About the Event

Forrester B2B Summit North America is the premier annual conference for B2B go-to-market leaders, held April 26–29, 2026 in Phoenix, Arizona. Now in its established run as the leading gathering of its kind, the 2026 edition is organised around the concept of the GTM Singularity — the convergence of AI-driven buyer autonomy, collapsing traditional revenue process models, and the need for a fundamentally new approach to engaging, converting, and retaining customers. The event is built on Forrester's independent research and offers a combination of keynotes, analyst-led sessions, workshops, peer roundtables, and structured networking designed to move attendees from insight to execution.

Audience & Attendees

The event is designed for senior B2B practitioners and executives across marketing, sales, revenue operations, customer success, and product management. Specific audience segments include Marketing Leaders, Demand and ABM Professionals, Customer Leaders, and Product Teams. A dedicated Future Leaders Program targets young professionals nominated by senior sponsors in their organisations. A Women's Leadership Program runs concurrently throughout the summit. An invitation-only Executive Leadership Exchange serves C-level and VP-level participants with a curated, separate track of sessions and networking experiences.

Programme Structure

The event spans four days across two primary formats: a pre-conference "Bold Starts" day on April 26 focused on workshops and a welcome reception, followed by three full conference days from April 27 to 29. Each main day opens with breakfasts and early morning analyst-led roundtables, progresses to a general session block anchored by keynote presentations, and continues through the afternoon with parallel breakout sessions, sponsor case studies, and marketplace networking. Evening programming includes receptions and an off-site concert on Tuesday. The full agenda is organised across seven thematic tracks: GTM Transformation, Buyer & Customer Experience, Engagement & Activation, Planning & Measurement, Data & Insights, Leadership & Organisation, and AI, Agents & Automation.

Main Topics

The 2026 programme centres on the implications of AI for B2B go-to-market strategy. Core subject areas include the GTM Singularity and the restructuring of revenue processes around buyer autonomy; account-based marketing and buying group transformation; the convergence of brand and demand as a unified preference-building strategy; answer engine optimisation and the shift from SEO to AEO in an era of zero-click search; human and AI collaboration in GTM workflows and the governance of AI agents; marketing measurement and accountability under conditions of declining buyer visibility; revenue enablement, partner ecosystem marketing, and post-sale customer engagement; and the organisational and leadership implications of AI-driven workforce transformation.

Closing Session

The event closes on Wednesday, April 29, with a final keynote and closing remarks delivered by Dave Frankland, VP Research Director at Forrester. The closing segment follows a morning of breakout sessions across all seven tracks and a final marketplace lunch. The closing keynote synthesises the summit's central themes, offering attendees a consolidating framework to carry back to their organisations.

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