Strategy
Hanna Katschker
Strategist
News · B2B Content Marketing Trend Study 2026
LLM visibility: relevant, but lacking operational maturity.
B2B Content Marketing Trend Study 2026 · n = 252
Brands know AI search matters. Few are ready for it.
BI powerhouse Statista and AI-first agency OH-SO Digital surveyed 252 B2B content marketers across DACH, the UK, and the US for the eighth edition of their annual trend study. The headline isn't that marketers don't care about visibility inside large language models — it's that very few have the operational muscle to do anything about it.
0%
of B2B marketers see LLM visibility as relevant to marketing success
0%
systematically measure it. Twenty-six. That's not much.
0
priority level — the level where action is needed, now
The gap is clear: awareness is high, operational maturity is not.
Three quarters of marketers say AI search matters. A quarter actually track it. The rest are guessing — or waiting to see what their SEO team comes back with. The study is a snapshot of an industry that knows the next surface for discovery has already arrived but hasn't restructured around it.
Where the work needs to happen.
The study points to three concrete shifts — not a vendor list, not a hot-take. Treat them as the spine of an LLM-visibility programme you can actually staff and review against.
Measure
Track LLM visibility systematically with reliable KPIs — not one-off prompt screenshots. Pick a measurement model, instrument it, and watch the trend.
Create
Build original, non-reproducible content that AI systems are willing to cite. Proprietary data, named experts, and points of view that other sources can't simply paraphrase.
Organise
Treat AI search as a holistic marketing responsibility, not a side-project for the SEO team. Brand, content, PR, and product all shape what the model says about you.
Want to go deeper?
The full B2B Content Marketing Trend Study 2026 pairs the data with best practice from ongoing client work — what we measure, what we publish, and how teams reorganise around AI search.
The authors
Direct lines to the team behind the study.
Management
Axel Averdung
Managing Director
