As B2B marketing continues to evolve, the pressure is on to deliver more than activity. Marketers need to demonstrate real commercial impact more than ever before, find new ways to stand out and work out where rapidly evolving technologies can make a tangible difference. 

As 2025 B2B Marketing Agency of the Year winners, we were invited onto B2B Marketing’s latest podcast to take a look at what great B2B marketing actually looks like in 2026? And what should marketers be thinking about as they plan for 2027? 

In the latest B2B Marketing Podcast, our team joins Kavita Singh from B2B Marketing UK to explore the trends, challenges and opportunities emerging from this year's B2B Marketing Awards entries. 

Drawing on hundreds of submissions across the last year, the conversation looks at what's changing across the industry and what it means for the brands and marketers looking to stay ahead. 

What's on the agenda?

AI is changing the game. But is it making marketing better? 

There's no shortage of AI-generated content. But greater speed and efficiency don't automatically translate into better marketing. As AI becomes part of everyday workflows, the real opportunity lies in how brands combine technology with deep human expertise, original thinking and true creativity. 

The growing importance of standing out

When everyone has access to similar tools, differentiation matters more than ever. Distinctive creative, credible insight and a genuine understanding of your audience all have a role to play in helping brands cut through an increasingly crowded market. 

Moving beyond marketing activity to commercial impact

Great campaigns must do more than generate attention. Connecting marketing more closely with sales, customer intelligence and wider business objectives, is vital. The work must prove results. 

Join the conversation

Omne’s Chris Davies, Emma Halewood and Ellie Mitchell join Kavita to share their perspectives on where B2B marketing is heading, what the industry can learn from this year's awards and where marketers should be focusing their attention next. 

Whether you're reviewing your current strategy or planning for 2027, there's plenty to get into. 

Watch or listen to the full B2B Marketing Podcast episode below.