B2B Marketing Trends to Watch in 2026
Visibility, Credibility, and Data Governance Will Define B2B Marketing Success
Report by Kelsey Voss | Nov 14, 2025
Top Trends to Watch in 2026
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Table of Contents
About This Report
In 2026, marketing success will hinge on visibility, credibility, and governance. AI-led discovery is redefining how B2B buyers find brands, human influence is reshaping how marketers build trust, and data governance is powering growth.
AI is transforming visibility, trust, and performance in B2B marketing. Marketers must strike a balance between machine-optimized discovery, human-driven credibility, and data discipline to compete effectively in 2026.
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Table of Contents
- AI-led discovery will redefine early-stage brand visibility
- Creators and experts will become the face of brand authority
- Data governance maturity will drive performance resilience
- EMARKETER Interviews
- Sources
- Media Gallery
Charts in This Report
Interviewed for This Report
Natalie Cunningham
Data Axle
SVP, Marketing
Interviewed October 10, 2025
Brian Gates
RainFocus
SVP, Industry Strategy
Interviewed October 10, 2025
Laura Hamilton
Algolia
SVP, Marketing
Interviewed October 10, 2025
John Jorgenson
Cambium Learning Group
CMO
Interviewed October 3, 2025
Todd Lebo
Ascend2
CEO
Interviewed October 3, 2025
Isabel Romero
Metricool
CMO
Interviewed October 2, 2025
Lynn Tornabene
Anteriad
CMO
Interviewed October 3, 2025
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AI-Driven Tools Lead 2026 Investment Priorities for B2B Marketers (% of B2B marketers worldwide*, Aug 2025)
Authenticity and Credibility Are the Top Criteria for Selecting B2B Creators (% of B2B influencer marketers worldwide, April 2025)
Over Half of B2B Marketers Say 10% or More Leads Are Ruled Out by Sales Due to Poor Quality (% of US B2B marketers, April 2025)
AI-Driven Tools Lead 2026 Investment Priorities for B2B Marketers (% of B2B marketers worldwide*, Aug 2025)
Authenticity and Credibility Are the Top Criteria for Selecting B2B Creators (% of B2B influencer marketers worldwide, April 2025)
Over Half of B2B Marketers Say 10% or More Leads Are Ruled Out by Sales Due to Poor Quality (% of US B2B marketers, April 2025)
authors
Kelsey Voss
Contributors
- Eleni Digalaki
- Nikolai Dineros
- Penelope Lin
- Director, Data Visualization
- Heather Sprung
- Senior Editor
- Tracy Tang
- Senior Researcher
- Matt Torpey
- Senior Chart Editor
- Paul Verna
- VP, Content
- Yoram Wurmser
- Principal Analyst