How B2B Software Companies Are Selling Right Now

B2B software companies are aggressively repositioning around AI and consolidation, with 107 companies making positioning moves. Product updates are heavily AI-driven, with 101 companies shipping new features, while partnerships (82) and events (68) are used to expand reach and de

B2B software companies are aggressively repositioning around AI and consolidation, with 107 companies making positioning moves. Product updates are heavily AI-driven, with 101 companies shipping new features, while partnerships (82) and events (68) are used to expand reach and deepen customer relationships.

107

Positioning moves (companies, 90d)

IndustryLens

101

Product Update moves (companies, 90d)

IndustryLens

82

Partnership moves (companies, 90d)

IndustryLens

68

Event moves (companies, 90d)

IndustryLens

Last reviewed · 15 tracked moves cited below, each linked to its source

This cross-category view examines how B2B software companies are currently positioning themselves, updating products, forming partnerships, and engaging customers through events. For sales leaders and sales-enablement teams, understanding these patterns can inform outreach and messaging strategies. The analysis draws on a broad set of tracked moves across four buckets: Positioning (107 companies), Product Update (101 companies), Partnership (82 companies), and Event (68 companies).

Go deeper by tactic

Campaigns & Demand Plays

Campaigns & Demand Plays — How B2B Software Companies Move

97 tracked moves

Competitive Positioning & Displacement

Competitive Positioning & Displacement — How B2B Software Companies Move

229 tracked moves

Events & Field Motion

Events & Field Motion — How B2B Software Companies Move

83 tracked moves

Partnerships & Co-Sell

Partnerships & Co-Sell — How B2B Software Companies Move

167 tracked moves

Pricing & Packaging Changes

Pricing & Packaging Changes — How B2B Software Companies Move

72 tracked moves

Product & Packaging Moves

Product & Packaging Moves — How B2B Software Companies Move

342 tracked moves

Reading the moves, not just the vendors

This hub tracks who is in the category. The harder question is what each of them just decided — a price moved behind a demo gate, a hiring cluster in one region, an ad creative aimed at a new buyer. Our guide to tracking competitor GTM moves covers the seven move types worth watching, how to read each one, and how often each actually changes across the competitors we monitor.

Positioning: AI and Consolidation as Core Themes

Apollo.io is positioning itself as a unified tool consolidation platform, aiming to displace fragmented tech stacks by offering a single solution for sales workflows. ConnectWise has redefined its corporate identity to focus on unified automation and predictive IT, signaling a shift toward more intelligent, integrated operations.

Papaya Global claims a 99.5% success rate for Banco real-time payments, using this metric to differentiate its global payroll and payment platform. Mercury released a special-edition tactile IO card designed by artist Simone Bodmer-Turner, blending hardware with art to create a unique brand statement. Moss has rebranded its core messaging around 'Finance AI' and automated agents, aligning with the broader trend of AI-driven finance solutions.

Cited in this analysis — each sentence traced to its source:

Product Update: AI and Automation Lead the Way

Remofirst announced RemoHire, an AI tool for automated global talent sourcing, expanding its product suite to address recruitment challenges. Deel shipped performance enhancements for its global mobile application, improving user experience for a distributed workforce.

Coupa released its September 2026 update with over 250 agentic AI features, demonstrating a major push into AI-driven procurement and finance. N-able launched Cove DRaaS, a fully managed infrastructure offering, targeting the disaster recovery market. Kaspersky shipped an update for its Managed Detection and Response (MDR) service, adding leaked credential correlation to enhance threat detection.

Cited in this analysis — each sentence traced to its source:

Partnership: Expanding Ecosystems and Integrations

Gong established a strategic partnership with Francisco Partners for portfolio-wide deployment, aiming to bring its revenue intelligence platform to a broader set of companies. 6sense is integrating buyer intelligence across major AI agent platforms like Claude and Agentforce, making its data accessible in AI-driven workflows.

Reply.io now supports the Model Context Protocol (MCP) for Claude and Cursor integration, enabling seamless use of its sales engagement tools within AI assistants. ConnectWise partnered with Insight to expand its presence in US IT departments, leveraging Insight's channel expertise. ESET launched private scanning solutions on AWS Marketplace, making its security offerings available to AWS customers.

Cited in this analysis — each sentence traced to its source:

Event: Flagship Conferences and Webinars to Engage Customers

Gong is organizing its 'Celebrate 26' flagship conference, featuring keynote speaker Daniel Pink, to engage customers and prospects. Kaspersky has opened registration for its Security Analyst Summit (SAS) 2026, a key event for the security community.

Cynet will host dual partner update and threat intelligence webinars on August 26, 2026, providing timely insights to its ecosystem. Brex is hosting the Brex Mode Intelligent Finance Summit in Chicago, featuring OpenAI, to showcase AI-driven finance solutions.

Cited in this analysis — each sentence traced to its source:

Track every gtm sales vendor in one weekly briefing — €59/mo, published.

IndustryLens monitors pricing changes, product launches, ads, reviews, social and hiring signals across every vendor in this category — delivered weekly with every claim cited to its source. No demo gate.

Get my free Competitor RadarSee pricing

See how IndustryLens stacks up — free

IndustryLens is a competitive intelligence platform built for B2B SaaS — pricing pages, changelogs, ads, reviews, social, Reddit, hiring and news, in one weekly cited briefing. Published pricing. No demo gate.

Start free trialSee pricing

How B2B Software Companies Are Selling Right Now — frequently asked questions

How are B2B software companies repositioning themselves to stand out?
Many are focusing on AI and consolidation. For example, Apollo.io is positioning as a unified tool to displace fragmented stacks, and Moss has rebranded around 'Finance AI'. ConnectWise is redefining its identity around automation and predictive IT.
What product updates are most common among these companies?
AI-driven features are prevalent. Coupa released an update with over 250 agentic AI features, and Remofirst introduced an AI tool for talent sourcing. Deel enhanced its mobile app, and Kaspersky added leaked credential correlation to its MDR service.
How are partnerships and events being used to drive sales?
Partnerships expand reach and integrations, like Gong's deal with Francisco Partners and 6sense's integration with AI platforms. Events like Gong's 'Celebrate 26' conference and Brex's summit engage customers directly, while webinars from Cynet provide timely education.

About the author

Naveed Ratansi

Naveed Ratansi

Founder, IndustryLens

Naveed Ratansi is the Founder of IndustryLens. He works with B2B SaaS sales, marketing, and product teams to turn competitor activity across 350+ data sources into weekly intelligence they can act on.

Connect on LinkedIn ->