B2B Summit
North America

The Summit agenda is designed to help marketers meet the challenges and complexities of this moment — but the overall experience delivers so much more. Here’s a sneak preview.

The B2B environment is evolving faster than most organizations’ operating models. AI-driven buyer autonomy is restructuring how demand is created and captured, content development is increasingly decentralized, and partner ecosystems are expanding, with expectations for cross-functional alignment across marketing, sales, and product rising. Leaders are expected to respond to these shifts while still delivering predictable, […]

Over the years, we’ve been fortunate to have some of music’s greatest icons grace the stage at our events. Here, we take a look back.

Forward-looking companies aren’t necessarily choosing among AI agent vendor offerings — they’re building their own agentic frameworks in house. This has significant implications for CMOs, marketing teams, and vendors.

B2B buyers turn to AI answer engines to inform their purchasing decisions. These answer engines are one of their first stops. If your company doesn’t show up there, it’s likely to be your last stop. Your customers hold a key to your answer engine optimization strategy.

If ICPs alone were enough, pipelines wouldn’t stall and growth wouldn’t slow. Learn what's missing and what to do about it.

Generative AI may dominate headlines, but when it comes to business buying, social media is shaping the journey in powerful ways. Forrester’s latest research shows that social media has become the second most meaningful source of information for buyers — just behind generative AI search tools.

As buyers lean more on answer engines in their purchasing processes, marketers must evolve their content and messaging approaches to break through.

Marketing and technology have never been more intertwined, yet effective collaboration between these functions remains elusive for many organizations. As AI accelerates transformation across workflows, this misalignment can become a liability. While collaboration improved during the pandemic, progress has stalled due to lack of goal alignment, communication failures, and conflicting priorities and budgets. GenAI And […]

Our latest Buyers’ Journey Survey of nearly 18,000 global business buyers describes a buying climate in which AI is everywhere, scrutiny is the norm, and trust is paramount. Read about the key findings and how organizations can succeed with today’s wary buyers.

Buyer autonomy and the prevalence of AI are collapsing go-to-market fault lines. This isn’t just a catalyst to change — it’s an opportunity to reset with a new, resilient, and connected GTM approach.

These platforms have come a long way from their original incarnation as social media management tools with light social listening features. Read the key highlights from our latest landscape report on these suites.

A measurement-driven culture builds confidence and allows for pivots when needed. Learn three key tenets of this type of culture.

The uncomfortable truth is that AI in sales can quickly become table stakes, unless it fundamentally transforms how your organization learns and decides. Learn how leading orgs achieve sustainable advantage when they integrate AI into how they operate.

Answer engine optimization (AEO) exposes a gap that’s long been hiding in plain sight. Most content is designed to explain — but when marketers stop at answering questions and avoid framing comparisons, trade-offs, and decisions, they hand that responsibility to AI systems and third-party sources.

When marketing and product align around buyer needs and shared commercial priorities, growth follows. Learn how to strengthen this alliance.

AEO demands broader, more intensive collaboration than SEO. Learn how roles should change and where they should intersect in a zero-click world.

CMOs who prioritize alignment with product leaders more effectively drive growth initiatives and improve efficiency. Find out which best practices these CMOs consistently apply in this preview of a new report.

Podcasts are having a moment (that will last). Once considered a subset of streaming audio, podcasts have evolved well beyond that. This content now spans audio, social media, and — very importantly — video. Netflix just announced a deal with iHeartMedia to bring 14 video podcasts to Netflix in 2026. Netflix also made a deal […]

For business buyers, trust often determines purchase intent. For partner ecosystems, establishing trust fuels partner loyalty. Learn what it takes to build and sustain trust in these relationships.

Digital content will continue to be shaped by enterprises both investing in and looking to gain practical business value from genAI solutions. Here’s how we foresee digital content evolving.

Answer engines such as OpenAI’s ChatGPT and Google’s AI Mode will deliver convenience to holiday shoppers. Brands: Provide resonant, technically sound, fresh content to improve your chances of persuading shoppers throughout their journeys on answer engines’ results pages.

AEO is significantly, but not fundamentally, different from SEO. Find out how the practices are aligned and where they have differences in this preview of an upcoming report.

Consumers’ rapid shift to natural language and adoption of multimodal search, the voracity of answer engines’ bots, and answer engines’ ability to fill the top of the funnel require marketers to significantly adapt content, technical, and measurement practices. But how? Get answers to the three most frequently asked questions we get from clients around answer engine optimization.

Today’s B2B buyers are often armed with clear insights about the products or solutions they need and the providers they prefer before they directly engage. And it’s frequently the growing impact of external influencers — independent third-party organizations and individuals such as the business press, review sites, industry analysts, and academics — that reshape the decision-making process.

Forrester’s most recent Marketing Survey revealed a sharp divide between leading and lagging B2B marketing organizations. Find out what why leading marketers report significantly stronger revenue and profit while lagging marketers fall short.

Messaging in the era of the buying network requires a more thoughtful approach — one that prioritizes building connected messaging that engages not only our buyers but all of the stakeholders and AI tools that they are increasingly turning to.