About the Event

Forrester B2B Forum EMEA 2026 - previously named B2B Summit EMEA - is Forrester's annual flagship conference for B2B marketing, sales, product, and customer engagement leaders in the EMEA region. The event takes place on September 28-29, 2026 in London. The 2026 edition marks a rebrand of the event series from Summit to Forum, while retaining the same research-driven, analyst-led format. The 2025 edition ran as a three-day event from October 6-8 in London, drawing speakers from organisations including Palo Alto Networks, Thoughtworks, and EY. The 2026 format has been condensed to two days. As with all Forrester events, the content is delivered exclusively by Forrester analysts and is grounded in proprietary independent research, with no vendor-led sessions or sponsored content in the main programme.

Audience & Attendees

The event is designed for senior B2B practitioners and leaders across marketing, sales, product management, and customer success. Specific audience segments include Marketing Leaders, Demand Generation and ABM Professionals, Sales Executives, and Product Teams. A dedicated Executive Leadership Exchange (ELE) programme provides an invitation-only track for C-level and VP-level executives. The Forrester Women's Leadership Programme runs as a parallel track designed to support women in B2B marketing and sales leadership roles. An Ignite Programme is available for non-Forrester clients, providing curated peer-driven sessions and exclusive networking. The event draws an EMEA-focused audience of B2B practitioners from technology, professional services, financial services, and enterprise software sectors.

Programme Structure

The programme runs across two days and follows the established Forrester conference format combining plenary keynotes, parallel breakout track sessions, analyst-led roundtables, and workshops. Special programme elements include the Executive Leadership Exchange - an invite-only stream for senior executives - and the Women's Leadership Programme. An immersive simulation experience, introduced at the 2025 edition, allows attendees to step inside a recreated B2B buying environment to identify go-to-market gaps firsthand. Private one-on-one analyst meetings are available for registered attendees. A Marketplace expo runs alongside the conference programme, hosting technology vendors and solution providers. The annual B2B Return On Integration Honours and B2B Programmes Of The Year Awards ceremony takes place within the programme, recognising outstanding achievements in marketing and sales alignment across EMEA organisations. A Certification Programme allows attendees to earn a professional badge by completing AI-driven strategy modules.

Main Topics

The 2026 agenda has not yet been published. Based on the confirmed positioning of the event and the thematic direction set in 2025, the programme is expected to continue addressing the disruption reshaping the B2B buying landscape - including AI-powered buying networks, the decline of lead-centric revenue models, the shift toward buying group and buying network strategies, generative and agentic AI in GTM execution, cross-functional alignment across marketing, sales, and customer success, and the growing complexity of B2B buyer journeys driven by self-guided purchasing behaviour, generational shifts, and declining buyer trust. The 2026 event theme frames this moment as an inflection point - positioning the forum as the place where EMEA leaders can turn disruption into measurable growth.

Closing Session

The event concludes on September 29. Based on the 2025 structure, the final day typically closes with a summary keynote or wrap-up session delivered by Forrester leadership, followed by the Marketplace close and post-event networking. Full session details will be published on the Forrester event page when the 2026 agenda is released.

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