As we kick off 2026, the B2B landscape is buzzing with transformation—fueled by AI advancements, evolving buyer behaviors, and a sharp focus on trust and value. Forrester’s latest “Predictions 2026: B2B Marketing, Sales, & Product” eBook paints an exciting picture of what’s ahead, emphasizing disciplined AI adoption, the resurgence of human expertise, and strategic influencer partnerships. This isn’t just about challenges; it’s about seizing opportunities to build resilient growth strategies. As a marketing strategist in Hobart, Tasmania, I’m here to break it down and offer advisory insights tailored for Australian businesses looking to stay ahead.

Key Highlights from Forrester’s 2026 Predictions

Forrester outlines five pivotal trends that will shape B2B operations this year, all centered on “The Race to Trust and Value.” Here’s a what they mean for marketing, sales, and product teams:

• Governed AI for Smarter Outcomes: While ungoverned generative AI could lead to significant costs, proactive governance opens doors to efficiency. With 75% of sales reps already using AI tools, empowering your team with AI literacy can prevent pitfalls and value through better decision-making.
• Human Expertise as a Competitive Edge: Buyers are craving deeper validation beyond AI—30% viewed genAI as meaningful in 2025, but human interactions with product experts top the list for trust. This shift highlights the power of upskilling your teams to deliver personalized insights, fostering stronger buyer relationships from early stages to post-sale success.
• Influencer Relations as Growth Levers: A huge 75% of B2B enterprises plan to boost budgets here. As buying networks expand, influencers like analysts and experts become key to building trust. Integrating them into your go-to-market (GTM) strategy—via social amplification and endorsements—can elevate proof-of-success over brand reputation, driving measurable impact.
• AI Agents Revolutionizing Payments: Expect AI agents in one-third of B2B payments, streamlining complex workflows like invoicing and trade credit. Vendors like Basware and Coupa are leading the charge, promising higher automation and efficiency—perfect for Australian firms dealing with diverse supply chains.
• Agent-Led Negotiations for Dynamic Deals: 20% of sellers will engage AI buyer agents in quotes, turning negotiations into data-driven, compliant opportunities. This evolution from static pricing to agile interfaces means suppliers with strong AI partners can protect margins while adapting to buyer demands.

These predictions underscore a market where clarity, accountability, and human-AI synergy win big. In volatile times, they’re your roadmap to turning rapid change into sustainable advantage.

Activation guidance

Ready to put Forrester’s insights into action? Here’s practical advice for B2B leaders in Tasmania and beyond:

1. Build AI Governance from the Ground Up: Democratize AI education—train teams to spot bad outputs and integrate governance into commercial apps. Start small: Audit your current tools and invest in “AI intelligence quotient” workshops to boost confidence and reduce risks.
2. Elevate Human Touchpoints: Prioritize product experts and customer success teams early in the buyer journey. Upskill them to handle complex queries, ensuring your offerings meet real needs. This not only validates AI insights but builds lasting trust.
3. Strategize Influencer Engagement: Shift from tactical PR to integrated GTM. Expand your signals to include influencer activity—track commentary and endorsements. Align budgets with performance metrics to see ROI in buyer discovery and conversions.
4. Embrace AI Agents in Workflows: For payments and negotiations, partner with agentic AI vendors. Assess your invoicing and procurement processes for automation potential, starting with pilot programs to scale efficiencies without disrupting operations.
5. Prepare for Buyer Evolution: Equip sales teams with AI agents for counteroffers, focusing on margin protection and compliance. Collaborate with in-house engineers or trusted partners to stay agile in a market where 61% of buyers use genAI for purchasing.

By prioritizing trust and value—as Forrester advises—you’ll position your business for growth in a buyer-empowered world.

For more on how digital marketing can amplify these strategies, from AI-optimized content to influencer campaigns, let’s chat. Connect via mitchellmackey.com.au/contact. Here’s to a prosperous, high-impact 2026!

Mitchell Mackey | Digital Marketing Strategist | Hobart, Tasmania 🚀 Driving B2B Success in the AI Era