Between longer sales cycles, pricing pressures, and the rising tide of AI-generated content, previous means of driving demand are being tested. To find out how marketing leaders are responding, we surveyed senior B2B decision-makers to create our B2B Marketing Benchmark Report 2026.
Here is a first look at the trends defining the next year of B2B growth.
1. The return to brand is real
After years of performance-heavy dominance, B2B leaders are pivoting. Our data shows that 44% of marketers plan to increase brand and creative spend in 2026 which is the highest increase of any category.
Why? Because in an era where AI can commoditise execution, human connection and reputation have become the ultimate competitive moats. You can’t automate trust.
2. The 73% problem: sales cycles are stretching
If it feels harder to get a deal over the line, you aren’t alone. 73% of respondents cited longer sales cycles as their primary barrier to growth.
Decision-making committees are expanding and procurement is tightening. The marketers winning in 2026 aren’t just generating leads; they are focusing on sharper nurture strategies and closer sales alignment to shorten the path to purchase.
3. AI: testing, not measuring
Perhaps the most surprising finding is the gap between AI investment and measurement. While 41% of marketers have no trouble getting budget for AI tools, nearly 40% have little to no confidence in measuring the actual ROI of those tools.
The industry is investing on strategic conviction but without better measurement frameworks, so such spending might start being put into question.
Benchmarking your 2026 strategy
How does your budget compare to the industry average? Are you over-investing in the wrong channels?
The full report contains 30+ pages of deep-dive analysis, including:
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Budget breakdowns: Average marketing spend as a % of turnover.
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The skills gap: The three specific skills B2B leaders are looking for in new hires.
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The wellbeing metric: How B2B marketers are scoring their work-life balance (and why it’s fragile).
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Performance vs. organic: The sharp divide in how teams are allocating media spend.
View the full report
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