#b2b

More founders are returning to run their pre-AI B2B companies because it is the last stand, according to [SaaStr](https://www.saastr.com/founders-are-coming-back-to-run-their-pre-ai-b2b-companies-because-its-the-last-stand/). The pattern appears at companies large enough to maintain a sustaining base yet not agentic enough to grow.

AdRoll announced a pilot that enables a select group of customers to test advertising in ChatGPT. The pilot targets SMB, mid-market and B2B advertisers and positions the new format as one element of a broader multichannel strategy rather than a standalone test, according to Demand Gen Report.

Participating advertisers receive campaign expertise and support to measure how ChatGPT placements fit into the customer journey and interact with existing media investments.

New research from Walker Sands released Aug. 25 finds that while nearly all B2B leaders say their organization clearly understands what modern B2B marketing looks like, 95% still say their current marketing approach needs significant evolution to compete with the most advanced B2B and B2C brands.

The 2026 B2B Growth Maturity Assessment is based on a survey of 200 U.S.-based senior marketing, sales, growth and business leaders at B2B organizations generating more than $100 million in annual...

Heinz Marketing published its weekly roundup of B2B sales and marketing posts on Saturday.

MarketScale Newsroom reported that B2B demand gen teams are ditching MQL volume for revenue attribution. Demand Gen Report’s 2026 benchmark survey shows teams moving off vanity metrics and onto sourced revenue and pipeline influence.

Mosaic AI launched an enterprise AI platform built by AI PhDs that connects fragmented data across hundreds of tools and reduces operational costs by up to 30 percent according to [Demand Gen Report](https://www.demandgenreport.com/industry-news/news-brief/mosaic-ai-debuts-alternative-to-agentforce-for-b2b-support-teams/53863/). The platform serves as an alternative to Agentforce for B2B support teams.

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...

SaaStr states that B2B companies should white-label products when the process is easy because concerns over lost brand benefits are overstated.

All recurring revenue counts as ARR whether the product is white-labeled or not, according to [SaaStr](https://www.saastr.com/if-i-white-label-my-saas-will-it-hurt-me-on-branding-my-own-company/). The source notes that companies often worry brand benefits will go only to the partner, yet the revenue still registers as ARR.