B2B tech content marketing officers (CMOs) are resetting their strategies due to the diminishing effect of traditional brand influence tactics.
In a report from 3Thinkrs’ titled, ‘How to Win Influence in B2B tech: A CMO’s Marketing and Communications Playbook for 2026,’ the changes comes as tech brands are faced with the reality of declines in web traffic, lower LinkedIn engagement levels, shifting media dominance, and the rise of zero-click purchasing.
But the change comes as 62% of CMOs say they lack the skills, budget, or resources to compete with faster-moving challengers and 35% are concerned their rivals are outpacing them in the race to adapt for generative engine optimization (GEO) and zero-click search.
3Thinkrs’ Jones Comments
All of this is happening as artificial intelligence (AI) has shaken the economics of brand influence and discovery for tech companies, according to Ruth Jones, CEO, 3Thinkrs.
As a result, marketers have “a rare opportunity to gain more influence, just as their competitors are losing it,” said Jones in a statement. “Those that define a distinctive brand narrative, shift strategies for the changing algorithms, and adjust content formats will steal the charge.”
AI Impact
The report, compared the responses of 200 CMOs at venture-backed start-ups with those of 200 CMOs at billion-dollar tech brands, found 61% of tech CMOs are already rethinking their marketing to optimize for AI engines, as traditional search performance declines. VC-backed start-ups are feeling this shift most (56% vs. 29% at billion-dollar companies). The shift is reflected in the top visibility metrics being reported to CEOs as well, led by share of AI voice (33%), ahead of share of traditional search (21%), and share of media voice (19%).
Despite 62% of CMOs feeling underequipped to compete with fast-moving challengers, many are still not investing in the playbooks or coordinated go-to-market (GTM) operating models needed to respond at speed. For example, 61% admit that they are either not proficient or only “mildly proficient” at maintaining a single, shared brand story. And just 16% have a plan in place to protect their company’s reputation if a crisis emerges.
Crafting memorable brand narratives is the Achilles’ heel for tech CMOs, as 61% responded that they perform “below par” or “struggle” to define and sustain a distinctive narrative that buyers can instantly recognize, recall, and repeat. This is compounded by 58% fining it difficult to hold buyer attention beyond campaign moments.
Content Concentrations
To breakthrough, thought leadership has emerged as CMOs’ leading tactic for driving growth, selected by 40%. This edges out strategic partnerships, at 38%, and 33% planning to grow by integrating AI into their core proposition and communications to strengthen positioning and boost marketing efficiency.
CMOs are planning to boost multimedia content on LinkedIn company page visibility reportedly on the social media sited dropped to 1.6% to from 2.1% in 2025. With videos and carousels were reported to drive higher engagement rates, VC-backed start-ups are moving fastest to reclaim influence here: 60% plan to invest more in video and multimedia formats for LinkedIn, compared with 48% of billion-dollar tech companies.
Additionally, respondents detailed that GTM teams are well aligned on KPIs, but falter when it comes to execution. Forty six percent of tech CMOs say joint planning and goal setting across marketing, PR, and sales is now an “embedded” or “advanced” capability at their organizations. However, only 24% say their teams show the same flair for powering sales enablement with PR content, highlighting a disconnect between GTM planning and execution.
