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The landscape of business-to-business (B2B) purchasing is undergoing a seismic shift, fundamentally altering how companies engage with potential clients and drive growth. As detailed in Forrester’s "State of Business Buying, 2026" report, the contemporary B2B buying journey is an increasingly complex web, involving an average of 13 internal stakeholders and nine external influencers. Amidst this intricate network, generative artificial intelligence (AI) has emerged as a primary tool for buyers conducting research. However, this reliance on AI is not without its challenges, with a notable 19% of AI-using buyers reporting diminished confidence due to unreliable AI-generated information. This concern compels these buyers to broaden their research circles, seeking validation through analyst reports, subject matter experts, and peer communities to corroborate AI-driven findings.
This evolving environment necessitates a new paradigm for businesses, where visibility alone is insufficient. TopRank Marketing has termed this era the "age of Best Answer Brands," signifying companies that establish themselves as the most credible and relevant sources of information where buyers are actively searching – across search engines, AI summaries, online communities, and through trusted influencers and analyst reports. This phenomenon is a cornerstone of the "GTM Singularity," a term coined by Forrester to describe the pervasive influence of AI-driven buyer autonomy that is collapsing traditional go-to-market (GTM) models across marketing, sales, product, and customer success functions.
The "GTM Singularity" is the central theme of Forrester’s B2B Summit North America, scheduled to take place from April 26-29, 2026, in Phoenix, Arizona. This four-day event is meticulously designed to provide CMOs and other B2B leaders with research-backed insights and actionable strategies to navigate the critical decisions they face in today’s dynamic market. The summit aims to equip attendees with the knowledge and tools to adapt and thrive in an era where AI is increasingly shaping buyer behavior and influencing every facet of the GTM strategy.
Forrester Analysts Share Strategic Imperatives for B2B Leaders
To glean insights into how marketing executives can best leverage the B2B Summit, a proactive approach was taken by reaching out to four senior Forrester analysts scheduled to present at the event: Kelvin Gee, Karen Tran, Lisa Gately, and Laura Ramos. Their collective expertise offers a nuanced understanding of the challenges and opportunities confronting B2B marketers in the current climate.
Kelvin Gee: Synthesizing Brand and Demand for a "Preference Multiplier"
Kelvin Gee, Principal Analyst for Demand and ABM at Forrester, is co-presenting a keynote session titled "Make Brand + Demand Your Preference Multiplier." His core argument centers on the historical separation of brand and demand generation efforts, a dichotomy that is no longer tenable in the face of self-guided buyers who form preferences prior to any direct seller engagement. Gee posits that every interaction must now simultaneously build trust and activate demand. Brands that successfully bridge these disciplines create what he terms a "preference multiplier"—a compounding pipeline advantage that siloed strategies cannot replicate.
According to Gee, CMOs attending this keynote can expect to gain three key takeaways:
- A Framework for Integrated Brand and Demand Strategies: Attendees will learn how to break down traditional silos between brand marketing and demand generation teams, fostering a cohesive approach that resonates with buyers throughout their journey.
- Data-Driven Insights into Buyer Preference Formation: The session will delve into how buyers are developing preferences based on a multitude of touchpoints, emphasizing the need for consistent and trustworthy messaging across all channels.
- Practical Tools for Optimizing Pipeline Velocity: Participants will be equipped with actionable strategies and planning tools grounded in buyer behavior data to accelerate pipeline growth and enhance conversion rates.
Gee’s overarching message to CMOs is to approach the B2B Summit with two to three critical decisions in mind, such as brand and demand alignment, the integration of AI into the GTM workflow, and strategies for effective buying-group engagement. He encourages attendees to use the event to rigorously test these decisions through a blend of keynotes, track sessions tailored to specific roles, and invaluable peer discussions.
Karen Tran: Cultivating Trust Through Authentic Content Creation
Karen Tran, Principal Analyst in Forrester’s Marketing Executive Strategies, Brand and Communications practice, will be participating in a panel discussion on "Authentic Content Builds Buyer And Customer Trust." Her session will highlight practical strategies for building credibility, including leveraging original data and distinct perspectives. A key focus will be on co-creating content with both internal subject matter experts and external influencers, underscoring the growing importance of third-party validation in B2B purchasing decisions.
Forrester’s 2026 B2B predictions reveal that 75% of enterprise B2B companies anticipate an increase in their budgets for influencer relations this year. This trend directly correlates with the increasing reliance of buying networks on external voices to validate purchasing choices, making Tran’s session highly relevant for CMOs engaged in budget planning.
Tran emphasizes that marketers must deliver genuine, credible value through unique viewpoints, original data, and insights gleaned from experience and research. The panel will explore co-creation strategies with various influencer types, both internal and external to an organization, and the strategic importance of content placement across owned, earned, and paid channels.
Tran’s advice to CMOs attending the summit is to view the event as a rare opportunity for genuine human connection. She encourages attendees to exchange business cards, actively ask questions, and foster connections via social media, recognizing that these personal interactions can be as valuable as the formal sessions.
Lisa Gately: Redefining Leadership in an AI-Democratized Work Environment
Lisa Gately, a Principal Analyst at Forrester, will address a critical leadership challenge that often receives less attention than the technical aspects of AI: how leadership evolves when AI democratizes content creation and adaptation at scale. Gately argues that the role of leadership shifts from approving output to designing the underlying systems. This involves defining how work gets done, determining who holds decision-making authority, and establishing mechanisms for maintaining trust within teams.
Gately’s session will provide CMOs with three actionable insights:
- The Shift from Approval to System Design: Leaders will understand how their role evolves from overseeing individual tasks to architecting the processes and workflows that enable efficient and effective team operations.
- Empowering Judgment and Maintaining Trust: The session will offer strategies for establishing clear ownership of judgment and ensuring that trust is preserved and enhanced as AI tools become more integrated into daily workflows.
- Architecting Cross-Functional Systems: Gately will guide leaders on how to move beyond optimizing their individual functions to actively architecting collaborative, cross-functional systems that drive holistic organizational success.
Gately’s concise articulation of the leadership shift—from approving work to improving workflows—serves as a valuable benchmark for CMOs assessing their own organizational readiness for the AI-driven future.
Laura Ramos: Leveraging AI to Enhance Customer Value and Navigate Workforce Transformations
Laura Ramos, VP and Principal Analyst at Forrester, is slated to present on two pivotal panels, focusing on the implications of AI for human roles across GTM teams. Her approach to AI’s workforce impact cuts through fear-based narratives. Forrester research indicates that AI is poised to positively transform significantly more jobs than it eliminates, provided leaders make strategic upfront investments in what Ramos terms the "AI tax."
Ramos elaborates on this "AI tax," stating, "You’ve got to be specific about what it is you want AI to do, put the governance in place, and make sure that the data and content to train the AI are proper and in place. That takes a lot more work than people expect. You’ve got to pay that tax up front before you can start harvesting the efficiency." This highlights the critical need for careful planning, robust governance, and high-quality data to realize the full benefits of AI.
Ramos also offers a practical framework for attendees to navigate the conference effectively. She advises organizing insights into three categories:
- Big Vision Items: Concepts that can fundamentally shift mindsets regarding persistent challenges.
- Tangible Best Practices: Actionable strategies that can be implemented immediately upon returning to the office.
- Technology Discoveries: Innovations identified in the exhibit hall or vendor sessions that can enhance efficiency, scale, or overall effectiveness.
Regarding the summit’s core theme, Ramos observes, "Today’s buyers come fully armed to figure out what they need and that puts a lot more pressure on sales, marketing, the product organization, and post-sale to really deliver on their expectations—and to understand and analyze those expectations way earlier before you’re even talking to them." This underscores the imperative for B2B organizations to deeply understand buyer needs and expectations from the outset of their engagement.
A CMO’s Playbook for Maximizing the B2B Summit Experience
The collective insights from these Forrester analysts provide a clear roadmap for CMOs attending B2B Summit North America. The event, a crucial gathering for B2B leaders, offers a unique opportunity to gain data-backed perspectives and engage with peers facing similar challenges.
Strategic Preparation: Arriving with Defined Objectives
A recurring piece of advice from the analysts is the importance of arriving at the summit with specific, pressing decisions in mind. Whether it pertains to aligning brand and demand strategies, establishing AI governance protocols, ensuring measurement accountability, or redesigning organizational structures, the B2B Summit is designed to facilitate the testing of assumptions against independent research and foster connections with like-minded professionals. The principle is straightforward: specificity of intent leads to specificity of outcome.
Leveraging Executive Leadership Exchange (ELE)
The Executive Leadership Exchange (ELE) program, highlighted by three of the four analysts, is a curated experience exclusively for C-level executives. It offers private sessions, priority access to analyst one-on-ones, and structured peer networking opportunities. Ramos notes that the ELE includes a dedicated focus on identifying and overcoming internal organizational boundaries that hinder GTM effectiveness. Prospective attendees are encouraged to apply if they meet the qualification criteria.
Strategic Utilization of Analyst One-on-Ones
Analyst one-on-one sessions present an invaluable opportunity for direct consultation. Attendees are advised to approach these meetings with a specific question or a live decision that requires expert guidance. This could range from a measurement conversation needed with a CFO, the drafting of an AI governance policy, or a persistent problem in brand and demand integration.
Intentional Human Connection Building
Karen Tran emphasizes that the summit is an exceptional venue for CMOs and marketing leaders to forge meaningful human connections. The value derived from both small, informal moments and larger, structured interactions—from inspirational stories shared on stage to shared experiences in workshops and discussions over lunch—is immense.
For the first time, the author of the original article will be attending B2B Summit. For those considering attending, a 10% discount code, ODDEN26, is available.
A Curated Selection of Recommended Sessions
The B2B Summit agenda features a comprehensive program with over 50 speakers delivering more than 100 presentations and interactive sessions. These include keynotes, breakout sessions, analyst-led roundtables, workshops, and practitioner case studies. Based on the analysts’ recommendations, a curated shortlist of sessions provides a starting point for attendees aiming to maximize their experience.
Keynotes:
- Discussions will likely center on the overarching theme of the GTM Singularity and its impact on B2B strategies.
Breakout Sessions and Panels:
- Sessions focusing on the integration of brand and demand, authentic content creation, and leadership in AI-augmented environments are highly anticipated.
- Discussions on AI’s role in reshaping sales, product, and post-sale experiences, alongside the impact of AI agents on human roles, will be critical.
Practitioner and Case Study Sessions:
- These sessions offer real-world examples and actionable insights from companies successfully navigating the evolving GTM landscape.
Special Programs and Awards:
- Events focused on executive leadership and recognizing industry achievements provide further opportunities for learning and networking.
The Future of B2B: Thriving in the GTM Singularity
Forrester’s B2B Summit North America serves as a critical platform for B2B brands aiming to not only survive but thrive amidst the GTM Singularity. The summit’s focus on building credibility and trust—elements that resonate with both human buyers and AI systems—aligns with the principles of "Best Answer Brands." By convening leading researchers, industry experts, and peers grappling with similar challenges, the event provides an indispensable environment for CMOs to develop strategies that foster resilience and drive sustainable growth in an increasingly complex and AI-influenced B2B ecosystem.
In an upcoming episode of the "Beyond B2B Marketing" podcast, an in-depth conversation with Dave Frankland, VP Research Director at Forrester and keynote speaker at the event, will delve further into the GTM Singularity and its transformative implications for B2B marketing leaders. This discussion promises to offer additional critical insights for navigating the future of go-to-market strategies.
Disclosure: Forrester has provided the author with an event pass for B2B Summit.
