B2B Marketing Plan for 2026: Webinar

When marketing and sales are finally on the same page, and how the B2B Marketing Plan 2026 can help.

I have been working in B2B marketing for over 15 years: before joining Hopmann, I worked for agencies, software companies, and international SaaS firms. In almost all of these positions, there was a recurring pattern: moments when marketing and sales were not pulling in the same direction, resulting in friction.

Often, the reason was simple: Both teams had different goals, different KPIs, and different ideas of what “success” actually meant. There were endless discussions about whether a lead came from Marketing or Sales. Sales often blamed Marketing when not enough leads came in. Marketing got frustrated with Sales for not following up quickly enough and for not providing sufficient input that could have been used for content creation. And while internal debates went on, valuable opportunities slipped away.

But there’s one thing I’ve seen time and time again over the years: when marketing and sales start planning together (and fortunately, that was the case in every company!), creating clear responsibilities, and aligning their KPIs, real success happens. Then processes, communication, and data flow in one direction. Not only do more leads come in, but they are more efficiently converted into MQLs, SQLs, and ultimately sustainable business.

The good news is that a lot of the difficulties mentioned above can be solved. Since many of our customers have faced exactly these challenges, we have developed a suitable B2B marketing framework over the past few years that provides practical support for B2B marketing planning.

We have successfully implemented this framework in numerous customer projects, helping marketing and sales teams to strategically align their activities with common corporate goals based on data.

Looking back, I often think that if this framework had been available back then, it would have saved us a lot of discussions, meetings, and unnecessary friction. So it’s all the better that it’s now available. And to offer added value to the B2B marketing community, we have decided to make it available free of charge. In a webinar in LinkedIn Live format, my colleague Guià Resina Urpí and I will present the B2B marketing framework and also discuss an exciting forecasting model for lead calculation.

Example from the B2B Marketing Framework: Milestone & Content Planning

In our webinar “How B2B marketers need to plan now for 2026,” (in German) we show you how to build marketing and sales as a joint lead generation machine.

You will learn how to plan for 2026 with clear KPIs, realistic forecasts, and data-driven decisions. We will also show you how to align your content strategy with your business and sales goals and connect it with the right metrics.

Topics at a glance:

• B2B marketing framework: How to best align your marketing plan with sales
• Target and forecast model: Creating planning security for 2026
• Content planning: Prioritizing topics that really generate leads
• Measurement & attribution: Making successes visible and managing resources in a targeted manner

Our goal: To provide you with practical tools that you can use to plan your B2B marketing for 2026 in a strategic, measurable, and efficient manner.

Excerpt from the B2B Marketing Framework: Goal-based marketing strategy planning

This webinar is intended for:

• CMOs, heads of marketing, VP marketing, and marketing managers who want to rely on data-driven planning in 2026.
• Sales managers who want greater transparency and better lead quality.
• Marketing operations teams who want to professionalize KPI frameworks and forecasts.
• Marketing teams who are looking for a good template for a Marketing Planning Workshop for 2026. 
• All B2B companies that want to improve their pipeline performance.

Regardless of whether you currently have separate KPI systems or already have your first shared dashboards, you will receive practical tips that you can implement immediately.

If you haven’t already started, the answer is: Now is the time to start planning your B2B marketing plan for 2026.

Those who still plan based on gut feeling or allocate budgets without clear measurement systems will hardly have any reliable, data-driven decision-making bases in the coming year.

Our free webinar will help you make your planning data-driven, coordinated, and future-proof with frameworks that already work in practice.

We start with a simple target vision. Company goals are broken down into marketing and sales. Every figure has a source. Every key performance indicator has a definition. Every responsibility is clear. This turns “more leads” into a concrete contribution to the pipeline.

We cluster actions according to specific marketing goals. This turns “Let’s do a webinar” into real planning that anchors marketing activities in the big picture. We consider which activities are best implemented in which quarters, thereby increasing prioritization.

We prioritize formats that trigger the right signals. We link topics to goals and KPIs. We plan for quality over quantity. Every piece of content has a clear role in the funnel. The story remains consistent from the first touch to the sales conversation.

We measure what is necessary, not every detail. Attribution is a means to an end. We show you how to get by with a lean measurement setup and still recognize what works and what doesn’t. This keeps decisions data-driven and transparent. We determine which KPIs belong in which meetings. This reduces report overload and increases relevance.

We introduce a simple forecast model that learns from assumptions, benchmarks, and real campaign data. It shows early on whether the goal is achievable. If something deviates, teams know where to make adjustments. Planning becomes an ongoing process rather than a month-end ritual.