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The landscape of business-to-business (B2B) purchasing is undergoing a profound transformation, driven by the rapid integration of artificial intelligence and a recalibration of buyer behavior. According to Forrester’s seminal "State of Business Buying, 2026" report, the average B2B purchase journey now involves a complex web of 13 internal stakeholders and nine external influencers. In this increasingly intricate ecosystem, generative AI has emerged as the predominant tool for buyers conducting research. However, this reliance is not without its challenges, as a notable 19% of buyers utilizing AI tools report diminished confidence due to the prevalence of unreliable AI-generated information. This has led to a compensatory strategy: buyers are expanding their networks, actively seeking validation from analyst reports, subject matter experts, and peer communities to cross-reference and authenticate information obtained through AI-driven searches.
This evolving dynamic has created a B2B marketplace where mere visibility is insufficient; it is a prerequisite. At TopRank Marketing, this era is being characterized as the "age of Best Answer Brands." This designation refers to companies that proactively establish themselves as the most credible and relevant sources of information where buyers are actively seeking answers—whether through search engines, AI-powered summaries, online communities, influencer recommendations, or the trusted insights of industry analysts.
Forrester identifies the overarching force propelling these shifts and others within the B2B marketing sphere as the "GTM Singularity." This phenomenon describes the convergence of AI-driven buyer autonomy and the subsequent collapse of traditional go-to-market (GTM) models across marketing, sales, product development, and customer success functions. This critical theme will serve as the central organizing principle for Forrester’s B2B Summit North America, scheduled to take place from April 26-29, 2026, in Phoenix, Arizona. The four-day event is meticulously designed to deliver research-backed sessions addressing the immediate and pressing decisions faced by Chief Marketing Officers (CMOs) today.
Preparing for his inaugural attendance at the B2B Summit, the author reached out to four senior Forrester analysts slated to present at the event: Kelvin Gee, Karen Tran, Lisa Gately, and Laura Ramos. The objective was to glean their expert insights on what CMO-level marketers need to understand to maximize their engagement with the summit. Their collective advice, along with details about their respective presentations, offers a valuable roadmap for navigating the complexities of modern B2B marketing.
Furthermore, a forthcoming episode of the "Beyond B2B Marketing" podcast will feature an in-depth interview with Dave Frankland, VP Research Director at Forrester and a keynote speaker on the GTM Singularity. This conversation is expected to delve deeper into the implications of AI for go-to-market strategies within the B2B sector.
B2B Summit Recommendations for CMOs from Forrester Analysts
Kelvin Gee: Cultivating Brand and Demand as a Preference Multiplier
Kelvin Gee, Principal Analyst for Demand and ABM at Forrester, is co-presenting a keynoted session titled "Make Brand + Demand Your Preference Multiplier" alongside Ian Bruce, Forrester VP and Principal Analyst. The session’s core thesis posits that historically, brand-building and demand generation have operated in distinct silos. However, in an era where buyers are increasingly self-guided and form preferences before engaging with sales representatives, every touchpoint must be engineered to simultaneously build trust and activate demand. Gee argues that brands successfully integrating these disciplines can achieve a "preference multiplier"—a compounding advantage in pipeline generation that siloed approaches cannot replicate.
According to Gee, CMOs attending this keynote can expect to extract three pivotal takeaways:
- Understanding the Buyer’s Journey Evolution: A deep dive into how the self-directed nature of modern B2B buyers necessitates a unified approach to brand and demand.
- Operationalizing Brand + Demand Integration: Practical strategies and frameworks for breaking down internal silos and aligning marketing efforts for maximum impact.
- Measuring the Preference Multiplier: Identifying key metrics and methodologies to quantify the success of integrated brand and demand initiatives.
Gee emphasizes that the session will provide a practical planning tool grounded in robust buyer behavior data, offering actionable insights for immediate implementation. He further advises CMOs attending the B2B Summit to arrive with two to three "must-solve" decisions, such as brand and demand alignment, AI integration into the GTM workflow, or optimizing buying group engagement. The event, he suggests, provides an ideal platform to rigorously test these decisions through a blend of keynotes, role-specific track sessions, and peer discussions.
Karen Tran: The Power of Authentic Content in Building Trust
Karen Tran, Principal Analyst in Forrester’s Marketing Executive Strategies, Brand and Communications practice, will participate in a panel discussion titled "Authentic Content Builds Buyer And Customer Trust," alongside Phyllis Davidson, Forrester VP and Principal Analyst. Their session will highlight practical strategies for establishing credibility, including the creation of original data-driven insights and the articulation of distinct perspectives. The discussion will also explore the co-creation of content with both internal subject matter experts and external influencers, as well as the strategic placement of this content across owned, earned, and paid channels.
Forrester’s "2026 B2B Predictions" report indicates a significant trend: 75% of enterprise B2B companies are projected to increase their budgets for influencer relations this year. This surge is directly attributable to the growing reliance of buying networks on external voices to validate purchasing decisions. This context makes Tran’s session particularly relevant for CMOs engaged in budget planning, underscoring the imperative to invest in credible and influential content strategies.
Tran states that marketers must deliver genuine, verifiable value through unique viewpoints, original research, and knowledge honed by experience. The session will examine the nuances of co-creating content with diverse influencer types, both internal and external to an organization, and the critical importance of strategic channel placement.
Tran’s advice for CMOs attending the summit is to view it as a rare opportunity for genuine human connection. She encourages attendees to actively exchange business cards, pose challenging questions, and foster connections through social media platforms, emphasizing that personal relationships can be as valuable as the formal content presented.
Lisa Gately: Leadership in the Age of AI-Driven Democratization
Lisa Gately, a Principal Analyst at Forrester, will address a critical leadership challenge often overshadowed by the technical aspects of AI: how leadership evolves when AI democratizes the creation, publication, and adaptation of content at scale. Gately’s perspective is that the role of a leader shifts from simply approving output to actively designing the underlying systems that govern how work is executed, who holds final judgment, and how trust is meticulously maintained.
Gately posits that the leader’s function transforms from overseeing task completion to architecting the very framework within which work is performed. This involves defining processes, assigning accountability for critical decision-making, and establishing robust mechanisms for preserving trust. This evolution also necessitates a move from optimizing individual departmental functions to architecting interconnected, cross-functional systems that drive holistic GTM effectiveness.
CMOs attending Gately’s session can anticipate extracting three actionable insights:
- Redefining Leadership in an AI-Enabled Workplace: Understanding the shift in leadership responsibilities from oversight to system design.
- Empowering Teams While Maintaining Control: Strategies for fostering autonomy and innovation through AI without sacrificing quality or brand integrity.
- Building Trust in a Scaled Content Environment: Best practices for ensuring accuracy, authenticity, and ethical considerations in AI-augmented content creation.
Gately’s concise articulation of this leadership paradigm shift—moving from approving work to improving workflows—serves as a valuable diagnostic for any CMO assessing their organization’s readiness for the AI-driven future.
Laura Ramos: Harnessing AI to Elevate Customer Value and Redefine Human Roles
Laura Ramos, VP and Principal Analyst at Forrester, is set to present on two pivotal panels addressing the multifaceted impact of AI on human roles within GTM teams. Her insights aim to cut through the prevalent fear-based narratives surrounding AI’s workforce implications. Forrester’s research suggests a compelling counterpoint: for every job potentially displaced by AI, four are poised for positive transformation. However, this optimistic outlook is contingent upon leaders making proactive investments in what Ramos terms the "AI tax."
Ramos elaborates on the "AI tax," stating that it requires a clear and specific definition of AI’s intended functions, the establishment of robust governance frameworks, and the meticulous preparation of high-quality data and content for AI training. This upfront investment, she cautions, demands significantly more effort than often anticipated, yet it is a prerequisite for realizing the subsequent efficiencies.
Ramos also offers a pragmatic framework for attendees to navigate the B2B Summit effectively. She recommends organizing takeaways into three distinct categories:
- Big Vision Items: Concepts that fundamentally shift a marketer’s perspective on persistent challenges, offering a new lens through which to view their work.
- Tangible Best Practices: Actionable strategies and practical advice that can be implemented immediately upon returning to the office.
- Technology Discoveries: Innovations identified through exhibit hall visits or vendor sessions that have the potential to enhance efficiency, scale, or overall effectiveness.
Reflecting on the summit’s central theme, Ramos notes that today’s buyers are exceptionally well-informed and come to the table with a comprehensive understanding of their needs. This places increased pressure on sales, marketing, product, and post-sale teams to not only meet but exceed buyer expectations, necessitating an earlier and deeper analysis of those expectations than ever before.
The CMO Playbook for Maximizing B2B Summit North America
The collective wisdom shared by Forrester’s analysts points towards a strategic approach for CMOs attending the B2B Summit in Phoenix. By adopting a focused mindset and leveraging the event’s resources judiciously, marketing leaders can unlock significant value.
1. Arrive with Specific Decisions in Mind:
A recurring theme from the analysts is the importance of pre-defined objectives. CMOs are advised to arrive in Phoenix with two to three urgent decisions they aim to resolve, such as clarifying brand and demand alignment strategies, establishing robust AI governance policies, defining measurement accountability frameworks, or planning organizational redesigns. The B2B Summit is intentionally structured to allow attendees to test their assumptions against independent research and to connect with peers facing similar challenges. The core takeaway here is that specificity of intent directly correlates with specificity of outcome.
2. Apply for the Executive Leadership Exchange (ELE):
Three of the four interviewed analysts highlighted the value of the Executive Leadership Exchange program. This exclusive track is designed for C-level executives and offers private sessions, priority access to analyst one-on-one meetings, and structured peer networking opportunities. Ramos specifically notes that the ELE includes a dedicated focus on identifying and overcoming internal organizational barriers that hinder GTM effectiveness. CMOs who meet the qualification criteria are strongly encouraged to apply for this specialized program.
3. Utilize Analyst One-on-Ones Strategically:
The opportunity to engage directly with Forrester analysts in one-on-one sessions is a cornerstone of the B2B Summit experience. Attendees are urged to approach these meetings with a specific, pre-prepared question or a live decision that requires expert guidance. Examples include seeking advice on a crucial measurement conversation with a CFO, drafting an AI governance policy, or resolving a persistent challenge in integrating brand and demand generation efforts.
4. Make Human Connections Intentionally:
Karen Tran emphasized the profound value of human connection at the summit. She describes it as an exceptional opportunity for CMOs and marketing leaders to forge meaningful relationships. The insights gained from both intimate moments and larger event experiences—from inspiring award stories to shared learning in workshops and discussions over lunch—contribute significantly to professional growth and networking.
The author, attending the B2B Summit for the first time, extends an invitation to connect with fellow attendees in Phoenix. For those considering participation, a 10% discount code is available: ODDEN26.
The Shortlist of B2B Summit Recommended Sessions for CMOs
The B2B Summit North America boasts a comprehensive agenda featuring over 50 speakers delivering more than 100 distinct presentations and interactive sessions across its four-day duration. The program includes keynotes, breakout sessions, analyst-led roundtables, workshops, and practitioner case studies. Based on the recommendations provided by the interviewed analysts, the following is a curated selection of sessions particularly relevant for CMOs:
Keynotes
- The GTM Singularity: AI-Driven Buyer Autonomy and the Future of B2B Go-to-Market: This foundational keynote will likely set the stage for the event, exploring the core themes of AI’s transformative impact on B2B strategies.
- Make Brand + Demand Your Preference Multiplier: Co-presented by Kelvin Gee and Ian Bruce, this session will delve into the critical integration of brand and demand generation for building buyer preference.
- [Additional Keynote Title – to be filled based on event agenda]: The event will feature other prominent keynote speakers addressing critical industry trends.
Breakout Sessions and Panels
- Authentic Content Builds Buyer And Customer Trust: Featuring Karen Tran, this panel will dissect strategies for creating credible and impactful content in the modern B2B environment.
- Leading When AI Democratizes Work: Lisa Gately’s session will offer insights into evolving leadership paradigms in an AI-augmented workplace.
- Using AI to Reshape Sales, Product, and Post-Sale Experiences to Boost Customer Value: Laura Ramos’s presentation will explore practical applications of AI for enhancing customer lifecycle value.
- Humans vs. Robots Showdown: The Impact Of AI Agents On Human Roles: Another session with Laura Ramos, this discussion will tackle the complex interplay between AI and human roles in B2B GTM.
- [Additional Breakout Session/Panel Title – to be filled based on event agenda]: The summit will offer numerous other specialized sessions covering a wide array of GTM challenges.
Practitioner and Case Study Sessions
- [Relevant Practitioner/Case Study Title – to be filled based on event agenda]: These sessions offer real-world examples and practical applications of GTM strategies.
Special Programs and Awards
- Executive Leadership Exchange (ELE): A dedicated program for C-level executives focusing on strategic GTM challenges.
- [Award Ceremony/Recognition – to be filled based on event agenda]: Recognizing outstanding achievements in the B2B marketing and sales landscape.
Will I See You at B2B Summit in Phoenix April 26-29, 2026?
The consensus among industry leaders and analysts is clear: B2B brands poised for success in the era of the GTM Singularity are those that cultivate the trust and credibility recognized by both human buyers and sophisticated AI systems. This is the essence of becoming a "Best Answer Brand." Forrester’s B2B Summit in Phoenix is meticulously designed to equip CMOs with the research, expertise, and peer connections necessary to navigate this evolving landscape and address the shared challenges faced by GTM professionals.
For those planning to attend the event in Phoenix, an opportunity to connect exists. Furthermore, for organizations considering participation, the provided discount code ODDEN26 offers a 10% reduction on registration.
Coming Soon on the Beyond B2B Marketing Podcast:
A highly anticipated episode of the "Beyond B2B Marketing" podcast will feature an in-depth conversation with Dave Frankland, VP Research Director at Forrester. Frankland, who is also serving as the emcee for the B2B Summit and delivering the opening keynote, will delve into the intricacies of the GTM Singularity and provide essential guidance for B2B marketing leaders as AI continues to reshape go-to-market strategies. Listeners are encouraged to monitor the podcast’s dedicated page or subscribe via YouTube, Apple, or Spotify to ensure they don’t miss this critical discussion.
Disclosure: Forrester has provided the author with an event pass to this year’s B2B Summit.
