May 2026

PR got deprioritized. Direct mail got cut. Events got shelved. Every channel decision your team has ever made had a reason behind it. Most of those reasons have never been revisited. Some of them have quietly expired — and a few of the tactics that were abandoned are now more valuable than the channels that replaced them.

One in three B2B buyers recently purchased from a vendor they’d never heard of before…introduced by AI during the research phase. That vendor didn’t get there by accident. There’s a specific strategic decision behind it, and most growth teams are skipping it entirely.