Blog
January 2026
In 2025, we saw the B2B marketing landscape evolve. Buyers are more informed, increasingly discerning and far more careful about where they spend their time and money. And this is likely to continue in 2026. This is why it’s important to ensure every pound of marketing spend has been strategically designed to enhance revenue growth.
Revenue-driven marketing is an approach that aligns every marketing activity with measurable revenue outcomes across the entire customer lifecycle. Core metrics to track include:
· Marketing-sourced pipelines.
· Customer retention.
· Customer lifetime value.
· Customer acquisition cost to lifetime value ratio.
· Revenue from upsell.
Unlike traditional marketing, which focuses on broad metrics such as lead volume, impressions and clicks, revenue-driven marketing aims to identify, attract, nurture and convert ideal customers who are likely to buy, stay and grow with your business.
To be successful, sales and marketing teams have to stop operating in silos and become a closely aligned team. That means shared goals, streamlined processes, unified data and shared accountability for acquisition, conversion, retention and expansion.
Here are our top five B2B marketing techniques that will drive revenue growth in 2026:
1. AI powered workflows to drive efficiency.
2. Purpose-driven content to strengthen authenticity.
3. Short-form video content to drive awareness.
4. Authority building for AEO and GEO to improve visibility.
5. Proof-driven content to support buying decisions.
AI is becoming an integrated component in everyday workflows. In 2026, AI will be a core tool to streamline execution and automate administrative tasks and improve data-driven decision-making. This will free marketing teams to focus on what we do best: craft strategies, tell stories, build relationships and deliver insights with emotional resonance.
That said, AI tools should be used responsibly. They should be used to complement, not replace, human skills. Critical thinking, creativity, strategy, execution and data-analysis should all remain in the control of skilled professionals, ensuring that marketing remains innovative and human-centred.
The rise and accessibility of generative AI has democratised content creation. But it has also led to an oversaturation of AI-written content. Today, much of the content that is published online feels generic or repetitive.
To standout, B2B brands must create content that is human-led, authentic and emotionally resonant. Purpose-driven content builds trust, fosters genuine connections and reinforces your brand identity in the marketplace. In an AI-saturated landscape, authenticity and trust are incredibly valuable and necessary to build customer relationships.
Short-form video content continues to dominate marketing channels. Platforms like TikTok, Instagram Reels and YouTube Shorts are capturing attention while search engines increasingly prioritise video content in their AI-generated overviews.
YouTube is the world’s second-largest search engine and approximately 40% of Gen Z prefers TikTok over Google when it comes to searching for information. By using short form videos, B2B businesses can reach wider audiences, increase brand visibility and communicate messages in a memorable way that shows your brand’s personality.
Read more about the importance of B2B videography in our blog Why does B2B video marketing matter?
AI and LLMs are transforming how people find information online. Click-through rates are declining, with one study finding that 60% of searches now end without the user progressing to another destination. The same study found that approximately 80% of users rely on AI summaries at least 40% of the time.
This shift has given rise to Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO). While related to traditional Search Engine Optimisation (SEO), AEO and GEO focus on optimising content to be authoritative, structured and easy for AI systems to understand, summarise and reference. In 2026, it’s likely we’ll see a distinction between brands that are pursuing an AEO strategy, and those that aren’t.
To learn more about AEO, read our blog In the age of AI search, is PR the key to being seen online?
B2B customers increasingly expect content that is evidence based and actionable. Case studies, client testimonials, detailed pricing guides and product demos help buyers justify decisions internally and reduce friction in the buying process.
Proof-driven content not only educates but also builds brand credibility, trust and authority.
In 2026, successful B2B marketing will:
· Integrate AI to automate routine tasks while preserving human creativity.
· Focus on authentic, purpose-driven storytelling to cut through content saturation.
· Leverage short-form video to capture attention in increasingly fragmented channels.
· Optimise AEO and GEO to maintain visibility in AI-first search environments.
· Build proof-driven content to simplify the buyer journey and accelerate revenue growth.
To maximise results and ROI, consider partnering with a full-service marketing agency. Agencies provide expertise across multiple disciplines, ensuring your campaigns deliver measurable revenue impact rather than just vanity metrics.
Thinking about transforming your marketing programme in 2026? Get in touch, we’re always up for a chat.
What are the most effective B2B marketing techniques for revenue growth in 2026?
The most effective techniques to drive revenue growth in 2026 include:
1. AI-powered workflow efficiency.
2. Purpose-driven content and authentic storytelling.
3. Short-form video content.
4. Authority building for AEO and GEO.
5. Proof-driven content strategy.
How can B2B content drive revenue not just traffic?
By creating content that educates, builds trust and provides actionable proof, B2B brands help buyers make informed decisions, justify purchases internally and ultimately increase revenue.
How will AEO and GEO impact B2B marketing in 2026?
AEO and GEO prioritise structured, authoritative content that AI-driven search engines answer platforms can easily identify and reference. Brands that optimise for these systems will gain greater visibility and credibility.
We're always up for a coffee and conversation.
Fill in the form, drop us a line at info@transformcomms.co.uk, or call us on 01225 863846. Better yet, drop in to our converted barn and film studio near Bath and Bristol.
Let’s transform.
Together.
