B2B Forum EMEA 2026, 28–29 September 2026, London
Forrester has released the full conference agenda for its B2B Forum EMEA 2026, set for 28–29 September 2026 in London. The event’s theme, “Hello, GTM Singularity,” centers on a claim that’s hard to dismiss: Forrester puts the share of business buyers now using generative AI or conversational search during the buying process at roughly nine in ten. That shift is reshaping how B2B organizations approach discovery, evaluation, and purchase across marketing, sales, product, and customer success functions.
The Core Argument
Forrester’s framing is that AI-led discovery and increasingly complex buying networks have broken the traditional, siloed go-to-market playbook. Buyers now form preferences before a seller is ever contacted, and visibility into AI-driven search results is becoming as important as traditional web traffic. The event is positioned to help senior B2B leaders treat go-to-market as one unified system — spanning brand, demand, and revenue operations — rather than a set of disconnected functions.
Paul Ferron, VP and research director at Forrester, frames the stakes plainly: organizations relying on legacy marketing and sales playbooks risk losing relevance as AI and buyer behavior permanently reshape how companies attract and grow customers.
Keynote Lineup
Four keynote sessions anchor the agenda:
- The GTM Singularity — examining how AI-powered buyer autonomy is dismantling long-standing go-to-market models, and what unified, resilient strategies should look like in response.
- Overcoming The Visibility Vacuum — addressing how AI-driven search and buyer-controlled journeys are changing what visibility, trust, and influence mean across the customer lifecycle.
- Make Brand + Demand Your Preference Multiplier — making the case for converging brand and demand strategies as self-directed buyers increasingly form opinions ahead of sales engagement.
- An Accountability Reset Is Past Due — proposing new cross-functional performance frameworks that align marketing, sales, and customer-facing teams around shared outcomes.
Format and Recognition
Beyond keynotes, the two-day event will include analyst-led sessions, workshops, case studies, networking, and leadership programming, with a stated goal of leaving attendees with practical frameworks and concrete 90-day action plans. Forrester will also use the event to recognize winners of its B2B Return On Integration Honours and B2B Programmes Of The Year Awards, spotlighting organizations demonstrating strong cross-functional collaboration and measurable business impact.
Why It’s Worth Watching
The “GTM Singularity” framing is a useful shorthand for a trend that’s been building across B2B marketing commentary for a while now: AI intermediation is compressing or even removing the traditional funnel, and companies that measure success by top-of-funnel traffic rather than AI-surfaced visibility may be optimizing for a metric that’s losing relevance. Whether Forrester’s frameworks translate into genuinely new playbooks — versus a repackaging of existing brand-plus-demand advice under an AI label — will likely be the more interesting story to watch once session recaps and case studies start circulating after the event.