As manufacturers and building industry organizations prepare for 2026, the budgeting process is taking place against a backdrop of economic uncertainty and shifting buyer behavior. Many B2B buyers, and companies for that matter, are adopting a cautious, “wait and see” approach.

That environment can tempt organizations to reduce marketing and communications spending. But history shows that pulling back during uncertain times often leaves brands invisible at the very moment when staying top of mind is most important.

Instead, communications leaders should think about budgeting smarter, ensuring resources are aligned with longer purchase cycles, digital transformation, and the growing influence of generative AI.

1. Factor in longer buyer journeys

Purchase decisions are stretching out. Buyers spend more time researching, validating, and comparing options before making commitments. That means marketing allocations for 2026 should support multi-touch engagement rather than short bursts of high-pressure campaigns.

Consider how the budget can be directed to nurture relationships over time through earned media, GEO-focused content, drip campaigns, and retargeting. Educational assets such as how-to guides, case studies, and product comparisons are increasingly valuable in helping buyers feel confident.

2. Invest where credibility matters most

For the year ahead, you may want to prioritize areas that build trust and authority:

• Micro-influencers and partnerships: Authentic collaborations with niche experts can feel more credible than large-scale influencer campaigns.
• Thought leadership and PR: Bylined articles, podcasts, white papers, blogs, and expert commentary help position your brand as a trusted source in technical conversations.
• Trade shows and events: These will continue to matter, but it may make sense to focus spend on the events with the strongest ROI and to use hybrid formats that combine in-person with digital reach.

3. Budget with GEO in mind

Generative Engine Optimization is becoming part of communications planning. Instead of producing content just for search engines, communications teams are now considering how their material appears in AI-generated answers.

For 2026, it may be smart to direct more budget toward:

• Long-form, authoritative content that generative engines favor.
• Tools that track how often a brand appears in AI search results.
• Higher-quality, research-driven content pieces.
• Writers and strategists who understand how to structure information for LLMs.

This shift doesn’t mean abandoning SEO; it suggests balancing SEO and GEO, so content performs in both environments.

4. Use trade media as a credibility engine

Trade publications play an essential role in building industry marketing, especially when reaching technical audiences like contractors, engineers, and architects. In 2026, leaders may want to think of trade media as a visibility channel and a GEO enabler.

AI engines often draw from authoritative industry sources, so a feature or interview in a respected trade outlet has the potential to influence both human readers and machine-generated answers. Companies that shape their trade media placements with this dual purpose in mind may see longer-term value.

5. Think in terms of ecosystems, not silos

When planning 2026 budgets, an integrated approach across owned, earned, shared, and paid channels often creates more impact than treating them separately. For example:

• Owned: Keep building authoritative content hubs that serve as the foundation.
• Earned: Secure trade and consumer media placements and expert commentary that third parties view as credible.
• Shared: Engage audiences in forum communities and social platforms to humanize the brand.
• Paid: Use targeted spend to amplify high-impact content and reach decision-makers at critical points in their journey.

Each channel reinforces the others, which is particularly important in longer buying cycles.

The bottom line

Economic pressures, extended buyer journeys, and the rise of generative AI will shape 2026 communication budgets. Manufacturers and trade organizations that continue investing in thought leadership, GEO, and media credibility will be better positioned to influence buyer decisions and stay visible in a crowded, cautious marketplace.

Rather than pulling back, now is the time to double down on visibility, authority, and flexibility. The brands that do will lead the conversation when others go quiet. If you’re interested in exploring how GreenHouse can support you, get in touch here.