If 2025 was the year brands scrambled to “experiment with AI,” 2026 is the year those experiments stop looking like science fair volcanoes and start representing effective business tools. Better yet, the key understanding of AI will shift from doing work faster to using it to unlock fresh customer journeys with more effective nurturing strategies.
For instance, with consumer marketing, it’s easy to spark a one-off buy action. With B2B, a one-off buy might as well be a loss after the contract is fulfilled. Nearly every B2B company we know prefers multiple contracts with multi-year relationships.
But getting leads and keeping them is hard. We get it, especially as business leaders ramp up their expectations: It doesn’t matter if you’re selling advanced manufacturing, healthcare tech, aerospace components, or cleantech solutions, buyers now expect consumer-level convenience and NASA-level assurance. Basically, they want Amazon Prime with a side of rocket-scientist precision.
Well, we can cry about that or we can get to work. To help (and we prefer to get to work!) we’ve connected these tactics to show how they combine to help guide broader strategies that reinforce one another over time. These are the eight marketing tactics we believe will bring the most benefit in 2026 – with a few ideas to help illustrate how to put them to work:
1. Focus on First-Party Data
With third-party cookies nearly gone entirely, it’s time to double-down on a solid first-party data strategy for 2026. Why? You’re vulnerable to platform rule changes, particularly through large organizations, whether those are regulatory or simply a business change. What do we mean by first-party data? First-party data is the stuff you collect directly from prospects and customers—through your website, gated content, events, and CRM touchpoints.
Why we care: It’s more accurate, more compliant with privacy regulations, and far more sustainable for understanding and engaging your B2B buyers and partners. Think of it this way: first-party data is like owning your own coffee machine. Sure, you’ve got to clean and descale it once in a while, but no one is going to raise the price or worse, close your favorite shop.
Example at work: A healthcare software company hosting monthly webinars could track not just who attends, but also which topics draw the most questions. Those insights can fuel personalized follow-up campaigns, nurture tracks, and product demos—keeping your pipeline warm with data you actually own.
“Instead of renting audiences for attention, first-party data lets you build relationships.”
—Mike Schaffer, CEO, Echo-Factory
Next step: Once you’ve built a strong foundation of owned data, the natural question becomes—how do you use it to target the accounts that matter most? That’s where ABM takes the spotlight.
2. Supercharge Account-Based Marketing (ABM)
ABM isn’t new, but for 2026, it’s becoming the backbone of enterprise B2B growth strategies. Instead of blanketing the market with generic messaging, ABM focuses on delivering tailored experiences to your highest-value accounts – the ones you already have and the ones you’re trying to get.
Why we care: Enterprise buying committees are bigger than ever. A CFO, CTO, and operations lead may all weigh in, and they’ll each care about different things. ABM helps you deliver tailored insights for each stakeholder, mapped to real buying priorities.
Example at work: An aerospace parts manufacturer could map out the five key decisionmakers at a large target manufacturer. Marketing creates personalized assets—ROI calculators for the CFO or finance teams, compliance briefs for the operations lead, and technical deep dives for the engineering team—while sales stays in sync with tailored outreach. That’s when ABM delivers.
In other words: don’t send the CFO a whitepaper about rivet tensile strength. They don’t care! But the engineer in a different building? A totally different situation. That’s the kind of stuff they read when everyone else is watching the Super Bowl. OK, engineers watch the Super Bowl, too, but maybe they’re clicking in on their phones during the halftime show. You get it, moving on.
Next step: Of course, creating personalized campaigns at scale isn’t easy without help, particularly if you want to stack wins with many customer accounts. That’s where AI can become a force multiplier.
3. Incorporate AI for Personalization and Analytics
We’re well past the “AI will change marketing” predictions. It already has. In 2026, the smart move is weaving AI into everyday execution—personalizing campaigns, analyzing performance in real time, and spotting opportunities before your competitors do.
Why we care: Buyers expect seamless experiences in B2B, on par with the apps and platforms they already use every day. They want the same level of personalization they get from Netflix or Amazon—just delivered in the context of a multi-million-dollar purchase decision. Unrealistic? For some companies, yes it is. For your company? Maybe not.
Example at work: A cleantech startup could use AI to analyze which prospects interact most with Environmental, Social, and Governance-focused content. Instead of blasting the same ESG message to everyone, they can send targeted sustainability ROI reports to CFOs, while engaging engineers with technical proof-of-performance. That’s personalization at scale.
“If you want AI to transform your marketing efforts, treat it like a new set of tools for your smartest builders. Nail guns didn’t replace carpenters or even destroy hammers – they made the best carpenters faster and more effective. AI will make the best of us better, too.”
—Mike Schaffer, CEO, Echo-Factory
Next step: As AI shapes messaging and targeting, the format matters. When it comes to engaging B2B buyers in 2026, video is taking center stage.
4. Invest in Video
Video isn’t just for B2C brands anymore—it’s become the way B2B buyers learn, evaluate, and build trust. From short explainer clips to polished thought-leadership content, video makes complex information simple.
Why we care: Decision-makers don’t always have time to read a 20-page whitepaper, but they will watch a two-minute breakdown on how your solution solves their biggest headache. And here’s a pro tip: As much as we like meetings, not everyone does. Video also prevents the dreaded “Let’s hop on a call” email. Just send them the link and you’ll keep things moving forward.
Example at work: A manufacturing company could produce a video series showing real engineers walking through testing protocols on the shop floor. Prospects see the process, the precision, and the people behind the product—earning trust in ways static PDFs or simple assurances can’t.
Next step: If you’re sensing a theme here, you’re on the right track: Video is just a type of content, and while powerful, it’s just a piece of the puzzle. The way buyers find and evaluate your information is evolving, thanks to AI-driven search.
5. Tune Websites for AI Search and Citations
AI-powered engines like ChatGPT, Perplexity, and Gemini are gaining traction, particularly as people understand what they’re getting and how they can ask better questions and interact more specifically. If your content isn’t structured to be discoverable and citable by AI, you risk being invisible as people’s search habits evolve.
Why we care: Ranking on Google is no longer the whole game. You need to ensure your expertise is packaged in a way AI can confidently summarize and recommend, if not on the first search query, then on multiple deeper queries as searchers try to learn more.
Example at work: A medical device company could publish well-structured technical FAQs, use schema markup, and post peer-reviewed whitepapers online. Not only will Google like it, but AI tools will be more likely to cite the content when hospital decision-makers ask for vendor comparisons, choosing the type of content (and citations) the AI believes the searcher is looking for most.
“Think of it as writing for two audiences: humans and robots. If both nod in approval, you got it.”
—Mike Schaffer, CEO, Echo-Factory
Next step: Once you’ve made your content discoverable and more repeatable in simple, useful ways, you need a distribution channel that amplifies it directly where decision-makers spend their time—like LinkedIn.
6. Get Serious with LinkedIn (and Targeted Social Media)
LinkedIn is now the undisputed heavyweight of B2B social. It’s where decision-makers network, evaluate vendors, and validate credibility, particularly for everyone who’s not already a well-known brand. Other platforms have niche value, but LinkedIn should be your anchor.
Why we care: Skipping LinkedIn today is like skipping trade shows a decade ago—your competitors are there, and absences make people wonder why.
Example at work: A cleantech company could run a weekly thought-leadership series from its CEO, highlighting new legislation, funding opportunities, and sustainability trends. Pair those free posts with LinkedIn’s paid advanced targeting, and you’re not just broadcasting—you’re building relationships with the exact audience you need.
“At minimum, keep your LinkedIn profile updated because nothing says ‘trust us with your million-dollar project’ like cover images from 2014.”
—Mike Schaffer, CEO, Echo-Factory
Next step: While organic social builds credibility, all sorts of digital paid channels are evolving too—especially with AI-driven programmatic ads.
7. Embrace AI Programmatic Digital Ad Spending
Even today we see surprisingly large companies spending on legacy digital ad buys that no one currently in their companies fully understands – but they’re reluctant to cancel or change them in case they miss a new customer. AI-driven programmatic platforms show promise in changing that. In 2026, they’re widely expected to be able to automatically adjust placements, creative, and spend in real time—maximizing efficiency across dozens of channels.
Why we care: For many companies, manual digital advertising programs can’t keep up, particularly as staff members change roles or leave the company. Programmatic AI ensures you get the most out of every dollar, even in fragmented digital environments.
Example at work: A healthcare IT provider could run programmatic ads targeting hospital executives. The AI system automatically reallocates budget toward ads and platforms delivering the highest conversions, ensuring every dollar works harder without daily human intervention.
Next step: Finally, all of these strategies work best when supported by the right team structure—which in 2026 often means blending in-house expertise with agency firepower.
8. Leverage Hybrid In-House & Agency Models
We all know that large in-house marketing teams let companies flex, bend and adjust to changing business conditions, but we also know the reality: Most B2B marketing teams are understaffed and companies are erroring toward leaner operations right now. The hybrid model—internal teams plus outside partners—is the sweet spot for most B2B organizations.
Why we care: In-house teams know the brand and products best, but agencies bring an outside perspective, scalability, and specialized expertise that you can tap even in the ice cold middle of a hiring freeze. (And yes, full disclosure, this strategic component is part of our business model at Echo-Factory. We’ve been doing it for decades because it’s effective.)
Example at work: A manufacturing company’s in-house staff may lead on technical writing and product knowledge, while partnering with an agency for creative campaigns, branding, mergers/acquisitions, PR, and paid media. The result? Faster, sharper execution without ballooning headcount.
Where to Direct Your Attention and Energy
From what we’re seeing today, the best B2B marketing strategies are moving toward something undeniably good—they’re all about building smarter, stronger connections with your buyers by providing personalized value. Basically, B2B marketing is tipping toward richer, journey-driven strategies that are more likely to forge profitable, long-term bonds between businesses than we’ve seen in years past. We like that.
If you’re ready to update your marketing strategy for 2026—and you want a partner who understands the B2B nuances in healthcare, aerospace, manufacturing, or cleantech—don’t hesitate to reach out and contact us. Echo-Factory is ready to help.
