Where B2B Marketing Is Headed in 2026: Lessons From 2025

As we wind down 2025 and look to the new year, it’s a good time to reflect on the trends that impacted B2B marketers and what will continue to matter in 2026.

My biggest observation from the past year is that the most successful campaigns were grounded in B2B marketing fundamentals. These tools of the trade aren’t always flashy, and they require consistent effort to execute well, but they deliver both short-term impact and long-term value. As we look ahead, those same principles will matter even more. Here are three B2B marketing approaches we think should be priorities in 2026:

1. Developing helpful, credible thought leadership

2. Leveraging authentic, trusted voices to deliver your message

3. Focusing on data and metrics that truly matter

1) Develop helpful, credible content

It was clear throughout the year that useful content still wins. But “useful” has taken on a new meaning. As generative AI models shape how searches are conducted and results are summarized, brands must create content that not only informs but also earns authority in the fast-evolving search landscape. While Google continues to lead as the starting point for search, AI is steadily changing how results are generated and surfaced. A recent Forrester report notes that in 2025, 30% of all B2B buyers viewed gen AI tools as a meaningful interaction type during the final stage of their purchase.

In Matt Boaman’s blog, “5 Ways for B2B Industrial Marketers to Win Visibility in the Age of AI Search,” he shared that a key difference with AI search is that being found is not based solely on keywords or backlinks. AI search looks for clarity, credibility and depth of content; all of which are the hallmarks of true thought leadership. AI models reward content that provides comprehensive answers, relevant links to related resources and validated subject-matter expertise.

For B2B marketers, that means thought leadership must map to every stage of the buying cycle. Here are some examples of how that might look:

• Early-stage education: Explain the foundational elements of your industry and/or solution, offer glossaries and definitions, and share industry best practices.
• Mid-funnel guidance: Focus more on technical insights, comparative guides and helping buyers narrow their choices.
• Decision support: Provide proof points, ROI frameworks and case studies that build confidence.
• Post-purchase enablement: Share insights that help customers implement, troubleshoot and optimize, turning them into long-term customers and advocates.

This trend will continue in 2026, with content still “king.” What does shift, though, is that it isn’t just about producing more content; it’s about consistently creating the right type of content.  B2B brands will win visibility in 2026 by anticipating buyer questions, demonstrating real expertise and making it easy for both humans and AI systems to understand what they offer.

2) Use Authentic, Trusted Voices

In 2025, the importance of influencers in B2B marketing continued to rise. This can be partly attributed to a younger generation, but it is also strongly tied to the realities of long buying cycles and complex technical markets. In these scenarios, audiences want to hear from more than just brands; they want to hear from people who understand their world.

Allie Northrop’s blog, “B2B Influencers: Who They Are, Why They Matter and How to Find Them,” outlined the increasing budget allocated to influencers. And in the B2B space, these influencers are engineers, technicians and industry specialists whose credibility comes from real-world experience. These influencers produce helpful and often compelling content. From product demos and walkthroughs to brand comparisons and thoughtful interviews, they offer perspectives that feel more relatable and trustworthy.

I believe this trend will continue to grow in 2026 for two reasons:

• Social media channel growth for B2B research: Platforms like LinkedIn, YouTube and even Instagram and Reddit have become go-to destinations for early-stage learning. More B2B buyers now start their research on social channels. Audiences are looking for quick explanations, peer perspectives and firsthand demonstrations. Social channels naturally elevate user-generated content over corporate accounts, making creator-led content more visible.
• Transparency & authenticity are highly valued: Today’s B2B buyers want to see products, processes and technologies actually work. Influencers and subject matter experts deliver that by sharing behind-the-scenes details and honest opinions. In a world where AI continues to shape how information is created and found, there is still a lot of value in hearing from people with real opinions and personalities.

3) Focus on Data and Metrics that Matter

Data has never been more available, but that can lead to information overload. The most effective B2B marketers in 2025 were those who resisted the temptation to track everything and instead spent time with the metrics that move the business forward. Getting there, though, requires some legwork. Before diving into measurement, it is important to take a breath and make sure your analytics and data foundation is set up correctly. And since the value of insights is only as good as the supporting data, marketers should ensure the following data best practices are in place heading into 2026:

• Assets and campaigns are tagged following a clear and consistent methodology.
• Platforms are set up to talk with each other, or at a minimum feed into a cohesive dashboard that can tell the full story.
• An agreed-upon cadence for reviewing results — one that balances giving data enough time to be meaningful while staying agile so you can shift direction when needed.

With these foundations in place, you can move beyond surface-level metrics to ones that offer deeper insight and tell a more compelling story. B2B marketers who prioritize metrics like account-based engagement, content contribution to pipeline and lifetime customer value are far better equipped to inform and support business goals.

When marketers measure with intention and connect their insights to business impact, data becomes a strategic tool rather than a bunch of numbers with no meaning.

Looking Ahead to 2026

As we approach and plan for 2026, the trends that matter most are the ones grounded in real value: helpful content, trusted experts and data that supports smarter decisions. These fundamentals are essential for successful B2B marketing, especially as new buyer demographics emerge and technology continues to accelerate change.