Get Ready For The GTM Singularity At Forrester’s B2B Forum EMEA

2026-06-30 · Source: Featured Blogs - Forrester · Field: Business & Management — Corporate Strategy & Leadership, Marketing, Branding & Advertising, Sales & Commercial Development · Depth: Intermediate, quick

Summary

Forrester's B2B Forum EMEA, scheduled for September 28–29 in London, addresses the "GTM singularity," a period of accelerating disruption where traditional go-to-market strategies are failing due to factors like invisible buyers, declining content engagement, and falling website traffic. This event aims to help B2B leaders reinvent their GTM motions rather than merely optimize them, focusing on translating Forrester's research into practical decisions. Keynote sessions will cover overcoming the "visibility vacuum" by emphasizing discoverability, authenticity, and trust; making brand and demand a "preference multiplier" in a confirmation-driven buying process; and resetting accountability with new performance metrics for an era of buyer invisibility. The forum is designed for senior leaders in marketing, sales, revenue, digital, commercial, transformation, strategy, and operations.

Key takeaway

For senior B2B leaders responsible for growth and GTM execution, you must recognize that traditional strategies are obsolete. Your teams should prioritize reinvention over optimization to navigate the "GTM singularity." Focus on building discoverability and trust, cultivating brand preference, and adopting new metrics for buyer invisibility. Consider bringing your entire GTM team to Forrester's B2B Forum EMEA to align on new strategies and build actionable plans for today's B2B buying landscape.

Key insights

The "GTM singularity" demands reinvention of B2B go-to-market strategies due to accelerating AI-driven disruption.

Principles

• Traditional GTM motions are failing.
• Reinvention, not optimization, is required.
• Buyers control the journey; discoverability and trust differentiate.

Method

The forum translates Forrester's research into practical decisions through keynotes, analyst sessions, workshops, and peer discussions, focusing on building realistic action plans.

In practice

• Emphasize discoverability, authenticity, and trust to engage buyers.
• Build brand preference as a "must-have" in B2B buying.
• Explore new performance metrics beyond volume-obsessed engagement.

Topics

• Go-to-Market Strategy
• B2B Marketing
• Sales Leadership
• Digital Transformation
• Buyer Journey
• AI Impact

Best for: Executive, Director of AI/ML, Consultant

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Editorial summary, takeaway, and curation by AIssential. Original article published by Featured Blogs - Forrester.