Top B2B Data Trends for 2026: How Global Revenue Teams Can Prepare for What’s Next

In 2026, as global markets become increasingly interconnected and AI-driven, B2B data marketing has moved from a tactical function to the strategic core of sustainable revenue growth. High-performing B2B organisations are no longer reacting to market changes—they are outpacing competitors by delivering highly targeted, data-driven experiences that resonate with decision-makers across regions.

At the same time, stricter global privacy regulations, the decline of third-party cookies, and rising buyer expectations are forcing marketers to rethink how data is collected, governed, and activated. Success now depends on ethically managed, first-party data ecosystems supported by AI intelligence and real-time intent signals.

The Imperative of Data-Driven B2B Marketing in 2026

Data-driven B2B marketing is no longer optional; it is measurable, accountable, and directly tied to revenue outcomes.

• Teams using intent data report up to 70% higher conversion rates
  
  
• AI-powered personalisation increases purchase likelihood by up to 80%
  
  
• Over 50% of B2B marketers globally report data quality issues such as duplication and incompleteness
  
  
• Poor data leads to 10%+ of leads being disqualified before sales engagement
  
  

With global martech spending more annually, inefficient data practices are now a direct drain on ROI. As privacy regulations continue to evolve worldwide, 72% of marketers now rank data compliance and accuracy as mission-critical priorities. Expanding data protection frameworks across regions has increased the need for transparent, ethical, and well-governed data practices, making trusted first-party data essential for sustainable B2B growth.

Trend 1: AI-Powered Personalisation and Predictive Analytics

By​‍​‌‍​‍‌​‍​‌‍​‍‌ June, 95% of B2B marketers claimed implementation of AI, among which 75% of them decided to use generative AI for ad creation. The new tool is very effective in producing content, tailoring emails, and predicting customer behaviour, thus achieving in 85% of the cases the creation of high-quality content with AI assistance. As a consequence, 80% of buyers are more likely to purchase after a personalised experience, and the use of hyper-strategies brings about a return on investment of up to 8 times.

Predictive analytics is not confined to this level only; it performs the task of going through the huge datasets to forecast the needs. When there is a combination of ABM and this technology, it gives a result that is 208% better in terms of ROI than the old methods, and the majority of the campaigns (84%) are AI-powered, leading to a conversion rate increase of 30% and more.

Case Study: Siemens' AI Pivot

Siemens employed AI in its CRM to identify and rank leads from engagement data. Outcome: a 25% pipeline velocity increase and a 15% churn reduction; thus, the ROI of predictive tools in the industrial B2B sector is demonstrated.

Actionable Strategies:

• Test Predictive Scoring: AI experiments using HubSpot or Salesforce Einstein should be limited to around 10% of your pipeline. Observe the MQL-to-SQL conversion rate increase where 20-30% gains are anticipated.
• Hyper-Personalise at Scale: Email side-by-side testing with a persona using Jasper or Copy.ai for a video variant. A/B toning by persona and 41% conversion improvements from AI emails are waiting for you.
• Ethical AI Guardrails: Biases should be monitored through audits conducted quarterly. More than half of the companies (62%) that have implemented AI in service through personalisation state that it brings about customer trust and ensures that their service is ​‍​‌‍​‍‌​‍​‌‍​‍‌dependable.

Trend 2: First-Party Data Dominance

The​‍​‌‍​‍‌​‍​‌‍​‍‌ third-party data is on its way out with GDPR, CCPA, and planned U.S. federal laws such as the American Privacy Rights Act. First-party data is the new hero: it is obtained directly through owned channels, compliant, accurate, and considered a valuable resource by 72% of marketers after the regulations. The number of marketers using this data to derive insights will grow to 84% in 2025, which will be the main source of insights for CDPs that will be used to unify silos and enable seamless segmentation.

Case Study: Adobe's First-Party Mastery

By uniting the first-party data streams with a CDP, Adobe was able to achieve a 30% increase in customer engagement through personalised journeys. As for compliance, it was very secure, and 65% of executives are considering AI as a tool for secure and scalable implementation.

Actionable Strategies:

• Audit and Enrich: Regularly performed cleanses, for example, every three months with the help of a tool such as ZoomInfo Copilot. It is better to concentrate on websites and forms when it comes to 1P data collection. The result of that work will be a 35% increase in the frequency of purchases.
• Transparency Leads to Trust: Sharing is improved by 73% due to clear policies; moreover, pop-ups can be used as a source of zero-party information.
• CDP Integration: The main purpose of unifying data is to bring about 45% CLV increase. The first step should be server-side tracking that enables you to avoid ​‍​‌‍​‍‌​‍​‌‍​‍‌blockers.

Trend 3: Intent Data Mastery

Consumers ‌​‍​‌‍​‍‌​‍​‌‍​‍‌ ghost 70% of the conversations they have with sellers; however, intent data changes the whole situation. In 2025, 52% of people consider it a source for nurturing, with a conversion rate of 70% for the users.

Similarly, mobile intent is growing at a very fast rate: most of the money spent on advertising is going to be more than half of the budget, as 48% of the digital activities changed in 2023. AI is making this better: 84% of them use it together with predictive models and get 30% improvements in ABM. But only 90% of them consider ABM a must; their performance varies.

Case Study: The Victory of Intent Amplify

They combined AI with human intent in a way that they were able to scale their operation; thus, teams were notified for the preparation of personalised sequences, and that resulted in a 57% engagement increase.

Actionable Strategies:

• Layer Signals: Set up 6sense with CRM to get notifications; divide by conduct for a 91% video view increase.
• Behavioural Segmentation: Very high intent? Watch demo videos. Low? Nurture drips—70% ROI edge.
• Measure Momentum: Keep an eye on speed; 96% of video marketers report that they have seen awareness getting ​‍​‌‍​‍‌​‍​‌‍​‍‌higher.

Trend 4: Multi-Channel Orchestration and Community-Led Growth

Departments​‍​‌‍​‍‌​‍​‌‍​‍‌ operating in isolation kills corporate synergy. 73% of the companies blend social, SEO, email, and video for unified views. LinkedIn, with its 1.4B May visitors, is the main hub for B2B, where 75% of the users use social for making decisions. Email is still very much alive: 4.6B users, 8x opens via automation.

Communities get bigger and stronger: 71% of the people trust influencers more than ads; 78% of the companies budget events for zero-party data collections.

Case Study: HubSpot's Omni-Play

They mixed CDP data across different channels and managed to achieve 70% conversion focus, thus demonstrating the power of multi-modal.

Actionable Strategies:

• Unified Dashboards: Google Analytics + CRM for cross-ROI; social ad effectiveness is being tracked at 73%.
• Community Builds: LinkedIn groups for organic intel; 32% of the people use social for research.
• Video-First: 96% of people become aware of the product through short clips; 99% of the people gain understanding when the content is ​‍​‌‍​‍‌​‍​‌‍​‍‌personalised.

Trend 5: Account-Based Marketing (ABM) Evolution

ABM​‍​‌‍​‍‌​‍​‌‍​‍‌ is not a new concept; however, the 2025 AI integration is. 97% of the people carry out a higher ROI: 208% revenue growth as compared to the traditional one. 70% of the people are running programs, and 90% of them consider it to be a necessary one. Win rates? 60% higher with ABA alignment.

Case Study: Payscale's Surge

ABM led to a 500% increase in traffic and 6x revenue in a short time.

Actionable Strategies:

• AI-ABM Fusion: 84% target their messaging through the intent; a pilot leads to a 30% increase.
• Top-of-Funnel Focus: 57% are using it for ads; they are expanding it to retention.
• Measure Holistically: 30% more of ROI is tracked for the ​‍​‌‍​‍‌​‍​‌‍​‍‌winners.

The Strategic B2B Data Source for 2026

In​‍​‌‍​‍‌​‍​‌‍​‍‌ such a highly competitive and data-centred market, it is not only necessary for B2B marketers to have robust data, but they should also be provided with reliable, purpose-built lead intelligence. In contrast with general data vendors or simple validation tools, InFynd distinguishes itself as a committed B2B data source that provides curated datasets that enable precise targeting, segmentation, and personalised outreach at scale.

Why InFynd for 2026? 

• Quality Over Quantity: InFynd’s data is designed to be accurate, complete, and of actionable value, which leads to a significant reduction in disqualified leads and unproductive ad spend.
• Compliance-First Design: InFynd guarantees that every dataset complies with global privacy regulations, thus facilitating the implementation of ethical, first-party-centric strategies.
• Enterprise-Driven Insights: The product is intended for marketers who are in search of deeper insights, industry segmentation, buying intent, decision-maker profiles, and clean account hierarchies.
• Scalability:  InFynd’s data is built to grow with your business. Whether you are launching Account-Based Marketing (ABM) programs, expanding multi-channel campaigns, or powering AI-driven personalisation, the data remains reliable, consistent, and ready to support your growth at every stage.

Conclusion

The future of B2B data marketing in 2026 is defined by ethical data stewardship, AI intelligence, and cross-channel precision. Organisations that combine clean first-party data with predictive analytics and intent signals will outperform peers in conversion rates, pipeline velocity, and customer lifetime value.

InFynd enables this transformation by delivering compliant, actionable, enterprise-ready B2B data,helping revenue teams execute smarter strategies, maximise ROI, and build lasting trust in a privacy-first world.