About the 2026 ABM Playbook
B2B marketing has changed. Performance must evolve with it.
Buying groups are bigger. Sales cycles are longer. Buyers complete most of their research before ever speaking to sales.
AI-powered discovery, zero-click search results, and dark social channels have reshaped how decisions are made—and much of that influence happens without clear attribution.
Performance marketing hasn’t become less important. It’s become more complex.
