B2B Summit
North America

May 2 – 4, 2022  |  Austin & Digital Experience

Return on Integration Honors

The Return on Integration Honors showcase organizations that have achieved strong sales, marketing and/or product alignment, and as a result have improved company performance. Only a handful of organizations achieve this honor each year.

Congratulations to our 2022 Return on Integration Honors award winners.

Programs of the Year

Programs of the Year awards recognize outstanding achievements in a particular area in sales, marketing and product functions based on the successful implementation of Forrester’s research, frameworks, and best practices to improve functional performance.

Congratulations to our 2022 Programs of the Year award winners.

Forrester Certification

Forrester’s certification on strategic concepts such as customer obsession, economic impact value, and others creates the momentum necessary within your organization to lead change and activate a cultural transformation for success. Join us for a sample from our course, then go on to explore the course experience in the online learning platform. Learn more about Certification here.

Leading Change: Understanding the Human Experience of Change
Change is constant, yet organizational change efforts routinely fail. Join this session to better understand the human experience of change and how you can lead change at your organization from wherever you sit. You’ll learn why trust is essential to change and how to optimize team engagement during change. This session provides a sample of Forrester’s Leading With Customer Obsession Certification course. By participating, you’ll earn credit toward your Leading With Customer Obsession credential.

Speakers:
Jenna Wohead, Director, Certification, Forrester
Katy Tynan, Principal Analyst, Forrester
Patrick Hayes, Product Manager, Certification, Forrester

Diversity, Equity and Inclusion

Diversity, equity and inclusion are part of the fabric of Forrester’s culture. The company was founded more than 35 years ago with the fundamental business principle that challenging, contrasting, and diverse perspectives — comprised of different views, experiences, and backgrounds — fuel quality research and make us stronger and better as an organization.

For that reason, we are excited to offer sessions focused on diversity. equity and inclusion initiatives. Use the role-based agenda filter or click here to view the sessions during the main conference agenda that center around on these concepts.

Additionally, on Super Sunday, the Women’s Leadership Forum features content and networking opportunities designed to help female B2B marketing, sales and product professionals advance in their careers and unpack the issues most important to them. Open to all attendees, no pre-registration required. Click here to see the full program agenda.

Executive Leadership Exchange

For Qualified Executives Only

The Executive Leadership Exchange (ELE) is an invitation-only program for up to 150 qualified marketing and sales executives. The program will expand on the Forrester thought leadership presented at the conference and create a private senior executive network supporting leaders’ priorities. Facilitated networking sessions will be offered that target best practices aligned to executive priorities. The Executive Leadership Exchange is a one day program happening on Monday, May 2 on-site in Austin.

This program is offered by invitation only. Invitations will be extended closer to the event date. To be approved to attend, applicants must not report into any higher marketing, sales or product executive in their organization. Please contact events@forrester.com with any questions.

Exclusive Agenda

Recommended Executive Agenda

Take Forrester’s guidance on which sessions to attend as a marketing or sales leader from the entire conference.

Private Executive Sessions

Attend private sessions featuring exclusive-panels and presentations from Forrester analysts.

See below for an overview.

Analyst Access

Priority Analyst 1:1 Booking

Receive priority booking for 1:1 networking and guidance meetings with our best-in-class analysts & experts. Once registered for B2B ELE priority booking opens April 18th.

Exclusive Analyst Networking Sessions

Identify challenges and solve problems in small group collaborations with Forrester Experts.

Networking

Private Executive Roundtable

Facilitated by Forrester team members who specialize in leading C-level networking discussions pointed at meaningful outcomes.

Private ELE Networking Lounge

Connect with your peers during the conference at the exclusive sessions and in a private networking lounge on-site.

Detailed Agenda

MONDAY, MAY 2

12:00 pm – 1:00 pm CDT – Lunch & Learn

Sit-down meal featuring exclusive fire-side chat showcasing CMO and CSO perspectives with Jennifer Chase, Executive Vice President and Chief Marketing Officer at SAS, Shirley Macbeth, Chief Marketing Officer at Forrester, Brock Saladin, Senior Vice President and Chief Commercial Officer at Lexmark International, and Kelley Hippler, Chief Sales Officer at Forrester.

1:05: pm – 2:05 pm CDT – Exclusive Sessions

Risky Business: Defensive Decision-Making Poisons The Buyer’s Journey, Making Trust Mandatory
Buyers don’t always purchase the best solution. They often buy the one they believe presents the least personal and professional risk. Risk cultures exist in all organizations, and there’s a range of tolerance for mistakes. This session will explore various risk cultures and how to ameliorate risk. We’ll also explore how sales, marketing, and product executives can change the risk equation for buyers and build long-term, sustainable trust.
This session will provide the following benefits:
• Learn how defensive decision-making drives buyer decision-making.
• Understand an approach to defusing risk and building long-term trust.
​Speakers:
Ian Bruce, VP, Principal Analyst, Forrester
Mike Pregler, VP, Research Director, Forrester

Are You In The 6%? Leadership Lessons From Customer-Obsessed Companies
Data from Forrester’s State Of Customer Obsession 2021 survey shows that customer-obsessed B2B organizations outperform their customer-naïve peers in growth, retention, and employee engagement. Many lessons can be learned from leaders of the 6% of B2B organizations that are fully customer obsessed.
This session will provide the following benefits:
• Learn about the characteristics of customer-obsessed B2B organizations and how leaders across these organizations align to deliver optimal value to customers.
• Gain strategic and tactical guidance for improving your organization’s customer obsession maturity.
​Speakers:
Caroline Robertson, VP, Research Director, Forrester
Barbie Mattie, VP, Principal Analyst, Forrester

2:15 pm – 2:45 pm CDT – Executive Roundtables

Join fellow delegates of the Executive Leadership Exchange for a rich, facilitated networking session that targets best practices aligned to executive priorities. Identify challenges and solve problems in small group collaborations with Forrester experts who specialize in leading C-level networking discussions pointed at meaningful outcomes.

6:30 pm – 8:00 pm CDT – Exclusive Reception

Join the private networking reception Monday evening for cocktails and hors d’ouevres with fellow ELE attendees.

Forrester Consulting Experience Rooms

Back for 2022, Forrester Consulting Experience Rooms.  This year’s “experience” is all about doing the right work to drive business growth.  Dive into a series of unique exercises designed to stimulate your thinking across Plan, Create, Activate and Measure phases of the journey and score your cross-functional alignment.

 

Strategize: We will show you how to translate business objectives to what you need to accomplish as a Sales, Product or Marketing leader.

Create: We will build some of the assets and processes required to support offerings in-market in a way that is consistent with the business objectives and budgeted resourcing.

Activate: What approaches to consider to support in-market activities aimed at realizing business objectives.  Notably, ones that empower sales and are driven by marketing.

Measure.  Participants will learn about the various metric types and challenged to evaluate what they are measuring vs. Best practice.

Bring Your Team

“If you want to go fast, travel alone. If you want to go far, travel together.” That’s a favorite saying of one of our B2B Summit Team colleagues, and it embodies a key message of this year’s event: marketing, sales, and product work best when they work together. It also embodies the fact that you’ll get more out of B2B Summit if you come as a team.

Take another look at the agenda today. Browse some sessions you think would interest your team. See for yourself why it really is smarter to “travel together” when you come to this year’s B2B Summit.

Small Team

Pricing incentive for teams of 5-9 paid attendees from the same enterprise.

  • Discounted Tickets: Receive 5 tickets for the price of 4 in one transaction. No code required, add 5 tickets to your cart and receive 20% off.

Large Team

Pricing and experiential incentive for teams of 10-29 paid attendees from the same enterprise.

  • Priority 1-on-1s: Advanced access to book (2) 20-min 1-on-1 meetings before the general public.
  • VIP Seating in Keynote Room: Premier seating reserved for VIP attendees
  • Access to VIP Lounge: An exclusive space for a VIP attendees to use at their leisure. The lounge will be equipped with refreshments, comfortable seating, charging stations and more.
  • VIP Badge: Unique name badge identifier to signify VIP-level status.

Enterprise Team

Pricing and experiential incentive for teams of 30+ paid attendees from the same enterprise.

  • Priority 1-on-1s: Advanced access to book (2) 20-min 1-on-1 meetings before the general public.
  • Team Meeting With Analyst: Unique opportunity for teams of 5 to meet with an analyst and receive expert guidance on specific challenges.
  • Private Team Space: Private space for your team to get together and collaborate onsite . 
  • VIP Seating in Keynote Room: Premier seating reserved for VIP attendees
  • Access to VIP Lounge: An exclusive space for a VIP attendees to use at their leisure. The lounge will be equipped with refreshments, comfortable seating, charging stations and more.
  • VIP Badge: Unique name badge identifier to signify VIP-level status.