B2B marketing in 2026 is looking a lot more like B2C — and that’s not a small shift.
eMarketer’s latest FAQ on what’s shaping B2B buyers and trends offers key tips and insights for planning your 2026 marketing strategy.
- B2B buyers expect B2C experiences. They want self-serve, seamless tools for online research, instant pricing and more. Most research happens before the sales team is ever contacted.
- Millennials and Gen Z now dominate decision-making. This audience, which now accounts for 71% of business buyers, expects digital-first, social video and multiple sources to consult for their research.
- AI is central for 2026 B2B marketing. AI tools should be a top investment priority for discovery, targeting and personalization, but maintaining quality control and your authentic voice is key.
- First-party data is a competitive advantage. Clean, well-managed data fuels performance and enables ABM and personalized outreach third-party data cannot match.
- Channel dynamics are shifting. LinkedIn leads, but broader social and video platforms are influencing professional audiences, too. Search is losing ground, signaling the need for budgets to shift to more storytelling formats and channels built for discovery.
- Automation must be balanced with authenticity. Trust and human credibility still win deals. Partnerships with creators and experiential, in-person opportunities can help build trust and engagement.
The bottom line: 2026 will reward brands that combine digital excellence with real credibility.