How to win 2026 B2B growth.

It might be tough out there but like every other tech, data, and/or consultancy business you're still on the hunt for sales. So how can you start the year in ways that give your outfit the best chance of a year-end celebration?

In 2025, I helped clients secure +500% site traffic and new sales. My expectation is that the hurdles we overcame in '25 will be the same - but current economics will make them just that bit higher in '26. Which some may see as a bit depressing. But I don't. When circumstances change it allows the best to win more...as lesser rivals fail to adapt.

Let's start with the buyers you need in order to win B2B growth. They are:

• Taking their time. Super slow sales cycles of sometimes over a year.

• Prefer 'do nothing' over any kind of perceived risk that might 'kick back' on their careers.

• Increasingly using AI to draw up shortlists (my clients have won clients that have arrived this way)

• Increasingly self-directed.

  • Prefer asking for recommendations and referrals.

  • Prefer familiar brands (they won't buy from unknown vendors).

  • Do their own research AND may knock you out before you're even in contact.

    ...the counter to this is that they use AI...not so self-directed!

• Drawn to the authentic as an antidote to the mountain of AI generated crap.

Where does this leave sellers? Success requires a balanced short and long-term approach that's based upon truly understanding and supporting what matters to your buyers.

Short term?

• Is your client management up to scratch? Running QBRs that add value and tease out new work?

• Are you working your networks effectively to track role movers / potential new sales?

• Do you know who is connected to who and so might provide introductions?

• Is ownership and tracking of these things clear, reported?

Longer term?

• Accept that building brand familiarity is key to medium and long term growth.

• Avoid 'get leads fast' scammers and commit to a growth strategy.

• Start by interviewing clients. Ask them to sell your company to a third party in 30 seconds. You'll find out what they really value about your offer (and what they don't - I ask more than this one question).

• Use what you learn to inform your education and storytelling content...and add social proofs.

• Build a plan for adding value LONG TERM across a long sales cycle. The goal here is to make your business a low risk choice that also delivers the outcomes buyers want.

• Prepare content that's authentic, credible. Stuff with AI markers undermines expertise.

• Get your SEO / GEO (generative engine optimisation) expert aboard. Make sure what you prep is digestible by the machines (clue: machines like detailed content that's focused from a consistent market position).

• Invest in email. The right content with the right emails is killer. Still.

• Invest in tracking. You need the tools to spot and engage those that are in buying cycles.

• Invest in follow-up. So many businesses fail to keep building long term trust AFTER contact is made.

• Is ownership of everything clear? And tracking? And reporting?

What I give my clients is proven capability across all these areas (plus strategy). I bring access to fractional experts to fill any gaps (such as SEO/GEO). I train clients' teams so they can take ownership. I take the pressure off owners. I bring positive energy so that everyone embraces what needs done to win in 2026.

If you're ready to go after what you want then ping me a note. Alan.Thorpe@3valuedthings.com