"The study showed some good news for marketers: Marketing strategy and its importance to growth goals are better understood and accepted by the rest of the C-suite. Nearly seven out of 10 B2B marketers expect a larger budget this year, and 89% believe those funds will help them achieve their goals. With those larger budgets comes more accountability and opportunities to justify why the investment in marketing paid off."
"The shift makes sense as AI continues to change the way we find brands. While lead generation is still important, brands need to be able to show up where people are looking-and they need to be able to tell potential customers what they're about. "In an AI-filtered landscape, the organizations that invest in credibility, recognizability and consistent content performance will be the ones that win attention and accelerate growth," 10Fold CEO Susan Thomas said in a written statement."
B2B marketers are shifting strategy in 2026 toward increasing brand awareness and content marketing, moving away from prior emphasis on lead generation. AI is changing how people discover brands, so credibility, recognizability and consistent content performance are becoming essential to win attention and accelerate growth. Marketing strategy and its link to growth goals have gained broader acceptance within the C-suite. Nearly seven out of 10 B2B marketers expect larger budgets this year, and 89% believe those funds will help achieve goals. Larger budgets bring more accountability and KPIs for brand awareness, content marketing, lead generation, performance marketing, customer marketing and retention. Workday's 'Rock Star' campaign illustrates investment in brand recognition.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]