The Widening Gap Between Adapters and Laggards
Our B2B analysis shows a widening gap between teams modernizing fast and teams holding onto legacy playbooks.
Strategies Working in 2026
AI-Powered Hyper-Personalization
Leading B2B marketers use predictive and generative AI to tailor outreach, improve purchase likelihood, and protect retention.
The Dominance of First-Party Data
Privacy changes make first-party data the strongest growth lever for intent signals and account-based marketing.
B2B buyers now expect B2C-like convenience. Companies that failed to unify revenue teams (Marketing, Sales,
and Success functions) operating in silos saw their pipeline velocity dramatically shrink over the past four
quarters.
Failing Strategies
Companies focused only on last-click attribution and top-of-funnel traffic miss how long modern sales cycles really work. Disjointed marketing wastes spending and zero brand authority.