Grammy-nominated rock band The Fray to headline 2026 B2B Summit in North America
Forrester’s 2026 B2B Summit North America is set to be a groundbreaking event for marketing, sales, customer success, and product leaders looking to revolutionize their traditional go-to-market strategies. Taking place in Phoenix from April 26-29, 2026, this year’s summit will feature the Grammy-nominated rock band, The Fray, as the headline performer.
The theme of this year’s B2B Summit North America is “GTM Singularity,” which aims to equip B2B leaders with the tools to adapt to changing buyer behaviors in an AI-driven era. Given the shift towards most buying decisions being influenced before any interactions with sellers, leaders need to recalibrate their go-to-market strategies to thrive in the face of unprecedented unpredictability.
The Fray is renowned for its soul-searching alt-rock sound and has achieved multi-Platinum sales status. With four Grammy Award nominations, three Billboard Music Awards, and several Billboard Top 10 hits under their belt, The Fray has garnered a dedicated global fanbase. Their hit single, “How to Save a Life,” spent an impressive 58 weeks on the Billboard Hot 100. After a ten-year hiatus, The Fray is making a comeback with the release of their new album, “A Light That Waits,” in March.
Tavar James, vice president of global events at Forrester, expressed excitement about The Fray’s performance at the B2B Summit North America. He highlighted that The Fray’s music has served as a motivating soundtrack for listeners navigating change and resilience, mirroring the key themes for B2B leaders reinventing their GTM strategies in an AI-dominated world. Having The Fray bring their electrifying live energy to the event is anticipated with enthusiasm.
The B2B Summit is a crucial event for leaders aiming to modernize their go-to-market strategies. With an emphasis on providing research, frameworks, and guidance, Forrester enables attendees to stay ahead of evolving market dynamics and buyer expectations. Leaders across various functions, from marketing to sales, can benefit from the insights and actionable strategies shared at the summit.
In conclusion, Forrester’s 2026 B2B Summit North America promises to be a transformational experience for B2B leaders seeking to navigate the challenges of a rapidly changing business landscape. With The Fray headlining the event and a focus on adapting to new buyer behaviors, attendees can look forward to gaining valuable insights and strategies to drive success in an AI-driven marketplace.