Fresh B2B marketing insights from the new Voice of the Buyer 2026 report reveal a growing gap between what tech marketers say and what B2B buyers need to hear.
Tech marketing has never been louder, but the connection has weakened.
Our latest research uncovers where the message is breaking down — and how marketers can rebuild trust.
Building on last year’s report, this year’s B2B marketing insights report offers a two-sided view of the buyer–marketer relationship and what it means for 2026 planning.
Buyers want proof. Marketers sell vision.
This year’s findings show a growing credibility gap.
Marketers say innovation and scalability top their messaging priorities. Buyers say features, functionality, and cost matter most. They aren’t rejecting innovation; they just want to see the evidence behind it.
The message? Future-focused marketing only works when it’s grounded in the realities buyers care about today.
The inside look B2B marketers have been waiting for
Last year’s Voice of the Buyer report captured the perspective of 2,000+ tech decision-makers.
This year, we flipped the lens and took this even further — surveying 600 senior tech marketers across major sectors like cloud, cybersecurity, and AI, to understand how their strategies line up with buyer expectations.
Put together, the two studies form a rare two-way mirror of the B2B relationship. It’s a view that every marketer needs before planning for 2026.
Why it matters now
As AI reshapes how information is found, filtered, and trusted, the space between buyer and marketer thinking has never been more important.
When messages miss the mark, campaigns underperform, credibility erodes, and budgets waste away on noise. But when the two sides align, when marketing connects ambition with evidence, results improve across every stage of the funnel.
Who it’s for
If you’re leading demand generation, building brand-to-demand programs, or shaping next year’s content strategy, these B2B marketing insights were made for you.
It’s not just data — it’s a reality check on how B2B buying decisions are made, where trust breaks down, and what marketers can do to close the gap.
What did the research reveal about how B2B buyers make decisions?
For a deeper look at these B2B marketing insights, download the full Voice of the Buyer 2026 report and explore how leading marketers are reshaping buyer trust.
Get the insights. Rethink the assumptions. And start bridging the great disconnect.
