Key Takeaways
- High-performing B2B marketers are separating themselves through stronger data foundations, buying group implementation, and more sophisticated measurement practices.
- The report also shows that full-funnel attribution, campaign agility, and tighter CFO alignment correlate with better marketing outcomes and stronger revenue impact.
An annual report from Anteriad uncovers the key challenges and opportunities that many B2B marketers face and reveals the actions that correlate with high performance.
The fifth annual B2B marketing report entitled The 2026 B2B Marketing Edge: Control Is the Competitive Advantage, conducted in partnership with Ascend2, is released at a time when B2B marketers face mounting pressure to prove ROI, navigate economic uncertainty, and reach buyers across an increasingly fragmented landscape. According to Anteriad leaders, the report gives marketing leaders a clear picture of what the most successful marketers are doing differently and a practical roadmap to close the gap.
The key takeaway from the report is that B2B marketers with the best results have found ways to create a competitive advantage— implementing buying groups, having a strong data foundation, and using sophisticated measurement to track their outcomes.
Anteriad’s Lynn Tornabene on Historical B2B Marketing Trends
Lynn Tornabene, Chief Marketing and Product Officer at Anteriad, stated that five years of research has shown them exactly what sets apart high-performing B2B marketers, and this year the pattern is sharper than ever.
“The marketers winning in 2026 have control: over their data, their measurement, their audience strategy, and their place in the revenue conversation,” said Tornabene in a statement. “That’s the competitive edge, and the encouraging part is that every marketer can start building it today.”
What Are the Key Findings of the Report
This year’s survey reached 631 marketing decision-makers across the United States, United Kingdom, and APAC. The key findings of the report include using the right data is more important (and effective) than ever. Despite being a slightly smaller group this year, Data Heroes are more likely to meet or outperform goals compared to their peers, with 43% significantly exceeding goals compared to 18% of other marketers.
Additionally, Buying Groups are now a critical audience strategy as 38% report having fully implemented buying groups. This group experienced improved marketing and sales alignment, higher win rates, and better conversion from opportunity to closed revenue. Other top findings include:
- Attribution Leaders have better insights that drive results. Marketers who prioritize full funnel attribution were much more likely than others to have significantly exceeded their primary marketing goals in the last fiscal year (45% vs 24% of non-attribution leaders).
- Campaign agility delivers higher performance. 41% of B2B marketers reported they frequently reallocate spend based on performance data. Those who don’t face more challenges, including slow approval, technology and platform limitations, and lack of real time performance data.
- B2B Marketers need to “Be In the Room Where It Happens.” For the first time, Anteriad asked who the top marketing leader reports to and found that approaches to B2B marketing varied depending on the title of their boss, including KPI usage and data strategies.
Additionally, B2B marketers reported that misalignment with the CFO can have negative consequences: 39% of marketers face increased scrutiny on spend, 36% see their budget reduced, and 35% experience delays in launching strategic initiatives. Being aligned and “in the room” when the CFO is leading discussions on marketing investments and return is critical, no matter who the top marketer reports to.
To get the full report, click here.