Webinar: Why it’s getting harder to create impact – and what to do about it

Watch the webinar ‘The top 5 B2B marketing challenges of 2026‘, where we present and elaborate on the results of a two-step study we carried out to understand marketing executives’ challenges and suggested solutions related to international B2B branding and marketing:

• First, we conducted a quantitative survey of marketing executives to get a good understanding of the challenges they experience and their thoughts on how to solve these
• This was followed by in-depth interviews with CMOs from leading B2B companies to understand why traditional marketing impact is stalling in today’s environment

One overarching finding is that there exists a critical gap between increasingly complex buying journeys and the marketing capabilities designed to meet them.

Themes covered in the webinar

• The five core challenges currently shaping the B2B marketing landscape and how leading organizations are responding
• Visibility is survival: With sales cycles now measured in years, failing to build trust early means you are simply not in the picture when the deal is made
• Efficiency over volume: Activity is increasing but impact isn’t; real effectiveness requires deliberate exclusion and sharper focus rather than just more resources
• Commercial influence: Since only very few B2B companies currently align marketing with finance, closing this gap is the only way to move from being a “cost center” to a primary growth driver

If you’re responsible for growth, marketing effectiveness, or commercial strategy, this webinar will be highly relevant.

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Speakers