Anteriad Report Identifies B2B Marketing Practices Linked to Higher Goal Attainment

Anteriad Releases Fifth Annual B2B Marketing Report

Anteriad released its fifth annual B2B marketing report titled The 2026 B2B Marketing Edge: Control Is the Competitive Advantage, conducted in partnership with Ascend2. The survey reached 631 marketing decision-makers across the United States, United Kingdom, and APAC. High-performing B2B marketers separate themselves through stronger data foundations, buying group implementation, and more sophisticated measurement practices according to Demand Gen Report.

Data Foundations and Buying Groups

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. 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.

Attribution and Campaign Agility

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). 41% of B2B marketers reported they frequently reallocate spend based on performance data. Those who do not face more challenges, including slow approval, technology and platform limitations, and lack of real time performance data according to Demand Gen Report.

CFO Alignment Findings

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. 39% of marketers face increased scrutiny on spend, 36% see their budget reduced, and 35% experience delays in launching strategic initiatives when misalignment with the CFO occurs according to Demand Gen Report.