Forrester Announces The Conference Agenda For B2B Forum EMEA 2026

Key Terms

go-to-market technical

A go-to-market plan is the practical roadmap a company uses to introduce a product or service to customers, covering who the target buyers are, how the product will be sold or distributed, pricing, and the main marketing and sales messages. For investors, it shows how quickly and cost-effectively a business can win customers and generate revenue — like a launch playbook that determines whether a new offering will reach its audience and scale profitably.

gtm technical

A go-to-market (GTM) plan is a company’s practical blueprint for launching a product or service and getting it into customers’ hands — covering who the target buyers are, how the product will be sold, and the channels used to reach them. For investors, GTM matters because it determines how quickly revenue can grow, how efficiently marketing and sales spend converts to customers, and how well a company can compete; think of it as the route and timetable a new product takes from workshop to store shelf.

genai technical

Generative AI (genai) is a type of artificial intelligence designed to create new content, such as text, images, or music, that resembles human-produced work. It matters to investors because it has the potential to transform industries by automating tasks, enhancing creativity, and enabling new products and services, which can influence company performance and market opportunities.

conversational search technical

Conversational search is software that lets users ask questions in everyday language and receive direct, dialogue-style answers or relevant results instead of a list of links. Think of it as talking to a helpful librarian who summarizes what you need, refines follow-up questions, and points to the best sources; for investors, it matters because it can change user engagement, monetization, search market share and costs or risks around data quality and privacy.

b2b technical

Business-to-business (B2B) describes companies that sell products or services to other businesses rather than to individual consumers. For investors, B2B models often mean larger, repeatable contracts and revenue tied to corporate budgets, which can produce steadier, more predictable cash flow; think of a parts supplier selling regular batches to a factory rather than a shop selling single items to walk-in customers, so customer concentration and contract length matter.

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The event will help B2B leaders modernise their go-to-market strategies to navigate AI-enabled buyer autonomy

LONDON--(BUSINESS WIRE)-- Forrester (Nasdaq: FORR) today announced the full conference agenda for its B2B Forum EMEA 2026, taking place 28–29 September 2026 in London. Centered on the theme, “Hello, GTM Singularity,” the event will bring together marketing, sales, product, customer success, and revenue leaders to address the collapse of traditional go-to-market (GTM) models. According to Forrester, approximately nine in 10 business buyers now use genAI or conversational search in the buying process. As AI-led discovery, changing buying behaviours, and increasingly complex buying networks continue to disrupt how customers discover, evaluate, and purchase solutions, organisations must integrate their GTM approach as a unified system that builds visibility, preference, and trust.

Designed as an intimate event for senior B2B leaders, B2B Forum EMEA 2026 will combine keynote presentations, analyst-led sessions, workshops, case studies, networking opportunities, and leadership programmes to provide attendees with practical frameworks, actionable insights, peer-tested strategies, and clear 90-day action plans to adapt to this new reality and drive measurable growth.

Keynote sessions include:

• The GTM Singularity. This session explores how AI-powered buyer autonomy is dismantling decades-old go-to-market models. Learn what leaders must do to create unified, resilient GTM strategies that align teams, technologies, and customer engagement approaches.

• Overcoming The Visibility Vacuum. In this keynote, learn how AI-driven search, buyer-controlled journeys, and digital discovery are reshaping visibility, trust, and influence across the customer lifecycle.

• Make Brand + Demand Your Preference Multiplier. During this session, discover why converging brand and demand strategies are becoming essential as self-directed buyers form preferences before engaging with sellers.

• An Accountability Reset Is Past Due. This keynote examines how organisations can create new performance frameworks that align marketing, sales, and customer-facing teams around shared outcomes in an increasingly invisible buying environment.

“The GTM singularity is the point where AI and changing buyer behaviours permanently reshape how companies attract, win, and grow customers,” said Paul Ferron, VP and research director at Forrester. “Organisations that continue to use legacy marketing and sales playbooks will lose relevance. B2B Forum EMEA will provide leaders with the research, frameworks, and practical guidance they need to align teams, calibrate human and AI capabilities, and build growth strategies designed for the future.”

The event will also recognise Forrester’s B2B Return On Integration Honours and B2B Programmes Of The Year Awards winners, honouring organisations that demonstrate excellence in cross-functional collaboration, customer-centric innovation, and measurable business impact.

Resources:

• View the full agenda for B2B Forum EMEA 2026.
• Register for B2B Forum EMEA 2026. Use the voucher code SUMMER10 for 10% off before 31 July 2026.
• Enter the B2B Awards in EMEA before 6 July 2026.
• Learn more about Forrester’s latest research on the GTM singularity and go-to-market transformation.

About Forrester

Forrester (Nasdaq: FORR) is one of the most influential research and advisory firms in the world. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. Through proprietary research, consulting, events, and executive programmes, Forrester helps organisations navigate change and achieve business outcomes faster and with confidence.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260701781394/en/

Press contact:
Hannah Segvich
hsegvich@forrester.com

Source: Forrester