Recent insights from the Forrester Buyers’ Journey Survey, 2025 reveal that B2B buyer preferences are continuing to evolve in significant ways. Unfortunately, many partner ecosystems demand that strategies remain anchored in the past, so they’re not keeping pace with modern buyer expectations. To remain competitive, partner ecosystem marketing leaders must address these transformative trends. During this session, we will highlight key B2B buying trends and discuss their implications for partner demand strategies:The growing influence of AI on buyer decision-making The rise of complex buying groups The shifting of buyer preferences This conversation will be hosted by Forrester VP and principal analyst Kathy Contreras and will include open discussion with participants, so please bring your questions and experiences to share with the group. Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for trust and privacy.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels
Come learn from Forrester and your peers about how companies are deploying AI technologies across go-to-market (GTM) functions. In this session, we’ll discuss the current state of AI adoption and top use cases, how operations teams are participating in AI strategy launch, and roadblocks that GTM functions are facing in accomplishing AI goals. This conversation will be hosted by Forrester analysts Katie Lindford and Brett Kahnke and will include open discussion with participants, so please bring your questions and experiences to share with the group. Questions for discussion: Which AI use cases have successfully made it into production inside your organization? Build vs. buy: Are the most successful AI deployments coming from internal development or from vendor capabilities?What are the top internal roadblocks, and how have your peers succeeded in tackling them? Peer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.
Join Forrester experts and your peers for an interactive presentation that will dive deeper into Forrester’s 2026 Predictions for banking and investing.Key takeaways: Understand the changing technology, consumer, and market dynamics in store in 2026. Uncover new insights based on Forrester’s research and expert analysis.Prepare your team and your organization for what’s ahead. Target audience level: all levels
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