B2B Marketing Trends 2027
From AI answer engines and agentic workflows to new data models – discover the core shifts that will define B2B marketing in 2027
November, 17th | 4pm BST
What’s Next for Tech, Teams, and Strategy
The B2B marketing playbook is undergoing its most significant evolution in a decade. As buyer behavior becomes more self-serve, privacy laws tighten, and AI transforms daily operations, marketing leaders are under pressure to do more than just generate leads – they must drive scalable, predictable revenue.
Looking ahead to 2027, success won’t belong to the teams with the biggest budgets, but to those with the most adaptable MarTech stacks and data foundations.
What You’ll Learn
In this session we will cover:
- The Shift from SEO to Answer Engine Optimization: How generative AI and LLMs are changing how buyers research software, and what it means for your content strategy.
- Agentic AI in Marketing Ops: How autonomous AI assistants are replacing manual campaign builds, data cleansing, and workflow routing in tools like Marketo and HubSpot.
- Buying Group Intelligence Over Single MQLs: Why tracking account-level intent and buying committee engagement is replacing the traditional individual lead score.
- First-Party Data Mastery: Practical strategies to clean, structure, and leverage your CRM/MAP data before legacy tracking methods disappear entirely.
Register Now
Why This Matters
Who Should Attend?
This session is built for practical marketing teams and leaders who want clear answers without technical clutter:
- CMOs & VPs of Marketing looking to align their 2027 growth strategy with emerging technology trends.
- Marketing Operations teams responsible for platform efficiency, system integration, and workflow automation.
- Demand Generation teams aiming to future-proof their pipeline engine across new discovery channels.
Speaker
Andy Mullings
Andy is a seasoned Solutions Architect at JTF, specializing in Adobe Experience Cloud technologies including Marketo Engage, Workfront, AEM Assets, AEM Sites, AEP, and GenStudio.
With more than a decade of hands‑on experience designing and optimizing enterprise‑level marketing operations, he helps organizations streamline workflows, improve collaboration, and build scalable, future‑ready processes powered by automation and AI.
PROVEN PARTNER FOR RESULTS
The Revenue Acceleration Loop
The 2027 shifts directly map to JTF’s Revenue Acceleration Loop. Data Excellence provides the unified foundation needed for modern AI and buying group signals, while agentic workflows supercharge Journey Orchestration to deliver real-time, personalized experiences. Together, they feed directly into Revenue Intelligence, ensuring every modern touchpoint drives closed-loop pipeline growth.
Take the next step
Discuss your 2027 strategy
For organizations looking to go deeper, JTF offers a Revenue Strategy Audit designed to help teams understand where performance is being constrained and where improvements can be made.
This includes:
- Cost benefit analysis of marketing technology
- Identification of simplification opportunities
- Assessment of alignment across data, journeys, and revenue
- Verification of what is driving performance
- Identification of gaps and inefficiencies
- Practical roadmap for improvement
