Eighteen years. When I really think about it, that’s nearly half my life spent in B2B marketing. Wild, right?
I was chatting with a colleague the other day who’s just starting out in marketing, and I realised just how much has changed since I began this journey. The tools we use, the way we think about audiences, even what it means to be a “marketer”! It’s all been completely transformed. And honestly? The pace just keeps getting faster.
So as we head (quickly!) into 2026, I thought I’d take a moment to reflect on what I’ve witnessed, what I’ve learned, and where I want to push myself next. Consider this part career reflection, part New Year’s resolution, and part love letter to a field that never stops keeping me on my toes.
Remember when we just… hoped people would see our stuff?
Early in my career, marketing felt a lot like throwing spaghetti at the wall and hoping something stuck. We’d launch campaigns with fairly broad messaging and cross our fingers that someone, somewhere would care. It wasn’t bad marketing, it was just what we could do with the tools, budgets and data available at the time.
Fast forward to now, and I’m looking at campaign results that would’ve made younger-me’s head spin, 440% of opportunity targets, 2000% over MQL goals. These aren’t just nice numbers; they represent a complete shift in how we work. We’re not hoping anymore; we’re targeting with precision, measuring everything, and actually knowing what works before we scale it.
The transformation from “let’s try this and see what happens” to “we know this will work because the data tells us so” has been one of the most satisfying evolutions to be part of.
We’re all marketers AND tech nerds now…
Here’s something I didn’t see coming: the extent to which I’d need to become a technology expert. When I started out, knowing your way around Microsoft Office was pretty much enough. Now? I’m managing entire technology ecosystems, from Salesforce, Marketo, dashboards, analytics platforms, Canva and other creative platforms, AI tools… the list goes on.
And it’s not just about knowing which buttons to push. Building a SFDC Metric Dashboard means understanding data structures, user experience, and how to translate complex analytics into insights that actually help people make decisions. It’s part strategy, part tech, part psychology.
Sometimes I joke that my job title should be “Marketing technologist who also does marketing.” But honestly, I love this aspect of the role. The tech isn’t just a nice-to-have anymore. It’s what enables us to do genuinely transformative work.
Turns out, listening to customers is actually important (who knew?)
Okay, that’s a bit cheeky, we’ve always known customers matter. But the sophistication with which we can now listen to them and actually act on what they tell us? That’s changed dramatically.
Throughout my career, I’ve been a bit obsessed with Voice of Customer work. At Researchfish, I was talking to universities and research funders. At DS Smith, I ran a VoC program that gathered over 500 data points from 100+ key accounts, and those insights didn’t just sit in a report somewhere. They led to actual new products, including letterbox packaging that multiple customer segments adopted.
What’s shifted is that customer feedback has moved from being “something marketing does” to being a strategic asset that influences product development, sales strategy, and business direction. Marketing has become the bridge between what customers need and what the business builds, and that’s a role I find incredibly fulfilling.
And then AI showed up and changed everything (again!)
If I’m being honest, the AI revolution is both the most exciting and slightly terrifying development I’ve witnessed. Exciting because the possibilities are genuinely transformative. Slightly terrifying because the pace of change is… intense.
Leading a project during Wiley’s AI Lab-a-thon, working on AI-powered content multiplication systems, gave me a front-row seat to what’s possible. We’re not just talking about automating repetitive tasks anymore, we’re discussing AI that can create, personalise, and optimise content in ways that fundamentally change how marketing teams operate.
But here’s the thing: AI isn’t magic. (Despite what some vendors might claim!) It requires strategy, critical thinking, and a good dose of ethical consideration. That’s why I’ve been deliberately pursuing certifications in generative AI and prompt engineering. I want to understand not just what these tools can do, but when we should use them, when we shouldn’t, and how to use them responsibly.
The jury’s still out on where AI takes us, but I’m determined to be part of shaping that future rather than just reacting to it.
The thread that ties it all together
If there’s one thing that connects all of these changes, it’s staying curious. The marketing landscape changes too fast for anyone to coast. The skills that worked brilliantly five years ago won’t necessarily serve us well tomorrow, and that’s actually what makes this field so compelling.
What gets me excited about 2026 isn’t just my own goals, it’s the opportunity to remain a perpetual student while also (hopefully) becoming someone who can help others navigate this crazy, fast-changing field. Marketing has given me so much over the past 18 years: challenge, growth, community, and the occasional really good campaign result that makes all the hard work worthwhile.
The journey from marketing executive to field marketing manager and beyond hasn’t been linear. There have been sideways moves, learning curves that felt more like learning cliffs, and plenty of moments where I had no idea what I was doing. But that nonlinearity is part of what makes this field endlessly interesting.
So here’s to 2026: to staying curious, pushing boundaries, helping others succeed, and continuing to figure out this ever-evolving world of B2B marketing. Almost half a lifetime in, and I’m still excited about what comes next.
That’s got to count for something, right?
What’s changed most in your corner of the marketing world? And what are you hoping to tackle in 2026? Drop a comment as I’d genuinely love to hear your thoughts.
LAB Marketing 