B2B marketers have been through a lot in recent years: Covid, the push for profitable growth, layoffs, and now AI disruption. That momentum carries into 2026, with teams expected to deliver short-term results while planning for a future that’s still taking shape.
2026 is a pivotal year for B2B marketers. Buyers are smarter, tech stacks are tightening, and the race is on to figure out how to genuinely use AI, not just talk about it. Brand and creativity are often positioned as the ultimate differentiators, yet many teams remain anchored to demand generation. As a result, the modern B2B marketing team looks more like Sales Development than a function focused on brand, customer experience, or what comes next.
Recent research from Interbrand and Kantar reinforces what many marketers already know: brand investment drives long-term success. Risk-taking grounded in meaning (not hype) is increasingly expected, and marketers now have to build for both people and AI agents.
So how are B2B marketers approaching the year ahead? To find out, we surveyed brand and marketing leaders across SaaS, professional services, manufacturing, and healthcare. Here’s what they shared about 2026.
Let’s jump in.
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1. Brand vs. Demand: A Game of Ping Pong
Survey Results:
43% of respondents say their company is demand-driven; 34% strive for balance; only 21% are brand-led.
Marketers recognize the need to balance short-term lead generation with long-term brand building, but few have the right teams, measurement, or leadership mindsets to do so. In some cases, there is little or no budget, a dwindling creative team, and the day-to-day scramble to generate a pipeline. This leaves little time and space for building a brand or other marketing disciplines. AI simply cannot solve this at the moment.
Brand Strategy Implications:
Build systems that connect brand storytelling with demand performance. Use frameworks like the Messaging House to unify campaigns under one narrative, ensuring every dollar spent builds both pipeline and brand equityBrand equity represents the value of a brand. It is the difference between the value of a branded product and the value of that product without that brand name attached to it. Learn more. Human creativity can solve this. As well as educating the entire organization on the purpose of marketing.
Hope is also on the horizon. While brand investment has taken a back seat in recent years, Marketers are feeling more confident about allocating resources to brand strategy. Something to keep an eye on.
The future of B2B belongs to brands that make storytelling a business function, not a campaign.
2. Creativity Is The Missing Differentiator
Survey Results:
67% of marketers say creativity will be critical to success, but 38% rate the industry as not very creative today.
B2B organizations believe in creativity, but they don’t typically give marketers the freedom, playground, and tools to thrive. Fear, a pipeline-only focus, and old-school thinking keep many brands from bold expression or simply being themselves.
Brand Strategy Implications:
Treat creativity as a strategic resource, not a risk. Embed creative problem-solving into product marketing, customer experience, and internal culture. Brand archetypes like The Creator and The Magician can serve as rallying points for this reinvention.
The assumption that AI will automate marketing creates the ideal environment for creativity to take center stage. After all, on the other side of our campaigns is a human being. Dazzle them with creativity, not prompts, one human to another.
3. The Differentiation Dilemma
Survey Results:
Top challenges for 2026 include limited budgets (30%), unclear value propositions (28%), and crowded markets (21%).
Marketers know what makes them different but struggle to express it consistently. Limited resources and internal alignment, not market noise, are often the real barrier. Company messaging often gets diluted by committee, resulting in words that fall flat or feel forced.
Brand Strategy Implications:
Differentiate from the inside out. Start with a clear brand promise, translate it into proof points, and ensure every employee can articulate it. This is where brand archetype and messaging clarity become invaluable, guiding the tone, visuals, and storytelling coherence.
This is not an unnoticed issue. Our survey respondents called placed differentiation and messaging in their top-3 of biggest challenges for 2026. In crowded markets, sameness is an expensive strategy.
4. The AI + Humanity Equation
Survey Results:
Top B2B branding trends expected to shape 2026:
- AI-powered personalization (28%)
- Humanized storytelling & creativity (28%)
- Customer experience as a brand driver (26%)
Brand Strategy Implications:
AI and automation are reshaping B2B marketing, but thankfully, the human side of marketing is re-emerging as a competitive advantage. The brands that will win are those using AI to scale authenticity, creativity, and empathy, not replace it.
Develop messaging frameworks and brand guidelines that balance automation with authenticity. Let AI handle the scale, but let humans handle the soul. AI can streamline a considerable amount of day-to-day marketing, which opens space for marketing to think creatively and strategically (this should be music to a marketer’s ears). The most powerful tool in 2026 will still be authenticity.
5. The 2026 Playbook: The Year of Brand and Creativity (and some AI stuff)
Let’s wrap these themes up neatly with a creative bow.
- Marketers are inherently creative. It’s your time to shine.
- Think of brand and demand as a single narrative, not as separate entities. Educate and evangelize the entire Company on this.
- Fund creativity with bravery, data, and intent. 2026 is the year for risk.
- Take care of the details. Leverage your messaging house and brand archetype to drive consistency and provide the space for your brand to express itself. This will also help AI technologies to understand and recommend your brand to consumers.
- Use AI to amplify your humanity, not mask it.
After all, Creativity is the critical differentiator for success in 2026.
2026 won’t reward brands that only think about demand generation, but those taking creative risks with branding and messaging, and those leading with authenticity, empathy, and inclusion.
The future of B2B belongs to companies that make brand strategy operational, where clarity, creativity, and conviction drive customer connections.
PS: If you enjoyed this article, you’ll love our recent Top Brand & Design Trends for 2026 article, which complements these findings for the broader branding industry.
Proven Systems for Business Owners, Marketers, and Agencies
→ Our mini-course helps you audit and refine an existing brand in 15 days, just 15 minutes a day.
→ The Ultimate Brand Building System is your step-by-step blueprint to building and scaling powerful brands from scratch.
