The world of B2B marketing is changing faster than ever. The traditional buying process is shifting, and today’s marketers are facing new challenges. Did you know that 81% of B2B buyers choose a vendor before ever speaking to a salesperson? That means most decisions are made before sellers even get the chance to engage.
Because of this, marketing teams are no longer just responsible for generating leads. Their role is expanding. Now, they’re expected to:
✅ Guide buyers through complex decision-making
✅ Support entire buying teams, not just individuals
✅ Keep up with the growing influence of AI in the buying journey
The message to today’s B2B marketers is clear: it’s time to evolve.
This was one of the big ideas shared at the 2025 Forrester B2B Summit North America, where top B2B marketing leaders came together earlier this month in Phoenix, Arizona. The event is often called the “Super Bowl of B2B marketing and sales.”
At the Summit, B2B expert Katie Martell had an insightful conversation with Marketing Vogue’s Dara Such. They discussed how buyer expectations are shifting, and how these changes are putting pressure on marketers to rethink their strategies.
3 Key Takeaways from the 2025 Forrester B2B Summit
Here are three essential lessons from the Summit that every B2B marketer should know:
1. The Buyer is in Control
Buyers are researching and making decisions before they ever talk to sales. This means your marketing content needs to meet them early in their journey. Think educational resources, helpful insights, and solutions that build trust from the start.
👉 Action Tip: Invest in content marketing, SEO, and thought leadership to stay visible during the research phase.
2. Marketing Must Influence Buying Teams
Purchasing decisions are no longer made by one person. Today’s B2B purchases often involve multiple stakeholders. Marketers need to create messaging that speaks to different roles, needs, and priorities within an organization.
👉 Action Tip: Build campaigns that address each member of the buying committee, from technical teams to financial decision-makers.
3. AI is Changing the Game
AI isn’t just a trend—it’s transforming how B2B buyers gather information, compare options, and make decisions. Marketers who embrace AI tools can deliver more personalized, faster, and relevant experiences.
👉 Action Tip: Start exploring AI-powered tools for content creation, data analysis, and customer insights to stay ahead.
In today’s fast-moving world, B2B marketers need to be proactive, adaptable, and ready to support buyers long before the sales team steps in. These takeaways from the Forrester B2B Summit show that the time to evolve is now—and those who do will lead the way into the future of B2B marketing.
