Announcing The LinkedIn Ads 2026 Benchmarks Report

Streamline forms, clarify the value exchange, and remove unnecessary steps that slow down high-intent users. Organic visitors convert more often when the next step matches their stage. Ensure key pages are indexable, duplicates are consolidated, and low-value pages don’t compete for visibility.

CMOs are pulling money out of broad-reach demand gen and unfocused content production, then pushing it into ABM platforms, intent data, AI tooling, and senior strategic talent. The year-over-year data reveals mounting complexity in B2B buying behavior. If you want to understand what “good” looks like for LinkedIn Ads performance in 2026 (and how your results compare) download the full 2026 LinkedIn Ads Benchmarks report. Customer journeys are longer and more complex, buying committees are larger, and when marketers measure performance at the company level – not just the contact level – LinkedIn continues to lead on efficiency and revenue impact.

However, Forrester’s State of Business Buying highlights that while AI helps with research, it cannot replace the trust built through human interaction. This “compressed” B2B buyer journey places immense pressure on small businesses to be visible and credible from day one. According to Gartner research on the B2B buying journey, the average B2B buying cycle has dropped from 11.3 months in 2024 to 10.1 months in 2026.

Buyers who use AI chatbots to research software aren't easing into it. Which of the following best describes your initial type of AI prompt when researching software? 69% of software buyers we polled said that an AI chatbot led them to select a different software vendor than initially planned.

• Massmetric helps B2B organizations transform customer journey mapping through AI-driven insights, predictive analytics, and real-time customer intelligence.
• Journey mapping reveals friction points where prospects might abandon their buying process.
• KeyTakeaways With 51% of B2B software buyers now starting their research in an AI chatbot rather than Google, G2 is putting its first-party data directly where GTM teams work through…
• More than 9 in 10 B2B marketers prefer short articles/posts, while 76% use videos as their go-to, followed by three-quarters (75%) who opt for case studies/customer stories.

Trend 2 – Discovery and conversion dominate now; post-purchase and loyalty follow

Expect pricing conversations, security reviews, reference calls, and a lot of back-and-forth. They’ve named the problem and are narrowing their options. They're not looking for you yet, but they are looking to define the problem and understand what’s possible. To understand how to sell better, you need to think like your buyer. Anyone can now research anonymously, and you may not even realize they’ve engaged with you until they’re ready to talk.

Here are some B2B marketing examples of businesses that do it right. Despite AI’s promise, many questions still swirl about what an AI-driven marketing strategy looks like — and how to show it’s worth the money. When you’re told to think about “authentic” or “meaningful” storytelling, I’d point you to an ad like Volvo’s. But it’s been one of Volvo’s most successful ads ever because it told a story worth telling.

Why is understanding the buyer’s journey important?

We’ll guide you step-by-step to create effective B2B content, reach the right audience, and track what works so your content actually drives growth. G2 is the world’s largest and most trusted data source for B2B software, helping businesses reach their peak potential by enabling confident buying and go-to-market decisions. G2 fielded an online survey among 1,076 B2B decision makers responsible for, or influencing, purchase decisions for departments, multiple departments, operating units, or entire businesses. Using G2's AI Custom Research (AICR) solution, we conducted interviews with 39 B2B software marketers globally, exploring their experiences with the rise of AI-driven search and how they’re adapting to this shift. Buyers are using AI chatbots to draft requests for proposals (RFP), work through pricing and packaging options.

Frequently Asked Questions

Take the following example, which has over 370K views and highlights how user @emilesam used Adobe After Effects to create a fight sequence against himself. Adobe succeeds on the app because it creates engaging content specifically catered to TikTok’s audience. Take Adobe, a software company with 545.1K followers and 7.8 million likes on its TikTok account.

What is a B2B buyer journey map?

Today, 51% start their research with an AI chatbot more often than Google, and 71% rely on AI chatbots somewhere in the software research process. Over the last few centuries, there have been three major compressions in the buying journey. Forrester clients can find more insights and advice in our full report and during a live webinar on February 5. Key Takeaways Alex Terry steps into the CEO seat to drive VanillaSoft’s next phase of market expansion and AI-driven product innovation, bringing more than 20 years of experience and five… KeyTakeaways With 51% of B2B software buyers now starting their research in an AI chatbot rather than Google, G2 is putting its first-party data directly where GTM teams work through…

Unlike B2C journeys, B2B buying processes typically involve multiple stakeholders, longer decision timelines, and more complex considerations. This post offers an 8-step approach that consistently delivers results.

Marketers can use demographic and psychographic data to b2b buyer journey identify individual prospects they’ll be marketing to. A customer journey map is a customized version of the buyer’s journey that shows how a brand interacts with prospects during each phase. And within that journey, it’s getting more complex. B2B video marketing adds value by making complex products easier to understand and faster to trust.

Just like B2C consumers, B2B buyers are human beings who want to know you understand their pain points. These are fictional yet research-based profiles you’ll create that represent different stakeholders. You need both qualitative and quantitative data to understand what your customers go through at each stage of their journey. You can also use your map to identify underserved client segments and missed opportunities that could have led to big sales.