87% prioritize AI and predictive analytics
Eighty-seven percent of respondents identified AI and predictive analytics as a leading field marketing priority for 2026–2028.
Amzai Research · 2026
Field Marketing Transformation 2026–2028
What 527 field marketing leaders say will change across AI, account-based marketing, events, measurement and team structure
Original research among marketing and field marketing professionals at B2B technology companies with annual revenues between $500 million and $10 billion across the United States and Canada.
Published
Amzai Research
Research at a glance
- Qualifying respondents
- 527Qualifying respondents
- Company revenue range
- $500M–$10BCompany revenue range
- United States
- 78%United States
- Canada
- 22%Canada
About the report
Field marketing teams are increasingly expected to influence account progression, support sales priorities, coordinate physical and digital engagement, and demonstrate a measurable contribution to pipeline.
We surveyed 527 marketing and field marketing professionals at large B2B technology companies across the United States and Canada to understand how these expectations are changing investment, technology, events, measurement and team structures between 2026 and 2028.
The findings point to a function in transition. AI and predictive analytics lead the priority list, while account-based marketing, sales alignment and coordination across channels remain central to how field marketing teams expect to improve performance.
Headline findings
Unless otherwise stated, these findings are based on all 527 qualifying respondents. Respondents could select up to three answers for some questions, so percentages may total more than 100%.
93% consider account-based marketing critical
Ninety-three percent described account-based marketing as extremely important to field marketing success between 2026 and 2028.
81% prioritize sales and marketing alignment
Eighty-one percent identified stronger alignment between sales and marketing as a priority for the next phase of field marketing transformation.
Explore the complete research
Download the full report for the complete findings, charts and analysis covering:
- Field marketing investment priorities
- AI and predictive analytics
- Account-based marketing
- Sales and marketing alignment
- Physical, virtual and hybrid events
- Measurement and performance
- Technology adoption
- Team structures and operating models
- Recommendations for field marketing leaders
Research methodology
Research overview
Field Marketing Transformation 2026–2028 is based on original research conducted by Amzai among 527 marketing and field marketing professionals working at B2B technology companies with annual revenues between $500 million and $10 billion.
The research examined how field marketing priorities, investment, technology, operating models and measurement practices are expected to change between 2026 and 2028.
Research population
The research included marketing and field marketing professionals based in the United States and Canada.
Participants held roles including:
- Chief Marketing Officer
- Vice President of Marketing
- Marketing Director
- Field Marketing Director
- Field Marketing Manager
- Regional marketing leader
Seventy-three percent of qualifying respondents held Vice President- or Director-level positions.
Data collection
The research combined an online questionnaire administered through SurveyMonkey with individual 15-minute interviews conducted through Google Meet or Zoom.
Interview findings were used to provide context and inform Amzai’s interpretation of the results. They were not included in the calculation of the quantitative percentages reported in the study.
Participants were recruited through LinkedIn and email using Amzai’s proprietary professional database and network of approximately 5.4 million contacts.
A total of 678 professionals were invited to participate. The final analysis included 527 complete responses that satisfied the qualification criteria.
Respondents were not offered financial or other incentives to participate.
Qualification criteria
Respondents were required to meet all of the following criteria:
- Work for a B2B technology company
- Hold responsibility for wider marketing or field marketing strategy or delivery
- Work for a company with annual revenue between $500 million and $10 billion
- Be based in the United States or Canada
- Submit a complete survey response
Responses that were incomplete or did not meet these requirements were excluded from the analysis.
Analysis
Unless otherwise stated, reported percentages are based on all 527 qualifying respondents.
For questions allowing multiple selections, respondents could choose up to three answers. Percentages for these questions may therefore total more than 100%.
The results were not weighted.
Incomplete and nonqualifying responses were excluded before analysis. Potential duplicate submissions were assessed using available email records, survey identifiers and response metadata. When more than one response was associated with the same participant, the most complete qualifying response was retained.
Figures concerning future priorities, investment or adoption represent respondents’ stated expectations at the time of the research. They should not be interpreted as independently verified forecasts.
Where subgroup findings are reported, the relevant subgroup base is identified in the report.
Research ownership
The research was designed, conducted and analyzed by Amzai.
Amzai owns the underlying research and prepared the report’s analysis, interpretations and recommendations.
Research independence
The research was funded by Amzai.
No external company commissioned, paid for or reviewed the research before publication. Respondents were not paid or otherwise incentivized to participate.
Limitations
Participants were recruited through Amzai’s proprietary professional network rather than through a random sample of the entire market. The findings should therefore not be interpreted as statistically representative of every B2B technology company or field marketing professional in the United States and Canada.
Responses were self-reported and were not independently verified against company financial records, CRM data, marketing systems, campaign results or pipeline performance.
Statements about future priorities and investment represent respondents’ expectations at the time of the research and do not guarantee future behavior or market outcomes.
Subgroup comparisons are included only where the available response base was considered sufficient to support a meaningful comparison.
Publication details
- Research owner: Ash Prasad, CEO
- Research and analysis: Amzai Research
- Publisher: Amzai
- Publication date:
- Last updated:
- Contact: ash@amzai.ai
Suggested citation
Amzai. (2026). Field Marketing Transformation 2026–2028.
About Amzai
Amzai is a global event delivery partner that brings exceptional events to life.
Working across the entire event calendar as an extension of our clients’ teams, we provide the expertise needed across audience engagement, sponsorship, logistics, coordination and execution, using data and insight to make each event stronger than the last.
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