Meet The AI Agents Redefining B2B GTM Strategies And Approaches At B2B Summit EMEA

Goal-oriented, self-improving, sometimes autonomous AI agents purpose-built for B2B buying and selling will soon impact every interaction during the purchasing journey and postsale path to value. Investment is on the rise, with 74% of B2B and B2B2C organizations adopting AI agents and 14% planning to adopt them, according to Forrester’s State Of Customer Obsession Survey, 2025. While most are “agentish” or agentic-adjacent (for now), AI agents are already augmenting the B2B go-to-market workforce — and workflows — at a rapid pace, interacting directly with internal and external audiences and impacting both the customer and employee experience. Unlike a conversational interface, general-purpose chatbot, or personal productivity assistant, go-to-market (GTM) AI agents are specialized by focus area and role, with more distinctly agentic capabilities as the technology continues to evolve. These AI agents will autonomously research, identify, and engage prospects to qualify opportunities, negotiate, and even execute complex deals. But for an AI agent to be successful on the job, its work must align to how buyers buy and how customers engage, based on demand type, purchase complexity, audience personas, opportunity types, the makeup of decision-making groups, and how a product is utilized postsale.

Agent Casting Call: Select, Align, And Integrate B2B AI Agents To Fit Your GTM Objectives

Plan for a mixed group of specialized AI agents to support B2B marketing and sales processes. Match B2B AI agents to use cases based on their focus area, scope of work, technical capabilities, and collaboration requirements based on the GTM function supported. Start by breaking down sales and marketing workflows into steps and tasks (or have an agentic AI agent do that for you), then determine which are best performed by human, AI agent, or hybrid human-AI approach. AI agents purpose-built for B2B GTM broadly align to seven archetypes, each tailored to specific business contexts, audience needs, interaction scenarios, and training data and tooling requirements:

• Rule-Follower: Automates repetitive tasks within predefined workflows.
• Producer: Generates custom content and messaging at scale for diverse audience segments and personas.
• Savant: Analyzes buying signals and offers actionable insights for optimizing buying interactions.
• Influencer: Crafts buying group experiences that accelerate decision-making.
• Choreographer: Ensures ongoing collaboration among AI agents and human stakeholders.
• Planner: (Implied as part of the archetypes, focusing on strategic organization.)
• Innovator: (Implied as part of the archetypes, focusing on creative and novel approaches.)
Use these archetypes to create a well-rounded cast of AI agents connected to key B2B GTM initiatives and the work to be done based on use case, specialization, capabilities, constraints and limitations, interaction style, and target business outcomes. In an ideal state, these AI agents could work together to deliver personalized B2B buying experiences by blending domain expertise and adaptability with creativity and process optimization. As autonomy continues to increase, so too does the need for AI agent alignment, accountability, governance, and human-first change management. Join Anthony McPartlin and Jessie Johnson at Forrester’s B2B Summit EMEA in London this October to learn more about AI agents and what they mean for GTM strategies and teams in the breakout session, “AI Agents: Hype Vs. Reality And Implications For B2B.”

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Frequently Asked Questions (FAQ)

What are AI agents in the context of B2B Go-to-Market (GTM) strategies?

AI agents designed for B2B GTM are specialized autonomous or semi-autonomous systems purpose-built to assist in various aspects of the B2B sales and marketing process. Unlike general chatbots, they focus on specific roles and possess more advanced capabilities to interact with prospects, analyze data, and even execute complex deals.

How do AI agents differ from traditional conversational interfaces or chatbots?

Traditional chatbots are primarily conversational tools. B2B GTM AI agents are more specialized, goal-oriented, and often autonomous. They are designed to perform specific tasks within the B2B sales funnel, such as researching and engaging prospects, qualifying leads, negotiating, and executing deals, often with a capacity for self-improvement.

What are the seven archetypes of B2B GTM AI agents mentioned in the article?

The article outlines seven archetypes: Rule-Follower (automates repetitive tasks), Producer (generates content), Savant (analyzes buying signals), Influencer (accelerates decision-making), Choreographer (ensures collaboration), Planner (strategic organization), and Innovator (creative approaches).

What key factors determine the success of an AI agent in B2B GTM?

For an AI agent to be successful, its operations must align with how buyers actually buy. This includes considering factors like demand type, purchase complexity, audience personas, opportunity types, the composition of decision-making groups, and how the product is used post-sale.

What is the current adoption rate of AI agents in B2B organizations?

According to Forrester’s State Of Customer Obsession Survey, 2025, 74% of B2B and B2B2C organizations are currently adopting AI agents, with an additional 14% planning to adopt them.

What are the benefits of using AI agents in B2B Go-to-Market strategies?

AI agents can significantly impact B2B GTM by augmenting the workforce, automating tasks, providing actionable insights, personalizing customer experiences, and potentially executing complex deals, thereby accelerating the path to value for customers and improving operational efficiency.

What considerations are important for the successful integration of AI agents into B2B workflows?

Successful integration requires careful selection and alignment of AI agents to specific use cases and GTM objectives. It involves breaking down workflows into tasks to determine the optimal human, AI, or hybrid approach, and ensuring alignment, accountability, and governance as autonomy increases.

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Crypto Market AI's Take

The evolution of AI agents in B2B Go-to-Market (GTM) strategies is a significant development, mirroring the increasing integration of AI across all industries, including finance and cryptocurrency. Just as these specialized AI agents are designed to optimize sales and marketing workflows, AI is also revolutionizing how we analyze and interact with the crypto market. At Crypto Market AI, we leverage cutting-edge AI technologies to provide sophisticated market intelligence, including real-time data analysis, predictive modeling, and automated trading strategies. Our platform aims to empower users with the insights and tools necessary to navigate the complex and fast-paced world of cryptocurrencies, much like how these B2B AI agents empower marketing and sales teams. Understanding the strategic deployment of AI, whether in GTM or financial markets, is key to staying ahead in today's technologically driven landscape. For more on how AI is transforming industries, explore our insights on AI Agents and the Future of Finance and discover how we utilize AI for Strategic Crypto Portfolio Analysis.

More to Read:

• AI Agents: The Future of B2B Sales Automation
• How AI is Transforming Customer Experience in SaaS
• The Role of AI in Predictive Market Analysis
• Navigating the B2B Sales Funnel with AI

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Source: Originally published at Forrester on August 6, 2025.