B2B Forum
EMEA

A well-designed GTM strategy is often lacking in B2B organizations due to an absence of good information. To prioritize and align GTM efforts, market, competitive, and customer insights should inform decisions about which market segments and buying groups to target. Workshop attendees will:

• Learn how to apply a standard process for GTM strategy.
• Walk away with a framework for gathering key data sources and insights.
• Assess their current state for sourcing relevant intelligence.

Speakers:
Rani Salehi, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

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

AI initiatives often slow down, not because of technology but because of misalignment across strategy, operations, and governance. This workshop walks GTM leaders through assessing AI readiness and identifies the specific constraints preventing teams from moving forward — and how to address them. Attendees will walk away with:

• Critical elements of AI proficiency.
• A baseline of their readiness for AI adoption.
• Prioritized areas for improvement for their AI initiatives.

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

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

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
Mavis Liew, Executive Partner and Principal Analyst, Forrester

When the stakes rise with reorgs, layoffs, and M&A, people managers must act with precision. This workshop equips you to step up and make power moves: Assess roles, calibrate capabilities, and design future‑ready structures. You’ll leave prepared to lead decisive, executive‑level conversations with your CMO, HR, and senior leadership.

• Evaluate current roles and team strengths.
• Diagnose capability gaps with crisp, defensible evidence.
• Facilitate high‑impact org ‑design decisions across stakeholders.

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

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

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, Principal Analyst, Forrester
Anthony McPartlin, Principal Analyst, Forrester

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