Forrester’s B2B EMEA Summit in London at the start of October welcomed business leaders from 23 countries and 14 industries. The format of the event evolved significantly this year, with an enhanced emphasis on attendee interaction and participation through expanded workshops and roundtables. For the first time, we introduced a new immersive experience, which allowed participants to step into a simulated B2B buying environment to experience buying friction firsthand, identify go-to-market gaps, and apply frameworks that drive alignment across teams.
The B2B Buying Environment Isn’t Just Evolving — It’s Being Redefined
At B2B Summit EMEA 2025, leaders from across marketing, sales, product, and demand came together not just to observe the change but to confront it. The forces reshaping the buying landscape — from generative AI and shifting generational expectations to increasingly decentralized buying groups — are accelerating. This year’s Summit delivered the frameworks, insights, and leadership clarity needed to navigate the turbulence.
Five Key Themes From B2B Summit EMEA
As you look ahead to planning for the rest of the year, here are five standout themes from the mainstage that sparked deeper conversations throughout the event and beyond:
1. Leverage Buying Networks To Navigate The Rise Of AI-Driven Agents And External Influencers
Today’s B2B buying happens in the context of a dynamic network. Buyers are influenced by external partners, social media voices, review sites, and, increasingly, AI agents. More than two-thirds of buyers are now Millennials or Gen Zers, and they expect seamless, informed, and trusted interactions across every touchpoint. But 85% of buyers report dissatisfaction with some part of their experience — even with the provider they ultimately chose. That’s not just a missed opportunity; it’s a signal that the traditional approach to buyer engagement is broken.
2. Close The GenAI Adoption Gap
Generative AI isn’t just another tech trend — it’s a seismic shift. The question is: Will your organization’s AI strategy take off? While 94% of B2B buyers are already using genAI to inform their decisions, only 19% of B2B organizations have it live in production. That gap is more than a statistic — it’s a strategic risk. As AI continues to advance, laggards risk falling further behind.
3. Reimagine Growth To Thrive In Uncertainty
With 59% of B2B marketers expecting less than a 5% budget increase in 2026, leaders are being asked to deliver more with less. At the same time, 82% say they need to improve their overall growth strategy, and 68% are focused on operational process improvements. The message is clear: Traditional growth models aren’t enough.
In a buying world that is constantly changing, businesses can’t rely on rigidity anymore. In fact, nowadays, more than 75% of business leaders prioritize a culture of innovation and constant change. So how do we navigate this volatility?
VP and Principal Analyst Nicky Briggs presented a bold framework to take on this innovation wave: the adaptive growth strategy, designed to help leaders shift from rigid plans to responsive leadership. It’s not about making your plans more flexible — it’s about making your people more flexible. This involves replacing standardized practices with flexible ones that encourage transformation and differentiation: Culture must be aligned with strategy.
4. Embrace The New B2B Sales Supercycle By Building For The Buying Network
The evolution of AI in go-to-market marks the beginning of what Forrester believes will be a new B2B sales supercycle — one that is intelligent, adaptive, integrated, accelerated, and networked. Yet many organizations remain tethered to outdated sales models, struggling to keep pace with buyers who expect hyper-personalized, seamless, and self-directed experiences. To thrive in this era of “buying mayhem,” sales, marketing, and product teams must unlearn legacy practices and build strategies that penetrate and influence dynamic buying networks. The future belongs to those who can co-sell with AI, personalize at scale, and orchestrate across ecosystems.
5. Prepare For The Journey From Agentic AI To AGI — It’s Already Underway
Artificial intelligence is the most disruptive technology wave in history. From generative AI to agentic systems and the looming arrival of artificial general intelligence (AGI), we’re witnessing a rapid evolution in how machines learn, collaborate, and build tools. AI task complexity is doubling every seven months, and models are already demonstrating the ability to run businesses, manage supply chains, and support strategic decision-making. But this isn’t just about reaching a destination — it’s about mastering the journey. Competent AGI will reshape digital labor, redefine e-commerce, and upend traditional software. To thrive, leaders must move beyond command-and-control strategies and start building trust in AI agents that can anticipate, suggest, and self-correct.
B2B Summit EMEA sparked fresh energy around navigating the complexities of today’s buying landscape. While the event was a powerful moment of connection and insight, we know it’s just the beginning. If you’re looking to unpack what this shift means for your organization, reach out to schedule a guidance session with one of our analysts.
And while we reflect on the momentum from the Summit, we’re already looking ahead to B2B Summit EMEA 2026. We hope to see you there!
(Rosa Tardio, research associate, contributed to this blog.)
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