How Generative AI Is Changing B2B Marketing in 2026
Looking for clear priorities for your B2B marketing in 2026?
In this episode, you’ll get an actionable roadmap: integrate AI in a meaningful way, build visibility in chatbots & AI search, focus on buyer enablement instead of just counting leads, and combine self-service with sales to increase deal quality.
Result: more business impact with flat budgets.
💡 What you’ll learn in this episode:
We show you how to move AI out of the experimentation corner, set up a reliable ROI framework, and deploy workflows/agents where they really make an impact.
You’ll learn how the buyer journey is shifting into AI search environments, how to increase your share of voice in chatbots, and why creator-first strategies outperform attention-grabbing tactics.
Plus: why pure self-service processes lead to buyer’s remorse — and how sales acts as a multiplier.
⏱ Chapters:
00:28 Unlock the potential of AI in marketing
06:32 Why marketers need to invest their time where it matters most
12:26 The buyer journey shifts into chatbots and AI search engines
16:50 Combining self-service and sales boosts deal quality
19:16 Position marketing as buyer enablement — not just lead generation
🔗 Resources mentioned:
• Evergreen Media (B2B Marketing Trends & Priorities 2026): https://www.evergreen.media/ratgeber/...
• Google (Understanding buyer behavior): www.thinkwithgoogle.com/intl/de-de/insights/customer-journey/kaufverhalten-und-entscheidungsfindung-verstehen/
• Evergreen Media (Structuring content for LLMs): https://www.evergreen.media/ratgeber/...
• Evergreen Media (What LLMs cite): https://www.evergreen.media/ratgeber/...
• Forrester (B2B Buyer & GenAI): www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769
• Evergreen Media (LLMO & GEO optimization): https://www.evergreen.media/generativ...
• Evergreen Media (Content strategy with AI workflows): https://www.evergreen.media/ki-conten...
• Gartner (B2B Buyer Journey): www.gartner.de/de/sales/insights/b2b-buying-journey
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