{"id":665,"date":"2026-02-02T17:26:00","date_gmt":"2026-02-02T16:26:00","guid":{"rendered":"https:\/\/rotata.es\/?p=665"},"modified":"2026-02-02T18:30:38","modified_gmt":"2026-02-02T17:30:38","slug":"hubspot-state-of-marketing-2026-report-key-trends-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/rotata.es\/en\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\/","title":{"rendered":"HubSpot State of Marketing 2026 Report: Key Trends in B2B Marketing"},"content":{"rendered":"<p class=\"wp-block-paragraph\">The <strong>HubSpot State of Marketing 2026 Report<\/strong> looks at how artificial intelligence, automation and performance orientation are redefining B2B marketing. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a context of increased pressure on ROI and more demanding budgets, the report confirms a clear trend: marketing is definitely entering a new phase. <em><strong>AI-driven<\/strong><\/em>, where efficiency, data quality and alignment with sales are critical success factors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this article we summarise and analyse the <strong>HubSpot's State of Marketing 2026 key findings<\/strong>, The course is a practical, hands-on approach for marketing, sales and operations managers who need real business impact, not just activity.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Artificial Intelligence in B2B marketing according to the HubSpot Report 2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the strongest messages of the <strong>HubSpot State of Marketing 2026 Report<\/strong> is that artificial intelligence is no longer experimental. In 2026, AI becomes part of the basic infrastructure of modern marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best-performing companies are already using AI systematically to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Prioritise leads and accounts most likely to convert<\/li>\n\n\n\n<li>Automate low-value operational tasks<\/li>\n\n\n\n<li>Personalise messages and campaigns at scale<\/li>\n\n\n\n<li>Analyse performance and attribute ROI more accurately<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The real differential is not in \u201cusing AI\u201d, but rather in <strong>integrating it into real business processes<\/strong>, connecting marketing, sales and data in a single operational flow.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Demand generation and lead quality in the State of Marketing 2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The report confirms a profound shift in B2B marketing priorities: <strong>the end of the volume-based approach<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The most advanced organisations are abandoning mass strategies to focus on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quality versus quantity<\/li>\n\n\n\n<li>Segmentation based on actual intent<\/li>\n\n\n\n<li>Predictive lead scoring models<\/li>\n\n\n\n<li>Account-Based Marketing (ABM) Strategies<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">This change responds to a recurring problem: bloated databases, overloaded teams and unreliable pipelines. AI makes it possible to filter earlier, prioritise better and focus resources on opportunities with a real chance of closing.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Aligning marketing and sales: one of the big challenges for B2B marketing in 2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Despite technological progress, the <strong>HubSpot State of Marketing 2026 Report<\/strong> confirms that the misalignment between marketing and sales remains one of the main brakes to growth.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best-performing companies share three clear characteristics:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A CRM as a single core of data<\/li>\n\n\n\n<li>Shared definitions of MQL, SQL and timeliness<\/li>\n\n\n\n<li>Common dashboards oriented towards revenue, not just activity<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\">Technology is no longer the problem. The challenge lies in <strong>designing shared processes<\/strong>, where marketing and sales work with the same data, objectives and success metrics.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Intelligent automation: efficiency without loss of control<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The report shows that automation continues to grow, but with an important nuance: <strong>automating without a strategy no longer works<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Leading companies use automation to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Reduce repetitive manual tasks<\/li>\n\n\n\n<li>Accelerate response times<\/li>\n\n\n\n<li>Ensure consistent monitoring<\/li>\n\n\n\n<li>Scaling up without increasing structure<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The difference in 2026 is that automation will increasingly rely on <strong>Contextual AI<\/strong>, The system is capable of adapting to real user behaviour and not just to static rules.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">ROI, analytics and performance measurement in B2B marketing 2026<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In a more demanding economic context, the <strong>HubSpot's State of Marketing 2026<\/strong> puts ROI at the heart of the strategy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The best-performing marketing teams are strengthening:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More accurate attribution models<\/li>\n\n\n\n<li>Reporting directly connected to revenues<\/li>\n\n\n\n<li>Efficiency and conversion oriented metrics<\/li>\n\n\n\n<li>Full real-time funnel visibility<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Marketing is no longer justified by volume of actions and is now measured by <strong>direct contribution to business growth<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Want to measure your marketing ROI like the leaders do? Here is a useful calculator:<\/em><\/p>\n\n\n\n<div class=\"wp-block-buttons alignwide is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/rotata.es\/en\/roi-calculator\/\" target=\"_blank\" rel=\"noreferrer noopener\">ROI Calculator<\/a><\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What the HubSpot State of Marketing 2026 Report means for B2B companies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The message of the report is clear: <strong>it is not about adding more tools<\/strong>, The aim is to build an integrated, intelligent and results-oriented system.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For most B2B companies, the challenge is not technological, but strategic:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Integrating AI without friction<\/li>\n\n\n\n<li>Reducing the complexity of the technology stack<\/li>\n\n\n\n<li>Aligning teams and processes<\/li>\n\n\n\n<li>Prioritising real opportunities<\/li>\n\n\n\n<li>Climbing without losing control or visibility<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: AI-First marketing will be consolidated in 2026.<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>HubSpot State of Marketing 2026 Report<\/strong> confirms an already unstoppable trend: B2B marketing is evolving towards a more intelligent, automated and revenue-driven model.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Organisations adopting an approach that <strong>AI-First<\/strong>, If they integrate technology with processes and align marketing and sales, they will be in a clearly superior position to compete in the coming years.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">Do you want to apply these trends in your company?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">At <strong>Rotata<\/strong> we help B2B companies to design and implement <strong>marketing and sales systems based on artificial intelligence<\/strong>, with a focus on:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quality demand generation<\/li>\n\n\n\n<li>Marketing-sales alignment<\/li>\n\n\n\n<li>Efficient automation<\/li>\n\n\n\n<li>Real ROI measurement<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to analyse how to apply the findings of the <strong>HubSpot State of Marketing 2026 Report<\/strong> to your specific case, <strong>let's talk<\/strong>:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons alignwide is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/meetings.hubspot.com\/isanluiscastellano\/business-calendar-expert\">Meeting with an expert<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can read the <strong>HubSpot Report 2026<\/strong> complete here:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<div class=\"wp-block-buttons alignwide is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/hubspot-state-of-marketing-2026.replit.app\" target=\"_blank\" rel=\"noreferrer noopener\">HubSpot Report 2026 <\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n<div class=\"sws_supernormalaction\"><button on=\"tap:superwebshare-lightbox\" class=\"superwebshare_normal_button1 superwebshare-button-lg superwebshare-button-default superwebshare_prompt superwebshare_button_svg\" style=\"color:#ffffff;background-color: #045657;\" ><svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"superwebshare-svg\"  fill=\"currentColor\" viewbox=\"0 0 1000 1000\" stroke=\"currentColor\" stroke-width=\"0\"><path stroke-linecap=\"round\" stroke-linejoin=\"round\" d=\"M789.86,323.67c91.79,0,164.25-72.46,164.25-164.25S881.64,0,789.86,0S625.6,72.46,625.6,164.25c0,4.83,0,14.49,0,24.15L306.76,371.98c-24.15-24.15-57.97-33.82-96.62-33.82c-91.79,0-164.25,72.46-164.25,164.25s72.46,164.25,164.25,164.25c38.65,0,72.46-14.49,96.62-33.82L625.6,821.26c0,9.66,0,14.49,0,19.32c0,86.96,72.46,159.42,159.42,159.42s159.42-72.46,159.42-159.42s-67.63-159.42-154.59-159.42c-33.82,0-67.63,9.66-96.62,33.82L374.4,526.57c0-9.66,0-19.32,0-24.15s0-14.49,0-24.15l318.84-188.41C717.39,314.01,751.21,323.67,789.86,323.67z\" \/><\/svg><span>Share it<\/span><\/button><\/div>","protected":false},"excerpt":{"rendered":"<p>El Informe HubSpot State of Marketing 2026 analiza c\u00f3mo la inteligencia artificial, la automatizaci\u00f3n y la orientaci\u00f3n a resultados est\u00e1n redefiniendo el marketing B2B. En un contexto de mayor presi\u00f3n [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":688,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","_yoast_wpseo_keywordsynonyms":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-665","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Informe HubSpot State of Marketing 2026: tendencias clave en marketing B2B - Rotata<\/title>\n<meta name=\"description\" content=\"An\u00e1lisis del informe HubSpot State of Marketing 2026: IA, automatizaci\u00f3n y ROI aplicados al marketing B2B moderno.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rotata.es\/en\/hubspot-state-of-marketing-2026-report-key-trends-in-b2b-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Informe HubSpot State of Marketing 2026: tendencias clave en marketing B2B - Rotata\" \/>\n<meta property=\"og:description\" content=\"An\u00e1lisis del informe HubSpot State of Marketing 2026: IA, automatizaci\u00f3n y ROI aplicados al marketing B2B moderno.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rotata.es\/en\/hubspot-state-of-marketing-2026-report-key-trends-in-b2b-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Rotata\" \/>\n<meta property=\"article:published_time\" content=\"2026-02-02T16:26:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-02T17:30:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rotata.es\/wp-content\/uploads\/2026\/02\/Logo-HubSpot-Informe-2026-V3.png\" \/>\n\t<meta property=\"og:image:width\" content=\"913\" \/>\n\t<meta property=\"og:image:height\" content=\"684\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ignacio\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ignacio\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/\"},\"author\":{\"name\":\"Ignacio\",\"@id\":\"https:\\\/\\\/rotata.es\\\/#\\\/schema\\\/person\\\/9e6a70c97e7a68f8f5b15c3e33c81a97\"},\"headline\":\"Informe HubSpot State of Marketing 2026: tendencias clave en marketing B2B\",\"datePublished\":\"2026-02-02T16:26:00+00:00\",\"dateModified\":\"2026-02-02T17:30:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/\"},\"wordCount\":886,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rotata.es\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rotata.es\\\/wp-content\\\/uploads\\\/2026\\\/02\\\/Logo-HubSpot-Informe-2026-V3.png\",\"articleSection\":[\"Sin categor\u00eda\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/\",\"url\":\"https:\\\/\\\/rotata.es\\\/informe-hubspot-state-of-marketing-2026-tendencias-clave-en-marketing-b2b\\\/\",\"name\":\"Informe HubSpot State of Marketing 2026: tendencias clave en marketing B2B - 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