Introduction

AI, LinkedIn, and intent-based outbound are shaping the 2025 B2B GTM playbook. But scaling, not exploring, will win in 2026.

What's the problem it solves?

B2B teams are stretched thin across too many GTM channels, with unclear impact and little AI payoff. This report uncovers where leaders actually see traction so teams can stop guessing and focus on what truly drives pipeline.

Quick Summary

The 2025 State of B2B GTM report surveyed 195 software leaders to see what’s really working in go-to-market today. Inbound still tops the list of GTM motions, but outbound and account-based strategies remain close behind, proving that no channel is truly “dead.” Startups with smaller deals favor product-led and LinkedIn-driven growth, while scaleups lean on SEO, paid ads, and events.

This year was one of endless experimentation, with companies juggling an average of 10 GTM channels, half of which are still in testing. Looking ahead, leaders are ready to double down on what works. LinkedIn, intent-based outbound, and AI discovery are the top areas of planned investment, while social platforms like TikTok and Instagram remain largely untapped for B2B.

AI adoption is high but results are uneven. While nearly everyone uses ChatGPT or similar tools, only a few see clear ROI. The biggest wins come from intent-driven outbound, market intelligence, and content creation. Surprisingly, the most impactful GTM tool overall is still ChatGPT, signaling that the future GTM stack will favor adaptable, AI-powered workflows rather than traditional CRMs.

Key Takeaways

• Inbound leads GTM motions, but outbound and ABM remain strong.
• Most companies use 5 core and 5 experimental GTM channels.
• 2026 will be about scaling proven plays, not adding more.
• Intimate events, SEO, and warm outbound show the highest impact.
• Everyone’s using AI, but only a few see strong results.
• ChatGPT dominates the GTM tech stack, ahead of HubSpot and Clay.

What to do

• Stop chasing every new GTM trend - double down on what’s proven to generate high-intent pipeline.
• Use the GTM scorecard model to evaluate channel impact before scaling.
• Prioritize LinkedIn, intent-based outbound, and AI search investments.
• Train teams for AI fluency, especially around data and automation tools.
• Treat ChatGPT and emerging no-code tools like Clay or n8n as core GTM infrastructure.
• Focus 2026 on ruthless execution, not exploration.

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