B2B Marketing Leaders: 2026 Trends

What’s next for B2B marketers in 2026?

Insights shared by experts from Intel, Infor, and ModumUp during our January 21 meetup shed light on emerging trends.

A common theme across the discussions:

Trust is becoming the most valuable resource in B2B – and AI is accelerating, not resolving, this shift.

We are pleased with the turnout of the event: 766 registrations from 51 countries and 82 peak live viewers. Thanks to everyone who joined us!

Here are the key takeaways from each speaker.

Olga Bondareva, Founder of ModumUp - Innovative B2B Marketing Agency

Community-led GTM and ABM in the age of AI

As AI-generated content floods the market, traditional signals of expertise are losing relevance, making it harder for B2B buyers to assess vendors. In this new landscape, buyers trust people more than brands.

Communities are now crucial in B2B. Product-led communities work well with audiences already familiar with a product, while professional communities drive ABM by fostering meaningful, non-sales conversations.

A company-owned community is a long-term GTM asset that generates inbound demand through trust—not just as a campaign KPI.

Dina Habib OMara, Global Partner Marketing Executive at Intel Corporation

Buyer intent and data-driven GTM for 2026

Most B2B buying decisions are made before engaging with sales teams. Shortlists are formed based on digital content and intent data, while buyer loyalty declines in favor of relevance and ROI.

The traditional MQL model is becoming obsolete. B2B purchases are driven by buying groups, not individuals. AI can analyze intent at the group level, but scale is only achievable when data is connected end to end.

Intent signals from trusted third-party sources hold more weight. The most successful GTM teams operate as cohesive units, aligned around shared data and outcomes.

Sanjay Kidambi, Senior Director of Product Marketing at Infor

5 unavoidable B2B product marketing trends for 2026

1. AI adoption is moving from individual experimentation to formalized, agentic marketing operations embedded across data, content, and workflows

2. These agentic systems require a trusted golden record—a 360-degree view of accounts shared across marketing, sales, and service teams

3. The digital buyer journey is being redefined, with AI-driven concierge experiences replacing traditional website menus as the primary interface

4. “AI-powered” is no longer a differentiator; product marketing must clearly communicate the real value of AI in terms of speed, accuracy, security, workflow integration, and total cost

5. The rise of AI search and AI buyer agents is creating radical transparency, making machine-readable data, trust, and communities essential for any brand to be considered

A huge thanks to Dina and Sanjay for their insightful presentations and for sharing practical, forward-looking perspectives with our community.

You can watch the full recording here: https://www.youtube.com/watch?v=dqXpd8oM5ok