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EMARKETER

B2B Marketing Trends to Watch in 2026

Visibility, Credibility, and Data Governance Will Define B2B Marketing Success

Report by Kelsey Voss  |  Nov 14, 2025

Top Trends to Watch in 2026

Need-to-Know Trends Reshaping the Digital Future

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Report
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Table of Contents
AI-led discovery will redefine early-stage brand visibility
Creators and experts will become the face of brand authority
Data governance maturity will drive performance resilience
EMARKETER Interviews
Sources
Media Gallery
About This Report
In 2026, marketing success will hinge on visibility, credibility, and governance. AI-led discovery is redefining how B2B buyers find brands, human influence is reshaping how marketers build trust, and data governance is powering growth.
Topics
B2B Marketing
United States
Table of Contents
AI-led discovery will redefine early-stage brand visibility
Creators and experts will become the face of brand authority
Data governance maturity will drive performance resilience
EMARKETER Interviews
Sources
Media Gallery

AI is transforming visibility, trust, and performance in B2B marketing. Marketers must strike a balance between machine-optimized discovery, human-driven credibility, and data discipline to compete effectively in 2026.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

3charts

Reliable data in simple displays for presentations and quick decision making.

7expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. AI-led discovery will redefine early-stage brand visibility
    2. Creators and experts will become the face of brand authority
    1. Data governance maturity will drive performance resilience
    2. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    AI-Driven Tools Lead 2026 Investment Priorities for B2B Marketers (% of B2B marketers worldwide*, Aug 2025)Authenticity and Credibility Are the Top Criteria for Selecting B2B Creators (% of B2B influencer marketers worldwide, April 2025)
    Over Half of B2B Marketers Say 10% or More Leads Are Ruled Out by Sales Due to Poor Quality (% of US B2B marketers, April 2025)

    Interviewed for This Report

    Natalie Cunningham
    Data Axle
    SVP, Marketing
    Interviewed October 10, 2025
    Brian Gates
    RainFocus
    SVP, Industry Strategy
    Interviewed October 10, 2025
    Laura Hamilton
    Algolia
    SVP, Marketing
    Interviewed October 10, 2025
    John Jorgenson
    Cambium Learning Group
    CMO
    Interviewed October 3, 2025
    Todd Lebo
    Ascend2
    CEO
    Interviewed October 3, 2025
    Isabel Romero
    Metricool
    CMO
    Interviewed October 2, 2025
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed October 3, 2025

    authors

    Kelsey Voss

    Contributors

    Eleni Digalaki
    Nikolai Dineros
    Penelope Lin
    Director, Data Visualization
    Heather Sprung
    Senior Editor
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Paul Verna
    VP, Content
    Yoram Wurmser
    Principal Analyst
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