​The Forrester B2B Summit North America 2025, held from March 31 to April 3 in Phoenix and online, is a premier event for B2B marketing, sales, and product leaders. It offers over 50 interactive sessions on topics like AI-driven engagement, sustainability, and revenue transformation, providing insights into evolving buyer behaviors and digital strategies. ​

Dave Frankland, VP, Research Director, Forrester has published an article featuring five takeaways from B2B Summit North America 2025.

He says, “Here are five key takeaways from the event mainstage that can help as you head into planning for the rest of the year. These themes carried through to various breakout sessions, where attendees had a chance to go deeper.

Embrace Buying Networks To Address The Upsurge In AI Agents And External Influencers

Forrester data reveals that 81% of business buyers express dissatisfaction with at least one area of their buying experience with the winning provider. This dissatisfaction causes purchase cycle lengths to balloon, deals to stall, and buyers to seek alternatives. Embracing buying networks will help B2B organizations reduce purchase stress and deliver greater value to buyers. B2B leaders must expand their understanding of not only buying group members but also the external parties they rely on for information, advice, and support throughout the customer lifecycle, such as customers, influencers, partners, and AI agents.”

Five Takeaways From B2B Summit North America 2025 To Help You Master Buying Mayhem

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