It’s that time of year where we reflect and predict. So here is my predictions for marketing in EMEA in 2026.
EMEA in 2025 presented a complicated but rich marketing environment. 2026 will move fast and it is key to be ready and relevant.
Between diverse languages, complex regulatory regimes, long procurement cycles, and increasingly sophisticated buyer expectations, B2B marketing in this region demands more than flashy, or flash in the pan, campaigns.
The marketing leaders I predict win in 2026 are those who build around four interlocking pillars:
🏛AI-driven personalisation
🏛Trust through video/influence
🏛Cultural and local nuance
🏛Long-term relationships
AI-Driven Personalisation: From Nice-to-Have to Table Stakes
Generative AI, predictive analytics, and automation are now a baseline for competitiveness. According to a recent EU Business article on digital marketing trends, AI-powered personalisation and automation are among the top 2025/26 priorities for marketers.
https://www.eubusinessnews.com/how-ai-driven-marketing-is-transforming-business-growth-in-europe/
But AI isn’t a magic wand, it’s a tool that, when used correctly, can help you anticipate customer needs, tailor messages with precision, reduce friction in the buyer journey, and scale relevance across multiple markets.
For EMEA wide B2B, where sales cycles are long and stakeholders many, that personalisation can make or break a deal.
Video & Influencer/Creator Marketing: Trust Wins Where Noise Fails
In a world saturated with content including a swell of AI-generated content, credibility and authenticity help a brand stand out. That’s why more B2B marketers in 2025 were leaning into video (short-form, storytelling, case studies) and working with niche or micro influencers and subject-matter experts to build trust. Video brings humanity. It gives voices to people behind complex solutions. And when those voices are credible experts rather than generic marketer views, they help cut through noise and build repeatable trust.
For complicated B2B or B2B2C offers, especially in regulated or high-stakes industries like healthcare or technology, this trust becomes a competitive advantage. Influencers can speak in a way your brand can’t .
Localisation & Cultural Nuance: EMEA Is Not One Market
One of the biggest mistakes regional or global B2B marketers make is treating the territory as homogeneous. Markets differ in language, culture, regulation, buyer behaviour, and comfort with centralised vs local providers. Senior marketing leadership must recognise that what works in Germany may not work in Spain or the Nordics. And what lands in Nigeria might not work in Saudi. That means localised messaging, regulatory sensitivity, culturally-aware content, and a flexible marketing architecture that adapts to each region. In a world where trust and reputation matter more than ever, this kind of localisation becomes critical. That being said, the brand can have a global voice, but with local relevance.
https://www.marketingweek.com/europe-homogenousb2b-buying-landscape/?utm_source=chatgpt.com
Trust & Long-Term Relationships Over Quick Gains
Perhaps the most profound shift: marketers are increasingly seeing trust not as a “soft” metric but as a strategic KPI. According to the 2025 B2B Marketing Benchmark, 94% of marketers say trust is central to success, and many point to video + influencer-led strategies as critical tools for building it. In long-cycle B2B environments, especially in Europe, decisions are rarely made overnight.
Building trust through consistent, human, expert-led content, transparent communication, and culturally-sensitive engagement lays the groundwork for sustainable relationships. For those leading marketing at senior level this is not optional. It’s a competitive advantage.
What That Means for Senior Marketing Leaders
Your strategic playbook should demonstrate fluency across these four pillars.
That means:
✅ Building AI-driven personalisation and automation into your marketing stack
✅ Prioritising video & influencer/expert-led content for credibility and engagement
✅ Designing marketing strategies with regional nuance — not “one-size-fits-all” campaigns
✅ Measuring and communicating trust, credibility, and long-term relationship building not just clicks or impressions
2026 will be here before you know it, so take the time to reflect on what is working, what 1 step you can take in each of these pillars, and set up to execute for success.
Leaders who can articulate and deliver on that playbook will stand out. Because in 2026 it will be competence, nuance, and trust, not volume, that wins deals.
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