With 75 positioning shifts, 63 partnership announcements, 58 product updates, and 52 marketing campaigns, B2B software companies are aggressively adapting their GTM strategies. Key themes include AI integration, ecosystem expansion, and signal-based selling.
75
Positioning moves (companies, 90d)
IndustryLens
63
Partnership moves (companies, 90d)
IndustryLens
58
Product Update moves (companies, 90d)
IndustryLens
52
Marketing Campaigns moves (companies, 90d)
IndustryLens
This cross-category intelligence hub analyzes 75 positioning moves, 63 partnerships, 58 product updates, and 52 marketing campaigns from leading B2B software companies, offering sales leaders and enablement teams a neutral view of current go-to-market tactics.
Go deeper by tactic
Positioning
Cybereason transitioned its social channels to a unified LevelBlue managed services brand. Velocity Global completed a rebrand to Pebl with an AI-first ecosystem expansion. CrowdStrike leveraged its Salesforce partnership to highlight critical SaaS security gaps.
These moves signal a shift toward integrated, AI-led positioning that redefines market categories.
Partnership
Gong launched a Microsoft Marketplace integration supporting Azure consumption commitments. Qonto added Model Context Protocol (MCP) for third-party AI assistants. Expensify introduced MCP for natural language expense querying.
Partnerships are increasingly focused on embedding AI capabilities and expanding platform ecosystems.
Product Update
Reply.io shipped pre-warmed domain integration and automated infrastructure. Oyster HR released Q2 updates including direct Philippines hiring and Factorial integration. Pleo announced AI agents for autonomous financial workflows.
Product updates emphasize AI automation, global hiring capabilities, and deeper integrations.
Marketing Campaigns
Qonto launched a streetwear-inspired mirror card and artist collaborations. Common Room documented 7.5x pipeline growth at Jasper AI following a signal-based pivot. ZoomInfo narrated its GTM data foundation strategy via a 'Context Layer Tapes' campaign.
Marketing campaigns blend creative branding with data-driven storytelling to demonstrate value.
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How B2B Software Companies Are Selling Right Now — frequently asked questions
How can we leverage partnerships to accelerate pipeline?
Many firms are prioritizing embedded integrations and marketplace listings (e.g., Gong on Microsoft Marketplace, Expensify’s MCP) to reach new buyers. Sales teams should align with partners that offer consumption commitments or AI assistant integrations to expand reach.
What do positioning shifts mean for our sales messaging?
Rebranding and category creation (e.g., Velocity Global to Pebl, Cybereason to LevelBlue) signal a move toward ecosystem-wide value. Sales messaging should emphasize how your solution fits into a broader AI-first or managed-services narrative.
How should we incorporate AI in our product updates?
Product announcements like Pleo’s AI agents and Reply.io’s pre-warmed domains show a focus on automation and natural language interfaces. Consider adding AI-powered workflows that reduce manual effort for customers.
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