On the table now
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B2B Marketers Put AI First and Headcount Last in 2026 Budgets
Content Marketing Institute’s annual benchmark of 1,015 B2B marketers finds 45% plan to spend more on AI tools next year and 9% on people. Nearly all use AI already. Barely half say it made the work better.
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Buyers Use AI to Research. 69% Still Call a Rep Before They Decide.
Gartner’s survey of B2B buyers finds 45% used generative AI in a recent purchase, mostly for vendor and product research, while 69% turned to a sales rep to validate what the AI told them. The rep’s job is moving from…
Source: Demand Gen ReportRead →: Buyers Use AI to Research. 69% Still Call a Rep Before They Decide. -
Two-Thirds of B2B Buyers Would Rather Not Talk to a Rep
Gartner surveyed 646 B2B buyers between August and September 2025. 67% prefer a rep-free purchase, and 45% used AI tools during a recent buy. Digital Commerce 360’s read: manufacturers and distributors will step up spending on digital commerce, self-service, and…
Source: Digital Commerce 360Read →: Two-Thirds of B2B Buyers Would Rather Not Talk to a Rep
