Business
Forrester Announces The Theme And Agenda For B2B Summit North America 2026
The event will enable B2B marketing, sales, customer success, and product leaders to modernize their go-to-market strategies and unlock mutual value for
About this update from Forrester Research, Inc.
[{"type":"text","content":"\nThe event will enable B2B marketing, sales, customer success, and product leaders to modernize their go-to-market strategies and unlock mutual value for buyers and sellers in the AI era\n\n\n CAMBRIDGE, Mass.--(BUSINESS WIRE)--\nForrester (Nasdaq: FORR) today announced the theme and agenda for B2B Summit North America, being held in Phoenix, April 26–29, 2026. With more than 90% of business buyers already using or planning to use generative AI to support their purchase decisions, Forrester underscores that traditional B2B go-to-market (GTM) strategies are no longer working, as most buying decisions are shaped well before sellers enter the discussion. With traditional GTM approaches collapsing and entering a period of unpredictability, B2B marketing, sales, customer success, and product leaders need to reset. This year’s Summit theme, GTM singularity, is designed to empower leaders to seize this moment to their advantage and transform traditional GTM strategies for an AI-first world.\n\n\nAt B2B Summit North America, attendees will experience new research, exclusive analyst insights, and first-time keynotes, breakouts, and interactive sessions that go deeper into how AI is upending buyer behavior. Attendees will also learn specific actions that leaders can take to reinvent their existing GTM model. Participants will benefit from one-on-one analyst meetings for personalized guidance, peer-to-peer networking opportunities to benchmark and share strategies, and certification courses to validate skills and advance careers.\n\n\nB2B Summit North America 2026 keynotes include:\n\n\n\nThe Visibility Vacuum. Explore how AI-driven search and AI agents are reshaping buying behaviors and learn new strategies to get discovered, build trust, and create authentic content.\n\n\n\nMake Brand + Demand Your Preference Multiplier. Discover how aligning brand equity with pipeline performance accelerates buyer preference and trust.\n\n\n\nHuman + AI GTM. Learn how to integrate AI into workflows while preserving the human relationships that drive trust.\n\n\n\nThe Accountability Reset. Understand why accountability is at a breaking point and how to demonstrate GTM impact on business outcomes.\n\n\n\n“B2B leaders are facing a go-to-market crisis,” said Dave Frankland, event host, vice president, and research director at Forrester. “The tried-and-true...