Forrester B2B Summit 2025: Insights, Innovation and Intent for Modern Marketers
The Forrester B2B Summit North America 2025 unveiled the data touchpoints showing the influence of AI that brought about this paradigm shift in buying habits. The event took place at Phoenix Convention Center, Arizona, U.S., from March 31 to April 3, 2025.
B2B marketing is broadly categorized into 4 types, namely governments, institutions, producers, and resellers. Across all these categories, one thing is common and that is artificial intelligence (AI) is reshaping buying behaviour.
The event was held digitally; however, it brought together a range of marketing, sales, and product leaders from across the globe to address the future of demand generation, buyer engagement, and revenue growth.
The Theme: Aligning with the Modern B2B Buyer
Forrester’s core focus this year was crystal clear. The power has shifted to the buyer. In today’s B2B world, customers are looking for personalized experiences. They are focusing on autonomy and self-service journeys.
Organizations should be rethinking their traditional funnels and aligning cross-functional revenue teams around shared metrics, agility, and value delivery.
From keynote addresses to analyst-led sessions, the meeting highlighted buyer-centric marketing strategies. It emphasized strategies that would prioritize trust, intent signals, and relevance over volume-driven outreach.
Key Takeaways for B2B Marketers
This year’s summit highlighted an important reality: modern B2B marketing is no longer about delivering messages; it’s about creating meaningful buyer journeys. With buyers taking more control of their decision-making and more complex sales cycles, marketing leaders must adapt to this reality by investing in agility, data, and tech-powered community engagement and personalization.
Provided below are some of the most actionable and inspiring insights that were shared at the event—putting pressure on marketers to rethink how they attract, engage, and convert high-value accounts in 2025 and beyond.
1. AI Is Not Optional—It’s Operational
We sensed the unmistakable shift from AI being a buzzword to being used as an operating component throughout marketing and sales processes. We heard sessions that highlighted how generative AI is moving content faster, delivering predictive lead scoring, and allowing personalization at scale.
For forward-leaning companies, like Intent Amplify®, this legitimated our AI-dominant demand gen approach as not innovative but essential.
2. Revenue Process Re–imagined
The summit was all about revenue process transformation, no more silos between marketing, sales, and customer success.
The point was about building agile and data-centric systems based on real-time buyer behavior. This is similar to what Intent Amplify believes to be a complete funnel process from the first touch through deal close and beyond.
3. Buyer Behavior Is Changing at Lightning Speed
The modern B2B buyer is a digital indigenous. He is research-driven and expects frictionless engagement.
Forrester noted that buying groups engage with over 17 different touch points before they even talk to sales. These challenges require sharpened content and outreach strategies, coupled with precision-targeted messaging, across multiple touchpoints.
4. Sustainability and Brand Purpose
Sustainability and ESG (Environmental, Social, and Governance) were identified as important differentiators in B2B marketing today.
Buyers are prioritizing companies that focus on ethical practices and long-term sustainable value, especially younger decision-makers. Purpose-led messaging is an expectation, not a trend.
5. Human Touch Is Still Important
Although automation and AI are leading the charge, human-led engagement is more important than ever in the middle and bottom of the funnel.
The most effective programs will blend tech with empathetic, consultative selling, just like Intent Amplify blends high tech with high touch.
Data-Informed Insights from the Summit
The Forrester B2B Summit North America 2025 provided subscribers with an abundance of quantitative insights that highlight the shifting landscape of B2B marketing and sales:
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Over 100 Interactive Sessions:
The summit had more than 100 dedicated interactive sessions, track sessions, and keynotes from analysts and thought leaders that focused on evolving revenue processes and adapting to changing buyer dynamics.
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Digital Self-Service Transactions:
Forrester projects that, as Millennials and Generation Z buyers grow into decision-making roles, greater than half of large B2B transactions ($1 million or greater) will be completed through digital self-serve channels in 2025.
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Generational Shift in Buyers:
The modern B2B buyer is technologically adept. They can self-research product buys, effectively controlling their buying journey.
Currently, however, 71% of B2B buyers are Millennials and Genz-ers, bringing in new styles and expectations to their buying process.
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Customer-Obsessed Companies are the Best Companies:
According to Forrester data, customer-obsessed companies see 28% more revenue growth than non-customer-obsessed companies.
They have achieved 33% greater profitability and have enjoyed 43% better customer retention than companies that do not have a customer-obsessed strategy.
Conclusion: Why This Matters to B2B Leaders
The Forrester B2B Summit 2025 confirmed what many top marketers already suspected—B2B has shifted from broad reach to precise, personalized, and purpose-led engagement. Buyers are looking for value before talk, relevance before outreach, and alignment before commitment.
If your marketing approach is not focusing on buyer intent, AI automation, and full-funnel flexibility, you are already behind.
At Intent Amplify®, we’re proud to be ahead of this curve. We don’t just follow trends; we help create them. Our AI-powered demand generation and ABM solutions are designed for the modern B2B buyer.
From predictive lead scoring to hyper-personalized outreach, we prepare you to attract, engage, and convert the right accounts at the right time.
FAQ’s
1. What is the Forrester B2B Summit North America?
The Forrester B2B Summit brings a variety of B2B departments together related to, sales, and product leaders to one place. These key stakeholders study the latest trends, technologies, and buyer behaviours driving B2B revenue generation.
2. How has buyer behaviour changed in 2025?
Modern B2B buyers are digitally native (71% of B2B buyers are Millennials or Gen Z), self-researching, and have engaged with over 17 touchpoints before talking to sales.
3. What role does AI have in modern B2B marketing according to Forrester?
AI is no longer optional; it’s operational. From predictive lead scoring to content personalization, AI powers faster, smarter decisions across the full marketing and sales funnel.
4. How does a customer-obsessed B2B brand benefit?
Customer-focused companies grow 28% faster. They achieve 33% higher profitability and enjoy 43% better customer retention, according to Forrester research.
5. How does sustainability work in B2B today?
Sustainability and ESG (Environment, Social, and Governance) are becoming critical purchase criteria, particularly for the buyers of the next generation. B2B brands must align with ethical and purpose-led values to be competitive.
