With the popularization of artificial intelligence, changing consumer habits, and increasing pressure for concrete results, digital marketing is entering a new phase of less dispersed production and more revenue-oriented strategy, a movement already observed by PX/BRASIL , an innovation and integrated marketing agency, in its work with B2B companies. According to HubSpot, more than 41% of professionals in the field measure the success of their content strategy through sales. After all, this strategy guides the customer on a journey that helps them make a purchase decision.
The challenge for companies now is to connect marketing and sales around a common goal — generating qualified, predictable, and scalable pipeline Rico Araujo , CEO of PX/BRASIL , this transformation requires a change in mindset within companies. “Digital marketing is no longer just about attracting visitors. In 2026, it needs to 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,” he explains.
Below, the expert lists the five major trends that should redefine digital marketing in the coming year:
1. Digital marketing with ROI at the center: no more vanity metrics.
Visibility, likes, and pageviews only have value when they are part of a journey with a clear destination: conversion. In 2026, digital marketing needs to prove a direct impact on business goals, and this only happens when it is connected to CRM and the sales team.
2. Artificial Intelligence with purpose: agents that empower the human team.
AI has ceased to be an automation tool and has become a strategic partner. HubSpot's 2025 " report, 66% of marketing leaders report already using AI at work PX , for example, artificial intelligence agents are created for each client and work alongside the team of specialists 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 specialists.
3. Content as a trusted asset: more proof, less promise
With the rise of misinformation and generic AI, reliable content will be the new competitive differentiator. Real-world case studies, behind-the-scenes videos, social proof, and technical materials will be worth more than catchy phrases. Brands that produce content with depth, purpose, and proof attract more qualified leads and reduce CAC (Customer Acquisition Cost).
4. Multichannel with purpose: the era of intelligent orchestration
Podcasts, short videos, articles, live streams, and emails should interact with each other. What will differentiate them is the consistency between formats, not mere presence. Reusing, adapting, and strategically distributing content is what transforms it into influence.
5. Marketing + Sales: the end of separate operations.
Digital marketing without a connection to sales becomes content for a branding agency. In 2026, marketing teams need to master funnel logic, understand the buying moment, and work together with the sales team. CRM integration is no longer optional; it's infrastructure that delivers results.
For Rico Araujo , this synergy will be the deciding factor for companies' success next year. "We are entering an era where marketing and sales need to operate as a single organism. The companies that manage to unite data, strategy, and execution in a coordinated way will be the ones that grow the most in 2026," he concludes.
