15th January 2026

A look ahead at what’s in store for B2B in 2026 

Many of us are now firmly back in the world of work after the winter break. And as we start to look at what the next 12 months could bring, what does 2026 have in store for B2B marketing?  

Re-opening the doors to Silver last week, we asked around the agency what people think. Here are our three themes everyone should keep an eye out for.

One: AI will evolve (again!) 

Right, let’s get the obvious out of the way. How will things look this year with AI? 

From billion-dollar investments to emotional support admins, 2025 was the year that AI became widespread. From science and tech, to everyday homelife, AI leapt from demos to real-life scenarios.   

2026 is looking like the year that takes things up a notch. Depending on what you read, this could mean the AI bubble bursts or it increases productivity so much that entire workdays could be done autonomously.  

So, what does our very own Adrian Howett, Director of Digital, Martech and Analytics think? 

“AI isn’t changing marketing. It’s changing the role of marketers. As AI becomes more agentic, it handles more of the heavy lifting – monitoring systems, connecting data and running autonomous end-to-end workflows –while marketers focus on strategic direction and injecting human ingenuity, as the human-in-the-loop, where it matters most. 

By 2030, this won’t feel like ‘using AI’ at all. It’ll simply be part of how marketing operates, quietly doing the work in the background. Those who thrive will be the ones who learn how to work with AI, not compete against it.“

Two: B2B brands will reflect B2C social trends  

It’s been said a lot over the years that B2B doesn’t have to mean boring. Campaigns need to treat its audiences like real people. After all, business decision makers and C-suite leaders are still human! 

Many B2B brands in 2025 pushed the boat out to make that sentiment even more true. 2026 looks like B2B could go a step further, with B2B social taking a leaf out of B2C social’s book. It’s predicted this year that business social strategies will tap into B2B influencers and their already engaged audiences. Maybe we’ll see more exciting (and entertaining!) online clips that rival TikTok feeds? 

But what does our Charlotte Debouge, Senior Marketing Partner, think?  

“When there’s so much content competing for attention, people are drawn to what resonates, speaks to them and feels authentic. It’s an approach that’s already proven successful with influencers in the B2C landscape.  

As a result, I can see ‘human’ content ramping up this year, particularly as audiences have become increasingly adept at recognising AI-generated material. There’s also a growing sense that, if AI isn’t used thoughtfully, it can dilute genuinely meaningful messages. Looking ahead, I see the rise of B2B influencers as a defining trend in 2026, following a similar path to B2C.” 

Three: Better data insights will change how brands personalise campaigns 

If we’re talking about how B2B doesn’t have to be boring, then we should also talk about personalisation. It’s been a given for the last few years that the better you personalise your campaigns, the better the engagement. 

Three out of four B2B marketing experts say ABM allows them to engage buyers earlier, turning tailored, real-time content into success. 

But 2026 could see personalisation go further, thanks to better access to data insights. Moving away from just including recipients’ names in an email, it’s going to be more important to personalise to people’s needs. Websites, for example, could adapt and offer more relevant content for visitors – demos and webinars could be prioritised for those flagged as likely to engage more. 

Our Director of Strategy, Jonny Cartwright, thinks there’s so much in store for personalisation over the next 12 months. 

“Personalisation is something marketers have talked about for decades, but in reality, it’s often been delivered in fairly surface-level ways. In 2026, I think we’ll see a much more fundamental shift.  

With better data, stronger insight layers and more intelligent automation, personalisation will move from ‘who you are’ to ‘what you need, right now’. Which could open the door to genuinely individual experiences. Ones where journeys adapt to context and intent, and no two buyers experience the same path or even the same content.” 

The next 12 months 

There’s lots of exciting things and opportunities to look forward to this year.  

But there’s an underlying thread throughout, that in 2026 content is really going to have to prove itself with the need to justify ROI on every investment made. 

Which means B2B marketing content will have one job: to show – with evidence – that their solutions really work. Just ask Alison Masters, Silver’s CEO. 

“2026 is shaping up to be a defining year for B2B marketing, and lots of opportunity for brands. As data becomes more intelligent, insights richer and more intuitive AI support, it’s opening ways for content to move from executional support to strategic driver.  We’ve already seen this momentum build at Silver through 2025 in the work we deliver with clients, and this will only continue. Campaigns that fuse technology, balanced with creativity to create real commercial impact. Not just designed to engage but drive belief and momentum, and give decision-makers confidence they’re making the right choice and investment.” 

So, what are you looking forward to this year?