RX13 - 5 ABM Trends from 2025 Shaping the Future of B2B Marketing in 2026 | Davis Potter

In this week's episode of the Revenue Xchange, host Davis Potter kicks off 2026 with a solo deep-dive into the five biggest trends that shaped ABM and B2B marketing in 2025 and why they'll continue to dominate this year.Key Takeaways:The ABM Team Inversion: Large, mature organizations are reintegrating standalone ABM teams into demand gen, while smaller companies are spinning up dedicated ABM teams for the first time. This fascinating inverse trend is driven by ABM principles becoming foundational across all marketing functions.Account-Based Principles Are Now Table Stakes: For any non-transactional B2B sale, ABM principles (targeting, segmentation, cross-functional alignment) have become the underlying foundation for effective go-to-market strategy.The MQL Era Is Officially Over: The conversation has shifted from "do MQLs work?" to "how do we transition off of them?" Simply swapping to MQAs isn't the answer.Buying Groups Take Center Stage: The focus is moving beyond individual leads (MQLs) and whole accounts (MQAs) to buying group constellations, the people who actually make purchase decisions together.AI Moves from Isolated Tests to Integrated Workflows: AI adoption in ABM hit 91% in early 2025, and we're now seeing cross-functional AI workflows between marketing, sales, and CS teams.Closing Note: Davis delivers a sharp, data-backed overview of where B2B marketing stands heading into 2026. For GTM leaders looking to stay ahead, this episode provides a clear-eyed assessment of the shifts reshaping account-based strategy, plus a teaser for Part 2 featuring 10 predictions for the year ahead.