B2B marketing in the UK is having a moment. According to Anteriad’s latest research, 87% of UK B2B marketers reported revenue growth in the past year, and 89% met or exceeded their pipeline and growth goals. Even more striking, 70% said marketing directly drove that growth, signaling a shift in how organizations view marketing’s role in business performance.

The report, titled “UK B2B Marketing Edge: 5 Opportunities to Drive Growth in 2026,” offers a snapshot of what’s working—and what’s next—for marketers across the UK and EMEA. The takeaway? AI and data are no longer optional—they’re essential to staying competitive.

Five Opportunities Defining 2026 Strategy

Anteriad’s report highlights five areas where leading marketers are focusing their energy:

1. Balancing short- and long-term growth – 39% of UK marketers say pressure for immediate results remains their biggest challenge.

2. Improving data quality – Poor-quality data continues to be the top barrier to effective marketing performance.

3. Putting AI to work – 40% credit AI with helping them meet role expectations, while nearly half (48%) say it’s advanced their careers.

4. Personalizing at scale – Demand is rising for AI-driven personalization that feels human and seamless across channels.

5. Forging strategic partnerships – High-growth companies are increasingly outsourcing to specialist partners to gain speed and precision.

The AI and Data Imperative

“B2B marketers are proving their impact, and those embracing data and AI are leading the way,” said Lynn Tornabene, Chief Marketing and Product Officer at Anteriad. “As we move into 2026, the opportunity is clear: integrate these elements to accelerate growth and sharpen competitive advantage.”

That message hits home at a time when many marketing teams are rethinking their tech stacks. With generative AI reshaping content workflows and predictive analytics driving more informed pipeline decisions, marketers who can operationalize AI and clean data are setting the performance benchmark.

Anteriad, whose clients include Indeed, ServiceNow, and Qlik, says its goal is to help marketers go beyond campaign-level success and link marketing performance directly to business outcomes—a metric that’s quickly becoming the new standard in B2B growth strategy.

B2B marketing in the UK is having a moment. According to Anteriad’s latest research, 87% of UK B2B marketers reported revenue growth in the past year, and 89% met or exceeded their pipeline and growth goals. Even more striking, 70% said marketing directly drove that growth, signaling a shift in how organizations view marketing’s role in business performance.

The report, titled “UK B2B Marketing Edge: 5 Opportunities to Drive Growth in 2026,” offers a snapshot of what’s working—and what’s next—for marketers across the UK and EMEA. The takeaway? AI and data are no longer optional—they’re essential to staying competitive.

Five Opportunities Defining 2026 Strategy

Anteriad’s report highlights five areas where leading marketers are focusing their energy:

1. Balancing short- and long-term growth – 39% of UK marketers say pressure for immediate results remains their biggest challenge.

2. Improving data quality – Poor-quality data continues to be the top barrier to effective marketing performance.

3. Putting AI to work – 40% credit AI with helping them meet role expectations, while nearly half (48%) say it’s advanced their careers.

4. Personalizing at scale – Demand is rising for AI-driven personalization that feels human and seamless across channels.

5. Forging strategic partnerships – High-growth companies are increasingly outsourcing to specialist partners to gain speed and precision.

The AI and Data Imperative

“B2B marketers are proving their impact, and those embracing data and AI are leading the way,” said Lynn Tornabene, Chief Marketing and Product Officer at Anteriad. “As we move into 2026, the opportunity is clear: integrate these elements to accelerate growth and sharpen competitive advantage.”

That message hits home at a time when many marketing teams are rethinking their tech stacks. With generative AI reshaping content workflows and predictive analytics driving more informed pipeline decisions, marketers who can operationalize AI and clean data are setting the performance benchmark.

Anteriad, whose clients include Indeed, ServiceNow, and Qlik, says its goal is to help marketers go beyond campaign-level success and link marketing performance directly to business outcomes—a metric that’s quickly becoming the new standard in B2B growth strategy.

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