Marketing in 2027: How Buyers Are Changing and Where to Focus Next

You're planning for 2027. But are your marketing priorities keeping pace with how buyers actually buy?

AI is changing how buyers discover and research solutions. Buying decisions increasingly involve multiple stakeholders, each with different priorities. And marketing leaders are being challenged to demonstrate greater impact while navigating competing investments, evolving technology, and limited resources.

So what should marketers actually do differently?

Join DC Marketing Tech Talks on Thursday, November 12th for an interactive discussion with Tim Wiles of Anteriad and Nora Conklin of Forrester* as we explore how changing buyer behavior should influence marketing strategy, investment decisions, and execution in 2027.

Rather than another conversation about trends, we'll focus on translating change into practical priorities and measurable progress.

### What we'll discuss

• How buying behavior is changing: Understand how AI, independent research, and evolving buying groups are reshaping discovery, evaluation, and purchasing decisions.
• Moving beyond individual leads to buying-group engagement: Explore how marketers can connect permissioned engagement, relevant content, data, and coordinated outreach to better support the people involved in a purchase.
• Where to focus your marketing investments: Consider how to prioritize improvements across audience intelligence, content, AI, measurement, and demand generation. What deserves attention now, what should be tested, and what can wait?
• Turning priorities into execution: Discuss how alignment across marketing, sales, and leadership, along with clear goals, ownership, and measurement, enables teams to act and adapt.
• Making meaningful progress in 2027: Identify one actionable improvement your organization can make using the capabilities, resources, and partners you already have.

Come prepared to share perspectives, challenge assumptions, and leave with a clearer idea of where to focus in 2027.

*Nora Conklin is a Principal Analyst, Demand & ABM at Forrester. She is participating in her individual capacity as a member of the marketing community and is not representing Forrester.