Forrester

Another day of B2B Summit is here, and it’s all about celebrating our award winners! 🎉 We’re thrilled to recognize the 2025 B2B ROI Honors and B2B POY Awards winners, honoring the innovators driving B2B marketing, sales, and customer engagement forward. We also had great analyst roundtables and a keynote by Cristina De Martini on how interconnected processes can become your growth catalyst. Later today, we will have breakout sessions including: -Managers As Coaches: Can You Wear Both Hats Successfully? -Build Or Rebuild Your Team Culture For Success -Meet Your New Coworkers: What AI Agents Mean For B2B Go-To-Market Teams #ForrB2BSummit let’s go! 🚀

B2B Summit is in full swing, and we kicked off the day by diving into insights from our new research on the B2B buyer power shift. Barry Vasudevan's keynote brought this shift to life, sharing how B2B organizations must evolve to encompass AI agents and external influencers, aligning with how modern buyers want to buy. We also heard from Amy Hawthorne on how organizations are successfully leveraging signals, engaging buying groups, and driving cross-team collaboration to transform revenue processes. With sessions this afternoon on AI-driven product strategy, content marketing in a shifting search landscape, and the role of genAI in GTM teams, today will be packed with powerful insights. What’s been your biggest takeaway so far? #ForrB2BSummit

B2B Summit North America is off to a bold start, setting the tone for an incredible week here in Phoenix! From the inspiring Women’s Leadership Program to the launch of hands-on workshops covering the B2B Revenue Waterfall™, marketing campaign optimization, and building a customer marketing charter, we’ve generated some powerful momentum heading into the big day tomorrow. But we’re not done yet! Looking forward to connecting with everyone at the welcome reception tonight. #ForrB2BSummit

🚨 Deadline Extended! 🚨 There’s still time to spotlight your customer obsession! Nominations for the Customer Obsession Awards are now open through April 14, 2025 for both CX EMEA & North America. The Customer-Obsessed Enterprise Award honors organizations that truly put the customer at the heart of everything -- helping to drive next-level outcomes across revenue, retention, and employee engagement. Just ask Prudential Financial, last year’s winner. 👏 If your team is all-in on delivering exceptional customer experiences, now’s your chance to be recognized. Submit your nomination before 4/14! CX EMEA: https://forr.com/4hY9Mh7 CX NA: https://forr.com/4hPmeja

B2B Summit North America is just days away, and we want to hear from you! There’s so much to look forward to, including keynote speeches, workshops, and more! What are you most excited about? #ForrB2BSummit

💡 Think AI is about replacing workers? Think again. In this episode of What It Means, Vice President and Principal Analyst J. P. Gownder explains why the most successful AI strategies take a human-centric approach. 🎧 Listen to the full episode here: https://forr.com/41RgUap

Feeling like change is moving faster than ever? You’re not alone. Between 2019 and 2023, executives reported a 183% increase in organizational change. Yet, many teams still struggle to get employees to engage, adapt, and sustain momentum. In their latest blog, Katy Tynan and Manuel Geitz break down key insights from their upcoming keynote sessions at B2B Summit North America and CX Summit EMEA, where they’ll share: ✔️ The three phases of Forrester’s change model ✔️ Why focusing solely on operations can be a pitfall ✔️ How to sustain energy and engagement for long-term success 📖 Read the full blog here: https://forr.com/3QNamTT Or, better yet, join us in Phoenix or London to hear it live! 📍 Phoenix: https://forr.com/4l4ScuH 📍 London: https://forr.com/43nawJ3 #ForrCX

We caught up with Keith Johnston and Mike Proulx, research directors at Forrester, who teased some big updates coming at CX Summit North America. Expect insights on the newly improved CX Index and the introduction of our Brand Experience Index 👀. Join us in June at CX Summit North America to get the full scoop! Our early-bird discount ends on 3/31, so get in there while you can! Register here: https://forr.com/4j5c8vz #ForrCX

Lisa (Berkley) Gately, principal analyst here at Forrester, discusses why genAI’s potential in B2B is undeniable — but success doesn’t come from simply adopting the latest tools. “When the focus turns to practical options, the conversations become energizing, opening the door to tangible steps that drive impact.” Lisa will deliver a keynote at this year’s B2B Summit on Thursday, April 3, where she’ll explore how to turn genAI possibilities into reality. Read more here: https://forr.com/4c213ZX #ForrB2BSummit

B2B Summit North America is approaching quickly! In this video, Barry Vasudevan, VP and principal analyst at Forrester, is diving into the key material he’ll cover at this year’s event — including major shifts in buyer behavior and strategies to navigate this new landscape to drive B2B growth in 2025. 📅 Join us in Phoenix or digitally from March 31–April 3, 2025, to connect with industry leaders, gain actionable insights, and future-proof your B2B strategy. Register today! https://forr.com/40KnL4Q #ForrB2BSummit