smart GTM Decisions Using Ideal Data and Information Sources

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

Scope Your AI Agent Future

AI agents are the next wave of technology and AI advancement, with the potential to take go-to-market strategy to a new level. But before jumping to pilots or vendor selections, companies must first consider the use cases and scope of tasks they’d like AI agents to handle. Join this hands-on session to learn how to:

  • Identify and prioritize the use cases to focus on first.
  • Evaluate the data you need and the data you must safeguard.
  • Establish the metrics that AI agents will improve to build the business case.

Speakers:
Rusty Warner, VP, Principal Analyst, Forrester

2:15 pm – 3:00 pm BST

Breakout Sessions

Build Customer Insights And Trust​
Is There Trust In Your Buying Network?

B2B buyers have distinct preferences for the information sources they trust, and these more influential sources often significantly impact the purchase decision-making process. In this session, you will:

  • Review data from Forrester’s Business Trust Survey that shows which sources have the greatest trust with B2B buyers.
  • Understand how this should drive influencer relations programs, content marketing, and sales.

Speakers:
Karen Tran, Principal Analyst, Forrester

Evolve Go-to-Market Leadership And Strategy
Sales Leadership: It’s Time To Embrace Revenue Process Transformation? Here’s How.

As buying groups expand and become more dynamic and self-directed, sales leaders face growing pressure to evolve their engagement strategies. Revenue process transformation (RPT) offers a path forward — but when it’s seen as a marketing initiative, it can feel misaligned with sales priorities. In reality, RPT is a shared framework that helps sales teams better identify, engage, and convert modern buyers. In this session, you will: 

  • Explore the four most common concerns sales teams have about RPT — and how to turn each into a strategic advantage. 
  • Learn how to collaborate with marketing around a shared, opportunity-centric view of the buyer. 
  • Discover how unified data, clearly defined roles, and joint accountability can help sales teams accelerate pipeline and improve win rates. 

Speakers:
Christina Schmitt, Principal Analyst, Forrester

Transform Revenue Processes
Buying Groups Pilots A Prerequisite For Revenue Process Transformation: A Guide To Getting Started

A revenue process transformation results in improved customer experience and a better view into viable opportunities. A prerequisite for a revenue transformation is sales and marketing’s ability to leverage buying groups to trigger additional accounts signals and expose the opportunities. You will learn:

  • Why a manual pilot is the best place to start.
  • The “how-to” steps of getting a buying group pilot up and running.
  • The areas of the pilot where additional focus is needed to avoid pitfalls.

Speakers:
Naomi Marr, Principal Analyst, Forrester

Innovate Go-to-Market Execution With Technology
Anonymous Buyers And Your Data Strategy

Data deprecation has eroded how much data is available for companies to use to shape interactions and drive prospects and customers through the buyer’s journey. And while half of B2B marketers think AI will help, the reality is that most organizations aren’t prepared. In this session, you will: 

  • Know what forces are driving data deprecation. 
  • Understand how data deprecation impacts selling and engagement. 
  • Learn how to ask buyers for data and use it in ways that deliver value. 

Speakers:
Brett Kahnke, Principal Analyst, Forrester

2:25 pm – 4:55 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Step into a simulation that brings real customer challenges to life. Explore essential B2B tools through interactive scenarios and discover how to transform your Go-To-Market strategy. For more information, click here.

Please Note: Due to limited availability, each attendee may register for one Workshop, one Roundtable, and one Immersive Experience session. Registration will open one month prior to the event via the Events Mobile App.

Attend one session:

2:25 PM - 2:55 PM | Group 3
3:05 PM - 3:55 PM | Group 4 (Reserved for Executive Leadership Exchange attendees)
4:05 PM - 4:55 PM | Group 5
3:10 pm – 3:40 pm BST

Case Study Sessions

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

SMARTe Case Study
3:40 pm – 4:25 pm BST

Marketplace Break & Networking

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

3:45 pm – 4:25 pm BST

Analyst-Led Roundtables

Expertly curated by our analysts and experts, these 40-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:

How To Prioritize And Operationalize AI For Marketing

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

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

4:30 pm – 5:00 pm BST

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:
Nicky Briggs, VP, Principal Analyst, Forrester

5:00 pm – 5:30 pm BST

Fireside Chat: Leading Go-To-Market Strategy In Volatile Environments 

As marketers look to adapt to their changing environment, join us for an insightful conversation with Kate Mackie who leads the global marketing team at EY. In this session we’ll discuss Kate’s new book B2B Marketing Fundamentals: Drive Impact Across Brand, Reputation, Relationships, and Revenue and her passion for transforming the narrative around B2B marketing, driving a humanized approach to growth, and thriving through internal and external turbulence. 

Speakers:
Kate Mackie, Global Marketing Lead & Partner, EY
Christina Schmitt, Principal Analyst, Forrester

5:35 pm – 6:35 pm BST

Networking Reception

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

6:30 pm – 8:30 pm BST

Executive Leadership Exchange (Invite-Only): Exclusive Networking Reception At Sky Bar

ELE attendees will be welcomed at the Eighteen Sky Bar for a drink’s reception with breathtaking views of the River Thames and iconic Canary Wharf skyline after dark. Connect with industry leaders and engage in intimate discussions with our analysts.

Wednesday Oct 8

8:30 am – 9:30 am BST

General Breakfast

8:30 am – 9:20 am BST

Forrester Women's Leadership Program: Breakfast Roundtable

Speakers:
Oliwia Berdak, VP, Research Director, Forrester

8:45 am – 9:25 am BST

Analyst-Led Roundtables

Expertly curated by our analysts and experts, these 40-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:

The B2B Leader’s Role In Enabling Revenue Process Transformation

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

The Impact Of Social Media On The B2B Buyer’s Journey

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

Enabling Your Employees To Thrive With AI

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

9:30 am – 9:35 am BST

Welcome Back

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

11:00 am – 1:00 pm BST

Workshop (Second Offering): AI Hackathon 2.0: From Data to Direction

Be sure to bring your laptop with you to put alignment and reinvention into action! (Pre-Registration Required)

GenAI is all the rage, but many have still not experimented with its full set of capabilities: multi-modal outputs or use cases such as brainstorming, data generation, or content iteration. In this interactive networking session, we’ll split you into teams and challenge you to collaborate with your peers and use genAI to:
  • Experiment with GenAI tools and prompts to better understand how to engineer outputs.
  • Analyze data and extract insights to inform a marketing strategy.
  • Explore the strengths and limitations of GenAI for tasks such as data analysis, data visualization, and decision support.
  • Build and present a compelling marketing strategy deck under time constraints.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Lea Schiller, Research Associate, Forrester

9:35 am – 10:05 am BST

Keynote: The Dawn Of A New B2B Sales Supercycle

As economic disruptions collide with digitization, AI, and ecosystems, they stress B2B teams in unprecedented ways. Paradoxically, these forces fuel an emerging supercycle — an extended period of growth and transformation. The dynamic decade ahead will reshape go-to-market practices. During this keynote, you will:  

  • Identify the five characteristics of this new sales supercycle 
  • Learn why we must urgently unlearn the past to succeed in the future 
  • Understand the implications and new priorities for B2B teams 

Speakers:
Rick Bradberry, Principal Analyst, Forrester

10:10 am – 10:30 am BST

Programmes Of The Year Honours

The 2025 B2B Programmes Of The Year awards recognise 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.  

10:35 am – 11:20 am BST

Marketplace Break & Networking

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

10:40 am – 11:20 am BST

Analyst-Led Roundtables

Expertly curated by our analysts and experts, these 40-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:

Leadership Communication Through Internal And External Volatility

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

The Verdict On Revenue Operations: Promises Kept Or Opportunities Wasted?

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

AI Use-Case Priorities And Success Stories

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

10:45 am – 12:00 pm BST

Workshops (Pre-Registration Required)

Blend Responsibilities Across The Opportunity Lifecycle To Boost Value

Many B2B frontline teams operate under the false assumption that they own different moments in the opportunity lifecycle. Instead of reinforcing their internal silos, all sides must recognize their blended influence on buyers at every moment in the buyers’ journey. This session will:

  • Explain why buyers want alignment.
  • Discuss a new approach for revenue teams to work together.
  • Detail ways to implement this new approach.

Speakers:
Naomi Marr, Principal Analyst, Forrester
Rick Bradberry, Principal Analyst, Forrester

10:45 am – 1:35 pm BST

Immersive Experience (Registration Required): Drive Customer-Obsessed Decisions

Step into a simulation that brings real customer challenges to life. Explore essential B2B tools through interactive scenarios and discover how to transform your Go-To-Market strategy. For more information, click here.

Please Note: Due to limited availability, each attendee may register for one Workshop, one Roundtable, and one Immersive Experience session. Registration will open one month prior to the event via the Events Mobile App.

Attend one session:

10:45 AM - 11:35 AM | Group 6
11:45 PM - 12:35 PM | Group 7
12:45 PM - 1:35 PM | Group 8
11:20 am – 12:05 pm BST

Breakout Sessions

Build Customer Insights And Trust​
Balancing AI Advantages With Human Connection And Trust​

AI promises to revolutionize the way we do business, but at what cost? As AI becomes a bigger part of B2B go-to-market strategies, businesses must understand and balance AI’s benefits with the challenges it introduces that can erode buyer trust. In this session, you will:

  •  Understanding the unintended consequences of an AI-first approach. 
  • Learn how to integrate AI without compromising the human connection. 
  • Leverage AI to enhance trust, rather than diminish it. 

Speakers:
Daryl Wright, Principal Analyst, Forrester

Evolve Go-to-Market Leadership And Strategy
Command Attention: Communicating Performance For Leadership And Teams

B2B leaders are routinely required to present results, but too often feel like they’re not effectively delivering their desired message. In this session, you will learn how to:

  • Ensure relevance and purpose as you communicate performance.
  • Align and customize the story to the needs of your audiences.
  • Use data and numbers to inspire action.

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

Transform Revenue Processes
Build An Event Strategy To Fuel Revenue Process Transformation

When transforming their revenue processes, organizations must better align marketing, sales, and customer success teams around the needs of buyers. Events have a crucial role to play in achieving this; but leaders must build stronger internal alignment, approach event data differently, and reconsider the role of event technology. In this session, you will:

  • Learn about the challenges currently limiting event impact.
  • Hear about the three changes leaders must make to their event planning.
  • Get practical guidance on how to use events to better support buyers and power revenue growth.

Speakers:
Conrad Mills, Principal Analyst, Forrester

Innovate Go-to-Market Execution With Technology
The Future Of B2B Messaging: GenAI-Driven Relevance And Efficiency

GenAI revolutionizes B2B interactions with buyers by delivering personalized content, relevant messages, and tailored communications more efficiently. This session covers actionable strategies to leverage genAI for better buyer experiences, increased engagement, and higher revenue. Ideal for marketers, sales professionals, and business leaders eager to uncover AI’s potential. Attendees will learn: 

  • Ways to improve messaging and content with generative AI. 
  • Strategies to reduce organizational risk and build buyer trust. 
  • How to merge AI with human creativity. 

Speakers:
Paul Ferron, VP, Research Director, Forrester

12:15 pm – 1:00 pm BST

Breakout Sessions

Build Customer Insights And Trust​
Panel Discussion: The State Of B2B Buying: Implications And Actions For The Growth Engine

B2B leaders are faced with a new generation of buyers with heightened expectations, technological advancements, and changing market dynamics. This panel will illuminate the needs and frustrations of buyers and how providers must upend outdated go-to-market strategies. Attendees will learn: 

  • How to improve the buyer’s experience and bridge the gap between evolving buyer expectations and current go-to-market practices. 
  • How to better serve buyers by leveraging gen AI and enabling self-service to empower buyers throughout their journey.

Speakers:
Mavis Liew, Executive Partner and Principal Analyst, Forrester
David van Schaick, Chief Marketing Officer, The Marketing Practice

Evolve Go-to-Market Leadership And Strategy
Mine Partner Ecosystem Insights For Priceless Insights

With over 60% of B2B revenue flowing indirectly through partners and 65% of B2B organizations forecasting a rise in indirect and partner-influenced revenue, it has become imperative to tap into your partner ecosystem to source priceless market, buyer, and competitive insights. In this session, you will:

  • Explore why the partner ecosystem is a rich source of untapped insights. 
  • Learn a multifaceted approach to partner insights mining. 
  • Understand how to prioritize and produce precious value from the outset. 

Speakers:
Karen Tran, Principal Analyst, Forrester

Innovate Go-to-Market Execution With Technology
Adapt Your Content Strategy As AI Transforms Search

As B2B buyers rely on genAI during the buying process, marketers must adapt their content strategy. Success now means creating authoritative, discoverable content — not just optimizing for search engines. In this session, you will:

  • Learn how to ensure discoverability across AI tools, search engines, and buyer-preferred channels. 
  • Hear how to create content that builds trust by answering deeper questions and guiding decisions. 
  • Know how to define quality and collaborate with experts to stand out in the AI era. 

Speakers:
Jessie Johnson, Principal Analyst, Forrester

1:00 pm – 2:00 pm BST

Lunch & Marketplace Break

Enjoy lunch while networking in the Marketplace. Learn about innovative products and gain a deeper understanding of industry trends by attending any of the spotlight sessions, located in the Marketplace.

1:15 pm – 2:00 pm - monday.com Lunch and Learn
1:00 pm – 2:00 pm BST

Executive Leadership Exchange (Invite only): Exclusive Lunch & Networking

Establish connections with like-minded peers and Forrester experts as you trade insights on your approaches to the most pressing topics for B2B marketing, sales, and product leaders.

Speakers:
Christina Schmitt, Principal Analyst, Forrester

1:00 pm – 2:00 pm BST

Certification Lunch: Wrap-Up

Join your peers to reflect on the program and discuss key takeaways. If you’ve completed your workbook, you’re welcome to submit it during this session.

2:05 pm – 2:35 pm BST

Keynote: Turn Gen AI Possibility Into Reality

Success with generative AI isn’t about predicting the future or chasing the latest shiny object — it’s about building the experience and capabilities to adapt to whatever comes next. This keynote session will outline: 

  • Concrete steps you can embrace today to prepare your organization for success.
  • Practical approaches to drive clarity and align executive support, resolve workflows that hinder scaling efforts, and redefine roles and structures around new capabilities.
  • Specific ideas to fortify a foundation that grows stronger with each new gen AI milestone.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

2:35 pm – 3:05 pm BST

Keynote: Guest Speaker

Get ready to be inspired by a visionary leader, whose ideas are transforming the future. Speaker announcement coming soon!

3:05 pm – 3:10 pm BST

Closing Remarks

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

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B2B Summit EMEA · October 6 – 8, 2025 · London & Digital

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