6 B2B Marketing Strategies Replacing the Old Playbook in 2026
B2B marketing in 2026 has completely changed — and most teams are still running a playbook that no longer works.*Build the lead generation engine that connects every campaign to real revenue:* 🔗https://clickhubspot.com/r8n5
In this video, we break down the 6 biggest B2B marketing strategies separating growing teams from falling behind ones — from how buyers research without you, to Answer Engine Optimization (AEO), AI content strategy, proof-based content, live events, and owning your channels.
What you'll learn:
Why 94% of B2B buyers now use AI tools like ChatGPT to research vendors before talking to sales
What Answer Engine Optimization (AEO) is and how to show up in AI-generated answers
How to use AI the RIGHT way without flooding the market with generic content
What content formats B2B buyers actually trust in 2026
Why live events and employee voices are making a comeback
Why owned channels (email, CRM, website) matter more than ever
00:00 How B2B Buyers Research in 2026
01:13 Shift 1: The B2B Buyer Has Changed
03:29 Shift 2: Answer Engine Optimization (AEO)
06:41 Shift 3: AI as the Operating Layer
08:15 Shift 4: Proof Content Beats Fluff
10:17 Shift 5: Events, Community, and Real Human Voices
12:57 Shift 6: Own Your Channels, Own Your Strategy
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About HubSpot
HubSpot is a customer platform that provides education, software, and support to help businesses grow better. The platform includes marketing, sales, service, commerce, operations, and website management products that start free and scale to meet our customers’ needs at any stage of growth. Today, thousands of customers around the world use HubSpot’s powerful and easy-to-use tools and apps to attract, engage, and delight customers.
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