B2B Summit
North America

B2B buyers have taken control of the buying process while providers continue to fall farther behind. Buyers are devouring self-service options at breakneck speed, especially with generative AI. These powerful new tools are simultaneously helping buyers expand the set of providers that they’re considering as well as contracting the time needed to make a decision. Younger buyers are introducing bigger buying groups and engaging with more external influencers. The result is twofold: increased buying complexity and increased buyer dissatisfaction. In this keynote, we will address:

• How genAI and new sources of information are driving buyers to gather more information than ever before.
• What increased buying complexity looks like, especially in pricier purchases where buyers express dissatisfaction.
• How buyers engage in larger buying groups and ways to engage their extended value network.”

The revenue process that connects marketing, sales, and customer success is collapsing under the weight of outdated approaches that no longer meet buyers’ changing expectations. Winning in today’s market requires changing the way that frontline teams think about their objectives, engage with buyers and customers, and work together. In this keynote, we will discuss how to transform revenue processes to drive long-term sustainable growth by:

• Leveraging signals to become more insights-driven.
• Creating buying groups attached to opportunities.
• Collaborating across the customer lifecycle.

B2B leaders work in a harsh environment today, where growth is hard-earned. There are many ways to guide your company’s growth strategy, but what’s your role in it? In this keynote, we will show you how to apply Forrester’s customer-obsessed growth strategy model to create a new oasis of growth. You’ll:

• Understand the key steps to forming a good B2B growth strategy.
• Learn how to apply Forrester’s customer-obsessed growth strategy model.
• See how you can lead, seed, or feed the growth strategy at your organization.

We’ve been hearing that the pace of change has been accelerating for decades, but the last five years have produced a truly remarkable level of disruption and transformation. All leaders now have to be great change leaders, and change leadership starts with understanding the human experience of change. In this keynote, explore how you can level up your change leadership skills and accelerate your organization’s ability to survive and thrive in a state of continuous transformation. You’ll learn:

• The three phases of Forrester’s change model and how you can use them.
• Why most change managers focus on operations to the exclusion of people and how you can avoid that.
• How to envision, manage, and sustain your new “business as usual.

Process matters — not only to create efficiency but also to drive growth. This keynote will explore how interconnected operational systems in B2B organizations are crucial for an organization’s growth, emphasizing that no single system can drive success alone. We will:

• Explore why process systems are vital for organizational health and customer experience.
• Introduce a framework to structure interconnected process improvement initiatives.
• Offer strategies to maintain a healthy organizational body through coordinated systems.

The 2025 B2B Return On Integration Honors showcase C-Level experts in organizations that have achieved strong product, marketing, sales, and customer engagement alignment, and as a result have improved company performance. 

This could be you – apply now! 

Success with generative AI isn’t about predicting the future or chasing the latest shiny object — it’s about building the experience and capabilities to adapt to whatever comes next. This keynote will outline:

• Concrete steps you can embrace today to prepare your organization for success.
• Practical approaches to drive clarity and align executive support, resolve workflows that hinder scaling efforts, and redefine roles and structures around new capabilities.
• Specific ideas to fortify a foundation that grows stronger with each new generative AI milestone.

The status quo is not an option anymore for B2B marketing, sales, product, and customer success leaders. The future is now and is getting reshaped by technology, buyer behavior, and competitive pressures.

This keynote panel will paint a picture of what’s next for these functions and their leaders and how best to prepare.

Stay tuned for our panelists.