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.

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Artificial Intelligence

AI Update, July 10, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments since Friday, July 3. Stay in the know.

Marketing Management

The Bench Model: Why Marketing Teams Should Hire Like Sports Franchises

Build a marketing team that adapts to changing priorities by balancing in-house talent, trusted freelancers, and on-demand specialists for greater agility, speed, and consistency. Read more.

Advertising & Promotions

Do People Pay Attention to Ads During Podcasts?

Do Americans pay attention when ads come on during podcasts? Do they find these ads disruptive? To find out, researchers surveyed a nationally representative sample of 1,450 adults in the United States.

Martech

Why Multi-Threaded B2B Sales Requires Better Coordination—Not More Tools

B2B revenue teams often mistake tool gaps for pipeline problems. Learn how better coordination, stakeholder mapping, and integrated workflows improve multi-threaded account engagement and sales outcomes. Read more.

Artificial Intelligence

GEO in B2B Marketing: Top Trends and Challenges

What share of B2B marketers are engaging in generative engine optimization (GEO)? Is GEO delivering ROI? What's hampering success? To find out, researchers surveyed 225 B2B marketers.

Branding

Why Brand Positioning Must Drive Decisions, Not Just Messaging

Strong positioning is only the beginning. Learn how governance, activation, and practical guidance help B2B organizations turn brand strategy into consistent decisions that scale across teams. Read more

Artificial Intelligence

AI Update, July 3, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments since Friday, June 26. Stay in the know.

Artificial Intelligence

AI Update, June 26, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments since Friday, June 19. Stay in the know.

Email Marketing

Read It Out Loud: The Cold Email Test That Improves Response Rates

Most cold emails fail because they sound like templates. Learn how the read-aloud test, concise messaging, and personalized outreach can improve reply rates and drive more conversations. Read more

Advertising & Promotions

The Top Challenges Facing Ad Agencies

Most professionals at advertising agencies say both the digital ad industry and their specific job have gotten harder over the past two years, according to recent research.

Artificial Intelligence

Why AI Underperforms in Marketing Operations—And 5 Foundations for Success

Many AI initiatives stall after experimentation. Learn the five structural shifts organizations need across strategy, processes, data, technology, and people to make AI a scalable operational advantage. Read more

Artificial Intelligence

The Prompt Illusion: Why AI Must Stop Being a Tool and Become Our Infrastructure

Marketing teams are overwhelmed by disconnected AI tools. Discover why marketing operations should build AI infrastructure powered by autonomous agents to automate workflows and unlock higher-value work. Read more

Marketing Strategy

Your ICP Is the Strategy: Q&A with Karlyn Ankrom

How do you identify the right audience, validate ICP assumptions, and reach complex buying teams? Campaign expert Karlyn Ankrom answers marketers' top questions about audience targeting and strategy. Read more

Marketing Strategy

The SMS Marketing Preferences of Americans

Are most Americans opted in to receive text messages from businesses? How often do they want to receive these marketing messages? When do they want to receive them? To find out, researchers conducted a survey of 1,000 consumers.

Artificial Intelligence

AI Update, June 19, 2026: AI News and Views From the Past Week

Catch up on select AI news and developments since Friday, June 12. Stay in the know.

Upcoming Events

Online — July 15, 2026 — 12:00 PM ET

From Idea to Live App: Vibe Coding for Marketers

What if you could build your own marketing tools without writing a single line of code? With vibe coding, you describe what you want in plain English and AI handles the build. Watch a Chrome extension go from idea to live product in real time.

Online — July 17, 2026 — 11:30 AM ET

Pipeline Growth & Alignment: Practical Playbooks for Unified Revenue Teams

More pipeline. Better alignment. Smarter growth. Get the playbooks, workflows, and frameworks you need to move faster—from content that Sales actually uses to customers who are ready to buy again. Sponsored by ZoomInfo.

Online — July 22, 2026 — 12:00 PM ET

Planning and Preparation for Effective Agentic AI

If you're babysitting the machine, you're not using an agent. Chris Penn maps the five levels of AI enablement and shows you how to delegate real marketing work—like building an email campaign from scratch—to AI that runs autonomously.

Online — July 22, 2026 — 12:00 PM ET

Planning and Preparation for Effective Agentic AI

Online — July 23, 2026 — 2:00 PM ET

The Demand Gen Event Playbook: Fewer Events, Better Pipeline

Most B2B teams are overcommitted to events and underdelivering on pipeline. In this session, you'll get a real framework for building a leaner, higher-impact event portfolio—one you can implement right away. Sponsored by Vendelux.

Online — August 14, 2026 — 11:30 AM ET

B2B Advertising That Works: Tactics to Reach Buyers and Prove ROI

B2B advertisers, this one's for you. Get the latest on LinkedIn Ads for 2026 and AI's growing role, plus a practical framework for reaching full buying groups and connecting ad spend to real pipeline. Sponsored by Demandbase.

Omni Boston Hotel at the Seaport — 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

From Campaigns to Revenue: Rebuilding the B2B Digital Experience

Today's B2B buyers move on their own timeline—and your campaign calendar can't keep up. Join us to learn how to rebuild your digital experience strategy around the buying committee that actually exists today. Sponsored by OneMagnify and Optimizely.

Online — Access Now

Using AI to Understand Buyers and Build Better Campaigns

Most marketers use AI to write faster. This session shows you how to use AI to think smarter. Walk through a real workflow—from voice-of-customer research to buying-committee mapping to campaign planning—with actual tools and prompts.

Online — Access Now

Training AI on Your Brand

How can you turn AI from just another tech tool into a reliable, on-brand marketing teammate? Train it on your brand! Join us for this free mini workshop as author and content marketing strategist Erika Heald shows you the exact steps—not high-level theory. You'll learn how to use structured inputs and repeatable workflows to get AI on point, so your whole team can get up and running immediately.

Online — Access Now

Cross-Channel Attribution That Drives Growth

Last-click attribution is only telling part of the story, and the missing chapters could be costing you budget and credibility. Join us and finally see what's really driving growth across every channel. Sponsored by StackAdapt.

Online — Access Now

What, Like It's Hard? Building Marketing Workflows Without a Dev Team

No IT ticket. No dev team. No problem. Phoenix Harvey built a fully automated workflow inside Google Workspace using everyday tools–like Forms, Docs, and Sheets–plus AI as her coding partner. Learn how to do the same with your own repeatable workflows.

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