B2B Writers International

Hello and welcome to October,

“There’s gold in them thar hills!”

The B2B client hills, that is.

I’m excited to apply this California Gold Rush phrase to the world of B2B marketing… because I’ve discovered these three big “WOW” findings from various recent B2B marketing surveys:

1. “Budget optimism is back, climbing across every company size.” And “Budgets are growing again, with 2026 marking the strongest growth outlook since 2001,” according to Activate’s State of Demand Gen Annual Report.

   YES! This means companies have decent budgets to hire YOU.

   

2. The average B2B buyer may consume up to 88 pieces of content during their buyer journey. Say what?!

   I’ve often seen the much-referenced 2020 FocusVision survey which stated that buyers typically consume 13 pieces of content… including videos, blog posts, white papers, customer testimonials/case studies, and others.

   But I found a 2026 Geisheker Group article stating it’s way more than that: “The full journey is far larger than the content layer. The average B2B buying journey now runs 272 days across 88 touchpoints, 4 channels, and 10 stakeholders, per the Dreamdata LinkedIn Ads B2B Benchmarks Report 2026, built on more than 66 million sessions and 3.5 million customer journeys.”

   Imagine how much you can earn helping just a couple of clients improve the impact of their many touchpoints through this extensive leads-and-sales pipeline.

3. “84% of B2Bs outsource their content creation activities.”

   “Among those who outsource, 84% get help with content creation.” That’s also according to Activate’s State of Demand Gen Annual Report.

   Okay, this is especially GREAT news for B2B writers! I’m seeing evidence that AI-alone content is not working, and clients need human writers to stand apart and be amazing.

   You can become the go-to source for client websites, emails, e-newsletters, videos, case studies, live-event promotions, and many, many others.

“Okay Pam, this is all super exciting, but what do I DO with this information?”

Rebecca Matter and I talked about these promising stats and facts during a recent B2B Writers International webinar, along with what it all means for you. You can watch the replay of that session here.

The upshot is: embrace the optimism, explore your B2B Writers International resources for getting clients (and building your skills)… and then GO FOR IT!

To get started, you’ll find these two hubs on your Member Dashboard.

And then COMING SOON:

We’re adding a new hub to the website where you’ll find training resources on dozens of specific B2B writing projects. Throughout the rest of 2026, we’re rolling out seven categories of project types you can dive into, from web content to emails, blogging to video script writing, case studies to white papers, and more.

We’ll keep you posted as we add those exclusive resources.

Thank you for being a B2B Writers International member. It’s a fantastic time to be part of this vibrant community and we’re right behind you all the way!

Pam Foster, Executive Editor
B2B Writers International