Forrester 2025 B2B Summit: Recap and Key Takeaways
The Forrester B2B Summit 2025, held from March 31st to April 3rd in Phoenix, Arizona, brought together B2B professionals to explore the latest strategies, technologies, and trends driving the industry. From innovative Go-To-Market (GTM) strategies to the evolving landscape of buyer behaviors and how AI is engrained in the buyer journey and cannot be ignored. This event highlighted key takeaways for companies aiming to stay ahead of the curve.
If you missed the event, this recap covers the insights you’ll want to know.
Key Events & Insights from the Forrester B2B Summit 2025
Embracing the Power of Buying Networks and AI in the Buyer Journey
One of the most transformative insights from the Forrester B2B Summit came from Barry Vasudevan, a Forrester Vice President and Principal Analyst, who introduced the concept of buying networks. Unlike the traditional view of B2B purchases, which centers around direct buyer-seller interactions, today’s buyers are influenced by a complex network of stakeholders. These networks include internal decision-makers, external influencers like industry analysts and social media, and AI.
According to Barry, 90% of buyers are now using Gen AI in their buying process and they are using it in various stages of the process. This change underscores the need for businesses to rethink how they engage with buyers.
Buyers are no longer just speaking with a sales rep, but are seeking multiple touchpoints for validation and information. This year, experts projected that 50% of buyers will consult at least 10 external influencers during their decision-making process. Understanding and engaging with this broader ecosystem is key to staying relevant in a rapidly changing market.
Reimagining Go-To-Market (GTM) Strategies for Real-World Success
Another summit highlight was a deep dive into Go-To-Market (GTM) strategies. The event emphasized the importance of revisiting GTM strategies quarterly to adjust to shifting market dynamics, evolving buyer behaviors, and external factors like economic changes.
Conversations centered on how numerous brands have GTM strategies that are too product-focused and inside-out, meaning they focus on what the company is selling rather than what the buyer truly needs. This leads to misalignment between the c-suite’s vision and the execution happening on the ground.
To address this, brands need to build stronger cross-functional collaboration between sales, marketing, and product teams, ensuring that all teams are aligned with buyer needs and delivering a unified message. By doing so, companies can drive more effective demand generation, content strategy, and revenue enablement.
The Evolving Role of Brand in the B2B Buying Process
A roundtable on brand measurement uncovered the growing disconnect between brand-building efforts and ROI tracking in B2B. While less than 45% B2B companies are using brand tracking surveys, many B2B advertisers still struggle to measure the impact of their brand on the customer journey. This is especially challenging as buyers today are increasingly skeptical. According to Barry Vasudevan from Forrester, 81% of buyers express dissatisfaction with aspects of their buying experience, despite having more control over the purchasing process than ever before.
Interestingly, geo-fencing and incrementality testing were highlighted as tools that could help bridge the gap between brand awareness and tangible ROI, even though most B2Bs are foreign to these types of measurement solutions. Companies need to reassess their strategies and focus on tracking how brand efforts drive customer engagement and lead to revenue growth, rather than just measuring superficial metrics.
Conclusion
The Forrester B2B Summit 2025 reinforced the dynamic shifts occurring in the B2B landscape, particularly in the areas of buyer behavior, GTM strategies, and brand measurement. AI, buying networks, and the evolving role of customer advocacy are becoming critical factors in determining success. The most successful companies will be those that adapt to these changes by embracing technology, building stronger cross-functional teams, and aligning their strategies with buyer expectations.
At Tinuiti, our approach to digital marketing and strategy is rooted in an understanding of these changes. We’re committed to staying ahead of trends like AI-driven buying signals, cross-functional collaboration, and revenue-driven brand strategy. By leveraging these insights, we can continue to provide cutting-edge measurement solutions that drive meaningful results for our clients across every stage of the buyer journey.