The B2B Marketing Playbook for 2026

The B2B marketing playbook is broken. Here's what's working in 2026.

With GTM disruption, changes in buyer behaviour, and platform updates coming thick and fast, marketers can no longer rely on the same tactics that have worked in previous years.

Organic brand reach is down, paid social costs are up, and buyers are turning to ChatGPT before Google.

So how can we keep up?

At Next Chapter™, we've compiled a guide specifically for B2B marketers, outlining five strategic shifts to make now.

Strategic Shifts For 2026

Explored in the guide, the five changes B2B marketers can make to their strategies are:

1. Choosing Employee Advocacy Over Branded Social
2. Total Search Optimisation (Not Just SEO)
3. Clarity-First Content
4. Intent-Driven Metrics
5. Non-Linear Buyer Journeys

What You'll Find Inside The Playbook

The playbook breaks down the five new approaches to B2B marketing, and couples them with:

• Why each shift matters - data and trends driving the changes
• Practical starting points - tips for implementing each strategy
• Real case studies - how we've used these approaches with B2B clients
• Expert perspectives - insights from the Next Chapter™ team on what's working now

Ready To Rewrite The Playbook?

You now know the five strategic shifts separating brands winning in 2026 from those stuck in the old playbook.

The question is: how do you implement them?

Not all marketing teams have the bandwidth and expertise to tackle these shifts in-house. When they need support, that's where Next Chapter™ comes in.

We work as an extension of B2B marketing teams to implement these exact strategies. From social strategies to AI optimisation to sales & marketing alignment.

But first, get the playbook.

See the complete breakdown of each strategic shift. Read the case studies. Understand exactly what's working right now.

About Next Chapter™

We're a strategic digital marketing agency built for ambitious B2B and professional services brands. We combine exceptional creativity with strategic thinking to reach audiences, engage prospects, and deliver commercial success.

We work as an extension of your marketing team—helping you scale from "keeping the lights on" to building fully strategic, integrated campaigns.

Want to discuss these strategies? Get in touch with the team.