12 B2B Marketing Trends and Predictions for 2026
Content
- How to Select the Right B2B Marketing Platform
- B2B examples across industries
- Marketo (Adobe Marketo Engage): Orchestrating Customer Journeys
- ELM Learning — A Rebrand That Lifted Opportunities 60% in 30 Days (eLearning)
- Zig.ai Launches Feature That Replaces Lead Gen, Outreach and Research Tools
- Get Trusted Advice — In Seconds
Some B2B transactions also involve the company using the products, such as computers, merchandise products, furniture, and productivity software. There is usually a group or department in that particular company that uses the products and services. In the B2B business model, one business sells a set of products or services to another business. B2B products or services are also more valuable than those at the consumer level.
Applecart’s solutions help nonprofit groups, marketing agencies, trade associations and other organizations engage decision makers, such as a corporate executive or government official. RTB House uses deep learning algorithms to power its tech solutions, which are meant to enable effective marketing campaigns. “They quickly and easily communicate complex ideas and help your brand feel less ‘corporate’ and more real, approachable, and trustworthy,” Legg said.
Yariv Drori answered this question at B2B Forum in 2025, and it’s a lesson every marketer should hear. How does a smaller company win in a crowded marketplace? Our sponsors join us because of our engaged community of marketers, one-on-one conversations, speaking opportunities, and dedication to an excellent event for all. MarketingProfs B2B Forum is the best B2B marketing conference for marketers to learn how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. With an intense session of one-minute mini-meetings, you can pitch your product or service to dozens of other business people in minutes! With over 5,000 business owners and SMBs expected to attend the show, it’s the perfect opportunity to network with other business professionals.
How to Select the Right B2B Marketing Platform
If you’re considering reaching out to potential clients or partners on LinkedIn, you might want to consider using InMail. That’s a b2b marketing lot of options to explore if you’re in the market for software solutions. Create customized messages designed specifically for each lead to cultivate genuine engagement – they want you to read their profiles!
- 72% of B2B buyers say they are most likely to engage with content that drills down into relevant or specific topical areas.
- When you know your content goals, it’s easier to identify the KPIs needed for measuring the efficacy of your strategy.
- Also pay attention to the average engagement time.
B2B examples across industries
B2B marketing leaders learned a lot from their past experiments, but quick wins at the expense of long-term gains aren’t the best path forward. See how Forrester is applying AI to its own business — embedding trusted insights into everyday workflows to help clients make faster, better decisions with confidence. Get additional complimentary resources, including webinars, on the Predictions 2026 hub. If you aren’t yet a Forrester client, explore our complimentary Predictions 2026 guide for B2B leaders and teams and register for our webinar to learn how to put these predictions into action. Once considered experimental, AI now powers daily operations — and the implications are far-reaching. Forrester’s 2026 global Total Experience Score and research show that when promise, delivery, and the people behind both move in sync, companies build strong, sustainable momentum.
Marketo (Adobe Marketo Engage): Orchestrating Customer Journeys
Marketing Cloud Account Engagement can help you generate leads and grow revenue. AI can determine the best times to post, based on your channels’ engagement history. “Their shareable nature can also exponentially increase your reach.” This one might surprise you, but B2B brands are finding success connecting with followers over memes.
Since the B2B buying journey is much longer, you need content to engage buyers at every stage of the marketing funnel. Naturally, these two users may have similar but not exactly the same needs. While one uses it to create original social media visuals, another may use it to create captivating newsletters. For example, the same design tool will serve different purposes to different groups of users.
With the shift toward AI-powered vendor discovery, case studies are also the content most likely to be cited when AI tools recommend solutions. The strongest B2B marketing case studies combine a clear business challenge, a specific strategic bet, and measurable outcomes. If you’re evaluating what kind of campaigns to invest in next, the examples above are a starting point.
Conversely, some B2B transactions involve the entire company's use of a product, such as office furniture, computers and software licenses. Occasionally, one person on the buyer side makes a transaction in support of the company's business goals. Typically, a sales team or department conducts these transactions, rather than the entire enterprise or a single person. In a B2B transaction, one business, often referred to as a vendor, sells products or services to another business. In fact, the B2B market includes companies that sell software for building B2B websites, including tools, templates, databases, methodologies and transaction software.
When these teams work together seamlessly, they can drive more predictable long-term revenue. We will explore the current state of B2B pipeline performance, key growth metrics, and strategies for maximising marketing’s impact on revenue. How do you measure account engagement across all channels, digital and physical?
The company’s header features a slogan that succinctly communicates its value and mission, immediately conveying its solution’s purpose. By repackaging event videos for reels, TikTok, text articles, blogs, or podcasts, business-to-business enterprises can expand their reach beyond LinkedIn. Toast is open to hiring new talent, as indicated by the inclusion of a link in the company description. You can organize mass outreach to reach such individuals on LinkedIn through automation tools. In B2B marketing, there are many individuals who can draw attention to your company, event, or research.
Zig.ai Launches Feature That Replaces Lead Gen, Outreach and Research Tools
This type of relationship is common among manufacturers, wholesalers, distributors, and retailers that will resell the products or services. It refers to companies that sell products or services to government agencies, public institutions, or municipal bodies. B2B e-commerce is the online sale of products or services between businesses. When your partners can see that you're organized and reliable, it builds the kind of trust that keeps partnerships going for years. The global B2B e-commerce market reached $18.6 trillion in 2023, according to McKinsey, and it continues to grow as more companies shift their purchasing online. A personal budgeting app, on the other hand, focuses on simplicity, immediate value, and lifestyle benefits to attract individual users.
Get Trusted Advice — In Seconds
What earns marketing a seat at the leadership table is knowing your ROI, revenue contribution and being able to walk into a board room and report and defend your data To maintain credibility and budgets, marketers must be able to quantify marketing’s contribution to pipeline and revenue. How great brands are established through culture and why delivering on your brand purpose starts (and ends) with your employees The balance between brand and revenue investments (and the budget allocation split) PLG, PLS – How to drive sustainable revenue growth and brand love through product-led sales Learn how to build customer lifecycle growth engines, customer lifecycle strategies and retention programs to support double digit revenue growth goals