✅ In Today´s Edition
👉 How AI is influencing which B2B vendors make it onto the buyer’s shortlist
👉 Why having more data does not always help marketing understand which campaigns influence a sale
👉 What marketing teams need to prove when CEOs expect greater impact on sales and growth
🌎 3 Key News Shaping B2B Marketers This Week
🔑 1: B2B buyers are already using AI to build their vendor shortlists
G2 surveyed 1,076 B2B software buyers and found that 51% now start their research with AI chatbots more often than Google. It also found that chatbots are already influencing which vendors make it onto the buyer’s shortlist. Keep Reading
What does this mean for B2B marketing leaders?
Brand presence no longer depends only on a company’s website or SEO. It also depends on how the company appears in AI answers, reviews, and trusted external sources.
🔑 2: B2B marketers have more data, but not always more clarity
Many teams invest in CRM, CDPs, automation, and analytics tools, but that does not always make decisions clearer. In B2B, long sales cycles, large buying committees, and limited attribution make it harder to know which campaigns truly influence a sale. Keep Reading
What does this mean for B2B marketing leaders?
Filling reports with metrics is not enough. The challenge is understanding which data helps explain the buyer journey and marketing’s real impact.
🔑 3: More CEOs expect marketing to directly support sales growth
Boathouse’s annual study shows that 65% of CEOs see sales growth as marketing’s primary mandate. It also shows that 60% view marketing as a cost center, up from 35% the previous year. Keep Reading
What does this mean for B2B marketing leaders?
The conversation with leadership needs to move from “we ran campaigns” to “these actions helped create opportunities, accelerate sales, or retain customers.”
🛡️ Stat of the week
67% of B2B marketing teams
Use events as part of their channel mix, while 57% use SEO.
The reason is clear: in B2B, buying decisions usually take longer and require more touchpoints before a decision-maker moves forward.
⚡ Why it matters now
Not all growth depends on paid media or short-term actions. For many B2B teams, channels that educate, build trust, and maintain presence throughout the buying process remain critical.🎯 Recommended action
Review this week whether your events, content, and SEO are connected to each other, or whether each channel is operating as a separate effort.
🛎️ Tactic of the Week
Strengthen the reasons to make the shortlist
In B2B, many buyers reach sales with part of the decision already advanced. Before requesting a meeting, they have already searched for information, compared options, read reviews, or engaged with content and events. Marketing’s job is not just to generate visibility. It also needs to make sure every touchpoint gives buyers clear reasons to consider the company.
👉 How to apply it this week: Choose one priority offer and define what evidence a buyer needs to take it seriously: case studies, comparisons, data, reviews, or clear commercial arguments.
📒 Job opportunities
📒 Product Marketing Manager
Ably — B2B SaaS product marketing role for a real-time infrastructure platform, focused on positioning, launches, technical content, sales enablement, and competitive intelligence.
United Kingdom · London · Remote · Apply.📒 Demand Generation Manager
DroneDeploy — Role focused on integrated campaigns, ABM, qualified pipeline, and revenue growth for enterprise segments, especially across construction and industrial markets.
United States · Remote · Apply.📒 Senior Field Marketing Manager - EMEA
ClickHouse — Role leading field marketing across EMEA, with a focus on events, webinars, demand generation, regional awareness, and close collaboration with sales.
United Kingdom · London / EMEA Remote · Apply.
💯 Tools of the week
🔋 Key webinars and events
🧠 B2B Growth Conf 2026: MAY 08
Event for B2B marketing, sales, revenue, and RevOps leaders, focused on demand, pipeline, growth, and practical peer conversations.
Sofia, Bulgaria · Register.
🧠 MSI/ARF B2B Exchange: Tackling Today’s Key Issues: MAY 14
Webinar on current B2B marketing challenges, including customer expectations, measurement, ROI, and the role of AI in marketing decisions.
Online · Register.
🧠 Content Marketing Friday Forum: MAY 15
Online MarketingProfs event with three sessions on creating more credible B2B content that helps close gaps in the buyer journey and move decisions forward.
Online · Register.
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