B2B Forum EMEA

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

Surviving When Your Revenue Process Is Obsolete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 Because it’s based on outdated assumptions and not aligned to anything — internally or externally — performance continues to decline.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

Align Pre- And Post-Sale Teams To Power Early Value Realisation

Organisations struggle to give customers a strong start because pre-sale expectations, signals and context rarely align with customers’ actual onboarding experience. Buyers expect continuity as they move into using an offering, yet most organisations treat onboarding as a disconnected task. This session shows how unified pre-sale and post-sale processes create the conditions for early value realisation and stronger retention.

Attendees will learn to:

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

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

3:10 pm – 4:20 pm BST

Workshop: 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:
Daryl Wright, Principal Analyst, Forrester
Paul Ferron, VP, Research Director, Forrester

3:50 pm – 4:20 pm BST

Breakout Sessions

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

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

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

4:30 pm – 5:00 pm BST

Case Study Sessions

Attend one session:

Canva Case Study

Cvent Case Study

Outreach: How To Operationalize Agentic AI For Your GTM Team

This session will highlight how you can quickly adopt agentic AI to support your revenue teams – sales, revenue operations, marketing, and customer success – to increase pipeline, manage campaigns, events and adoption, as well as close deals faster. Attendees will gain an understanding of tried and true agentic AI operating models for success and learn how to operationalize top performing use cases for sales and marketing that drive immediate measurable outcomes. Attendees will also gain an understanding of where they can grow in their AI adoption, leveraging the Outreach AI maturity model.

Speakers:
Jack Ashman, Senior Director, GTM EMEA, Outreach

5:00 pm – 5:45 pm BST

Forrester Women's Leadership Program

The Forrester Women’s Leadership Program focuses on building community and advancing women in the organization by breaking down barriers and overcoming challenges. Learn advancement strategies and engage in conversations about developing meaningful relationships with women across B2B marketing, sales, customer, and product. All are welcome to join!

Visibility Capital: Building Your Brand While AI Rebuilds Organizations

For women leaders, visibility has never been optional. It has long been the bridge between expertise, influence, and opportunity. As AI changes how organizations recognize value and leadership potential, the stakes are even higher. This session explores how women can build visibility capital, strengthen their professional brand, and ensure their contributions are recognized as organizations redefine what strategic leadership looks like.

You’ll learn how to:

Build visibility without compromising authenticity
Increase recognition for strategic contributions
Strengthen influence as organizations evolve

Speakers:
Rani Salehi, Principal Analyst, Forrester
Katie Linford, VP, Principal Analyst, Forrester

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

Profound: Beyond Visibility: Shaping How AI Represents Your Brand

AI visibility alone is no longer enough—brands need to understand and shape how AI represents them. As AEO/GEO matures, accuracy, sentiment, and differentiation are becoming the new competitive advantage across the entire customer experience. We’ll explore how to turn AI insights into action at scale, and why this data offers a unique window into how consumers engage with your brand, informing not just AI strategy, but broader marketing decisions.

Speakers:
Alicia de Pedro, AEO Specialit, Profound

8:20 am – 8:50 am BST

Sponsor Roundtable Session

Aviso Roundtable

Roundtables are a 30-minute session that sparks lively peer discussions on timely B2B topics.

9:00 am – 9:05 am BST

Morning Remarks

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

9:25 am – 9:45 am BST

Title Sponsor Keynote: Semrush: The AI Visibility Playbook: From Urgency To Action

AI search has created urgency but most brands remain stuck between monitoring visibility and knowing what to do next. This session introduces a practical strategy for moving from presence to influence and from isolated experiments to a defensible operating model.

Define where your brand must be eligible
Identify the actions that increase influence
Build cross-functional systems that make visibility defensible

Speakers:
Gerald Murphy, Evangelist, and Market Intelligence, Semrush Enterprise

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 – 11:45 am BST

Deep Dive: 2026 Return On Integration Honours And Programme Of The Year Award Winners

This deep dive session features candid conversations with 2026 Return On Integration Honours and Programme Of The Year 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 – 11:45 am BST

Breakout Sessions

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

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

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

11:00 am – 11:45 am BST

Analyst-Led Roundtables

Attend one session:

Certification: Activating The Modern GTM

Explore how to turn the GTM singularity into action by adapting modern GTM strategies. We’ll discuss the most urgent areas of GTM alignment to fuse strategy, planning, and execution. We’ll explore where each team plays a key role in connecting the dots and what they need to be successful.

Speakers:
Michelle Reilly, Experience Manager, Certifications, Forrester

Future Leaders: How To Speak To Leadership

Strong ideas don’t gain traction on their own. Join this interactive roundtable to explore how to communicate with senior leaders in ways that align with their priorities, build credibility, and inspire action, while learning practical techniques to make your recommendations land with greater impact.

Speakers:
Amy Bills, VP, Principal Analyst, Forrester

Rewriting The Rules Of Marketing Accountability

The ways B2B marketing leaders currently demonstrate business contribution serve as a useful, but imperfect compromise with business leadership. Now, changes in buyer behavior, including the use of AI in buying and the expansion of buying networks, threaten that tenuous balance. Join your peers to discuss your current state in demonstrating marketing value, share perspectives on how market forces are pressuring established ways of working, and exchange strategies for re-writing the rules of marketing accountability.

Speakers:
Ross Graber, VP, Principal Analyst, Forrester

12:00 pm – 12:30 pm BST

Case Study Sessions

Attend one session:

LeanData Case Study

ON24 Case Study

Trilliad Case Study

12:30 pm – 1:30 pm BST

Networking Lunch

12:30 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

1:30 pm – 2:15 pm BST

Breakout Sessions

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:
Heather Barnett, B2B Content Creator,
Chris Peters, Co-Founder, Moon at Dawn
Daryl Wright, Principal Analyst, Forrester

Find The Right Blend Of Personalisation For Winning Experiences

AI-first interactions have permanently altered buyer and customer behaviour, and there’s no going back to static segmentation, pre-planned sequences, and one-size fits most interactions. Marketers must be prepared to deliver personalised, context-aware experiences that match real behaviours. In this session, we will:

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

Speakers:
Amy Bills, VP, Principal Analyst, Forrester