The Forrester Event Experience
What happens when the right people, ideas, and data come together in one place?
At Forrester events, business leaders, strategists, and innovators gather to explore what’s next — and what to do about it. It’s a space designed for meaningful conversations, practical insight, and connections that extend well beyond the event itself.
Why attend?
Fresh perspective
Hear directly from Forrester analysts and industry leaders on the trends shaping your market — and what they mean for your strategy.
Conversations that matter
Meet peers facing similar challenges, share real experiences, and build relationships that continue long after the event ends.
Clarity you can act on
Leave with ideas you can apply immediately — grounded in research, tested in practice, and focused on results.
Why sponsor?
Access to a focused audience
Engage with senior decision-makers actively exploring new solutions and partnerships.
Credible visibility
Be part of an environment built on trusted research and informed dialogue.
Meaningful engagement
Go beyond logo placement — create conversations, demonstrate expertise, and contribute to the industry discussion.
Forrester events aren’t just about what’s trending. They’re about what’s changing — and how to move forward with confidence.
Explore upcoming events here: https://forr.com/4rZxgrz
Forrester's 2026 CX Events: Building Experiences AI Can't
How can CX leaders build experiences that AI can't? The next competitive divide won’t be about who has AI — it will be about who can build the experiences that humans crave and that AI alone can’t deliver. Forrester VP and Group Research Director Keith Johnston reveals Forrester's 2026 CX event theme and explains why AI will turbocharge efficiency but human‑designed, trust‑led experiences will determine who actually wins.
For CX, marketing, and digital business leaders, this moment raises a critical question:
Are you simply adding AI to existing journeys, or are you rebuilding the foundations that make AI matter?
Here’s what it means for leaders like you:
• Human creativity, empathy, and judgment remain essential — qualities AI can’t replicate.
• AI must be grounded in trusted identity, context, and high‑quality data.
• You have to deliver on your total experience with intent so that your brand is unified and unmistakable.
➡️ Learn how to build the experiences AI can’t at CX Forum East, CX Forum West, and CX Summit EMEA: https://forr.com/4kEJ7J3
#forrester #cx #ai #forrcx
Meta's Updates To WhatsApp For Business
How will Meta's updates to WhatsApp for Business impact B2B marketers relying on the channel? In this clip, principal analyst Karen Tran reveals why marketers need to be prepared for sudden rule changes and view messaging platforms as one of multiple activation layers.
Listen to the full What It Means podcast episode here: https://forr.com/4ktBXHB
Also in this episode:
- Principal analyst Pete Jacques takes you behind the scenes of Southwest Airlines’ standout CX strategies, which earned it the top spot in the Wall Street Journal’s airline industry rankings (and Forrester’s Customer Experience Index).
- Senior analyst Abhijit Sunil explores how AI is both creating and solving major energy demand challenges in the US.
You can see all of Forrester's What It Means podcasts here: https://forr.com/4rrvxei
#B2Bmarketing #CX #Forrester #AI #energy
How Tariffs And Volatile Economies Will Impact The Global Tech Market, 2025-2030
How are tariffs, trade tensions and volatile economies impacting the tech market?
According to Forrester, despite it all, global tech spend will reach $5.6 trillion in 2026 — up 7.8% from 2025. Key shifts that leaders must respond to now, include:
📈 Tech spend in North America expected to grow by 9%.
🤖 APAC’s AI investment wave is intensifying global competition.
📊 Defense, financial services, healthcare, industry, and retail will drive AI investment.
In this clip, Principal Forecast Analyst Michael O’Grady shares highlights of Forrester’s new Global Tech Market Forecast, 2025-2030.
Resources
Read more about the Global Tech Market Forecast in this blog: https://forr.com/4rwIQu9
Read more about the US Tech Market Forecast in this blog: https://forr.com/3NUueGk
Read more about the European Tech Market Forecast in this blog: https://forr.com/4rj8CSg
Keywords
Technology, AI, Artificial Intelligence, Software, Forrester"
The Role of Social Media In The B2B Buyers Journey
To what extent is social media part of the B2B buying journey? In this video, Karen Tran shares crucial findings from Forrester’s Buyer Insights research, emphasizing the essential role of social media in bridging AI-driven answers with human interactions.
You can read more about the role of social media in the buying journey in Karen’s blog: https://forr.com/4qyM68a
Check out Forrester’s new Buyer Insights research for marketers looking to enhance their B2B strategies by understanding the critical dynamics at play in today’s digital landscape here: https://forr.com/465FdTy
You can register to attend Forrester’s B2B Summit North America in Phoenix this April 26–29 here: https://forr.com/4b9oiD8
Key Topics Covered:
B2B Buying Journey
Social Media Platforms
AI-Driven Interactions
Trusted Third-Party Validation
Forrester’s Buyer Insights Research
Transcript Excerpt:
“Social media is transforming the B2B buying landscape by providing a platform where business buyers seek not just information but confidence and validation through trusted interactions with analysts, vendors, and peers.”
#Forrester #B2BBuyerInsights #SocialMedia #DigitalStrategy #ForresterSummit
Generative AI: Transforming B2B Buying
How is generative AI transforming the B2B buying journey? In this video, John Buten, principal analyst at Forrester, explains how AI is rapidly becoming the primary source of information for B2B buyers — overtaking websites, sales reps, and product experts. Discover how the adoption of tools such as ChatGPT and Microsoft Copilot is reshaping buyer decision-making, accelerating research, and creating new expectations for personalized, always-on engagement.
Forrester’s new Buyer Insights research explores the growing impact of generative AI on the B2B buying cycle. You can read more in John’s blog: https://forr.com/3M8Equl
Key Topics Covered:
Generative AI And B2B Buyers
AI-Driven Customer Experience
B2B Marketing Strategy Transformation
The Future Of Artificial Intelligence
Transcript Excerpt:
“AI isn’t just a part of business buying — it’s running the show.”
#GenerativeAI #B2BBuying #Forrester #B2BMarketing
B2B Marketing Strategies That Drive Results Across Industries
How can B2B marketers build a strategy that resonates across different industries? In this video, Barry Vasudevan, VP and principal analyst at Forrester, breaks down why B2B marketing leaders must tailor their strategies for different verticals to drive stronger engagement and long-term retention.
Drawing on Forrester’s latest Buyer Insights research, Barry reveals how buying behavior and trust are changing across industries — and what that means for your go-to-market approach. You can read more about this new research here: https://forr.com/4r4aluM
Key Topics Covered:
B2B Marketing Strategy
Industry-Specific Marketing
Buyer Behavior Insights
Customer Engagement And Retention
Tailored Marketing Strategies
Transcript Excerpt:
“Our latest Buyer Insights industries research shows that big changes in buying behavior, trust, and price sensitivity are dividing across industries.”
#Forrester #B2BMarketing #MarketingStrategy #CustomerEngagement #BuyerInsights
Is The AI Bubble About To Burst?
Is the AI bubble about to burst? Or will tech spending keep climbing?
Forrester’s tech market forecast is about to be revealed — showing what’s ahead for tech leaders over the next five years.
Here’s a hint from Principal Forecast Analyst Michael O’Grady:
💡 Strong global tech spending growth is coming.
👀 Watch for details on February 2 — including the data and insights that will shape your strategy for years to come.
Be among the first to learn how shifts in sustainability, AI productivity, and workforce skills will impact tech strategy.
Insights into the B2B Buyer's Journey
Explore the latest insights into the buyer’s journey with Forrester’s The State Of Business Buying, 2026 report. In this video, Barbara Winters, VP and principal analyst at Forrester, details this comprehensive survey, which is the largest of its kind, and its uncovering of how AI-assisted search is revolutionizing the buying process and the increasing reliance on third-party resources for validation.
You can read more about this new research in this blog: https://forr.com/4jO5CLp
You can register to attend Forrester’s B2B Summit North America in Phoenix this April 26–29 here: https://forr.com/4b9oiD8
Key Topics Covered:
Buyer’s Journey
AI-Assisted Search
Business Buying Trends
Risk Mitigation Strategies
Forrester’s B2B Summit
Transcript Excerpt:
“We found that buyers are relying more and more heavily on AI-assisted search as part of their buying process, but we also found that buyers are increasingly turning to third-party trusted resources to validate those findings.”
#Forrester #BuyersJourney #BusinessBuying #AISearch #B2BSummit
How will B2B Marketing Change In 2026?
How will the B2B marketing landscape change in 2026? Barry Vasudevan, VP and principal analyst at Forrester, outlines the transformative changes expected in 2026, emphasizing the growing demand from buyers for measurable results, transparency, and validation. He also reveals that procurement will take a more strategic role, while trials will matter more than ever. Finally, he predicts that B2B companies will lose $10 billion in 2026 due to ungoverned generative AI usage.
You can read more about Forrester’s 2026 B2B predictions in this blog: https://forr.com/3NTwy07
Download Forrester’s free 2026 Predictions guide covering B2B marketing, sales, and product: https://forr.com/4r2fa7F
You can also register to attend Forrester’s free Predictions 2026 webinar on this year’s B2B marketing, sales, and product trends, happening January 27 at 11 a.m. EST: https://forr.com/3NrPDGK
Key Topics Covered:
2026 B2B Marketing Predictions
B2B Marketing Strategy
Buyer Expectations And Transparency
AI Governance
The Strategic Use Of Human Expertise
Transcript Excerpt:
“Procurement is going to gain strategic power, trials are going to matter more than ever, and human expertise will rise as buyers look for confidence in their decisions.”
#Forrester #B2BMarketing #MarketingStrategy #AI #2026Predictions
AI's Impact on Jobs by 2030
How will AI and automation shape the future of jobs? In this video, Forrester’s J.P. Gownder reveals the real impact of AI on employment and how many 'AI layoffs' are, in fact, financial layoffs.
According to Forrester's new research, while AI could account for 6% of total US job losses, equating to 10.4 million roles, widespread AI-driven job replacement remains unlikely, as labor productivity would need to accelerate significantly for AI to replace human talent at scale.
Read more about J.P.'s latest report on AI's influence on the US job market in this blog: https://forr.com/4qSAFYJ
Transcript Excerpt:
"There will be categories of jobs that are under great pressure, and in fact, 6% of all jobs will be lost to AI and automation by 2030"
#AI #automation #jobs #forrester
1:00How Brands Can Work With Creators
How can brands work with influencers and creators? In this video clip, Principal Analyst Kelsey Chickering discusses how and why brands need to be thinking of different ways to work with creators - from event and focus group opportunities, to social media content creation. In the latest episode of the 'What It Means' podcast, Kelsey also explains how social platforms shaped 2025 holiday shopping behavior and what those patterns mean for 2026 B2C marketing plans.
🎧 Listen to the full episode: https://forr.com/3LCrHjc
Additional topics covered in this episode include:
- Senior Analyst Janet Worthington shares key takeaways from a women-in-security workshop at Forrester’s Security & Risk Forum in Austin — hear what practitioners are seeking and how leaders can better support and retain them in the future.
- VP and Principal Analyst Phyllis Davidson provides an update on AI agents in the content lifecycle. Find out where adoption stands, what’s working today, and what your near-term roadmap for content operations should include.
#Forrester #b2cmarketing #influencers #security #AI
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The Forrester Event Experience