The State of B2B Marketing in 2026: What's keeping us up at night?

About the webinar

Half a decade has passed in the blink of an eye - from Covid to geopolitical rollercoasters.

And now, without time to catch our breath, we’re expected to implement AI operating models, transform marketing around buying groups, dismantle a decade of legacy MQL thinking, overcome years of under-investment in brand, optimise for GenAI search, and position our solutions as “AI-enabled platforms”.

How did it get this chaotic? What’s the impact - commercially and personally? And how are leaders beginning to chart a path to coherence?

tmp’s research with 1,000 B2B marketers and buyers paints a stark picture. More than half describe their current working environment as chaotic, with that chaos leading to missed opportunities, stalled deals and confusion for buyers.

There’s a human cost too. Nearly three quarters (72%) say they’re not sleeping properly, with many working longer hours, skipping breaks and deprioritising long-term planning.

But it’s not all doom and gloom. The research also points to a clear route forward.

Hosted by Ali Hussain, this 45-minute session brings together senior B2B leaders and analysts from ServiceNow, Fortinet, LinkedIn and tmp to explore the commercial and human cost of chaos — and what the path to coherence really looks like.