Digital marketing trends food and beverage brands cannot ignore in 2026
The specific 2026 digital marketing trends most relevant to food and beverage brands, prioritised for visual discovery and retail media coordination.
5 min read
Digital Marketing Trends
B2B marketing trends in 2026: longer buying committees, shorter attention
How B2B marketing has adapted to larger, slower buying committees combined with individually shorter attention spans, and the practical content strategy this requires.
B2B marketing in 2026 faces a genuine tension: buying committees have grown larger and buying processes slower, while individual attention spans and patience for lengthy content have shortened — requiring a content strategy that addresses both realities simultaneously.
The two, seemingly contradictory forces at play
- Buying committees now often include more stakeholders, each with distinct concerns and priorities.
- Individual attention spans for any single piece of content have generally shortened.
- A single, comprehensive document trying to address every stakeholder's concern at once satisfies none of them well.
The old B2B playbook of one long whitepaper meant to persuade everyone on a buying committee is fighting against both trends at once — it is too long for shortened attention spans and too generic for a committee full of stakeholders with genuinely different concerns.
A content strategy that addresses both realities
- Create shorter, focused content pieces, each addressing one specific stakeholder role's distinct concern.
- Provide a clear path connecting these focused pieces for those who want the fuller picture.
- Use content formats (short video, focused one-pagers) suited to quick consumption alongside more detailed resources for those who want depth.
Connecting this to account-based marketing
This role-specific content approach directly supports the deeper personalisation that effective ABM requires, since addressing each committee member's specific concern is a natural extension of genuine account-level personalisation.
Frequently asked questions
How many buying committee roles should content typically address?
This varies by deal size and complexity, but identifying the two or three most influential distinct roles and creating content specifically for each is a reasonable starting point.
Does this mean comprehensive, detailed B2B content no longer has a place?
No, detailed resources still matter for those ready to go deep — the key change is not defaulting to length first, but leading with shorter, role-specific content and offering depth as an option.
How does sales enablement fit into this content strategy?
Sales teams often need the same role-specific content to support individual buying committee conversations, making close marketing-sales coordination on this content particularly valuable.
If you want help building a B2B content strategy suited to modern buying committees, talk to our team.
The takeaway
Create shorter, role-specific content pieces addressing each buying committee member's distinct concerns, rather than one long, comprehensive document meant to persuade everyone at once — this specific format shift reflects the genuine tension between longer B2B buying committees and shorter individual attention spans.
Written by Fibvo — Bengaluru and Erode, India — working with clients in other time zones. Questions, or think we have it wrong? Tell us.
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