Content Asset leads with 114 companies publishing research and data platforms, while Positioning follows with 108 companies rewriting messaging and brand. Product Update (97 companies) and Partnership (80 companies) show steady execution on launches and channel expansion.
114
Content Asset moves (companies, 90d)
IndustryLens
108
Positioning moves (companies, 90d)
IndustryLens
97
Product Update moves (companies, 90d)
IndustryLens
80
Partnership moves (companies, 90d)
IndustryLens
Last reviewed · 20 tracked moves cited below, each linked to its source
This cross-category view examines how B2B software companies are marketing right now, based on tracked moves across Content Asset (114 companies), Positioning (108 companies), Product Update (97 companies), and Partnership (80 companies). For marketing leaders and marketing teams, the patterns below show where peers are investing attention and how they are framing their offers.
Content Asset: research and data platforms as demand engines
Emburse published a lodging data report on 2026 US business travel, using proprietary data to anchor a category conversation. Gong Labs released a study of 120M sales calls focused on silent buyers, turning its platform data into a widely shareable asset. CrowdStrike connected AI tools to South Korean bank hacks in a report that ties threat research to current enterprise concerns.
ESET published MATCHBOIL research on UAC-0099 espionage malware, continuing its pattern of named threat intelligence. Qonto launched Qonto Insights, an SME data platform that packages financial data as a recurring content product rather than a one-off report.
- Gong Distributes The State of Revenue AI 2026 Report Highlighting Performance Trends
- ESET Releases IDC Market Note Detailing AI-Driven Security Strategy for Enterprise Scales
- ESET Publishes Technical Guide on Incident Response and Adversary Extraction
- ESET Research releases H1 2026 Threat Report Identifying Novel AI Malware
- Qonto Launches 'AI-First' Social Series Showcasing Internal Agent Deployments
Positioning: messaging refreshes and category claims
Pleo rewrote its homepage hero and LinkedIn description in a messaging refresh, tightening its public-facing language. Profound positioned itself as an AI marketing platform built around its AI marketer, making the product concept the center of the brand. lemlist unveiled a new brand and the message 'The Only Platform You Need for Outbound,' staking a broad category claim.
Salesloft introduced its 'Next Evolution' predictive revenue system for the agentic era, framing the roadmap as a positioning shift. Outreach rebranded its customer success managers as 'GTM AI Advisors,' changing role language to signal a new go-to-market posture.
Product Update: AI Modules, support Tiers, and platform launches
Heimdal Security announced an AI Control Module and opened early access, using limited availability to drive interest. Barracuda launched an AI data security solution for MSPs and SMBs, and separately introduced tiered support plans named Core, Plus, and Pro. Acronis shipped Cyber Protect v17 Q3 2026 with security awareness training, bundling education into its platform release.
N-able opened Cove Backup for Google Workspace in public preview, extending its backup coverage to a widely used productivity suite.
- N-able Ships Shadow AI Visibility for Adlumin SecOps Platform
- N-able Embeds AI Assistant N-zo in N-central and N-sight Platforms
- Heimdal releases Patch Rings feature for staged vulnerability remediation
- N-able Launches Cove DRaaS Fully Managed Infrastructure Offering
- Heimdal launches MSP Onboarding Wizard to automate customer setup
Partnership: distribution deals and platform integrations
N-able signed a distribution deal with Leader to expand Australian reach, adding regional channel capacity. WithSecure partnered with e92plus for UK and Ireland distribution, strengthening its presence in those markets. SentinelOne detailed an NVIDIA Open Agent Safety Platform collaboration, aligning its security work with a major AI platform.
Mesh Payments announced a Deel integration for HR, payroll, and compliance, connecting spend management to a broader HR workflow. Pleo's MCP Connector went live, linking spend workflows to ChatGPT, Claude, and Copilot.
- Deel Expands Stablecoin Wallet to 80+ Countries and Integrates Mesh for Secure Verification
- Deel Partners with Mesh to Authenticate Stablecoin Payouts Across 300+ Wallets
- Mesh Payments Integration with Deel Supports Global Workforce Expense Management
- ConnectWise expands SentinelOne partnership to include full Singularity technology suite
- Deel Enables USDC Payroll Funding via Coinbase Across 150+ Currencies
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Marketing Intelligence: frequently asked questions
How are B2B software companies using content assets differently right now?
Companies such as Emburse, Gong, CrowdStrike, ESET, and Qonto are publishing research reports, threat intelligence, and data platforms. The pattern is to turn proprietary data into recurring, shareable assets rather than one-off blog posts.
What does the current wave of positioning changes look like?
Pleo, Profound, lemlist, Salesloft, and Outreach are rewriting homepage copy, brand language, and role titles. The common thread is sharper category claims and AI-centered framing.
Where are product updates and partnerships converging?
Product updates from Heimdal Security, Barracuda, Acronis, and N-able emphasize AI modules, support tiers, and platform launches. Partnerships from N-able, WithSecure, SentinelOne, Mesh Payments, and Pleo focus on distribution reach and integrations with major platforms.
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