B2B Reads: 2026 Trends & Predicitons, Science of Buyability, Data-Driven Lead Gen

Summary

Some of our favorite B2B sales and marketing posts from around the web this week.

Every Saturday morning we share some of our favorite B2B sales and marketing posts from around the web last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know.

Optimizing the Handoff Between Marketing and Sales with Gabe Lullo by Greg Kihlström

This episode of B2B Agility explores why the traditional MQL-based handoff between marketing and sales often fails — and how reframing lead qualification around a clear ideal-client profile and data-driven signals (rather than volume) can eliminate friction, improve pipeline quality, and actually prove marketing’s impact on revenue.

What’s Next in B2B Marketing? Five Stats You Need to Know by Eliza Giles

This article outlines five key B2B marketing trends to watch in 2026. From a resurgence of real-world “experiential” marketing and more strategic, quality-driven content, to renewed emphasis on account-based marketing (ABM), brand building, and prioritizing customer experience (CX) as a differentiator.

The Science of Buyability: How Category Fame Drives Growth in B2B by Jenni Baker

B2B growth doesn’t just come from demand generation or lead-gen. It comes from building “category fame.” In other words: companies that become the obvious, top-of-mind choice in their category win more business because buyers default to trusted, familiar brands when making B2B decisions.

B2B Marketing Strategy: Data-Driven Lead Generation by KEO Marketing

B2B lead generation only works when it’s rooted in data, not just creative campaigns or content volume. This post outlines a strategy that combines ideal-customer profiling, predictive lead scoring, account-based segmentation, and multi-channel content orchestration to reliably generate qualified leads and accelerate sales cycles.​

12 B2B Marketing Trends and Predictions for 2026 by Daisy Shevlin

B2B marketing trends for 2026 argue that success will hinge on treating marketing as a precision, data-driven, and buyer-centric discipline: from using ads as a “precision engine,” embracing AI-powered search and predictive personalization, to leaning into small in-person events, creator/influencer-style social content, proof-driven content, inbound-sales momentum, brand demand, and video as a core asset.

Have a wonderful weekend and thank you for reading!  If you have B2B news sources you rely on we’d love to hear about them.  Please share them with us.