Forrester B2B Forum EMEA 2026: dates, location, and theme
Forrester has announced the full conference agenda for B2B Forum EMEA 2026, running September 28 to 29 in London. The theme, “Hello, GTM Singularity,” addresses the collapse of traditional go-to-market models. Forrester reports that roughly nine in 10 business buyers now use genAI or conversational search in the buying process.
What the GTM Singularity agenda covers
Forrester published the agenda on July 1, 2026. The event brings together marketing, sales, product, customer success, and revenue leaders. Forrester positions it as an intimate event for senior leaders, mixing keynotes, analyst-led sessions, workshops, case studies, and leadership programs, with 90-day action plans as a promised takeaway.
Four keynotes anchor the theme. “The GTM Singularity” looks at how AI-powered buyer autonomy is dismantling long-standing go-to-market models. “Overcoming The Visibility Vacuum” covers how AI-driven search and buyer-controlled journeys are reshaping visibility, trust, and influence. “Make Brand + Demand Your Preference Multiplier” argues that brand and demand strategies must converge because self-directed buyers form preferences before they ever talk to sellers. “An Accountability Reset Is Past Due” examines shared performance frameworks across marketing, sales, and customer-facing teams.
“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, in the announcement. He also said, “Organisations that continue to use legacy marketing and sales playbooks will lose relevance.”
The event will also honour the winners of Forrester’s B2B Return On Integration Honours and B2B Programmes Of The Year Awards.
Where the Forrester B2B Forum EMEA announcement was published
The agenda was announced in an official Forrester press release published on Business Wire on July 1, 2026. All keynote descriptions, the buyer statistic, and the quotes above come from that release.
How the GTM Singularity theme fits 2026 B2B marketing trends
Forrester’s agenda reads like a summary of the year’s biggest B2B marketing data points. The visibility vacuum keynote arrives as SparkToro reports that 68% of Google searches end without a click, and 10Fold research finds that AI search has overtaken SEO as the top B2B content distribution channel. Buyers are discovering and shortlisting vendors in places marketers cannot directly see.
The push to converge brand and demand matches the trust and measurement themes running through this year’s research. Forrester also has company on the events calendar. B2BMX Summer Camp runs July 15 to 30 with weekly ABM and AI sessions, a sign that B2B education programming is organizing itself around the same disruption. For European marketing leaders, this is Forrester’s flagship B2B event in the region, and its agenda choices tend to preview what the firm’s 2027 planning guidance will stress.
Talking Shift: the GTM singularity is a machine test and a human test
Forrester is naming a shift we have tracked all year: buying decisions now pass through two gates. The machine gate decides whether AI systems can find, understand, and recommend your brand. The human gate decides whether a buyer who arrives late in the process, already half-convinced, trusts and prefers you. According to Start Some Shift, the brands that survive the GTM singularity will be the ones machines can recommend and humans prefer. Most established B2B brands have invested heavily in one gate and barely audited the other. That gap is what the Binary Buyer Audit measures. Forrester’s agenda says senior leaders are ready to hear this. The work starts before September.
What B2B marketers should do before B2B Forum EMEA 2026
Whether or not you attend, the agenda gives established B2B brands a working checklist:
- Test your brand’s visibility in AI search tools like ChatGPT and Perplexity before September frames the question for your competitors.
- Map how much of your buyer journey is now invisible to your analytics, and note where trust gets built without you.
- Brief leadership on the nine-in-10 genAI buyer statistic, since it resets the assumptions behind 2027 planning.
- Align brand and demand budgets now, ahead of the next planning cycle.
- Draft shared accountability metrics with sales before new frameworks get imposed on marketing.
- Compare Forrester’s agenda with B2BMX’s summer programming to decide where your team learns this quarter.
What to watch next from Forrester
Watch for Forrester to publish supporting GTM singularity research over the summer, and for the awards winners announced at the event itself. The full session list sits on the Business Wire release and Forrester’s event page.
