2026 will be the year marketers rediscover the basics

In December 2024, our survey with Harris Poll asked B2B marketers to share their top areas for investment in 2025. Artificial intelligence tools were at the top of the list. It also wasn’t surprising to see the AI architects named Time magazine’s Person of the Year as the ripple effects of the technology continue across every sector. And in 2026, we will see B2B decision makers do something new: return to basics andembrace AI to reimagine what’s possible. This approach reveals a compelling duality in how marketers are planning for 2026. There’s a return to what we’ve always known while also...