Who is Katja De Witte?
Katja is the founder of Accretios Marketing Hub and a Fractional Marketing Communication Leader specialising in B2B marketing and communication. She worked for more than 20 years in global corporate roles, leading international teams at Microsoft, Stork, and Air Liquide. She founded her business to help ambitious B2B companies unify their marketing and communication, using her STREAM™ Framework to create a clear, connected growth engine. Katja is also dedicated to mentoring junior marketers. She is a curious, growth-driven professional who embraces AI in a human-centered way, believing the best marketing feels like clarity, connection, and genuine value.

We’re seeing significant changes in how B2B buyers act. For 2026, it all comes down to AI, authentic connection with people, and keeping up with shifting buyer demands. AI is becoming part of the foundation in marketing; it’s already built into many operational steps, from research and planning to predictive analysis and personalizing content.

Predictive Account-Based Marketing

This will fuel a significant push toward Predictive Account-Based Marketing (ABM). Marketers are already leveraging AI-driven intent data to spot high-value accounts much sooner. As buying journeys become less predictable and buyers interact with more than 10 digital touchpoints before making a decision, early detection is critical. It helps shorten sales cycles and ensures limited commercial resources are precisely focused.

We can’t talk about B2B buying without mentioning sustainability marketing. Younger buyers (Millennials and Gen Z) specifically evaluate vendors based on their ESG (Environmental, Social, and Governance) commitments. Therefore, brands must offer authentic messaging and purpose-driven branding, not just empty promises, to differentiate themselves and establish credibility in the market and stand out.

Stricter privacy laws

The game has also changed because of stricter privacy laws. First-party data will become the basis of targeting and measurement as companies respond to tightening privacy laws and third-party data becomes less reliable. This shift will strengthen trust through transparency and the ethical, consent-based use of customer data.

Communication in B2B marketing will be more conversational and experiential, incorporating chatbots, virtual assistants, interactive calculators, and demos that make complex solutions tangible.

Equally important is the continued emphasis on thought leadership content backed by original data and industry insights. High-value thought leadership fosters credibility and trust among buyers who seek expert guidance in a noisy landscape, enabling brands to stand out and deepen engagement. In this context, personal branding and employee advocacy for founders, subject-matter experts, and customer-facing employees become increasingly important, as buyers look for visible, trustworthy humans behind the brand rather than anonymous corporate messages.

Hybrid events

Looking ahead, hybrid events (blending physical and virtual elements) will grow, expanding audience reach and fostering connections that go deeper than a simple sales transaction. Beyond content, two organizational shifts are key. Community-led marketing will gain prominence, and B2B companies should invest in niche online communities and peer networks to build authentic relationships.

Furthermore, sales and marketing alignment through Revenue Operations (RevOps) is essential. Supported by AI analytics, RevOps provides a unified view of the customer, dramatically improving pipeline accuracy, lead quality, and long-term retention strategies with shared accountability.

In essence, B2B marketing in 2026 emphasizes AI-enabled personalization, seamless cross-channel experiences, and human-centered strategies for buyers who still crave genuine connection, all while demanding that teams evolve their skills and culture alongside the technology.

TIP 1: Use AI to personalize and adapt communication

• AI-powered marketing will no longer be optional but essential for managing the complexity of multi-stakeholder B2B journeys. Marketers who aren’t leveraging AI yet must prioritize starting now to remain competitive.
• Use AI to create dynamic content and messaging tailored to individual decision-makers, then scale that approach across every digital touchpoint.
• Deploy chatbots and virtual assistants for conversational engagement and real-time intent signal capture.
• Maintain human oversight to ensure your messaging remains authentic and the brand voice stays consistent. This approach will enhance responsiveness and deepen buyer engagement without suffering from “shiny object” overload.

TIP 2: Build trust with transparent, consent-driven data

• With privacy laws tightening and third-party cookies facing increasing restrictions and becoming less reliable, your immediate focus must be on building a robust first-party data ecosystem.
• Prioritize ethical data collection and transparency. Use your owned channels (websites, email subscriptions, events) to gather permissioned data and integrate it into unified customer profiles.
• Be crystal clear with customers about how their data will be used, as this fosters compliance and builds deep trust.
• Finally, use this rich, consented data to personalize communications that truly deliver value while fully respecting privacy.

Would you like to discover the other 26 marketers’ and content creators’ visions for 2026? Download the whitepaper here.