15 B2B Marketing Predictions for 2026

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robot fortune teller looking into crystal ball, b2b marketing predictions 2026

Hold on to your butts! Much like 2025, 2026 will be a year of tidal shifts in marketing across the board. Here are my predictions, anchored in recent studies with refferences.

1. The buyer’s journey moves deeper into the LLM “black box”

More of the research, comparison, and shortlisting phases in the buyers journey will happen inside AI tools. This means less insights because LLMS don’t share much data with us, and less useful attribution data in tools like Google analytics. (Though I do expect Google will be giving us more insights through search console for Gemini)

References:

Implication:
If you’re not legible to LLMs, you’re invisible during the most important part of the buying process.

2. Marketing attribution gets even muddier


Last-click attribution has always been flawed. For instance, according to HockeyStack study it takes an average of 71 brand touch points before a B2B prospect makes contact (2024).

Attributing a lead to the last thing they clicked on (Google link, social post, etc.) does not consider their previous 70 interactions.

BUT NOW what used to be ORGANIC or SOCIAL TRAFFIC is increasingly becoming “direct” or “branded searches” because social platforms and Google are discouraging clicks and LLMs don’t even always provide links.

Increasingly users just type in the url or your brand name when they are ready to visit your site.

References:

Implication:
Tracking clicks and monitoring traffic becomes even more of a guessing game

3. Website traffic continues to decline (but revenue doesn’t have to)

Gartner predicts that by 2026, organic search traffic could decline by 25%, and potentially 50% or more by 2028

But less traffic doesn’t necessarily necessarily mean you will have less sales. Hubspot lost 80% of their blog traffic while sales increased.

Websites continue to be very valuable because:


A. They are an important information source for Google and LLMs
B. They are a very important conveyer of brand, positioning, and trust building

References:

Implication:
Much to the chagrin of CEOs who expect their teams to boost traffic as a measure of value, traffic decreases in-spite of marketing. The big brain move? Refocus on awareness, dollars, customers, and long term success,

4. Private online communities keep growing


Fatigued by algorithms and ads, B2B marketers are investing more in private communities: 27% plan to increase investment in building an online community in 2025 (CMI), and nearly 70% of companies already have a community presence (Gainsight).”  

References:

Implication:
Brands that build or join communities and network, pull ahead of those who don’t

5. Non-digital marketing makes a comeback

MarketingProfs summarizes a forecast that shows events & sponsorships increasing at ~8% CAGR (2024–2028)—making it one of the fastest-growing categories, behind only tech/data investments

In 2024 Forbes says that 61% of marketers increased direct mail investments over the prior 12 months (a 12% increase vs 2023)

53% of B2B event organizers expect bigger event budgets. – Bizzabo

References:

Implication:
Marketers that think outside-of-the digital box, make gains in unexpected places.

Businesses that bravely and articulately share more about their internal workings, processes, uniqueness, and services and prove their authority with testimonials, certifications, and other trust badges get cited more in LLMs.

AI systems cite what they can confidently verify. When a business publishes deep, structured information, detailed services, clear positioning, proof-rich case studies, and get consistent third-party mentions — it becomes easier for models to understand and cite that business in various instances.

References:

Implication:
Marketers that focus on sharing more about their inner workings and backing it up with trust signals will see gains.

7. Word of mouth matters more

As the internet becomes less trustworthy humans look to old-fashion humans for trusted advice and referals.

References:

Implication:
Marketers that focus on in person marketing and events do better than those who don’t

8. First-party data becomes strategic infrastructure

As tracking and attribution degrades and platforms gate access, owned systems matter more. This is compounded by how AI can provides unique insights based on owned data and help develop strategies based on that data.

References:

Implication:
B2B brands increasingly look for solutions to collecting, protecting, and organizing first-party data.

9. Strategy outperforms tactics (again)

AI makes execution cheaper, not clearer. Brands that invest in strategy and planning with smart strategists make gains.

References:

Implication:
CEOs don’t always get the difference here. The fancy AI solutions getting pedaled on social sites about hockey-stick growth are enticing, but they will never beat a strategy born from a close look at your business, your customers, the market and a carefully designed strategy to leverage the opportunities you uncover.

10. Businesses that focus on local visibility make faster gains

Local visibility online is less crowded and often does not get as much attention as location agnostic strategies. As discovery fragments across platforms and LLMs, local positioning becomes more valuable.

References:

Local visibility has always been a great opportunity, but it often hurts the egos of B2B leaders who aspire to be a global brand. But the truth is, most businesses dominated locally before they ever stepped into national or international waters.

11. Reviews become training data, not just social proof

Customer reviews increasingly shape how search systems describe, rank, and recommend businesses. Brands that focus on building trust (and sharing it) reap benefits.

References:

Implication:
Social commentary, reviews, reddit posts, aggregated sentiment–what people are saying about you online increasingly influences where you show up in searches and LLMs.

Tip: Use a local SEO tool Like Prompt Reviews to capture more keyword-powered reviews

12. Consistent positioning wins LLM mentions

AI systems look for patterns that occur across the web, if you’re messaging and positioning is repeated and distributed across various platforms, AI will pick up on it and reward clarity and repetition.

Businesses that:

  • describe services the same way everywhere
  • keep listings accurate and consistent
  • reinforce a narrow positioning

…are easier for machines (and humans) to understand and recommend.

References:

Implication:
Brands that dial in their positioning increasingly pull ahead of those who don’t.

13. Measurement shifts from performance metrics to confidence metrics

Clicks and sessions decline. Confidence signals rise.

Examples:

  • branded search growth
  • direct traffic quality
  • focus on reviews and testimonials
  • Focus on certifications and awards

References:

Implication: 
Businesses will track belief and recognition, not just behavior.

14. Businesses that document themselves outperform those that just market

Whether you like it or not, a new salesperson has joined your team: ChatGPT. Because users are doing research and asking questions about your business in LLM conversations, brands that share deeper content get mentioned more.

References:

Implication: 
Documentation becomes both marketing and infrastructure in the AI era.

15. We all drown in spam

The supply of content overwhelms demand and crowds our inboxes and feeds.

References:

Authors Guild on Amazon KDP limits
https://authorsguild.org/news/amazon-adds-to-kdp-generative-ai-policy-caps-daily-self-publishing-uploads/

Ahrefs AI content study
https://ahrefs.com/blog/what-percentage-of-new-content-is-ai-generated/

Vice AI article volume
https://www.vice.com/en/article/more-than-half-new-articles-ai-written/

Implication:
Marketers increasingly turn to platforms and communication methods outside of traditional email and the social sphere.

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