Industry Trends

What's changing across B2B, SaaS, compliance, and consumer marketing — and what it means for how you win attention and pipeline.

Industry Trends

Growth Marketing for Fintech in 2026: Trust, Compliance, and CAC

Growth marketing for fintech in 2026 is shaped by three forces: customer acquisition costs that are among the highest of any industry, advertising rules on Google and Meta that constrain targeting and demand disclosures, and a consumer trust gap that suppresses conversion. Winning fintechs treat compliance and trust as growth levers, not obstacles, and they hold every channel to a hard CAC-to-payback standard.

Jun 2, 2026

Industry Trends

Marketing to CISOs: Cybersecurity Demand Gen in 2026

Marketing to CISOs in 2026 means earning trust with a buyer who is technical, time-poor, and deeply skeptical of vendor claims. Only 5% of organizations fully trust their cybersecurity vendors, and the buying committee spends just 17% of its time with all suppliers combined. Winning demand gen leads with independent proof and runs disciplined, account-based programs rather than broad-reach hype.

May 26, 2026

Industry Trends

Retail Media & CTV in 2026: The New Performance Frontier

Retail media and connected TV are the two fastest-growing performance channels in 2026 because they pair first-party purchase data with closed-loop measurement. US retail media will reach nearly $70 billion this year, and CTV ad spend is projected to grow 13.8%. The agencies winning here run both as one full-funnel system, not as siloed line items.

May 19, 2026

Industry Trends

Agentic Marketing: What Happens When AI Agents Enter the Funnel

In 2026, AI agents that research, shortlist, and even complete purchases on a buyer's behalf are moving from concept to reality, with OpenAI's Instant Checkout and Google's Universal Commerce Protocol both live and backed by major retailers. When an agent does the choosing, the audience for your marketing shifts from a human scanning a page to a model parsing structured data. Staying selectable means making your product machine-readable, keeping your data consistent across the surfaces agents read, and building the infrastructure to feed them clean, current information.

May 12, 2026

Industry Trends

The 2026 State of B2B Buying: Half Your Buyers Start in an AI Chatbot

In March 2026, G2 surveyed 1,076 B2B software buyers and found that 51 percent now start their research in an AI chatbot more often than Google, up from 29 percent a year earlier. AI is building the shortlist before your sales team is involved: 69 percent of buyers chose a different vendor than planned based on AI guidance, and one in three bought from a vendor they had never heard of. If your brand is not in the answer, you are not in the running, which makes answer engine optimization a demand-gen priority, not a side project.

May 5, 2026

Industry Trends

Optimization Theater: How Ad Platforms Systematically Inflate Spend Under the Guise of Intelligence

The fundamental business model of ad platforms relies on advertiser spend, creating a direct conflict with the advertiser's goal of maximizing profit.

Jul 17, 2025

Industry Trends

How Apple Intelligence Will Impact Email Marketing

Apple's recent announcement of Apple Intelligence, a new AI initiative set to roll out with iOS 18, iPadOS 18, and macOS Sequoia, has significant implications for email marketers.

Sep 9, 2024

Industry Trends

Navigating Ad Tech Turbulence: Strategic Steps for Marketers

Out of chaos comes order. At least, that’s the hope for a group of marketers who’ve been hit by one ad tech disaster after another.

Jun 3, 2024

Industry Trends

AI Investment Ecosystem: Unpacking the Leaders and Innovators

Delve into the specifics of leading companies, their pioneering products, and the technological advancements shaping the future of AI.

May 20, 2024

Industry Trends

MarTech’s Negative Ramifications on B2B

The future of B2B marketing requires a harmonious balance between leveraging AI for insights and maintaining a focus on genuine engagement and customer-centric approaches.

May 16, 2024