B2B Marketing Trends of Last Year That Will Remain Relevant in 2026

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.


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