At the end of last year, we published B2B Wrapped, our roundup of the tactics and trends that defined demand generation in 2025.
Now, as we head into 2026, we’re asking which of these themes, from marketing and sales alignment to maintaining lead momentum, are still driving performance. What’s changed? And what are the topics being discussed today across the industry?
Some will come as no surprise. AI, personalisation and buyer intent continue to dominate conversations and shape strategy – and for good reason.
These, and other tactics, aren’t just changing how B2B marketing works but how – and what – it delivers. They crop up year after year because they consistently prove their value where it counts.
So, let’s look at why they remain ones to watch in 2026, and what else should be on your radar.
