15 stories tagged #b2b.
B2B revenue teams are operating against a tougher backdrop: longer sales cycles, more stakeholders per deal, and harder-to-prove ROI. The coverage here focuses on what mid-market and enterprise B2B teams are doing differently — forecast methods, pipeline coverage benchmarks, and the platform shifts that are reshaping how revenue gets predicted and produced.
Heinz Marketing published its weekly collection of B2B sales and marketing posts from the prior week. The post summarizes five articles focused on AI-driven brand discovery, CMO responsibilities, and internal marketing alignment.
One summarized article states that AI answer engines are becoming the first stop for B2B buyers and recommend vendors before website visits occur. According to Heinz Marketing, when platforms such as ChatGPT or Gemini trust a brand, the sales cycle starts pre-won.
B2B companies falling behind on AI lack infrastructure rather than advanced technologies, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/from-pilot-projects-to-progress-making-ai-innovation-stick-across-the-organization/53831/).
Conga opened a Boston office that serves as its first U.S. hub outside the Houston headquarters. The office opened following the February 2026 acquisition of the PROS B2B business. It holds nearly 15% of Conga’s U.S. workforce.
The Boston location brings Conga closer to customers including Staples, Boston Scientific, and Charles River Laboratories. It also provides access to one of the country’s dynamic technology talent markets.
Gartner’s 2026 CMO Spend Survey found that 70% of CMOs consider becoming an AI leader a critical goal for this year. Only 30% report mature AI readiness capabilities. Marketing budgets sit at 7.8% of company revenue and remain flat.
Many marketing leaders respond by changing the org chart through new structures, titles, or team consolidations.
McKinsey’s State of AI research shows roughly 6% of organizations qualify as AI high performers because they attribute at least 5% of EBIT impact to AI...
Most connected TV incrementality tests fail before a single ad runs because the test produces a number that looks convincing without proving anything. Coming into this year cross-platform measurement ranked as a top priority for 72% of advertisers, up from 64% in 2025, according to the IAB’s 2026 Outlook Study.
Attribution focuses on identifying which advertising exposure deserves credit for a conversion. Incrementality asks whether that conversion would have happened without the ad.
Willingness to Pay completed 200+ pricing redesigns with an average of 125 days from signed contract to new pricing live in market. Clients include Microsoft, SAP, Samsung, Intel, and Bosch, plus PE and VC-backed B2B companies. The firm recorded zero pricing blow-ups across its portfolio.
Per-seat pricing worked for about 15 years in B2B with three tiers and land-and-expand motions. AI changed two conditions at once.
Buyers expect increasingly personalized experiences, yet many marketing teams continue to rely on static segmentation models built around company size, industry, or job title, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/personalization-still-isnt-personal-enough-in-b2b-marketing/53529/).
DemandView has launched EngageSMS, described as the industry’s first automated text message nurture engine built for B2B buyers. The platform is included at no additional charge with every content syndication program according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/demandview-launches-first-text-message-lead-nurture-engine-engagesms/53572/).
Over the past 12 months, B2B email open rates, click-through rates, and lead-scoring signals have declined...
2X appointed Emily Atkinson as Chief Client Officer and Drew Murphy as Chief Financial and Operating Officer. The subscription-based go-to-market services partner for B2B organizations made the announcements to expand its executive team.
Atkinson will lead the global client organization and unify strategy, execution, technology and AI as one GTM engine.
At B2BMX 2026, LinkedIn’s Ty Heath, Global Director of Thought Leadership GTM Strategy and co-founder of The B2B Institute, focused on why B2B deals stall due to buying groups lacking collective confidence rather than losing to competitors, emphasizing that marketers must solve buyability by reducing hidden friction.
G2 has released new product capabilities to help MarTech software companies build trust in the era of AI-driven buying, including tools like the Model Context Protocol (MCP) powered by Claude, according to Demand Gen Report. These features aim to enhance AI-driven buying with trusted data signals, as B2B buyers increasingly rely on AI search for software evaluation.
According to Demand Gen Report, B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but this overlooks the broader evaluation process where buyers abandon deals due to issues like unclear pricing, slow pages, mandatory account creation, limited payment options, and procurement friction. Today’s buyers abandon transactions when these elements undermine confidence, as detailed in the report.
At Forrester's B2B Summit North America, the firm presented research from 'The GTM Singularity Is Here,' calling for B2B leaders to abandon outdated practices and adopt a customer-obsessed go-to-market (GTM) approach that leverages AI for enhanced buyer engagement and cross-team collaboration, according to Demand Gen Report.
As martech, adtech, and sales tech converge into a unified revenue stack, B2B organizations are advised to restructure their RevOps teams to break down cultural silos while preserving functional expertise, according to MarTech. The source highlights that the traditional separation of marketing, advertising, and sales teams has created barriers, but integration requires new structures to ensure technology achieves its potential.
RevOps teams are evolving from roles focused on fixing reports or...
At the B2B Marketing Exchange (B2BMX) 2026, a panel moderated by Demand.com’s Rick Robinson and featuring experts Terry Arnold, Whitney Goldstein, and John Johansen addressed how B2B decisions increasingly involve committees rather than individual champions, as discussed in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel dismantled traditional approaches that rely on single leads, noting that deals often stall despite positive...