With the popularization of artificial intelligence, changes in consumer habits, and increasing pressure for concrete results, digital marketing is entering a new phase of less scattered production and more revenue-driven strategy, a shift already observed by PX/BRASIL, an integrated innovation and marketing agency, in its work with B2B companies. According to HubSpot, over 41% of professionals in the field measure the success of their content strategy through sales. After all, this strategy guides the customer along a journey that aids their purchase decision-making.
The challenge for companies now is to align marketing and sales around a common objective — to generatea qualified, predictable, and scalable pipeline. According to Rico Araujo, CEO of PX/BRASIL, this transformation requires a shift in mindset within companies. “Digital marketing is no longer just about attracting visitors. In 2026, it must be a clear path between reputation and revenue. Content remains the foundation, but the focus shifts to return on investment and direct impact on the sales funnel,” explains.
Next, the expert lists the five major trends set to redefine digital marketing in the coming year:
1. Digital marketing with ROI at the core: an end to vanity metrics
Visibility, likes, and pageviews only hold value when part of a journey with a clear destination: conversion. In 2026, digital marketing must prove direct impact on business goals, and this only happens when it is connected to the CRM and the sales team.
2. Purpose-driven Artificial Intelligence: agents that empower the human team
AI has evolved from an automation tool to a strategic partner. 66% of marketing leaders report already using AI at work, according to HubSpot's 2025 “”AI Trends for Marketers” report. And at PX, for example, artificial intelligence agents are created for each client and work alongside the team of experts in project development. They streamline research, structure data, and produce targeted materials such as texts, scripts, images, and videos, all aligned with the business strategy and validated by experts.
3. Content as a trust asset: more proof, less promise
With the rise of misinformation and generic AI, trustworthy content will become the new competitive differentiator. Real case studies, behind-the-scenes videos, social proof, and technical materials will become more valuable than catchy slogans. Brands that produce content with depth, purpose, and evidence attract more qualified leads and reduce CAC.
4. Purpose-driven multichannel: the era of intelligent orchestration
Podcasts, short videos, articles, live streams, and emails should converse with each other. What will differentiate is the coherence between formats, not mere presence for its own sake. Strategically reusing, adapting, and distributing content is what transforms it into influence.
5. Marketing + Sales: the end of separate operations
Digital marketing disconnected from sales becomes mere branding agency content. In 2026, marketing teams must master funnel logic, understand the buying stage, and work closely with the sales team. Integration with CRM is no longer optional; it is results infrastructure.
For Rico Araujo, this synergy will be the decisive factor for companies“ success in the coming year. ”We are entering an era where marketing and sales must operate as a single organism. The companies that can unify data, strategy, and execution in a coordinated manner will be the ones that grow the most in 2026,” concludes.
