B2B marketing trends for 2026: What really matters
- Turicum Marketing
- Dec 4, 2025
- 4 min read
In 2026, B2B marketing feels less like “more content, more channels” and much more like clear decisions, clean processes, and measurable impact.
Buyers inform themselves, but expect competent contact persons immediately when needed. Budgets remain realistic, not lavish. GenAI is no longer a toy, but part of everyday work. And those who have first-party data can control reliably—everyone else can only guess.
Reality check 2026 in 90 seconds
We should keep an eye on the following trends in 2026:
Decisions will be made by groups (buying groups), not by individuals. Websites must enable self-service while also facilitating a quick handoff to sales. Budgets require focus rather than continuous fire. GenAI not only assists with writing, but also integrates into workflows and reporting. And without clear consent, events, and UTMs, every number in the dashboard is an estimate.
My 10 B2B marketing trends for 2026
Buying Groups & “hidden buyers”
In B2B, decisions are rarely made by just one person. In addition to your visible champion, finance, IT, and operations are also involved.
What to do? Create materials that can be shared internally: a one-pager for finance (costs/benefits), a tech FAQ for IT, and a risk checklist for operations. This will help your champion build consensus.
Self-service + human interaction – both, not either/or
Many interested parties want to inform themselves first, then talk.
What to do? Offer clear next steps on the website (demo, appointment, comparison), set response times, and ensure that a human being takes over promptly after the click.
Efficiency beats volume
“More output” doesn't help if you lack direction.
What to do? Set 5–8 key performance indicators (e.g., qualified initial meetings, show-up rate, SQL rate, pipeline contribution) and say goodbye to metrics that just look nice.
GenAI becomes part of operations
AI is no longer just a text generator.
What to do? Build small, repeatable processes: briefing form → draft → editorial review → publication with UTM → short report. Set guidelines (tone, claims, approval).
First-party data as a stable foundation
Tracking is changing—consent and CRM data remain.
What to do? Use UTMs consistently, measure events accurately, update consent texts, clean up CRM fields, and plan for server-side tagging in the future.
ABM 2.0: smaller, more precise, closer to sales
Account-based marketing is becoming easier, not harder: top accounts, clear signals, relevant content.
What to do? Define 50 target accounts, build 2–3 suitable assets per cluster, and coordinate with sales triggers (“When do we write, and with what exactly?”).
Events & webinars – but with pipeline proof
Trade shows work when the lead-up and follow-up are right.
What to do? Two short invitations in advance, simple lead capture (QR) on site, then follow-up within 24/72 hours with the next step. The dashboard counts appointments, show-ups, and SQLs – not just contacts.
Creator & executive branding in B2B
People follow people.
What to do? Two person-driven posts per week are often enough: a brief insight, a mini case study, a clear tip. Collaborations with micro-creators can lend reach - measured in visits and inquiries, not likes.
Dark social & communities
Many recommendations happen in Slack groups, WhatsApp, DMs - invisible to analytics.
What to do? Include a field in your lead form asking, “How did you hear about us?” (free text). For the team, win rate and deal speed count more than last click.
Content ops & distribution
Fewer publications, but better planned and more widely distributed.
What to do? An editorial plan, a briefing template, a QA checklist, and a repurposing system (e.g., blog → 3 LinkedIn posts → 1 short video → 1 email).
What does this mean for companies?
Roadmap A: Brief analysis & quick wins (4–6 weeks)
Start with a simple audit: website, forms, nurture emails, and handover to sales. This will result in 2–3 specific recommendations, such as simplifying forms, introducing three-part activation (value → example → appointment), and reminders for no-shows. A small dashboard shows whether appointments, show-ups, and SQLs are increasing.
Roadmap B: ABM sprint (8 weeks)
Select 50 target accounts, cluster the buying roles, and create a small amount of highly relevant content (finance one-pager, tech FAQ, ROI sheet). Orchestrate LinkedIn, email, and website, and work with sales to define clear triggers for outreach. The winning assets are then standardized.
Roadmap C: Event ops as standard (6 weeks)
Define target dates for each event, prepare pre- and post-event activities, collect data cleanly on site with consent, and respond within 24/72 hours with a concrete next step. This way, every event contributes to the pipeline.
Your 30-day plan “Ready for 2026”
You don't have to turn everything upside down in the first four weeks. Focus on the basics:
Set goals and key performance indicators (5–8), including show-up and SQL rate.
Website basics: one clear CTA per page; shorten forms; make social proof visible.
Nurture: three short activation emails plus appointment reminders.
Hand-off: SLA (who responds how quickly) and a simple handover template
Data hygiene: standardize UTMs, record events cleanly, check consent texts
Content ops: editorial plan + briefing/QA; test a repurposing process
Make an AI workflow productive (briefing → draft → QA → publish → report)
Frequently asked questions – brief answers
Will I definitely need ABM in 2026?
Not on a large scale. A light ABM with a few accounts, suitable assets, and good sales coordination often delivers noticeable results.
What is the one metric I should definitely measure?
No single figure is sufficient. Initial meetings, show-up rates, SQL rates, and pipeline contributions are most helpful for management.
How can I use GenAI effectively?
For repetitive work: drafts, variants, short reports—always with clear QA and documented guidelines.
Next step: Brief analysis with recommendations – and, if desired, implementation
I work with companies to make marketing clear and effective.
My approach: brief analysis, clear recommendations for action (2–3 levers), and—if you wish—implementation with a smooth handover to your team.
If you like, I can outline on one page what is realistically achievable in 30 days. Write to me and let me know which roadmap (audit, ABM, or event ops) suits you best—and we'll get started.
