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Five years ago, we launched groundbreaking research for B2B marketers, identifying what defines the highest performance across marketing strategy, data, measurement, and campaign activation. In each successive study, we have sharpened our view of what it takes for B2B marketers to beat their goals and drive revenue growth for their company.
This year, our report, The 2026 B2B Marketing Edge: Control Is the Competitive Advantage, with Ascend2, we examine the strategies of over 630 B2B marketing leaders and practitioners across the United States, United Kingdom, and APAC to see how the most successful B2B marketers have evolved their strategy to win in today’s complex market.
As our Chief Marketing and Product Officer Lynn Tornabene notes in our recent press release, “This year the pattern is sharper than ever. The marketers winning in 2026 have control: over their data, their measurement, their audience strategy, and their place in the revenue conversation. That's the competitive edge, and the encouraging part is that every marketer can start building it today."
At Anteriad, we give marketers that competitive edge. The marketers who thrive are the ones who use levers that deliver the greatest return including a strong data foundation, robust measurement and the insights they need to create alignment with company leaders.
Data and Measurement Work Together
One of the most important findings this year is that access to data alone is no longer a differentiator. Most B2B marketers are now using intent data, buying group data, and a range of other inputs. What separates Data Heroes is their ability to analyze and optimize based on their data foundation. Seventy-four percent of Data Heroes have full visibility into attributing marketing activity to closed revenue, compared to 51% of other marketers.
At Anteriad, this is something we've built into our data solutions. The combination of a strong data foundation and the measurement and activation strategies to connect that data to outcomes is exactly what our teams and our AI capabilities are designed to deliver to B2B marketers.
Buying Groups and Agility Deliver New Growth Opportunities
For the first time, we asked specifically about buying groups. Thirty-eight percent of marketers have defined and activated them as a central go-to-market strategy. Marketers using buying groups tend to be higher performers. Many are Data Heroes and Attribution Leaders.
Campaign agility is equally critical. Forty-one percent of marketers frequently reallocate spend based on performance data. Those who do are far more confident in their data and far more likely to exceed their goals. Audience-first planning, fluid spend across channels, and a culture of optimization are what give marketers the flexibility they need when buyer behavior keeps shifting.
Be In the Room
Perhaps the most strategic finding this year: marketers closest to revenue conversations perform the best. Whether that means reporting to the CEO, building a stronger relationship with the CFO, or aligning tightly with sales on shared KPIs, influencing and participating in the revenue conversation is a growth lever in itself.
Having control over B2B marketing performance starts with the next decision you make about your data strategy, your measurement approach, and how you add to the revenue conversation. Every marketer can take a step toward it today.
If you want to talk through what that looks like for your organization, reach out. We'd love to help you build it.
