#b2b-marketing

#b2b-marketing

Over half (55%) of U.S. marketers reported budget increases in 2026, while 37% were asked to make cuts - most of them under 10%, according to 10Fold's "The 2026 Marketing Budget Blueprint, Part II." But even with the largest budgets of any region, U.S. marketers reported the lowest confidence in meeting growth targets. The data suggests that after aggressive investment in 2025, some marketing programs may have outpaced market demand.

B2B marketers usually treat Super Bowl week like a black hole for engagement. The assumption? Everyone's distracted, inboxes are crowded and it's safer to go quiet and wait it out. But new data from HubSpot turns that logic on its head. After analyzing marketing activity and buyer behavior during the past three Super Bowls (2024-2026), HubSpot found that while many B2B brands pull back, audiences are actually more engaged - and not just during the game.

Celebrity has long been a staple of B2C advertising, but in B2B, it's historically been treated as nothing more than a huge flex. Too often, an A-list name signals budget more than insight. When it's misaligned, the backlash can outweigh the buzz. Look no further than the ire Salesforce received in 2023 for paying Matthew McConaughey millions while simultaneously laying off thousands of employees.

To build long-term buyer momentum in B2B marketing, it's essential to focus on connecting mental availability to buying triggers, rather than solely relying on short-term campaigns. Here's a strategic approach to achieve this: Understand buyer personas and journey Research Key Personas: Gain a deep understanding of the different buyer personas involved in the decision-making process. Identify their roles, pain points, and triggers. Map the Buyer Journey: Develop a detailed map of the buyer journey stages, from awareness to decision, highlighting key buying triggers.

Lately, one of the biggest challenges in growth for eLearning and HR tech companies is lead generation. The market is so crowded, with customer acquisition costs rising and buyers being hard to reach, making lead generation a challenge. As a result, HR leaders, L&D teams, and enterprise decision-makers are becoming increasingly skeptical of marketing claims. Taking into account this environment, relying solely on ad hoc campaigns and generic SaaS playbooks seems to no longer work.

I was riding the 5 train when I saw an ad above my seat for a company called Brex: "SeatGeek controls spend like a rock star with Brex." These words have the trappings of a sentence but do not mean anything together. I kept repeating them, like focusing my eyes on an optical illusion and waiting for something to appear. Nothing.

Content plays a central role in how we acquire and educate customers. It needs to perform across the full funnel and work for both classical search and modern, LLM-based discovery. This requires a combination of technical SEO, strong content strategy, and hands-on content creation. As Senior Content Strategist (m/f/d), you own our content system end-to-end. You are responsible for defining the strategy and technical foundations, while also contributing directly to the creation of high-impact content such as articles, guides, case studies, and video-based formats.

CEOs often expect nonstop growth without obstacles or adjustments. But this isn't realistic, and it puts a massive strain on teams to achieve unattainable goals. In this fast-paced world, customer preferences change, markets cycle, and trends come and go. Market segmentation is crucial for understanding your current prospects, their needs, pain points, and goals. Whether you need to stall or accelerate business growth, it's a very difficult decision you have to make, thinking of the long-term success of your company.

It's a proud moment when a B2B marketer presents a robust ICP to executives and cross-functional colleagues. You've done the work not as an academic exercise but to fulfill a promise to deliver a crucial driver of efficiency, revenue acceleration and sustainable differentiation for your marketing, sales and product teams. You've committed to making the ICP a foundational force in your go-to-market strategy, ready to move the team from a generalized spray-and-pray approach to a highly targeted, profitable model.

ABM is a proven marketing approach that has been a viable option for targeting B2B brands (and their purchasing committees) for decades. CTV is one of the newer marketing channels around and adoption, especially for B2B brands, has been modest enough to stave off the rapidly inflating engagement costs of channels like Google, Meta and LinkedIn. The intersection of the two is relatively unexplored, but I've seen it work beautifully

"There is the plan that targets the end buyer," said Van Pelt, the CMO of Plante Moran. "And there's now going to be the plan that targets the AI."

Two thirds of tech buyers (61%) feel that B2B advertising is too vague to be relevant to their business, according to a new LinkedIn report. But five key trends will help brands to stand out, says Aggie Anthimidou (head of technology marketing EMEA & LATAM). B2B technology now plays a central role in business success and buyers are under pressure to make the right decisions about their tech investments.

"Most marketers think in terms of targeting individuals," says Jann Schwartz, senior director of Marketplace Innovation at LinkedIn. "We've inherited a lot of B2C thinking, but in B2B, the real picture only comes into view once you start looking at groups of buyers within the same company. The question isn't just 'who's clicking?' but 'have we created enough collective confidence within the buying group to make it safe for them to choose us?'"

The way most marketing teams approach AI is probably the way I approach my inbox at 4:59 PM on a Friday. With reckless optimism and zero follow-through. But Katie Miserany, SurveyMonkey's Chief Communication Officer and SVP of Marketing, thinks the real problem isn't AI - it's that most marketers have forgotten a fundamental truth: Just because you can talk about something doesn't mean you should.