B2B Forum
EMEA

September 28–29, 2026 · London

Agenda

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Monday

Sep 28
  • 12:30 pm – 6:00 pm BST Registration
  • 12:30 pm – 1:30 pm BST Networking Lunch
  • 1:30 pm – 1:40 pm BST Welcome
  • 1:40 pm – 2:05 pm BST Keynote: The GTM Singularity
  • 2:05 pm – 2:25 pm BST GTM Singularity Through The Lens Of Xerox
  • 2:30 pm – 3:10 pm BST Networking Break
  • 3:10 pm – 4:15 pm BST Workshops
  • 4:30 pm – 5:00 pm BST Case Study Sessions
  • 5:30 pm – 7:30 pm BST Welcome Reception
  • 5:30 pm – 8:30 pm BST Executive Leadership Exchange (Invite-Only): Exclusive Dinner Experience And Networking

Tuesday

Sep 29
  • 8:00 am – 9:00 am BST General Breakfast
  • 8:00 am – 8:50 am BST Sponsor Breakfast Session
  • 9:00 am – 9:05 am BST Welcome
  • 9:05 am – 9:25 am BST Keynote: Overcoming The Visibility Vacuum
  • 9:20 am – 10:20 am BST Workshop: Align And Activate AI Agents For GTM Teams (Pre-Registration Required)
  • 9:25 am – 9:45 am BST Title Sponsor Keynote: Semrush
  • 9:50 am – 10:10 am BST Keynote: An Accountability Reset Is Past Due
  • 10:10 am – 10:20 am BST Keynote: Awards Recognition
  • 10:20 am – 11:00 am BST Networking Break
  • 10:45 am – 11:15 am BST Deep Dive: 2026 Return On Integration Honours Award Winners
  • 11:00 am – 11:30 am BST Breakout Sessions
  • 11:15 am – 11:45 am BST Deep Dive: 2026 Programme Of The Year Award Winners
  • 11:45 am – 12:15 pm BST Breakout Sessions
  • 12:15 pm – 1:15 pm BST Networking Lunch
  • 12:15 pm – 1:15 pm BST Executive Leadership Exchange (Invite-Only): Lunch & Exclusive Keynote Q&A
  • 1:15 pm – 2:00 pm BST Breakout Sessions
  • 1:45 pm – 2:45 pm BST Workshop: Influence That Builds Brand Authority In The AEO Age (Pre-Registration Required)
  • 2:15 pm – 2:45 pm BST Case Study Sessions
  • 3:00 pm – 3:45 pm BST Breakout Sessions
  • 3:15 pm – 4:15 pm BST Workshop: Designing Messaging And Content For Visibility (Pre-Registration Required)
  • 3:45 pm – 4:25 pm BST Networking Break
  • 4:30 pm – 4:50 pm BST Keynote: Make Brand + Demand Your Preference Multiplier
  • 4:55 pm – 5:25 pm BST Guest Keynote
  • 5:25 pm – 5:30 pm BST Closing Remarks
  • 5:30 pm – 6:15 pm BST Reception

Monday Sep 28

12:30 pm – 6:00 pm BST

Registration

12:30 pm – 1:30 pm BST

Networking Lunch

Join us for a welcome lunch to meet your peers and settle in before we officially kickoff B2B Forum EMEA.

1:30 pm – 1:40 pm BST

Welcome

Forrester CEO, George Colony kicks off B2B Forum EMEA 2026 with words of welcome and questions to keep in mind to help you get the most out of your B2B Forum experience.

Speakers:
George Colony, CEO, Forrester

1:40 pm – 2:05 pm BST

Keynote: The GTM Singularity

The B2B world is on the brink of a seismic shift. AI-powered buyer autonomy is dismantling decades-old go-to-market models, upending buyer journeys, disconnecting the customer lifecycle, and consolidating tech stacks. Outdated revenue process funnels, intent signals, and seller tactics are cracking under pressure. This keynote sets the stage for B2B Forum EMEA by exploring what the GTM singularity means, why it’s inevitable, and how leaders must pivot to GTM models that are unified and resilient to engage, calibrate, align and measure differently. Expect a new blueprint for reinvention!

Speakers:
Paul Ferron, VP, Research Director, Forrester

2:05 pm – 2:25 pm BST

GTM Singularity Through The Lens Of Xerox

Join Paul Ferron and Darren Cassidy, CMO of Xerox, for an exclusive fireside chat that brings the concept of go-to-market (GTM) singularity to life. Building directly on Paul’s keynote, this conversation will explore how Xerox is navigating the shift to AI-driven buyer autonomy, breaking down traditional silos and rethinking how marketing, sales, and technology align to drive growth. Expect a candid discussion on what it takes to reinvent GTM in real time – moving beyond legacy funnels and fragmented processes toward a more unified, resilient approach that engages buyers differently, adapts to evolving behaviours, and delivers measurable impact in an increasingly autonomous B2B landscape.

Speakers:
Darren Cassidy, Chief Marketing Officer, Xerox
Paul Ferron, VP, Research Director, Forrester

2:30 pm – 3:10 pm BST

Networking Break

Enjoy refreshments and snacks while networking with peers.

3:10 pm – 4:15 pm BST

Workshops

Attend one session:

Jumpstarting Your Buying Group Transformation

Transforming your revenue process to focus on buying groups should be a key initiative. This workshop is focused on helping you start this transformation correctly. This workshop includes:

  • An overview of the best-in-class revenue process leveraging buying groups.
  • A detailed hands-on discussion on creating the foundational items (opportunity map, buying group profile and opportunity creation strategy) needed to get started in this transformation.
  • Insights on how to leverage a pilot for quick success.

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

Assess Your GTM Transformation Readiness

B2B leaders know a fresh approach to go-to-market strategy is needed — an approach that will finally fix the massive disconnect that exists between strategy and execution! This interactive workshop provides attendees with a starting point that sets them up for success as they walk away with:

  • A clear GTM definition and context that gets everyone on the same page.
  • An assessment of their GTM strategy readiness.
  • Key takeaways on how to improve the current state.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

To Insource Or Outsource? That Is The Question

Discover how B2B marketing leaders can effectively decide between insourcing or outsourcing key marketing functions. This session introduces Forrester’s B2B Marketing Sourcing Decision Framework, which helps align strategic priorities, optimize resources, and mitigate risks when working with third-party vendors and agencies. What attendees will learn:

  • How to identify tasks best performed in-house versus outsourced.
  • Strategies to balance risks, costs, and operational efficiency, and account for AI
  • A framework for optimizing marketing processes and work allocation to meet business goals.

Speakers:
Dawn Ferrara, VP, Principal Consultant, Forrester

Human + AI

AI isn’t replacing humans—it’s redefining how we work together. In this session, we’ll dive into how the most successful B2B organizations are blending artificial intelligence with human creativity, intuition, and expertise to amplify impact. Learn how to strike the right balance to accelerate innovation, improve decision-making, and create more human-centric customer experiences. During this session, we will learn how to:

  • Pinpoint where AI amplifies human strengths across the buyer experience.
  • Blend AI insights with human judgment to make smarter, faster decisions.
  • Drive team adoption by making AI practical, trusted, and customer-first.

Speakers:
Christina Schmitt, Principal Analyst, Forrester
Katie Linford, VP, Principal Analyst, Forrester

4:30 pm – 5:00 pm BST

Case Study Sessions

5:30 pm – 7:30 pm BST

Welcome Reception

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

 

 

5:30 pm – 8:30 pm BST

Executive Leadership Exchange (Invite-Only): Exclusive Dinner Experience And Networking

Tuesday Sep 29

8:00 am – 9:00 am BST

General Breakfast

8:00 am – 8:50 am BST

Sponsor Breakfast Session

9:00 am – 9:05 am BST

Welcome

Join us as we kick off Day 2 of B2B Forum EMEA

Speakers:
Paul Ferron, VP, Research Director, Forrester

9:05 am – 9:25 am BST

Keynote: Overcoming The Visibility Vacuum

When buyers control the journey, discoverability, authenticity, and trust become the ultimate differentiators — not just within a buying group, but across the buying network. This keynote dives into how buyers and customers are embracing AI-driven search and adopting agents that will force providers to rethink how they grow revenue across the customer lifecycle. Learn how to engage in an era where buyers find you — not the other way around.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester

9:20 am – 10:20 am BST

Workshop: Align And Activate AI Agents For GTM Teams (Pre-Registration Required)

B2B companies need a consistent and thoughtful approach to activate, instruct, ground, and ensure continuous learning and optimization of AI agents. In this workshop, we’ll:

  • Explore AI agent archetypes in B2B GTM functions and teams.
  • Map AI agent roles and goals to key GTM initiatives and processes.
  • Use the B2B AI-Agent-On-A-Page Template to define, align, constrain, and coordinate AI agents.

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

9:25 am – 9:45 am BST

Title Sponsor Keynote: Semrush

More information to come!

9:50 am – 10:10 am BST

Keynote: An Accountability Reset Is Past Due

Distributed buying networks, answer engine adoption, and increasing self-service behavior has turned fragmented processes, technology, and mismatched incentives into GTM’s Achilles’ heel. Measuring what works is no longer just about volume-obsessed engagement measures. This keynote calls for an accountability reset, one that unifies teams around shared outcomes. Explore new ways to measure performance when buyer invisibility is the norm, not the exception.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

10:10 am – 10:20 am BST

Keynote: Awards Recognition

Join us as we recognise this year’s B2B Return On Integration and Programme Of The Year award winners.

Speakers:
Paul Ferron, VP, Research Director, Forrester

10:20 am – 11:00 am BST

Networking Break

Enjoy coffee and snacks while networking with peers.

10:45 am – 11:15 am BST

Deep Dive: 2026 Return On Integration Honours Award Winners

This deep dive session features candid conversations with 2026 Return On Integration Honours award winners. In this session, leaders will share practical lessons, key decisions, and proven approaches that drove measurable performance gains.

Speakers:
Christina Schmitt, Principal Analyst, Forrester

11:00 am – 11:30 am BST

Breakout Sessions

GTM Strategy and Leadership
Disconnected GTM Efforts Will Ruin Your Company

B2B GTM is breaking under fragmented teams, mismatched incentives, and AI-driven change. A unified GTM framework is needed to prioritize segments, align revenue plans, and calibrate buyer-centric execution. GTM teams that leverage buyer signals and continuous feedback loops will win as they adapt quicker and can deliver on customer expectations. This session introduces:

  • A structured approach connecting GTM strategy to execution.
  • Critical artifacts required at each GTM phase.
  • The teams required to connect the dots.

Speakers:
Nicky Briggs, VP, Principal Analyst, Forrester
Anthony McPartlin, VP, Principal Analyst, Forrester

GTM Execution
Surviving When Your Revenue Process Is Obsolete

The biggest threat to your business is its antiquated revenue process. Because it’s based on outdated assumptions and not aligned to anything — internally or externally — performance continues to decline. This session includes:

  • A frank discussion about the biggest problems restricting current revenue processes
  • A roadmap for adopting new, best-practice processes for signals, buying groups, intent, brand, GTM, and customer alignment that organizations need to thrive
  • Examples of real-world business impact realized by this transformation

Speakers:
Conrad Mills, Principal Analyst, Forrester

GTM Operations
Align Pre- And Postsales Teams To Power Early Value Realization 

Organizations struggle to activate customers because presale expectations, signals, and context rarely align with their onboarding experience. Buyers expect continuity, yet most organizations treat onboarding as a disconnected, downstream task. This session shows how unified presale and postsale processes create the conditions for early value realization and stronger retention. Attendees will learn to:

  • Align sales and customer success on readiness and shared outcomes.
  • Transfer context, not tasks, during the handoff.
  • Design onboarding to accelerate value.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

11:15 am – 11:45 am BST

Deep Dive: 2026 Programme Of The Year Award Winners

This deep dive session features candid conversations with 2026 Programme Of The Year award winners. In this session, leaders will share practical lessons, key decisions, innovative frameworks and best practices to improve functional performance.

Speakers:
Christina Schmitt, Principal Analyst, Forrester

11:45 am – 12:15 pm BST

Breakout Sessions

GTM Strategy and Leadership
Leading When AI Democratizes Work

AI is scaling creation faster than most go-to-market teams can adapt. Using content democratization as a practical lens, this session shares adaptable frameworks and approaches leaders can use to address:

  • How workflows, roles, and decision rights shift as creation scales.
  • Which skills gain value in AI-enabled teams.
  • Redesigning collaboration, governance, and readiness.

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

GTM Execution
The Future Of DX Is Multi-Modal

AI, voice, and video are reshaping how buyers and customers discover, engage, and decide. Static websites can’t compete with experiences that think, speak, and deliver instant answers. B2B companies must act now to adapt their digital experience (DX) and reimagine engagement. In this session, attendees will:

  • Learn how AI requires modernizing your digital CX.
  • Obtain insights and examples to help accelerate DX initiatives.
  • Gain five practical techniques to help craft digital experiences that win audiences

Speakers:
Renee Irion, Principal Analyst, Forrester

GTM Operations
PANEL: Agentic Prospecting: Reality or AI Theatre?

AI-powered “agents” promise to transform prospecting—automating research, personalizing outreach at scale, and unlocking new pipeline. But how much of today’s excitement is real, and how much is hype? Join us for a candid conversation on the opportunities, limitations, and what B2B leaders need to do now to turn AI from buzzword into business results. This panel discussion will:

  • Cut through the noise to explore what agentic prospecting actually looks like in practice.
  • Where it’s delivering measurable impact.
  • Where it still falls short.

Speakers:
Anthony McPartlin, VP, Principal Analyst, Forrester

12:15 pm – 1:15 pm BST

Networking Lunch

12:15 pm – 1:15 pm BST

Executive Leadership Exchange (Invite-Only): Lunch & Exclusive Keynote Q&A

ELE attendees gain private access to an exclusive Q&A session with the B2B EMEA keynote speaker. This closed‑door conversation offers the chance to engage directly, ask the questions that matter.

Speakers:
Darren Cassidy, Chief Marketing Officer, Xerox
Dawn Ferrara, VP, Principal Consultant, Forrester
Mavis Liew, Executive Partner and Principal Analyst, Forrester
Christina Schmitt, Principal Analyst, Forrester

1:15 pm – 2:00 pm BST

Breakout Sessions

GTM Strategy and Leadership
The 10 Non-Negotiables For Resilient Planning Across GTM Functions

Modern planning breaks down when engagement metrics mask structural weakness and AI accelerates misalignment. This session defines ten non-negotiables for plans built for AI speed, buyer control, and executive proof where impact remains measurable when signals are volatile. Turn AI into a force multiplier for planning, not a source of chaos. Attendees will learn how to:

  • Recognize where current planning masks fragility.
  • Build momentum to adopt the ten non negotiables.
  • Operationalize accountability through ops and enablement.

Speakers:
Rani Salehi, Principal Analyst, Forrester

GTM Execution
Win The Post-Zero-Click Search Game

In today’s AI-powered search landscape, visibility alone won’t drive results. The modern marketer’s challenge is optimizing not just for discovery and click volume, but also for relevance and audience quality — where credibility, trust, and activation converge. Those who master post-zero-click engagement will turn their marketing activation into meaningful momentum. In this session:

  • Understand why AI-powered search redefines engagement dynamics.
  • Get insights and examples that inspire new approaches.
  • Learn actionable AEO strategies that deliver value.

Speakers:
Renee Irion, Principal Analyst, Forrester

GTM Operations
Navigate The AI Collision In Sales And Marketing Tech Stacks

With AI embedded in nearly every marketing and sales platform, organizations face a new challenge: ensuring these technologies work together instead of creating confusion as automation and agents accelerate decision‑making. Like air traffic controllers managing busy skies, leaders must avoid collisions and misalignment across the stack before productivity and trust erode. Attendees will:

  • Learn where AI capabilities complement or conflict across 30+ technology categories.
  • Identify three recurring collision zones that stall ROI and adoption.
  • Discover practical operating patterns that keep AI coordinated without slowing teams.

Speakers:
Katie Linford, VP, Principal Analyst, Forrester

1:45 pm – 2:45 pm BST

Workshop: Influence That Builds Brand Authority In The AEO Age (Pre-Registration Required)

Business buyers and AI increasingly trust third-party voices more than brands themselves. In this workshop, work through real-world scenarios to understand how external influencers shape authority across the buyer lifecycle. Participants will practice prioritizing influencer types, scoring individual influencers, and identifying gaps that limit brand authority in an age of AEO. You will learn to:

  • Identify which influencer types matter most at each buying stage.
  • Use a simple scorecard to prioritize individual influencers.
  • Pinpoint authority gaps weakening your brand’s influence.

Speakers:
Dawn Ferrara, VP, Principal Consultant, Forrester
Daryl Wright, Principal Analyst, Forrester

2:15 pm – 2:45 pm BST

Case Study Sessions

3:00 pm – 3:45 pm BST

Breakout Sessions

GTM Strategy and Leadership
Influencing The Influencers — What Does It Take
Buyers trust people more than brands. So how do you earn the attention—and advocacy—of the influencers shaping today’s market conversations? Join industry leaders as they share practical strategies for identifying, engaging, and building lasting relationships with analysts, creators, customers, and other trusted voices that drive awareness, credibility, and growth.

Speakers:
Daryl Wright, Principal Analyst, Forrester

GTM Execution
A Personalization Prescription: Rx For Winning Experiences

AI-first interactions have infused buyer and customer behavior, and there’s no going back. Marketers must move beyond static segmentation and preplanned sequences to deliver personalized, context-aware experiences that match real behaviors. In this session, we’ll:

  • Discuss how B2B companies are using personalization to keep pace with changing audience behaviors and expectations.
  • Explore best practices in audience-centric, full-lifecycle B2B personalization that enable complex purchasing journeys and drive postsale engagement.
  • Unpack what it takes to craft winning experiences using Forrester’s B2B Personalization Deployment Model.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

GTM Operations
Forget Everything You Know About Measuring Marketing Contribution

AI search, with its easy, zero-click answers, is transforming B2B buying behavior. With that change, AI search is poised to upend the decades-old, engagement-based accountability model that defines B2B marketing contribution. In this session, you will learn:

  • How AI search has created an urgent, unavoidable disruption.
  • Why the impact of AI search is much more significant than adjusting a few new metrics.
  • How to lead your organization toward a new vision of marketing contribution.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

3:15 pm – 4:15 pm BST

Workshop: Designing Messaging And Content For Visibility (Pre-Registration Required)

Content creation is often driven by company priorities, like product launches, or new customer acquisition, instead of the questions buyers ask through their journey. With buyers rapidly adopting AI search, companies need to create content that addresses questions buyers are asking. This workshop will help content and marketing leaders drive visibility by:

  • Developing content topics that align to buyer questions.
  • Finding visibility gaps they need to address.
  • Creating an editorial plan that drives favorable visibility.

Speakers:
Renee Irion, Principal Analyst, Forrester
Conrad Mills, Principal Analyst, Forrester

3:45 pm – 4:25 pm BST

Networking Break

Enjoy refreshments and snacks while networking with peers.

4:30 pm – 4:50 pm BST

Keynote: Make Brand + Demand Your Preference Multiplier

Brand and demand have long worked in silos, but increasingly self-guided buyers form preferences that are forcing convergence. Traditionally, brand impact is hard to tie to revenue, and AI is now reshaping how demand proves its contribution. This keynote showcases why connecting brand and demand ensures every interaction builds trust and fosters preference.

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

4:55 pm – 5:25 pm BST

Guest Keynote

More information to come!

5:25 pm – 5:30 pm BST

Closing Remarks

Speakers:
Paul Ferron, VP, Research Director, Forrester

5:30 pm – 6:15 pm BST

Reception

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

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B2B Forum EMEA · September 28–29, 2026 · London

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