B2B Ecommerce Marketing: 11 Proven Channels and Strategies for 2026

With 39% of marketing leaders now incorporating storytelling, emotion, and humor into their B2B campaigns, the expectation for creative quality in B2B has permanently risen. Companies building genuine communities around shared professional interests are generating higher-trust leads than those relying solely on paid advertising and traditional demand generation. Research shows that over half of B2B buyers consider video the most helpful content type, and companies investing in video marketing report consistently higher engagement and conversion rates. The competitive advantage now belongs to companies that use AI to enhance human creativity rather than replace it. The campaigns that earned continued investment from their companies were the ones that could demonstrate impact on pipeline, revenue, customer acquisition cost, or market share.

The most successful B2B marketing teams use a variety of strategies; ABM is just a powerful part of the mix. Instead of marketing from 1-to-many or 1-to-few, ABM is about 1-to-1 relationships with key buyers in an account. Read on to learn all about how this strategy can help businesses drive deeper engagement and greater revenue over time. To bring a greater sense of empathy to their marketing, B2B marketing teams should listen and respond to buyer feedback.

With the right technology, a B2B business can get a complete view of their accounts and buying committees, down to each individual lead. That’s why top B2B marketers use data, artificial intelligence (AI), and marketing automation to identify accounts with the highest value for their business and deliver uniquely personalized experiences to each buyer on the account. The biggest area of opportunity is in building excellent customer experiences. Through lifecycle marketing, the marketing funnel is able to repeat over and over, as advocates introduce new prospects to the business. It’s about engaging with an audience as they move from prospects to customers and finally become advocates for the business. For instance, there are different B2B marketing strategies for engaging with buying committees at small and medium sized businesses (SMBs) versus large (enterprise) companies.

How does Forrester support B2B marketing leaders?​

Trusted voices and video are delivering impact for B2B marketers, but scaling both remain the challenge. We empower leaders in technology, customer experience, digital, marketing, sales, and product functions to be bold at work and accelerate growth through customer obsession. “Success will hinge on investing in AI governance, balancing human expertise with AI tools, and empowering teams to deliver clear, validated outcomes. “B2B leaders must embrace a more disciplined and evidence-driven approach to how they engage with generative AI, prioritizing trust and tangible value for buyers as they head into next year,” said Sharyn Leaver, chief research officer at Forrester.

CDP Activation Guide

This creative treatment brought the story to life in an unexpected way, becoming the perfect hero piece to showcase Lucidworks’ expertise. To position the brand as a thought leader and provide much-needed education about data, Lucidworks wanted to create a fresh piece of content around the provocative subject of dark data. We created “The Replay,” a monthly data report that transforms VideoAmp’s measurement data into visual stories. Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time. In reality, if the keywords match your business model, ranking for those terms can be incredibly impactful. A common misconception in B2B SEO is that low-volume keywords have no value.

• Discover a variety of B2B marketing strategies you can use to reach and resonate with your business audience.
• Be in the room with 500+ of the world’s leading account-based marketers, from companies of every size.
• Return on investment (ROI) is rarely a consideration for the everyday person – at least in a monetary sense – but it’s a primary focus for corporate decision makers.
• With 39% of marketing leaders now incorporating storytelling, emotion, and humor into their B2B campaigns, the expectation for creative quality in B2B has permanently risen.
• To find that muse, Joe recommends spending as much time as possible with the people you're creating content for.

The sessions dive into customer-led growth strategies and community building—an area becoming critical for SaaS in 2026. Expect thought leadership keynotes, tactical breakout sessions, and plenty of networking with peers across the HubSpot ecosystem. It's built for product-led and AI-native companies, as well as broader marketing and customer teams driving growth. For anyone working in B2B marketing, whether you’re a CMO, product marketer, demand gen lead, or lifecycle marketer, conferences are more than just keynote stages. You can always reach out to her on LinkedIn with a recommendation. Outside of work, Kristavja enjoys exploring new places, learning new skills, and a good book.

Through this partnership, we’re supporting Refuge, the UK’s largest domestic abuse organisation, helping provide safety and support for those rebuilding their lives. Test, challenge and translate B2B Ignite's opening keynote into something actionable with leaders navigating the same pressures as you. There's hands-on learning for the whole team at these skills boosting workshops. Espresso B2B Marketing is focused on all things B2B marketing, including growth marketing, strategy, messaging, content creation, SEO and social media marketing. Applecart’s b2b marketing solutions help nonprofit groups, marketing agencies, trade associations and other organizations engage decision makers, such as a corporate executive or government official.