Summary
The next 12 months must be a year of grace under pressure for B2B marketers. Technology advancements, changing buyer behavior, and expectations for a personalized customer experience won’t stop, even as volatility persists. Marketing must understand trends and the impact of market forces on their customers and their businesses and build a roadmap for 2026 to both capitalize on and defend against these trends. This report shows where demand/frontline marketing should invest, divest, and experiment in the coming year.
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