As 2026 approaches, B2B marketers are being urged to focus not just on tech but on timeless marketing fundamentals. A recent report reveals that the most effective teams are blending AI with human creativity and strategic clarity.
1. Marketing Effectiveness Comes First
While many B2B marketers say they’re somewhat effective, those outperforming their peers are investing in people, not just platforms. Improved skills (53%) and team alignment (45%) drive success, while content quality is the top performance factor (65%).
2. Smarter Content Strategies
Nearly all marketers (97%) now have a content strategy, and 74% say refining that strategy has boosted results. Intentional planning outperforms ad-hoc content creation.
3. AI: A Tool, Not a Strategy
AI is used by 95% of marketers, but only boosts outcomes when paired with human oversight. While productivity is up (87%), some report declines in content quality — reinforcing the need for strategic balance.
4. Return of Experiential Marketing
78% are investing in live or hybrid events, signaling a shift back to in-person engagement. Measuring success remains a challenge, but brands that deliver immersive experiences see stronger customer bonds.
5. First-Party Data & Trust
91% collect first-party data, yet many lack governance strategies. Success requires using data transparently and thoughtfully to build trust and deliver real value.
6. Personalization and ABM Still Evolving
Though 89% personalize marketing, only 5% do so extensively. Account-based marketing (ABM) adoption is growing, but remains underdeveloped.
Conclusion
For 2026, winning B2B strategies will hinge on combining foundational skills with modern tools. Teams that invest in people, process, and creativity — not just automation — will lead the next wave of marketing success.
