Your next plan is due soon. Before you lock it in, see what your peers already changed.
The 2026 B2BMX Insights Benchmark Survey shows B2B marketing in the middle of a reset. Some priorities held steady, others flipped completely and a few moved faster than anyone expected.
Here is what you told us:
A New No. 1 on the Budget List
Last year, account-based marketing owned the top spot for increased budget prioritization. This year, it got bumped. AI-powered marketing tools took over, and the jump is hard to ignore. The report reveals how many teams are shifting dollars toward AI, which tools already made it into the martech stack and where AI delivers its biggest payoff first. Hint: it’s the work that used to eat your team’s hours.
The Scorecard Got Rewritten
MQL counts aren’t the headline anymore. Pipeline influenced climbed to the top metric your peers are measured on, pushing past last year’s leaders.
That’s not a small tweak. It changes the conversation you’ll have with your C-suite. The full report also shows how sharply revenue-based quotas rose year over year and what that means for your targets.
Face-to-Face Is Back
Digital channels ruled the 2025 plan. In 2026, the handshake made a comeback. In-person events and trade shows claimed the top channel for pipeline investment. That’s a signal worth reading closely, whether you’re building your own plan or trying to reach the decision-makers who own the budget.
Brand and Demand Finally Share a Playbook
The silo between brand and demand is cracking. Far more teams now run shared campaigns against shared goals than they did a year ago. The report shows exactly how big that jump was and why it matters for every account on your target list.
From Filling the Funnel to Making It Convert
Volume used to be the goal. Not anymore. Your peers are chasing conversion rates and campaign results over raw lead counts. Nurturing climbed the priority list too. The leads you already have are suddenly worth a lot more than the ones you haven’t found yet.
What’s Inside the Full Report
This preview only scratches the surface. Download the full benchmark to get:
- Year-over-year data on budgets, revenue projections and marketing ops spend
- AI adoption benchmarks across workflows, tools and content production
- Channel and content rankings that show where pipeline dollars are headed
- Measurement trends covering attribution, quotas and intent data
Use it to pressure-test your plan. See where you lead the market. Find where you’re falling behind. Then fix it before budget season closes.
Get the Full Picture Stop guessing what your peers are doing. See the numbers for yourself.
Download the full 2026 B2BMX Insights Benchmark Survey report by clicking here
