What does a modern B2B marketing team actually look like in 2026?

​A practical discussion for marketing leaders, team managers and anyone building or reshaping a B2B tech marketing team.

​We’ll compare how teams are changing: the impact of AI and automation, which roles and skills matter most, when to hire in-house versus use agencies or technology, and how Marketing should work with Sales and Product.

​We’ll also cover budget priorities, the balance between generalists and specialists, and whether Product Marketing is becoming more strategic. There is no single right answer - the value is in sharing what is actually working across different businesses.