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Conclusion
trend 4 content
trend 3 resources
trend 2 change
trend 1 ai
Executive summary
The State of B2B Marketing: Trends and Insights in 2026
We asked over 300 B2B marketers across a variety of industries and budget brackets what’s really happening in 2026. This report breaks down the data into four trends: AI, Rapid Change, Resource Constraints and Content Evolution. Each trend section covers key findings and statistics, insights and practical recommendations. If you’re low on time, check out the executive summary.
Content Continues to Evolve
Resource Constraints Are Impacting Output
Change is Everywhere
AI Makes Inroads, Not Magic
45% of you say AI is making you more efficient. 57% are using ChatGPT, while 29% prefer Gemini. But it’s not all sunshine and automated roses – distinctions are emerging between using AI to work faster versus using it to work smarter (and safer).
Unsurprisingly, marketers said they will prioritize driving revenue (38%) and building brand awareness (27%) this year. But keeping up with the sheer volume of changes and challenges coming at them – reduced budgets, more competition, and shifting buyer behavior – may explain why nearly 50% report operating in a reactive mode.
From CMOs to Marketing Managers, “limited resources" isn't just a complaint; it’s the number one challenge across the board. Marketers are being asked to deliver results with scaled back teams and limited budgets.
The linear buyer’s journey is out. Interactive content is in. Relying on static blog posts and SEO-focused content is unlikely to break through with today’s buyers. The data shows marketers consider video the most effective asset type, and there’s a massive craving for personalization – 38% say it’s a key growth area.
AI is revolutionizing marketing workflows (think research, data analysis and brainstorming), but data gaps and ROI challenges still remain.
trend 1: AI
What’s Happening with ai?
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In our survey, 96% of marketers reported using AI, with 47% ranking it the #1 trend they’re excited about this year. That’s no surprise given the estimated $37 billion spent on generative AI in 2025 by enterprise companies alone – a 3.2x year-over-year increase.
findings
Far and away the most popular tool? Chat GPT. Yet, a lack of solid data is blocking smarter decisions, and ROI is still infamously tough to prove.
What’s your go-to AI tool?
57% Chat GPT
29% Gemini
5% Perplexity
3% Claude
1% Jasper
1% Copilot
45% Helping us work more efficiently
4% None of the above
24% Replacing some manual tasks but requiring upskilling
23% Allowing us to create more personalized content
7% Replacing many jobs
1% No significant impact
Marketers are wielding AI most for boosted efficiency (45%) and personalizing content (23%). But for many, data visibility and the AI training gap are barriers to success.
tl;dr
Recommendations
Think of AI as an assistant rather than a replacement. Use it to unlock fresh insights, conduct research and draft outlines. Other tips for success:
Share your best wins (and fails!) – it gets everyone smarter, faster Don’t go with the first output. Iterate for best results Use regained hours to punch up creativity, not just output volume Keep exploring new AI use cases and capabilities
Where AI Helps:
The Fine Print: AI Hurdles
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How do you see AI impacting your marketing efforts over the next 1-3 years?
Workflow wizardry
45%
Background process boosts
27%
Getting personal
23%
27% of large enterprises and 35% of marketing managers are using AI to help remedy a lack of resources. The savviest teams are automating background work - like analysis, auditing and prep – leaving the creative heavy lifting for humans.
45% say AI is making them more efficient, even as 18% cite incomplete data as their #1 barrier to confident decision-making.
23% say they are using AI to personalize content, honing messaging and developing campaigns that meet buyers where they are.
24%
Sharpening skillsets
In the dark on data
Resource crunch continues
The numbers don’t lie. Resource constraints are driving the hunt for smarter solutions. The good news is that only 7% believe AI will lead to job loss over the next three years.
Even with smarter tools, many marketers say their biggest roadblock is still scattered or missing data, making it hard to trust results or report real impact.
Many marketers are figuring out exactly where and how AI can deliver real results; 24% cite upskilling as a prerequisite for AI success.
If you wouldn’t put it on a billboard, don’t put it in a free tool. Thought about pasting company info into a free AI tool? Don’t. Data can stick around (and might end up training someone else’s bot). Free platforms almost never guarantee enterprise-grade protections.
It’s not just the economy causing consternation right now. Marketers face uncertainty from every direction, including shifting buyer trends and content preferences. Success in 2026 and beyond depends on how well you adapt to the evolving landscape.
Change Is Everywhere
trend 2: change
Although reduced budgets remain the top complaint, teams are simultaneously grappling with changing buyer behaviors, increased competition and the ongoing push for AI adoption.
Strategic Opportunity
1 2 3 4 5
Here’s how marketers ranked their top pain points:
Reduced or revised budgets Changes in customer behavior and expectations Increased competition from scrappier players The ever-present push to try more AI and automation Shifts in marketing priorities
Only 22% of teams rely on proven, robust, data-driven marketing strategies. A full 44% say efforts are tactical, reactive or ad hoc. Slowing down long enough to get strategic may feel impossible, but the alternative may include lack-luster results and burn out.
Mind the [Generation] Gap
71% of B2B buyers are now Millennials or Gen Z, according to Forrester, a shift that helps explain changing buyer behavior. Understanding their preferences and adjusting your approach is key for reaching these audiences.
AI isn’t just changing the way we work. Pew reports that AI summaries are halving click through rates – a challenge and opportunity that is growing by the day. To stay relevant, your brand needs to share clear, relevant, and timely content.
Search Savvy
Marketers are meeting the moment, such as it is. Whether it is better aligning marketing and sales teams (36%), trying new content formats (26%) or leaning into personalization (25%), seasoned marketers recognize that change can mean growth.
Future Focus
Reconsider your marketing approach, what is working and what isn’t Rethink why, how, and when buyers want to consume content Address AI search optimization and content on platforms and forums like Reddit Automate manual tasks and leverage AI for efficiencies
This isn’t the year to skate by on old habits. For best results, be sure to:
The only constant is change, but with change comes opportunity. Stay flexible, establish a solid strategic framework and prioritize optimization for AI search (AEO).
Economic headwinds wreaked havoc on headcount and budgets in 2025. Now marketers are trying to meet expectations without all the needed resources.
Resource Constraints
trend 3: resources
The core challenge for marketers isn’t a lack of ideas, but a widespread struggle with limited resources, time constraints and the inability to scale content production.
15% Scaling issues
Many teams hit a wall when trying to ramp up content production. As demand grows, so do the headaches – without enough staff, projects pile up and deliverables get delayed. The solution? Lean into automation to handle repetitive tasks and consider outsourcing specialized work so your core team can focus where it matters most.
30% General lack of time/resources
You’ve got the vision, but not the village to build it. 38% of marketers cite limited resources as their biggest challenge, from frozen headcounts to design backlogs. This isn't just a "small company" problem; even 27% of large enterprises cite difficulty scaling production as their primary headache.
38% Limited content creation resources
Whether it is cross department coordination, lengthy approval processes or just finding time to get organized, some marketers are struggling to get off the starting block. Consider workarounds like a repository of SME-approved insights and pre-approved templates to speed content creation and approvals.
7% Everything else
Top Resource Challenges by Role
63% say “not enough time/resources” Calendar: Full of strategy and meetings
41% report “difficulty scaling successful programs” Reality: Stuck balancing big-picture goals with on-the-ground bottlenecks
35% cite “content creation limits” To-Do List: Overflowing with execution tasks
CMOs
Directors
Marketing Managers
While the CMO is worrying about the destination, you’re the one trying to fix the engine while the plane is flying. For Marketing Managers, the #1 enemy is "limited content creation resources" (35%).
Sitting at an operational crossroads, directors report that scaling is a daily battle; leadership demands must be balanced with the realities of stretched teams, process gaps and unpredictable influxes of urgent requests.
It’s lonely (and busy) at the top. For CMOs, "Time/Resources" is the #1 challenge for 63%, but, interestingly, CMOs are less likely to cite "insufficient data" as a problem. You have the numbers; you just don't have the bandwidth to execute effectively.
What should you “Stop, Start, Continue” to stay on track? Leverage AI for planning, research, and analysis Standardize and automate recurring tasks Get creative about content creation and repurposing Outsource work to a freelancer or agency to keep your team focused on execution
One solution won’t cut it when resources are stretched thin. Try a combination of approaches to keep your team focused on high-value projects:
You can’t wish your way out of this one. It’s time to stop asking “how can we do more?” and start asking “what can we stop doing?”.
A whopping 38% of respondents cite limited content creation resources as their biggest hurdle, with another 24% pointing to design bottlenecks. Other roadblocks include:
In a sea of AI-generated content, standing out is challenge number one. Keep focused on your audience, personalize content where possible and produce a wide variety of asset types to cut through the noise.
Content Evolution
trend 4: content
6% SME bandwidth/cooperation
24% Limited design resources (e.g., staff, budget, bandwidth)
38% Limited content creation resources (e.g., staff, budget, bandwidth)
When it comes to producing effective, engaging content, what is your biggest challenge?
1 2 3 4 5 6
Video content Blog posts and articles Webinars and live events Case studies and testimonials Interactive content Podcasts
Here’s how marketers ranked content on effectiveness.
Marketers may be less familiar with this format, but it can engage audiences – and stand out – in real time. Think quizzes, ROI calculators or even gamified experiences that turn passive consumption into active participation while collecting engagement data along the way.
Interactive Content Is No Game
With 38% of marketers identifying personalization as a key growth area, tailored, relevant content is a must. Whether it’s dynamic emails or interactive experiences, the future belongs to brands that make their audiences feel seen.
Getting Personal
27% of marketers say their content strategy is limited by a lack of diverse formats. The appetite for fresh, engaging content is there – especially for video – even if the budget is not.
Format FOMO
The struggle to scale content production is real for 19% of marketers. Compounding this issue, 17% lack a cohesive strategy, leaving many teams trapped in a cycle of reactive content creation.
Scaling Without Breaking
Audit your content to find assets that can be updated or repurposed Spend content dollars on video first, then remix for key channels Stand out with lesser-used formats like podcasts and interactive experiences Prioritize AI search optimization now. You’ll thank us later
Content is key for educating buyers, but outdated approaches could be sapping your resources and limiting your success. To maximize your impact this year:
Don’t reinvent the wheel. To offset the loss of design and creative bandwidth, reuse or repurpose assets, pull derivatives from long-form assets and/or enlist help from an agency who gets it.
In 2026, B2B marketing isn’t about hustling harder – it’s about working smarter. AI is reinventing work, buyer habits are shifting and effective teams are ditching scattershot tactics for focused, creative strategies.
What’s Next
Change is chaotic, but it’s your shot to outpace the competition. Get bold with new formats, personalize at scale and let AI handle the busywork. The marketers who move fast and stay flexible will own the future.
Tonya Cooper is a senior marketing strategist and founder of TC Advisory, bringing 15 years of experience translating research and market insights into clear positioning and effective go-to-market strategy. Connect with her on LinkedIn.
about the author
Background and console imagery source: stock.adobe.com - Frogella.stock Illustration imagery source: stock.adobe.com - Yurii
To capture key trends in B2B marketing, we surveyed 311 marketing professionals.
About the Survey
info@demandgenreport.com
Demand Gen Report is a targeted online publication that uncovers the strategies and solutions that help companies better align their sales and marketing organizations, and ultimately, drive growth. A key component of the publication’s editorial coverage focuses on the sales and marketing automation tools that enable companies to better measure and manage their multichannel demand generation efforts.
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Industry 18% Technology and software 17% Media and advertising 14% Retail and e-commerce 14% Professional services 13% Manufacturing 11% Financial services 6% Healthcare and pharmaceutical 6% Other
Marketing Budget 25% Less than $100,000 30% $100,000-$500,000 20% $500,000-$1,000,000 20% Over $1,000,000 5% Unsure
Job Title 59% Marketing manager 31% Marketing Director 8% VP of Marketing 3% CMO
Company Size 31% 1-50 employees 24% 51-200 employees 15% 201-500 employees 12% 501- 1000 employees 18% 1000+ employees
