B2B Marketing Planning Advice From GTM Leaders and the State of B2B GTM Report

In this Ten Speed Session, we dig into the biggest question facing B2B marketing leaders as they plan for 2026:

If you could give one piece of advice to B2B marketing leaders heading into 2026, what would it be?

We pulled together perspectives from some of the smartest operators in the industry, and a few themes surfaced again and again. Speed beats perfection. Brand measurement needs to grow up. Automation should clear the way for bold creative ideas.

The modern buyer expects more than recycled tactics. Generalists are becoming the new in-house power players. And above all: stop waiting for certainty.In this conversation, Nate Turner and Kevin King synthesize guidance from leaders across Sprout Social, Ten Speed, Clearscope, 42 Agency, MKT1, and Growth Unhinged to build a clear picture of what actually matters going into 2026.

Whether you're navigating declining SEO traffic, figuring out how to stay visible in AI search, or trying to get your team to move faster, this episode will help you focus on what counts and ignore what doesn’t.

We cover:

- Why speed, agility, and imperfect execution will outperform polished plans

- The shift from vanity “brand = direct traffic” to real brand measurement

- Automation vs. alchemy: what to automate, what to pour creative energy into

- How the modern B2B buyer is changing and what that means for your playbooks

- Why generalists are becoming the in-house future (and how to hire around it)

- The importance of committing, executing, and avoiding analysis paralysis

- The GTM channels poised for real growth in 2026, including AI search

If you’re leading a marketing team, planning your 2026 strategy, or just trying to cut through the noise, this episode gives you the clarity and momentum heading into the new year.

Contributors:

Marino Fresch - https://www.linkedin.com/in/marinofresch/

Kamil Rextin - https://www.linkedin.com/in/kamilrextin/

Ryan Sargent - https://www.linkedin.com/in/ryan-sargent-5a455511a/

Bernard Huang - https://www.linkedin.com/in/bernardjhuang/

Kevin King - https://www.linkedin.com/in/kevin-king-marketer/

Emily Kramer - https://www.linkedin.com/in/emilykramer/

Nate Turner - https://www.linkedin.com/in/nateturner1/

Kyle Poyar - https://www.linkedin.com/in/kyle-poyar/

Growth Unhinged 2025 State of B2B GTM Report:

https://www.growthunhinged.com/p/2025-state-of-b2b-gtm-report