2026 Predictions Guide: B2B Marketing, Sales, & Product

Download the guide to learn why 2026 will be the year evidence supersedes AI hype.

Nearly one-third of buyers now view genAI tools as meaningful when committing to a purchase. That’s nearly twice as many who say the same about product experts. Will the trend continue in 2026, or will we see a pull-back in AI enthusiasm? The answer hinges on trust.

Forrester’s 2026 Predictions guide reveals five forces that will reshape how B2B marketing, sales, and product leaders operate — and compete. Download the guide to explore:

How genAI is reshaping buyer expectations.
The new forces that will redefine trust in the sales cycle.
Where AI agents will quietly transform go-to-market operations.

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Webinar

Predictions 2026 Webinar: B2B Marketing, Sales, & Product

In 2026, B2B leaders and teams will face a reckoning. Join us for a webinar to learn how trust, transparency, and long-term value will differentiate winners from those who fall behind.

Five bold predictions revealing a:

Looming risk that could cost B2B firms billions.
Shift in buyer trust and validation.
New role for influencers.
Quiet revolution in payments and pricing.
Major change in seller negotiations.

What’s Inside?