2026 Technology Marketing Benchmarks & Trends Report
Discover the data, insights, and trends shaping B2B technology marketing in 2026.
2026 Technology Marketing Benchmarks & Trends Report
Discover the data, insights, and trends shaping B2B technology marketing in 2026.
The State of Technology Marketing in 2026
%
of marketers are using AI in marketing
%
say lead generation is their top priority
%
plan to increase investment in AEO
%
say blogs deliver the best content results
Download the Go-To Industry Report for Technology Marketers
What’s Inside the Report?
Inside the Technology Marketing Benchmarks & Trends Report, you’ll find:
- 50+ key data points
- 9 marketing categories
- Budget benchmarks
- AI adoption trends
- Lead generation insights
- SEO & AEO data
- Event marketing benchmarks
- Social media statistics
- Content marketing performance metrics
What You'll Learn
The 2026 Technology Marketing Benchmarks & Trends Report provides real-world benchmark data on how marketers are navigating today’s most pressing marketing challenges, from AI adoption and content strategy to lead generation, events, SEO, and AEO.
Budget & Spending
Understand where investment is growing in 2026 and learn what’s driving budget and spending decisions.
SEO & AEO
See how marketers are adapting to AI search, why AEO is becoming essential, and how keywords still play a role.
Lead Generation
Discover the top-performing lead generation tactics and where marketers are investing their time and effort for 2026.
Social Media
Find out how marketers use social platforms and how social media fits into broader technology marketing strategies.
Event Marketing
Learn why events remain highly effective, how budgets are shifting, and how marketers measure event success.
Artificial Intelligence
Explore how marketers use AI across their content and strategy, and where it delivers the most value.
Content Marketing
Read which content formats marketers are using and which ones are driving the strongest results.
Planning & Strategy
See how often marketers update their plans and how teams are balancing strategy with speed.
What Your Peers Are Saying About The Report
The Technology Marketing Benchmarks & Trends Report is one of the few resources I look forward to every year. It gives me a practical snapshot of what technology marketers are actually doing, where they’re investing, and how priorities are changing. I use it as a reality check to compare what I’m seeing across the ERP ecosystem with broader industry trends.
As a marketing leader, one of the hardest conversations to have is justifying budget. This report gives us something rare: real data to benchmark against for our industry. Knowing where others are allocating budget takes some of the guesswork out of planning and provides us the data we need to make actionable and informed decisions.
What Are the Biggest Marketing Trends for 2026?
The report reveals some of the biggest marketing trends for 2026. Here’s a sneak peek.
Events Still Win
Industry events were ranked as the most effective lead generation tactic of 2025 and remain the top priority for 2026.
AI is Mainstream
89% of marketers now use AI in their marketing strategy, making it one of the most widely adopted technologies in marketing.
Blogs Matter
Even as new content formats emerge, blogs remain a foundational part of B2B marketing strategies.
AEO is Growing
74% of marketers plan to increase investment in AEO, signaling a major shift in how teams think about search visibility.
Who Should Read This Report?
Marketing Directors
Partner Marketers
ISV Marketers
Chief Marketing Officers
Technology Vendors
Demand Generation Teams
Channel Marketers
ERP/CRM Partners
Business Owners/COOs
Quick Summary
The 2026 Technology Marketing Benchmarks & Trends Report provides data-driven insights into how B2B technology marketers are approaching AI, lead generation, content, events, SEO, AEO, and more. It highlights key trends, challenges, and benchmarks to help you understand what’s working and where the industry is heading next.
FAQs (Frequently Asked Questions)
What is the 2026 Technology Marketing Benchmarks & Trends Report?
The 2026 Technology Marketing Benchmarks & Trends Report is a data-driven overview of how technology marketers are approaching key areas like AI, content marketing, lead generation, SEO, AEO, social media, events, and automation. It highlights trends, challenges, and benchmarks based on real survey data from marketing professionals.
Who should read this marketing report?
This report is designed for B2B marketers, including marketing directors, CMOs, demand generation teams, partner marketers, and technology vendors. It’s especially useful for anyone responsible for strategy, performance, or marketing investment decisions.
How long has this report been running?
This is the 12th annual edition of The Partner Marketing Group’s Technology Marketing Benchmarks & Trends Report, making it one of the longest-running industry reports focused specifically on B2B technology marketing trends, benchmarks, and strategy.
Who participated in this year’s survey?
This year’s insights reflect input from marketers across Microsoft, Acumatica, Sage, NetSuite, Intuit, and other leading technology ecosystems. Respondents span 7+ countries and include ISVs, resellers, partners, MSPs, CPAs, and other technology-focused marketing professionals.
Why should business owners read this report?
Business owners benefit from this report because it provides a clear view of what drives marketing performance in B2B technology companies today. It highlights where budgets are being invested, which channels are producing results, and where common gaps exist between activity and outcomes. For leaders making decisions about marketing spend, it provides context to ensure investments align with what is working in the market, not just what is easiest to cut.
How can I download the report?
You can download the full 2026 Technology Marketing Benchmarks & Trends Report by completing the form on this page. Once submitted, you’ll receive immediate access to the full report and all findings.