B2B Marketing Strategies for Competitive Advantage

This report presents the findings of a survey conducted in March 2026 by Ascend2, in partnership with Anteriad, focusing on B2B marketing strategies. The survey involved 631 marketing decision-makers from organizations with 250 or more employees across the United States, United Kingdom, and APAC. Key findings indicate that B2B marketing is becoming increasingly complex due to new buyer behaviors and technological advancements. Despite challenges such as data quality issues and slow approval processes, many marketers report positive growth outcomes and increased budgets for 2026. The report identifies critical strategies that successful B2B marketers are employing, including the use of buying groups and advanced attribution models, which contribute to better marketing alignments and results. It emphasizes that marketers can leverage data effectively, adapt to changing market conditions, and improve operational efficiencies to drive growth. The report serves as a resource for professionals seeking to enhance their marketing approaches in a challenging environment.