B2B Summit
EMEA

October 11 – 12, 2022  |  London & Digital Experience

Please check back often for updates and additional speaker announcements. Times below are subject to change.

Digital session content will be available on demand according to posted schedule unless otherwise indicated within the digital platform.

Early Access

Oct 7
  • 2:00 pm – 6:00 pm BSTDigital -Only Sessions

Tuesday

Oct 11
  • 9:30 am – 9:45 am BST Keynote: Welcome & Opening Remarks
  • 9:45 am – 10:15 am BSTKeynote Session
  • 10:25 am – 10:55 am BSTBreakout Sessions
  • 10:55 am – 11:40 am BST Marketplace Break
  • 11:40 am – 12:10 pm BSTCase Studies
  • 12:20 pm – 12:50 pm BSTBreakout Sessions
  • 12:50 pm – 1:50 pm BSTLunch
  • 1:50 pm – 2:20 pm BSTBreakout Sessions
  • 2:30 pm – 3:00 pm BSTCase Studies
  • 3:10 pm – 3:40 pm BSTAnalyst-Led Meetups
  • 3:40 pm – 4:25 pm BSTMarketplace Break
  • 4:25 pm – 4:55 pm BSTKeynote Session
  • 4:55 pm – 5:25 pm BSTKeynote: Programmes Of The Year
  • 5:25 pm – 6:55 pm BST Reception

Wednesday

Oct 12
  • 9:30 am – 10:00 am BSTKeynote: Return On Integration Honours
  • 10:00 am – 10:30 am BSTKeynote Session
  • 10:30 am – 11:10 am BSTMarketplace Break
  • 11:10 am – 11:40 am BSTCase Studies
  • 11:50 am – 12:20 pm BSTBreakout Sessions
  • 12:20 pm – 1:20 pm BST Lunch
  • 1:20 pm – 1:50 pm BSTCase Studies
  • 2:00 pm – 2:30 pm BSTBreakout Sessions
  • 2:40 pm – 3:10 pm BSTKeynote Session
  • 3:10 pm – 3:40 pm BSTClosing Remarks

Tuesday Oct 11

8:30 am – 12:00 pm BST

Registration & Breakfast

9:30 am – 9:45 am BST

Keynote: Welcome & Opening Remarks

9:45 am – 10:15 am BST

Loosening The Status Quo And Overcoming Inertia: Become An Effective Change Catalyst

The last two years have reinforced the value of change, and most of us have found ourselves adopting new thinking, new ideas, and even new values. As B2B professionals, we’re taught to drive positive change. However, this requires momentum and socialization. We must foster curiosity, motivate support, and build movements that evolve into widespread adoption of the new vision.

This session will provide the following benefits:
• Learn how to challenge the corporate status quo, break through institutional inertia, and ignite positive change.
• Get strategic and tactical guidance for inspiring bold, visionary thinking within your organization.

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Peter Ostrow, VP, Research Director, Forrester

10:25 am – 10:55 am BST

Breakout Sessions

Lead
Seize The Strategic High Ground: A CMO’s Guide

Companies often overlook the opportunity for marketing executives to play a role in the strategic planning. This is partly due to the perception of the CMO’s role as a service provider instead of an orchestrator. This session will provide guidance for CMOs to gain a greater presence and be recognized as a strategic partner and growth driver for the business.

This session will provide the following benefits:
• Learn tactics for building trust and credibility with the CEO and board of directors.
• Get guidance on how to gain a seat at the strategic planning table in a variety of organizational cultures.

Speakers:
Jennifer Ross, VP, Research Director, Forrester

READ MORE +READ LESS -
Develop
Creating Competitive Intelligence With Organizational Impact

Many disparate competitive intelligence activities take place, with different pockets of an organization creating material without any understanding of how the various aspects must fit together to create a competitive view. In this session, we’ll provide a process to find and analyze the competition, strategize how to respond appropriately, and build the best competitive assets to activate across buyer- and customer-facing roles within an organization.

This session will provide the following benefits:
• Learn why companies are not executing competitive intelligence to support their go-to-market strategy.
• Understand how to build competitive intelligence that sales, product, and marketing will want to use.

Speakers:
Paul Ferron, Principal Analyst, Forrester
Beth Caplow, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Deliver
Smarter Demand, Scalable ABM: B2B Marketing’s Next Evolution

The distance between demand and ABM has narrowed significantly due to the disruptive impact of the pandemic and the need to connect more buyers in more accounts across multiple touchpoints. This intersection is intensifying as companies seek to rationalize demand and ABM strategies to improve efficiencies and achieve scale. Convergence will lead marketing organizations to reconsider the need for distinct functional teams and move to a consolidated organizational concept focused on opportunity marketing.

This session will provide the following benefits:
• Learn how resources, planning, and capabilities must be positioned to embrace this unified future of demand and ABM marketing.
• Gain an understanding of how this converged organizational concept will support future growth.

Speakers:
Conrad Mills, Principal Analyst, Forrester
Nicky Briggs, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Operate
The Insight-Driven Business: Using B2B Analytics To Strategic Advantage

B2B leaders are beginning to grasp the link between becoming insight-driven and delivering superior performance. Revenue operations teams must drive an insight-led transformation but need to understand how and where to start. In this session, we’ll introduce the Forrester B2B Insight-Led Analytics Ecosystem, a new model that specifies the analytics processes and foundational capabilities that underpin analytical excellence across the revenue engine.

This session will provide the following benefits:
• Learn about the four primary analytics process areas and the capabilities required for insight-led decision-making.
• Hear about how insight-driven B2B organizations are delivering stakeholder value and elevating their functions.

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

READ MORE +READ LESS -
Sell
Can You Handle The Truth? Why Popular Sales Myths Are Holding You Back

Sales organizations have long operated under a set of principles passed down for years and eventually codified as truths required to run the business. An insight-driven sales system disproves these principles, provides a new set of truths, and opens a path to optimizing productivity and increasing sales efficiency. Modern sellers depend on data-backed insights that optimize their creativity and problem-solving and enable them to advise customers on solving business problems.

This session will provide the following benefits:
• Learn how an insight-driven sales system optimizes productivity and unleashes creativity.
• Understand how to use a data-backed approach to enable modern sellers.

Speakers:
Mike Pregler, VP, Research Director, Forrester
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
10:55 am – 11:40 am BST

Marketplace Break

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.

11:40 am – 12:10 pm BST

Case Studies

12:20 pm – 12:50 pm BST

Breakout Sessions

Lead
Professor Plum's Dilemma: Solving The Marketing Planning Mystery

To build an effective marketing plan that supports company strategy, CMOs and the marketing leaders who support them must play detective to find essential strategy, product, and revenue information. This can be challenging as such information is often elusive and disguised.
This session provides the following benefits:
• Understand the breadth of information required for effective planning.
• Learn the questions to ask and where to find critical data to build your marketing plan.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Develop
Optimizing New Offering Introductions Into The Region

While regional businesses continue to bring new products and offerings into the market, marketing leaders seek answers on how to streamline and prioritize new product launches in multiple markets that feature different languages and cultures, as well as other nuances. This session will provide the following benefits:

  • Understand how to leverage corporate resources and combine efforts to create localized deliverables.
  • Discover which competencies are needed across the marketing organization to optimize this approach.

Speakers:
Beth Caplow, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Deliver
Establishing Aligned Demand Strategies Across The Partner Ecosystem

As the formation of partner ecosystems continues to rise, channel marketing strategies must evolve in kind. To achieve this, channel marketing must implement a marketing and demand strategy that aligns to partners’ intrinsic business values, offering portfolios, go-to-market strategies, and buyer/customer proclivities. An ecosystem marketing strategy is required to support the prosperous growth anticipated with the emergence of the ecosystem economy.

This session will provide the following benefits:
• Discover how to evolve your channel marketing and demand strategy.
• Get the keys to establishing an aligned demand strategy across your partner ecosystem.

Speakers:
Maria Chien, VP, Research Director, Forrester
Hannibal Scipio, Principal Analyst, Forrester

READ MORE +READ LESS -
Operate
Operationalizing The B2B Revenue Waterfall: Managing Opportunities From Top To Bottom

When an organization makes the bold decision to embrace buying groups and move from leads to opportunities, it must make people, process, and technology changes across sales, marketing, and customer success. Organizations need a clear plan to launch an opportunity-based waterfall to manage, monitor, and measure revenue. The B2B Revenue Waterfall helps organizations operationalize the use of opportunities from targeted to closed.

This session will provide the following benefits:
• Understand how to evolve processes when moving to an opportunity-centric waterfall.
• Get a sample launch plan for rolling out the B2B Revenue Waterfall.

Speakers:
Amy Hawthorne, Principal Analyst, Forrester
Seth Marrs, Principal Analyst, Forrester

READ MORE +READ LESS -
Sell
B2B Vital Signs: How To Improve Buyer Outcomes

Sales technology is entering a new era as focus shifts from managing sales reps to delivering insights that improve outcomes for buyers, customers, and sellers. Capturing, analyzing, and acting on vital signs throughout the buyer’s journey is critical to improving revenue engine performance. Choosing and deploying the right technology can be difficult given the rapid addition of features and functions by providers.

This session will provide the following benefits:
• Understand the vital signs within the buying journey and how to capture them
• Apply these insights to optimize key sales processes

Speakers:
Anthony McPartlin, Principal Analyst, Forrester

READ MORE +READ LESS -
12:50 pm – 1:50 pm BST

Lunch

1:50 pm – 2:20 pm BST

Breakout Sessions

Lead
Making Sense Of The Digital Capabilities Conundrum

When CMOs consider what it takes to establish a digital marketing function, they often ask the wrong question: “Where does digital sit within the organization?” They should be thinking about the digital capabilities required to support marketing efforts across the organization.

This session will provide the following benefits:

• Learn to increase digital readiness and build digital capabilities to reach desired business outcomes

• Understand how to identify required competencies and enable marketers to accelerate digital transformation

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Christina Schmitt, Principal Analyst, Forrester

READ MORE +READ LESS -
Develop
Standing Out From The Crowd: How To Differentiate Your Content From Your Competitors’

Assessing competitors’ messaging and content is an essential move when launching a new offering, revamping a website, planning for a campaign, or preparing for a sales kickoff. Understanding how an audience views alternatives, including staying the course, lets organizations create messaging that stands out from the crowd. In this session, we’ll cover a structured method for analyzing competitors’ content.

This session will provide the following benefits:
• Learn how to guide content efforts with more precision and persuade audiences by contrasting a chosen approach with the alternatives.
• Gain practical tips for getting started and inspiration for addressing competitive findings.

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

READ MORE +READ LESS -
Deliver
Building An Event Mix To Drive Audience Engagement And Deliver Environmental Sustainability

Virtual events are now a permanent element within the marketing mix, and leading organizations are planning a hybrid future. And as we come out of the pandemic, sustainability will again become a top priority for organizations and leaders should consider the environmental impact of their events as they start to reintroduce in-person events. How can leaders navigate the new world of B2B events and determine the right mix of in-person, virtual, and hybrid for their event strategy?

This session will provide the following benefits:
• Learn what event types work best in different scenarios and some of the key considerations around environmental sustainability.
• Acquire the tools to help select the right event mix strategy to maximize audience engagement and deliver successful and sustainable events.

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

READ MORE +READ LESS -
Operate
What B2B Marketers Need to Know About Buying Intent Data

Intent data is quickly transitioning from an innovative add-on for marketing teams to a core component of the modern marketing process. The term itself is so widely used and broadly applied, however, that B2B marketers often struggle to understand the differentiation between data types available and the appropriate use cases for each.

This session will provide the following benefits:
• Better define the intent data market
• Explain the types available and key considerations for each
• Discuss privacy considerations
• Outline common mistakes to avoid

Speakers:
Brett Kahnke, Principal Analyst, Forrester
Katie Linford, Principal Analyst, Forrester

READ MORE +READ LESS -
Sell
Buyers, Sellers And Assets, Oh My! Your Sales Content Yellow Brick Road

Imagine a world in which your marketing, product, and sales functions were so well aligned that you knew exactly which assets, content objects, and training deliverables had the most impact on the outcomes of your selling motions. Now that world is within reach! Tap into Forrester’s latest research to understand what sales content drives the most desired buyer behavior and best seller performance — through every stage of the buyer’s purchasing journey.

This session will provide the following benefits:
• Learn about the deltas between the assets high-performing sellers use most vs. those that are truly effective.
• Discover which commonly deployed assets should be retired and which underutilized ones should be more aggressively leveraged.

Speakers:
Peter Ostrow, VP, Research Director, Forrester

READ MORE +READ LESS -
2:30 pm – 3:00 pm BST

Case Studies

3:10 pm – 3:40 pm BST

Analyst-Led Meetups

Spend some time in these small, interactive group roundtable discussions aligned to priority topics by  job role.  Forrester analysts will kick-off the discussion, but bring your topic or question to the meetup and help spark the conversation. Topics to be announced.

3:40 pm – 4:25 pm BST

Marketplace Break

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.

4:25 pm – 4:55 pm BST

Act Like An Octopus – Listen To Your Three Hearts

To be successful, B2B marketers must listen to their three hearts. This means bringing together the needs of customers, marketing teams, and the CMO to achieve impactful results.

This session will provide the following benefits:

• Gain insights from Forrester’s Marketing Survey, 2022, and Forrester’s Buyers’ Journey Survey, 2022.

• Receive guidance on how to apply the Forrester B2B Marketing Process Value Chain to align objectives.

Speakers:
Paul Ferron, Principal Analyst, Forrester
Christina Schmitt, Principal Analyst, Forrester

4:55 pm – 5:25 pm BST

Keynote: Programmes Of The Year

Driven by Forrester analysts’ conversations with hundreds of organisations, our Programmes Of The Year sessions showcase the programs our analysts have chosen as best in class across marketing, and sales disciplines — in the client’s own words. Program Of The Year Speakers to be announced in July.

5:25 pm – 6:55 pm BST

Reception

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

Wednesday Oct 12

8:00 am – 9:00 am BST

Registration & Breakfast

9:30 am – 10:00 am BST

Keynote: Return On Integration Honours

B2B Summit 2022 Return on Integration Honours recognize organizations that have improved their performance through exemplary sales, marketing, and product alignment. Honorees to be announced in July.

10:00 am – 10:30 am BST

Time Travel And Transformation: The Future Of B2B Content

What does the future of content look like, and what can B2B organizations do to travel to that future? Travel with us there and back to learn how your organization can transform its content engine and optimize customer experience. We’ll discuss how emerging content realities like content engineering, AI-driven content, automation, and more will disrupt and fundamentally change the way we work.

This session will provide the following benefits:
• Find out why organizations must align and elevate the role of content for all revenue engine functions.
• Learn how to deliver intelligent, hyperpersonalized content experiences across the entire customer lifecycle.

Speakers:
Phyllis Davidson, VP, Principal Analyst, Forrester
Lisa Gately, Principal Analyst, Forrester

10:30 am – 11:10 am BST

Marketplace Break

11:10 am – 11:40 am BST

Case Studies

11:50 am – 12:20 pm BST

Breakout Sessions

Lead
From Mythology To Science: The Evolutionary Importance Of Partner Experience

As B2B organizations mobilize a buyer-aligned route-to-customer strategy, ecosystems that deliver an exceptional partner experience will ignite and accelerate growth. A successful partner experience depends on far more than the use of channel technology and tools. Moving beyond a rigid, traditional linear value chain requires suppliers to redesign the pillars of partner experience to support the shifting competitive landscape.

This session will provide the following benefits:
• Discover the new foundations of partner experience correlating with improved retention, loyalty, advocacy, and growth in the decade of the ecosystem.
• Understand the strategic importance of partner experience and why it must be elevated within the organization.

Speakers:
Maria Chien, VP, Research Director, Forrester
Hannibal Scipio, Principal Analyst, Forrester

READ MORE +READ LESS -
Develop
Connecting The Dots: Tying Portfolio Marketing's Insights Into Regional Campaign Execution

The insights developed by a best in class portfolio marketing team should be used by the campaign teams that execute reputation, demand, engagement and enablement programs. This is particularly relevant for regional campaign execution.

In this session we will connect the dots between portfolio marketing’s outputs and campaign execution, to drive more aligned and successful campaigns in the region.

Speakers:
Paul Ferron, Principal Analyst, Forrester
David Parry, Principal Analyst, Forrester

READ MORE +READ LESS -
Deliver
ABM Evolution: Are You Leading Edge Or Getting Left Behind?

Optimizing the cross-functional revenue process requires many decisions across of the B2B Revenue Waterfall. Leaders need to understand how to predict and optimize the revenue impact of changes in key areas such as their scoring and prioritization model, nurture messaging, and customer advocacy programs.

This session will provide the following benefits:
• Preview a new tool and methodology for simulating the revenue and cost impact of changes in the waterfall.
• Understand how to perform “what if” analysis of scenarios to optimize your waterfall performance.

Speakers:
Craig Moore, VP, Principal Analyst, Forrester

READ MORE +READ LESS -
Operate
Navigating A Quicker Route To Data Unification Success With CDPs

Using B2B customer data platforms (CDPs) as a packaged application approach to address data quality and insights challenges has been a boon for organizations unable to maintain a custom solution. B2B marketers are using CDPs to integrate data silos, improve data quality, connect and analyze user behavior, and provide a more comprehensive view of buyer journeys.

This session will provide the following benefits:
• Learn about the capabilities this fast-growing technology can provide and how it fits into your infrastructure.
• Gain an understanding of the evolving CDP market and what type of CDP is right for each organization.

Speakers:
Katie Linford, Principal Analyst, Forrester

READ MORE +READ LESS -
Sell
Outsourcing, Hiring, Or Augmenting Revenue Development Teams: Considerations And Vendor Landscape

In a world of impersonal interactions, skillful prospect outreach can make the difference between a viable opportunity and a disregarded email or phone call. Revenue development teams have become more strategic, with more options to address this part of the revenue engine.

This session will provide the following benefits:

• Learn about our new global vendor landscape report, which outlines capabilities and compensation guidance for internal hires

• Discover a landscape of outsourced revenue development providers

Speakers:
Seth Marrs, Principal Analyst, Forrester
Amy Hawthorne, Principal Analyst, Forrester

READ MORE +READ LESS -
12:20 pm – 1:20 pm BST

Lunch

1:20 pm – 1:50 pm BST

Case Studies

2:00 pm – 2:30 pm BST

Breakout Sessions

Lead
Time to Re-Ignite the Value of Your Executive/CMO Dashboard
CMOs/Marketing leaders face increasing pressure to demonstrate marketing’s contribution to the business. As go-to-market strategies become more complex and marketing’s role and scope continues to evolve, CMOs and marketing leaders must build or revisit their CMO dashboard to ensure it provides a well crafted, holistic view articulating a clear story of marketing’s performance. Furthermore, marketing leaders must ensure they leverage their dashboard as a communication tool, educating their stakeholders about new ways of measuring marketing performance that aligns to a company’s business objectives. This session will provide:
  • Clear approach to creating a CMO level dashboard
  • Discuss how to prioritise and select the right metrics to include
  • Provide examples of of CMO Dashboard components

Speakers:
Meta Karagianni, VP, Research Director, Forrester
Brett Kahnke, Principal Analyst, Forrester

READ MORE +READ LESS -
Develop
Flipping The Script On Enablement: Command Attention Instead Of Demanding Time

Organizations understand that to be successful they need to enable the entire revenue engine, not just sales, but adding functions to support an expanding array of customer-facing roles doesn’t scale. To enable the revenue engine at the pace and scale today’s fast-paced, distributed business environment requires, organizations need to drive motivation, culture, and habits to foster empowered, customer-centric, self-learning communities internally and throughout their partner ecosystem.

This session will provide the following benefits:
• Explore how to build a learning culture to drive the revenue engine better at scale.
• Gain a cross-functional understanding of the role and importance of revenue enablement.

Speakers:
Maria Chien, VP, Research Director, Forrester
Hannibal Scipio, Principal Analyst, Forrester

READ MORE +READ LESS -
Deliver
Shining A Light On Shadow Marketing: Don’t Make Field Marketing Go Rogue!

Field marketing needs to come out of the shadows and be valued for its customer insights and allegiance with sales. A lack of alignment on revenue priorities can push field marketers toward alternative programs to balance the disjointed objectives of field sales and global marketing, which can negatively impact revenues and the buyer experience.

This session will provide the following benefits:
• Learn why expanding field marketing’s role in the planning process to a point of proactive influence ensures that local program requirements and revenue targets can positively impact global planning.
• Understand how to establish trust between global and regional teams with shared success metrics and collaborative workflow.

Speakers:
Daryl Wright, Principal Analyst, Forrester

READ MORE +READ LESS -
Operate
Is Your Data Work Making A Difference? How to Measure The Effectiveness Of A Revenue Operations Data Team.

Most organizations recognize the importance of quality data to drive the revenue engine, but how do you know if you are getting enough from this valuable resource? This session will discuss the priorities for data management teams across the revenue engine, and how they can demonstrate the value they contribute to the business.

Speakers:
Brett Kahnke, Principal Analyst, Forrester

READ MORE +READ LESS -
Sell
Culture, Coaching, Compensation: How High-Performing Sales Organizations Motivate 21st Century Sellers

If the COVID-19 pandemic has taught business leaders anything, it’s the value their people bring to the brand, customer loyalty, and bottom line. However, many B2B organizations still treat quota-bearing sellers as second-class citizens, ignoring the growing body of evidence that supports how vital factors such as seller wellness, work/life balance, best-in-class coaching, and effective compensation are to ensuring their productivity.

This session will provide the following benefits:
• Learn about new research on the value of holistic sales management
• Walk away with insight into best practices that drive stronger seller retention, performance, and results

Speakers:
Peter Ostrow, VP, Research Director, Forrester

READ MORE +READ LESS -
2:40 pm – 3:10 pm BST

Invest Shrewdly In Customer Obsession

Companies that authentically and consistently put the customer at the center of leadership, strategy, and operations outperform their peers in all impact metrics that matter. But commitment to being customer obsessed is not an all-or-nothing proposition. B2B organizations must identify the optimal intersection of investment and return.

This session will provide the following benefits:
• Learn how customer obsession is defined and what it means for B2B organizations.
• Discover a strategy for determining which customers to obsess over and where to dial back.

 

Speakers:
Nick Buck, VP, Principal Analyst, Forrester
Jennifer Ross, VP, Research Director, Forrester

3:10 pm – 3:40 pm BST

Closing Remarks

Downloadable Agenda 

Times are shown in British Summer Time.

B2B Summit EMEA · October 11 – 12, 2022 · London & Digital Experience

Intercontinental London – The 02
One Waterview Drive, Greenwich Peninsula, London, SE10 0TW
Book your hotel today.