2026 B2B Marketing Hot Takes: 4 Trends That Will Shape the Year Webinar

January 14, 2026

11:00AM—12:00PM PT

A Right Side Up Webinar

2026 B2B Marketing Hot Takes: 4 Trends That Will Shape the Year Webinar

Explore four trends that will redefine how B2B companies attract, engage, and convert customers in 2026 in this webinar brought to you by the experts who have helped scale 1,400+ of the world’s fastest-growing brands, including:

Register now

UPCOMING

[.c-title-s-rich]What will I learn?[.c-title-s-rich]

The B2B marketing landscape is evolving at breakneck speed—and 2026 is shaping up to be a year defined by bold experimentation, shifting buyer expectations, and rapid advances in AI.

Join us as we unpack the strategies gaining momentum now, along with a few contrarian “hot takes” that may challenge your assumptions. From the increasing adoption of affiliate strategies in B2B marketing to evolving approaches for capturing leads through social ads and the continued movement toward measuring the metrics that matter most, we’ll explore what forward-thinking B2B marketers need to know to stay ahead of the curve.

You’ll learn:

How affiliates can become meaningful revenue drivers by building Custom GPTs and promoting them through their social channels
Why gated content isn’t dead, and how smart B2B brands are using it to improve lead quality
Why the best marketing might be the stuff nobody clicks—and how to measure its real impact
And more!

Plus, we’ll leave time at the end for Q&A. See you there!

Meet our presenters

Meet our presenter

Tyler Elliston

Founder,

Right Side Up

Tyler is an investor and advisor to startups and founder of Right Side Up, a consultancy that helps high growth companies develop and execute best in class marketing and ecommerce strategies. Right Side Up sources the best growth leaders from around the country—many working at the most successful brands—and makes them available to clients for 5 to 30 hours/week through both advisory and staffing services. Recent clients include Procter & Gamble, Stitch Fix, Fitbit, Roman, Rothy's, Sun Bum, Sephora, DoorDash, Perfect Snacks, and over 100 more. He has an MBA from Berkeley.

Amy Scanlon

GM, Affiliate Marketing Practice,

Right Side Up

Amy Scanlon has more than 15 years of experience in digital marketing, leading growth initiatives for early-stage startups and well-established companies like Joyus, AT&T, and Rakuten. She launched the Right Side Up affiliate practice to help clients like Stitch Fix, Figma, and Stripe build affiliate programs in-house by embedding fractional affiliate marketing resources on their teams. She is passionate about using affiliate partnerships to fill marketing gaps and drive incremental revenue.

Sterling Beck

VP, Demand Generation

Customer.io

Sterling Beck is VP of Demand Generation at Customer.io and has spent the last 15 years building marketing engines that scale B2B SaaS companies from $10M to $100M+ ARR. He’s proven at companies like 15Five, HireVue, and Ethos that relationship-driven demand gen and strategic partnerships outperform click-based performance marketing for pipeline creation. At Customer.io, he’s tripled revenue since joining by leveraging AI automation, partnerships and international expansion.

Kevin Lord Barry

Co-Founder,

Right Percent

Kevin Lord Barry co-founded Right Percent, a Right Side Up venture that focuses on scaling fast-growing B2B companies in every vertical. Right Percent has managed $100M+ in ROI positive B2B ad spend for companies like DoorDash, Rippling, Retool, and many more.

Who is Right Side Up?

Right Side Up has helped 1,000+ companies hit their growth goals. By designing the right strategies and deploying the right talent—from fractional leaders, to freelancers, to FTEs, to custom-built agency teams—we empower companies of all stages and sizes to keep growing.

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Who is Right Side Up?

Right Side Up has helped 1,000+ companies hit their growth goals. By designing the right strategies and deploying the right talent—from fractional leaders, to freelancers, to FTEs, to custom-built agency teams—we empower companies of all stages and sizes to keep growing.