The Future Called: 5 B2B Marketing Predictions for 2026
2025 was a year of evolution for B2B marketing: AI took a seat at the adult table, webinars stacked up on calendars, virtual events ran without a hitch, and buyers swiped left on anything irrelevant. The year didn’t wait for anyone.
After the whirlwind of 2025, marketers are looking for guidance on a path for 2026. Our take: the rules of engagement are changing, buyer attention is harder to capture and tried-and-true strategies should be reviewed, while new ways considered and embraced. The year ahead will reward those who anticipate trends, engage intentionally, and invest where it counts.
With that, consider our five “boldly stated, loosely held” predictions for 2026 B2B marketing:
1. A Rise in Cohort-Based Marketing
B2B buying has become a team sport, but most marketing teams don’t have the time or resources to treat every account like a white-glove opportunity. Meanwhile, the fallback option of broad targeting is losing its edge as privacy regulations, AI-driven search assistants, and evolving buyer behavior fuel an “identity blackout.” Marketers can no longer reliably see who clicked, who’s engaging, or where they came from. Cohort-based marketing (CBM) provides a way to regain clarity—focusing on groups of look-alike businesses most likely to convert and delivering messaging that is purposeful and contextual.
CBM provides a framework to orchestrate communication across these businesses, ensuring that every touchpoint delivers value and relevance. Leveraging AI and data-driven personalization, teams can scale these interactions without losing the focus and intentionality that modern buyers expect. CBM is not a replacement but an evolution—building on the reach of broad targeting and turning awareness into engagement, alignment, and measurable impact.
2. B2B Search Moves from Google to AI Assistants
AI assistants are rapidly becoming the first—and, in some cases, dare we say it, the only—stop for B2B research, offering recommendations, comparisons, and insights instantly and anonymously. By 2026, this shift will fundamentally reshape how buyers find products and services. SEO and paid search still matter, but marketers must also optimize for—and perhaps even prioritize—AI-guided discovery and engagement.
Content should be structured for clarity and context so that AI can reference it accurately. Tracking success requires new approaches since clicks and impressions aren’t enough. Brands will need models that capture influence, intent, and downstream conversions generated through AI-guided recommendations. Succeeding in AI-assisted search is less about ranking keywords and more about being the source AI trusts to answer buyers’ questions and determining how to capitalize on and track these interactions. Those who crack the code will set themselves apart.
3. A Rise in Sponsored Conversations
Live conversations—panels, webinars, podcast episodes—have been gaining traction for years, but 2026 is poised to be the breakout moment where they become one of the most trusted formats in B2B.
Buyers are hungry for real conversations and actionable insights, and brands that team up with podcasters, industry experts, or media partners are finding creative ways to deliver exactly that. Sponsorship helps amplify reach, but it’s the content itself that keeps people coming back. At the same time, editorially led sessions where the focus is purely on sharing value are rising in influence.
In 2026, the brands that master both approaches—smartly sponsored and genuinely valuable—will capture attention, earn trust, and build connections that last long after the session ends.
4. The End of Gated Content
Form fill fatigue is real, and the days of gating content are fading. Buyers are tired of feeling like they need security clearance just to read an industry report. The dated gated method of requiring an email to access a whitepaper or piece of research is becoming less effective as buyers expect instant, frictionless access.
The ungated route increases content reach and allows more prospects to discover and engage with your insights organically. It builds trust and credibility by showing confidence in the value of your content without immediately asking for personal information. Ungated content also supports ABM and thought leadership strategies by letting ideas circulate widely and attract the right audience without creating barriers.
Finally, letting our walls down creates an open, inviting experience that puts the audience first. When content is easy to access and genuinely useful, it naturally encourages ongoing engagement.
5. Paid B2B Spend Shifts from LinkedIn and Google to Industry Media
LinkedIn and Google Ads will still be important in 2026, but many marketers are rethinking their budget allocation across platforms. Costs are rising, targeting is tightening, and AI is reshaping how buyers search and discover information. Instead of simply fighting for attention in increasingly crowded spaces, teams are exploring where their dollars can work harder.
This opens the door for industry media. These environments offer built-in authority, more focused audiences, and far clearer buyer intent. Rather than casting a wide net and hoping the right people see it, marketers are finding that industry media ecosystems deliver relevance from the start—putting content, ads, and conversations directly in front of the communities that matter most.
Smarter, Sharper, and 2026-Ready
B2B marketing will be smarter, sharper, and a little more selective in 2026. The old tricks won’t cut it, buyers will be more discerning than ever, and the platforms and tactics of yesterday will give way to AI-savvy search, account-focused strategies, open content, and trusted industry ecosystems. The winners next year won’t just follow trends—they’ll anticipate them, engage intentionally, and invest where it truly counts. In other words, it’s time to work smarter, market sharper, and invest with intention … but with strategy, not just speed.