B2BProfs: B2B Marketing Resources and Events for Marketing Professionals

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Artificial Intelligence —February 6, 2026 — 10:00 AM ET

AI Update, February 6, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so:

Anthropic launched Claude Opus 4.6, expanding knowledge work focus with improved task execution, document generation, and multi-agent teams. Marketers benefit from end-to-end execution and reshaping productivity expectations.

Anthropic, OpenAI, and Snowflake partner to embed enterprise AI agents while Reddit bets on AI search as a revenue opportunity. Yet, AI-generated content risks misinformation, affecting brand credibility. Marketers must monitor citation ecosystems, safeguard content, and anticipate misinformation risks.

Event Marketing —February 5, 2026 — 10:00 AM ET

How AI Will Shape Trust and Personalization in B2B Events in 2026

As in-person engagement rebounds, marketers face pressure to deliver memorable, relevant, and personalized experiences. AI advancements make this possible but also reveal limitations and risks in causing a growing trust gap between customers and brands.

AI can simplify choices, drive authentic connection, and act as a personal assistant for attendees at conferences and trade shows. Maintaining loyalty in 2026 will require a balance of automation and human touch, with transparency around how AI is used to avoid skepticism or backlash.

Organizations must invest in streamlining data to back personalization efforts or use broad, third-party models for faster results. Eliminating data silos provides a true understanding of individual prospects, paving the way for authentic connection driven by AI. Openly communicating AI's role and measurable outcomes is crucial to maintaining trust and brand reputation.

Marketing Strategy —February 4, 2026 — 10:00 AM ET

How B2B Prospecting Has Changed

According to recent research from Sopro, most marketers and salespeople believe that B2B buyers are less trusting of prospecting today than in the past.

The report, based on a survey of 442 B2B decision-makers in the UK and US, found that buyers now expect more information and personalization and tend to be further along in their research before engaging with salespeople.

Deals now involve more decision-makers on the buyer side and decision timelines are longer, according to 34% and 44% of respondents, respectively.

Websites —February 4, 2026 — 10:00 AM ET

The Role of Websites in the Age of AI

Websites have been the cornerstones of the internet economy for years. But with the rise of AI, the role of websites is being questioned as organic traffic decreases and AI browsers emerge.

However, websites still play a crucial role as AI tools rely on high-quality, authoritative web content. Companies can capitalize on this by optimizing their websites for AI, including creating fresh, relevant content and implementing on-site AI assistants.

Websites are evolving from destinations to infrastructure in the age of AI. Early movers can establish authority and shape how AI systems understand and surface their industries.

Artificial Intelligence —February 3, 2026 — 10:00 AM ET

Will Gen AI Replace Some Marketing Agency Work?

According to Funnel, generative AI is expected to replace some services currently offered by marketing agencies, based on a recent survey of 238 marketers.

88% of in-house marketers believe AI will replace some agency services, and 72% of agency marketers also expect AI to replace some of their own services.

Marketers are eager to implement AI-driven insights and customer journey mapping in their strategy within the next 1-2 years, with the biggest predicted shifts in consumer behavior being reduced use of traditional search engines and increased use of AI chatbots.

Most Popular Articles

Artificial Intelligence

AI Update, February 6, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments since the workweek ended January 30. Stay in the know.

Event Marketing

How AI Will Shape Trust and Personalization in B2B Events in 2026

AI is redefining B2B events in 2026, but trust and authenticity matter more than ever. Learn how personalization, first-party data, and transparency shape better experiences. Read more.

Marketing Strategy

How B2B Prospecting Has Changed

Most marketers and salespeople say B2B buyers are less trusting of prospecting today compared with in the past, according to recent research.

Websites

The Role of Websites in the Age of AI

AI-driven search, AI browsers, and LLMs are reshaping how people and machines use the web. Discover why websites still matter and how brands can adapt. Read more.

Artificial Intelligence

Will Gen AI Replace Some Marketing Agency Work?

Some 88% of in-house marketers believe generative AI tools will replace some of the services agencies currently provide to their company, according to recent research.

Marketing Management

From Cost Center to Growth Engine: A Modern Blueprint for Annual Marketing Planning

Annual planning doesn’t have to be a budget exercise. Learn how marketing can influence strategy, align with finance, and use data to shape smarter investment decisions. Read more.

Artificial Intelligence

AI Update, January 30, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so. Stay in the know.

Advertising & Promotions

How AI-Driven Creative Is Redefining B2B Advertising Performance

AI-driven creative helps B2B advertisers move beyond vanity metrics to measurable business impact, using generative insights, predictive modeling, and dynamic optimization to drive pipeline and revenue. Read more.

Martech

How Today's B2B Buyers Approach RFPs and Vendor Selection

What triggers B2B buyers to issue an RFP? Do buyers usually go into the RFP process already favoring a vendor? To find out, researchers surveyed 350 B2B buyers involved in vendor selection.

Measurement & Analytics

When the Data Doesn't Add Up: A CMO's Guide to Auditing Measurement Tools

When every channel claims credit, measurement breaks down. Discover three practical ways to audit attribution and MMM tools, verify causality, and make more confident marketing decisions. Read more.

Marketing Management

Why Internal Politics Will Always Be Part of Your Marketing Strategy

Winning approval for marketing strategy requires more than logic. Learn how relationships, narrative, and executive alignment help marketers secure buy-in and move initiatives forward. Read more.

Marketing Management

Do Clients Trust In-House Marketing Agencies?

Are in-house marketing agencies (IHAs) trusted by their clients? Are clients satisfied with the creativity and strategic thinking of IHAs? To find out, researchers surveyed 281 in-house agency marketers and their internal corporate clients.

Artificial Intelligence

AI Update, January 23, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments from the past week or so. Stay in the know.

Artificial Intelligence

Automation vs. Authenticity: The Real Risk of AI in B2B Marketing

AI boosts speed across B2B marketing, yet unchecked automation weakens authenticity and trust. Learn why governance, transparency, and human judgment are essential to turn AI into sustainable growth. Read more.

Artificial Intelligence

How AI Use Varies Among Generations

Are younger Americans using AI significantly more than older Americans? Are certain platforms more popular with younger generations? To find out, researchers surveyed 1,037 adults in the United States.

Upcoming Events

Online — February 11, 2026 — 12:00 PM ET

Train Your AI Like a Team Member Through Brand Governance

B2B marketing strategist Erika Heald shows you, step-by-step, how to train tools like custom GPTs (using ChatGPT) and custom Gems (using Google Gemini) for a range of B2B marketing activities beyond content generation, including campaign planning, audience segmentation, content reuse, and more.

Online — February 12, 2026 — 12:00 PM ET

AI-Ready or Not: Why Readiness Is the New Marketing Superpower

AI readiness—not simply AI adoption—is the key to unlocking great marketing results with AI tools. Is your team using these tools to their potential, or are you stuck with outdated tech and processes? Discover the secrets to being AI-ready in this free webinar. Sponsored by Storyblok.

Online — February 13, 2026 — 11:30 AM ET

Demand Generation Friday Forum

There are a lot of moving parts to demand generation—and now we need to add in being AI-ready. Join three demand generation marketing experts for actionable and effective ways to fortify your demand gen programs in 2026. Sponsored by Convertr.

Online — February 18, 2026 — 12:00 PM ET

AI for Real Thought Leadership: Turning Expert Insights Into Sales-Ready Content

Scrambling for new content? A. Lee Judge, founder of Content Monsta, shows you how AI can help capture unique insights from your subject matter experts (SMEs)—and turn those insights into revenue-driving, authentic content that both speaks directly to your market and is aligned with Sales.

Online — February 25, 2026 — 12:00 PM ET

The Hidden Friction Points That Reveal Your AI Roadmap

Founder and President of High-Income Business Writing, AI coach Ed Gandia helps you spot the bottlenecks that slow campaigns and content, and then turn those friction points into a simple plan for using AI without chaos. You'll see live examples that show results and build buy-in fast.

Online — February 26, 2026 — 1:00 PM ET

How to Win Mindshare With Influencer Campaigns

Here's what the best B2B brands know: video wins mindshare. Mindshare wins revenue. And influencer campaigns? They're your fastest path to both. But most B2B marketers struggle with where to start. Join us to see the exact playbook, from creative gifting activations to video amplification to measuring real business impact. Sponsored by Goldcast.

Online — March 4, 2026 — 12:00 PM ET

The AI Adoption Breakdown: 3 Organizational Obstacles Leaders Face (And the Fixes That Drive Real Change)

Katie Robbert, CEO at Trust Insights, knows that many AI projects run into roadblocks with the IT or Legal departments. These aren't tech problems; they're change management problems. Katie will give you the practical, actionable advice you need to overcome resistance and build a truly AI-ready marketing strategy.

Online — November 2, 2026 — 8:00 AM ET

MarketingProfs B2B Forum

B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Featuring dozens of sessions, workshops, shenanigans, and more. Are you ready to experience the magic?

Recent Events

Online — Access Now

3 Ways Brand Control Breaks in the Zero-Click Era

Do you know what your brand perception is—or what it may be costing you? Discover three ways traditional brand management is failing to keep up with AI and how global brands are building and maintaining trust and credibility in this fireside chat with Q&A. Sponsored by Papirfly.

Online — Access Now

The AI Pilot Process: Practical Steps to Move From Experiment to Impact

Jessica Hreha, Director of Marketing AI Transformation at Veeam Software, helps you take custom AI tools from idea to build to test to pilot to scale. You'll develop clear goals, timelines, and decision points, with practical guidance on what to scale and what to stop. All based on real-world pilot projects.

Online — Access Now

XEO and the Future of Search

Join MarketingProfs and Search Engine Journal for XEO and the Future of Search, a half-day online event about the new AI-powered world of XEO—where SEO, GEO, and AEO intersect. Join leading AI and search experts, including opening keynote presenter Andy Crestodina, to learn the rules of getting found online and how to compete in the search game today.

Online — Access Now

AI Assistants and You

Ever wish you could do twice the work in half the time? Or that you spent less time on the routine, repetitious tasks and more on strategic work? Then stop the random acts of prompting and build yourself an AI assistant! Join us for an all-new series. Live Wednesdays, January 28 to March 4.

Online — Access Now

How to Build AI Teammates That Work Alongside Your Team

Sought-after AI advisor Liza Adams explores how a team of 25 marketers added 100 custom AI assistants. Liza shows you exactly how this team built, deployed, and connected custom GPTs across marketing functions... and the dramatic results they achieved in just 6 months.

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