Ksenia Kurnikova, a B2B marketing expert with over 15 years of experience, shared which B2B marketing trends from last year will continue to be relevant in 2026.
1. AI as a foundational pillar of B2B marketing
If in 2025 AI functioned primarily as a practical but supportive tool, it will now become a fundamental foundation of the B2B marketer’s work. For example, AI will enable the rapid processing of massive data volumes and the identification of meaningful patterns.
2. Hyper-personalization
Hyper-personalization will make every customer touchpoint as relevant as possible in terms of timing and communication channel, thereby increasing customer lifetime value (LTV).
3. A data-driven approach as a source of confidence
By applying a data-driven approach, B2B marketers will be able to calculate the ROI of their initiatives more accurately and speak with greater confidence when defending marketing strategies in front of leadership.
Make Sense in every message
1. AI as a foundational pillar of B2B marketing
If in 2025 AI functioned primarily as a practical but supportive tool, it will now become a fundamental foundation of the B2B marketer’s work. For example, AI will enable the rapid processing of massive data volumes and the identification of meaningful patterns.
2. Hyper-personalization
Hyper-personalization will make every customer touchpoint as relevant as possible in terms of timing and communication channel, thereby increasing customer lifetime value (LTV).
3. A data-driven approach as a source of confidence
By applying a data-driven approach, B2B marketers will be able to calculate the ROI of their initiatives more accurately and speak with greater confidence when defending marketing strategies in front of leadership.
Make Sense in every message