Earlier this month, we launched the 2026 Excessive Development Examine Govt Abstract. We’ve already previewed some insights from the examine that present AI’s rising affect on {the marketplace}. On this challenge, nonetheless, I wish to discover a distinct pattern that we seen as we dig into the information.
Under are two charts. Each signify high-growth companies, the elite phase of examine contributors that grew at a compound price of 20% or extra for the previous three years. The primary chart exhibits the 5 advertising and marketing methods that high-growth companies use most frequently. The second exhibits the 5 methods that ship the best influence (on a 0–10 scale, the place 10 is the best degree of influence).
Conventional Advertising Makes a Comeback
If one theme emerges from this knowledge, it’s the dominance of conventional advertising and marketing methods. As an illustration, in-person networking has made an enormous comeback because the pandemic. In final 12 months’s examine, 45.6% of respondents recognized in-person networking as a way they use. That put it in a tie for third place. This 12 months it has jumped to the entrance, listed by 52.4% of respondents. That’s a 15% year-over-year enhance.
Let’s put this quantity in perspective. The 12 months earlier than the pandemic (2019), networking at dwell occasions was listed by 56.5% of survey contributors—the most-used advertising and marketing method that 12 months. Right this moment, adoption of this method is approaching pre-Covid ranges.
However we seen different issues as effectively. As an illustration, networking at occasions just isn’t solely the commonest method utilized by the top-performing organizations, it’s additionally tied for the best.
Once we requested which methods produced the best influence, internet hosting a convention or occasion tied for the lead, the primary time this tactic has made the top-five—and even top-ten—checklist. Apparently, occasions usually are not solely in style, they’re producing leads and enterprise alternatives for at the moment’s most profitable companies.
We additionally noticed that of the 5 simplest advertising and marketing methods high-growth companies use, solely two are digital (selling thought management on social media and advertising and marketing video). However what actually caught our eye was the center merchandise on the checklist. For quite a lot of causes, conventional (non-digital) promoting isn’t used a lot today—it’s not even within the high 25 methods—however when it’s used, it apparently works very effectively. It’s in a tie for second place on the influence score checklist. We didn’t see that coming!
How the Pandemic Modified Skilled Companies Advertising
You keep in mind it effectively. The pandemic pressured virtually each agency to embrace digital advertising and marketing instruments and methods. And sometimes, as soon as a corporation will get used to a brand new method of doing issues, they keep it up. On the identical time, the best way relationships have been developed and providers have been delivered modified. Even at the moment, many relationships that have been as soon as dealt with in individual at the moment are finished remotely.
What’s Taking place Right this moment
So why this snap-back to conventional methods?
Possible, this pattern is propelled by a minimum of two forces:
- A robust want to construct relationships face-to-face once more. With the specter of the pandemic behind us, companies crave a return to “normalcy.”
- Digital advertising and marketing is in a interval of radical transformation. Conventional web optimization is stumbling, web site site visitors is in regular decline and the rise of AI produced a basket filled with partially baked new merchandise. Entrepreneurs are both cautiously testing these merchandise or ready for one thing they’ll belief to emerge.
However this isn’t the entire story.
Digital Advertising Is Alive and Effectively
Digital advertising and marketing could also be a-changing, however it’s no much less important. Once we look deeper into the information, we see that high-growth companies are nonetheless utilizing a balanced mixture of conventional and digital methods of their advertising and marketing applications. As an illustration, social media, search optimization (web optimization & GEO), internet advertising and e-mail advertising and marketing are distinguished options of many companies’ methods.
With out this digital advertising and marketing spine, these companies’ face-to-face alternatives can be significantly restricted. Digital supplies the attain and model consciousness that make interpersonal relationships simpler to domesticate and new enterprise quicker to shut.
What Do You Do with this Info?
So must you be doing extra in-person and on-line networking and fewer webinars? Not so quick. Each agency, consumer base and trade is completely different. So what works for a typical high-growth agency might not be best for you. However if you’re conscious of what these top-performers are doing, you should have a deeper understanding of {the marketplace}, so you can also make higher selections.
Obtain the 2026 Excessive Development Examine (it’s free!) and discover the information and recommendation, particularly what high-growth companies are doing. Then examine what they do to your personal program. You’re more likely to come away with a minimum of just a few thrilling concepts or initiatives for the approaching 12 months.
