Lead your marketing to victory in 2026
This year was hard. Nothing worked. But you persisted and like a top athlete you’re now ready to rise and show you can drive team revenue. Below, you’ll find our very best resources for ICP, strategic planning, demand/ABM, and AI—the four key factors to winning 2026.
In partnership with:
Featuring
Featuring
How are you going to stand out in 2026?
Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
How are you accounting for this in your 2026 strategy?
You need to stand out. To make sure your buyers notice you. Let us help you build that into your strategy for next year -->
The Revenue Marketer
Lead your marketing to victory in 2026
Still chasing 10% efficiency gains?
2023-2025 were the years of experimentation with AI. 2026 is the year to make it transformative. If you're still trying to figure out the strategic advantage AI will bring to your team, we're here to help!
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the four key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
About the author
Service page feature
Demand gen
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the four key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
Resources
About the author
Service page feature
Demand gen
Lead your marketing to victory in 2026
Speakers
Other helpful resources
Drop that old playbook in the mud—it’s a new game
The time for reflection is over—it’s now your moment to assemble the revenue team that’s going to get you back on top and winning. Because while some demand is declining, not all is—and nobody’s better positioned to find those new sources than you, the dynamic marketer. You own 86% of the buyer journey. It’s time to assert control.
We recommend tackling the four key areas in order. High-five your team and let’s get out there.
1. Rethink your ideal customer profile (ICP)
Your demand problem isn’t always about your offer—often, it’s your targeting. How certain are you that you are selling to the right buyer?
A good portion of the companies we’ve helped over the last year have run into this problem. Some got into thinking that net new business was the only business (what about NRR?). Others got to thinking that all buyers were good buyers. They got fixated on prospects in verticals who were willing to talk but unlikely to buy or be successful.
Get the buyer right and all your existing marketing may start to perform.
2. Execute an annual plan and end the random acts
If your entire annual plan can’t fit onto one page, it won’t help—full stop. We see that all the time. Marketing organizations build 90-slide decks that consume months of everyone’s time, and then no one reads it. They sit on a virtual shelf, the random acts continue, and salespeople keep selling as they always have.
Whereas if you distill that plan to a single slide:
- Everyone can print it and keep it on their desk
- It’s accessible to every go-to-market team
- It’s always in view, so refer to it
- People actually use it
Now, that one-page plan isn’t easy to produce. It’s not the writing that’s difficult but the negotiations and agreements between teams. But once you have it, it does what plans are supposed to do and keeps everyone on track.
3. Reimagine your ABM and demand programs
We all know buyers are buying differently. Larger buying groups. People doing research on their personal AI apps on their phone. A heightened skepticism of marketing claims. LLM search disasters—like when a marketing team’s April Fool’s joke gets picked up by ChatGPT and becomes the definitive answer about them.
It’s a weird new world to navigate. Your job is now to use your campaigns not to generate leads but to generate trust. To go after accounts or individuals as it services your revenue impact, and to, at the end, be able to say, “Marketing did that.”
4. Scale results with AI
Has AI been a cure-all for your team, or a distraction? Because we’ve all read the studies about how companies abandon 95% of AI pilots and that AI creates more work because half-ready deliverables only create more work for others. But that is not the entire story.
The companies we’re working with are successfully:
- Building "AI buying committees" to tailor messaging
- Use AI assistants to research accounts and markets
- Automating workflows in brand-safe ways
- Developing sales territories and identifying customer whitespace
- Enable SDRs to write more personalized outreach
With some focus and these prompt chains, you can too.
About the author
Service page feature
