Summary of "Jak zmieni się sprzedaż i marketing? 6 prognoz na 2026."

The video "Jak zmieni się sprzedaż i marketing? 6 prognoz na 2026" presents six key predictions about how sales and marketing, particularly in B2B, will evolve by 2026 and beyond. The main focus is on how AI, digital transformation, and changing customer behaviors will reshape customer acquisition, prospecting, personalization, community engagement, sales roles, and brand building.

Main Financial Strategies, Market Analyses, and Business Trends:

Digitization and AI in the Purchasing Process
- The customer buying journey is becoming increasingly digital and less dependent on direct salesperson interaction.
- Customers start their purchasing process independently using Google, online communities, and AI tools to research problems, educate themselves, and shortlist vendors.
- AI models scan company websites, case studies, and reviews to recommend suppliers, making a strong digital presence essential.
- Companies whose websites do not effectively "sell" or communicate value will lose potential customers as AI-driven buyers will not find or choose them.
AI-Driven Prospecting Becomes Standard
- Prospecting (cold outreach) has been heavily automated, and AI will become the norm in identifying the right prospects at the right time.
- AI will detect triggers such as promotions or company changes to optimize timing for outreach.
- Manual lead searching and outreach will become obsolete and costly compared to AI-supported methods.
- Companies must integrate AI into their prospecting processes or risk inefficiency and higher costs.
Hyper-Personalization of Customer Communication
- Traditional personalization (e.g., inserting a prospect’s name) is insufficient.
- AI will enable scalable one-to-one personalized messages tailored to individual prospects based on deep research.
- This "hyper-personalization" will significantly improve engagement and response rates.
- Salespeople will review and refine AI-generated personalized content, increasing efficiency.
Community Building Over Advertising
- Community engagement will become more influential than traditional advertising.
- Customers trust peer recommendations and expert communities more than ads.
- Industries will increasingly invest in building expert groups, podcasts, and niche communities to foster trust and loyalty.
- Community-building efforts, such as mastermind groups and knowledge exchanges, will become strategic assets.
Salespeople Evolving into Business Consultants
- Sales roles will shift from product/service advisors to business consultants who help clients navigate complex decisions.
- Salespeople will provide advice on whether a product or solution fits the client’s broader business needs, not just product features.
- This role requires deeper business knowledge and advisory skills, beyond transactional selling.
- AI creates chaos with many options; consultants will help clients make sense of this complexity.
Brand Strength as a Key Asset
- Brand marketing outperforms performance marketing in driving sales and ROI.
- Strong brands enable companies to charge premium prices and reduce perceived purchase risk.
- Building and investing in brand awareness will become critical, especially for companies looking to expand beyond niche markets.
- Examples include companies producing YouTube content related to their products to build brand recognition.
- Despite difficulty in directly measuring brand ROI, companies that neglect brand building risk losing competitive advantage.

Step-by-Step Methodology / Recommendations:

For adapting to AI-driven purchasing and prospecting:
- Build a website that effectively sells and educates better than your salespeople.
- Implement AI tools to Automate and optimize prospecting based on relevant triggers.
- Use AI to create highly personalized one-to-one communication with prospects.
- Continuously refine AI-generated content with human oversight.
For community engagement:
- Identify and nurture industry-specific communities or groups.
- Facilitate knowledge sharing and peer support within these communities.
- Leverage podcasts, webinars, and mastermind groups to deepen engagement.
For evolving sales roles:
- Train salespeople to act as business consultants, focusing on strategic advice.
- Separate transactional tasks (order processing, contract preparation) from consultative selling.
- Develop skills in understanding client business challenges and advising on broader solutions.
For brand building:
- Invest consistently in brand awareness and reputation.
- Use content marketing (e.g., YouTube channels, expert articles) to build trust and recognition.
- Recognize brand strength as a value that reduces customer risk perception and supports premium pricing.

Presenters / Sources:

The video is presented by Szymon from Wise Group, a consortium of companies specializing in B2B sales, marketing, recruitment, and automation.
Wise Group companies mentioned include:
- Cellwise (B2B sales IT tools)
- Adwise (B2B marketing)
- Hwise (IHR recruitment)
- Automate (automation and AI implementation)
The insights are based on Szymon's experience and observations, not formal research.