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.
What to expect
Marketing in 2027: How Buyers Are Changing and Where to Focus Next is an in-person, interactive discussion from DC Marketing Tech Talks on Thursday, November 12, 2026, from 6:00 PM to 8:00 PM Eastern. The event page says the focus is on practical priorities and measurable progress rather than trends, and it asks attendees to come prepared to share perspectives and challenge assumptions.
Agenda and speakers
The discussion is led by Tim Wiles of Anteriad and Nora Conklin, Principal Analyst, Demand and ABM, at Forrester. The page notes that Conklin is participating as a member of the marketing community and is not representing Forrester. Published topics are:
- How buying behavior is changing, including the effects of AI, independent research and buying groups
- Engaging buying groups instead of individual leads
- Deciding where to invest across audience intelligence, content, AI, measurement and demand generation
- Turning priorities into execution through cross-team alignment, goals, ownership and measurement
- Identifying one actionable improvement using existing resources and partners
Who should attend
DC Marketing Tech Talks runs meetups for marketers in Washington DC, Northern Virginia and Maryland, and says it welcomes marketing technology newcomers and veterans from associate to executive level. A founder who handles marketing or sells to committees of buyers may find the buying group and budget topics most relevant, and it is a way to meet working marketers in the region.
Venue and access
AWS WAS17, Amazon Merlin building, 510 14th Street South, Arlington, VA 22202. The event page offers map directions but does not list parking or building entry instructions, so check your ticket confirmation.
How to register
Register on the Eventbrite event page. Neither the organizer's site nor the page as read for this listing states a ticket price, so confirm the cost when you register.
