Countdown to Outlook 2026

In 2025, buyers tightened budgets and made efficiency their top priority.

Now, the pressure on organizations to rapidly adopt AI and compress the buying cycle draws focus on the trust gap between buyers, vendors, and the sources of information they rely on.

The organizations that will thrive in the year ahead are those that champion buyer centricity and optimize for visibility in the face of AI-assisted decision making.

In this edition of the Beacon, we examine the leading trends reshaping buyer behavior and offer practical guidance to refine your go-to-market (GTM) strategies for 2026.

We also offer a preview of our forthcoming report, Outlook 2026, launching 7 January 2026, containing the data, insights, and actionable frameworks you need to stay ahead of changing buyer behavior.

The countdown has begun.

As 2026 approaches, we are excited to unveil the next chapter of our award-winning research report, Outlook 2026: The Truth Gap, including the highly anticipated INFUSE Insights Voice of the Buyer and Voice of the Marketer reports, drawn from exclusive insights from 2,000+ revenue leaders.

Inside, you will discover:

• 🔍How to implement discoverability-to-revenue
• 💻How to win the AI-assisted buyer
• 💼How to operationalize buyer-led GTM
• 📝Practical, strategic applications for AI across your GTM strategy

Sign up to get your launch alert on January 7th.

Understanding buyers is the cornerstone of sustainable growth, yet only 3% of organizations are truly “client-obsessed,” putting them at risk of overlooking subtle but critical shifts in buyer behavior.

Outpacing competitors requires transforming these gaps into opportunities and adopting competitive-displacement strategies that prioritize discoverability.

In this article, we explore how to:

• 🫗 Align demand generation with unmet buyer needs
• 💡 Maximize visibility across every decision point
• 💨Convert competitors’ clients and accelerate growth

Read more to align your demand generation efforts with buyer needs to increase visibility and win more market share.

B2B buying in 2025 was defined by large, complex, and risk-averse buying groups, lengthy sales cycles, and a preference for self-discovery.

Winning in 2026 demands precise engagement with every stakeholder and understanding their priorities, authority, and pain points.

Our article presents six actionable steps for identifying, engaging, and nurturing defensive buying groups, along with best practices that synchronize sales and marketing throughout the modern buying journey.

Read on for a strategic framework that will amplify your buyer-enablement efforts and speed deal cycles.

Content is a critical element in demand generation to drive engagement and conversions. Buyers are conducting research on their own and looking for educational material to help them reach internal consensus.

Despite this imperative, 51% of buyers find the content they receive generic and irrelevant to their needs.

Our guide covers:

• ❌How to avoid the most common content marketing mistakes
• 📖Crafting buyer-led content that resonates and converts
• 📥Utilizing content to move prospects confidently down the funnel

Read the full guide to ensure every asset you publish propels engagement and revenue growth.

Thank you for reading!

We hope this month’s Beacon provides the momentum you need to sharpen your 2026 GTM strategy.

Sign up for Outlook 2026 to get your launch alert on January 7th and access to the top buying trends for the year ahead.

For additional guidance on preparing for the AI-enabled, buyer-led future, explore more resources on our Insights page.

See you next month,

The Content Team