Collective Measures’ 2026 B2B trend predictions argue that B2B buyers now bring consumer expectations—emotion, convenience, and personalization—into complex buying journeys. It highlights three trends: (1) Strong brand presence as a competitive edge because only ~5% of buyers are in-market at any time, discovery is fragmented across social/AI, and buyers use 10+ channels; success requires always-on storytelling, video-first omnichannel presence, and full-funnel measurement beyond last-click. (2) Don’t just explain—entertain: most B2B ads fail to earn attention/recall, so distinctive, emotionally driven creative and influencer partnerships (including niche experts) are needed to break “sea of sameness.” (3) Experience is everything: buyers expect recognition and seamless, tailored interactions; teams should deliver “SEO everywhere,” use AI/predictive personalization and automation, and equip sales to act as insight-led advisors with consistent, relevant outreach.

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