Top 5 B2B marketing trends for FY26

If you’re a B2B marketer, you know just how quickly the landscape can change. As we step into FY26, it’s not just about keeping up, it’s about staying one step ahead. Whether you’re refining your strategy or looking for fresh inspiration, understanding the latest trends can make all the difference. I’ve spent the past year speaking with clients, mentors and industry leaders, and one thing is clear: B2B marketing is evolving at lightning speed, driven by new technology, shifting buyer expectations, and a renewed focus on genuine connection.

So, what’s shaping the future of B2B marketing? Here are the top five trends every marketer should watch and act on next financial year.

1. Smarter personalisation with AI

Artificial intelligence is making it easier than ever to connect with the right people, at the right time, with the right message. AI tools can quickly sort through data to help marketers understand what their audience wants, then deliver tailored content and recommendations. This means less guesswork and more meaningful conversations, leading to better leads and faster sales.

2. Short-form video and visual storytelling

Video remains a dominant force, but the emphasis is shifting toward short-form content. Platforms like LinkedIn Shorts, YouTube Shorts, and even TikTok are gaining traction in B2B, especially as millennials and Gen Z become key decision makers. Short, impactful videos such as testimonials, product demos and quick tips, capture attention and convey value quickly, making them ideal for busy professionals. These formats drive higher engagement compared to traditional long-form videos 

3. Thought leadership and high-value content

Quality content is still king, but the bar is higher than ever. B2B buyers are looking for partners who can help them solve real problems, which is why in-depth, authoritative resources such as white papers, industry reports, and webinars, remain crucial. Sharing expertise through these formats builds trust, positions your brand as an industry leader, and directly influences purchasing decisions.

Thought leadership not only attracts attention but also drives action: over half of B2B decision makers spend an hour or more each week engaging with this type of content, according to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Many say it prompts them to consider new solutions and providers, making high-value content a powerful tool for both brand awareness and lead generation.

4. Influencer and community-led marketing

Influencer marketing is no longer just for B2C. B2B brands are increasingly partnering with industry creators, thought leaders, and niche influencers to build credibility and reach new audiences. Community-driven approaches such as podcasts, live events, and interactive forums, foster authentic connections and peer-to-peer learning, which resonate with today’s buyers. As a result, more B2B leaders are increasing their investment in influencer partnerships for FY26. 

5. Sustainability and CSR as a key differentiator

Sustainability and corporate social responsibility (CSR) are no longer optional, they’re essential for B2B brands looking to stand out. More than ever, business buyers want to work with companies that share their values and demonstrate a real commitment to social and environmental responsibility. But today, this goes beyond individual company initiatives: B2B buyers are increasingly seeking partners who actively engage with and uplift their broader communities, whether that means supporting local causes, collaborating on sustainability projects, or fostering inclusive networks.

By aligning your CSR efforts with the values and needs of your clients and their communities, you build deeper, more authentic relationships. Community-focused CSR not only strengthens trust and loyalty but also creates shared value, setting your brand apart in a crowded market.

Ready to lead the way in FY26?

The B2B marketing world is moving fast, but these five trends offer a clear roadmap for success. If you’re ready to elevate your marketing strategy, generate real leads by connecting with your target customers, or raise your brand profile - book a call.