Jen Jones, Chief Marketing Officer, Siteimprove discusses some of the trends that will reshape B2B SaaS marketing in 2026 in this MarTech Series interview:
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Hi Jen, what are you most looking forward to as Siteimprove’s new CMO?
I love a good scale story. High-growth companies give marketers the opportunity to tell meaningful stories about transformation and market shifts, and Siteimprove is at a fascinating moment in that journey.
We’re entering a new phase of digital discovery shaped by agentic AI, where content strategy, analytics, search visibility, and user experience are being redefined in real time. That creates a huge opportunity for marketers. The brands that succeed will be the ones that understand how content is discovered and evaluated not just by people, but by machines.
What drew me to Siteimprove specifically is that we’re building an Agentic Content Intelligence platform while staying grounded in a mission I care deeply about: accessibility. Too often accessibility is treated like a compliance checkbox. In reality, it’s the foundation of digital performance. If someone can’t access your content, the experience stops there. And increasingly, AI systems recognize that too. Accessible, structured digital experiences are simply more discoverable in the AI era.
Helping organizations connect those dots is a story I’m incredibly excited to tell.
What top marketing trends will dominate the B2B SaaS ecosystem in 2026?
The biggest shift I see is that we’re moving from AI experimentation to AI cost rationalization.
Over the past few years, marketing teams have been piloting tools, testing workflows, and experimenting across the AI landscape. That exploration phase was necessary, but now leadership teams want to see results. They’re asking which tools actually drive productivity, pipeline, and measurable growth. So 2026 will be the year when marketing leaders take a hard look at their AI stacks and make real decisions about what stays, what goes, and what truly delivers value.
At the same time, AI is changing how content is discovered. Marketers have always built strategies for different audiences. Now we have to design content for another persona entirely: machines.
AI systems increasingly interpret and surface content before a human ever clicks a link. That means clarity, structure, and accessibility are becoming strategic advantages. Accessible digital experiences tend to be easier for both people and machines to understand, which directly impacts discoverability in the AI era.
For marketing leaders, the takeaway is simple: success isn’t just about driving traffic anymore. It’s about making sure your content can be understood, trusted, and surfaced by AI systems in the first place.
Can you take us through some of the martech you’ve often relied on to drive outcomes?
At the center of everything for me is the CRM. Marketing’s ultimate goal is to drive revenue, and the CRM is where you understand customers, relationships, and outcomes.
Beyond that, I’ve always valued technologies that help teams understand intent and behavior. When you know what customers are looking for, how they interact with your digital experiences, and where friction appears, you can make much smarter decisions about where marketing should focus.
What has changed dramatically over the past few years is how embedded AI has become in that process. It’s no longer one tool or one workflow. AI is now part of the day-to-day operating system for modern marketing teams. I rely on it constantly for research, analysis, content development, and decision support. Used well, it becomes a true force multiplier.
The challenge for marketing leaders today isn’t access to tools. It’s building a stack – and a team – that knows how to turn all that data and intelligence into action.
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How do you use AI powered martech these days to boost marketing goals, some top of mind tips to share with fellow marketers?
One of my immediate priorities at Siteimprove is making sure we hold ourselves to the same standard we expect from our customers. We already use the platform to monitor accessibility across our digital properties, and now we’re doubling down on using it to guide our broader content and performance strategy.
The goal is simple: build a marketing engine that continuously improves itself. We analyze how our digital content performs, identify where experiences fall short, improve them, and measure the impact. That’s the kind of feedback loop AI should enable.
My advice to other marketers is to start with amplification, not replacement. The most effective AI use cases are often the ones that remove friction from work your team is already doing.
Account-based marketing is a great example. Historically, ABM required enormous manual effort to personalize messaging, creative, and targeting for individual accounts. AI can now automate much of that groundwork so teams can focus on strategy and creativity instead of repetitive execution.
Those kinds of workflow improvements are where AI becomes transformative.
A few martech and marketing takeaways you’d like to leave us with before we wrap up?
The pace of change in marketing has always been fast, but AI has accelerated it dramatically.
We used to adapt to predictable shifts – maybe a new platform release, or a search algorithm update every couple of years. Now the environment evolves almost continuously. The moment a team thinks they’ve mastered something like AI-driven search optimization, the rules move again.
That means flexibility is becoming one of the most important capabilities a marketing organization can build. Flexible strategies, flexible teams, and flexible technology stacks.
But even with all of that change, the core principle hasn’t moved.
It’s still about the customer.
The tools will evolve. The ecosystem will shift. AI will reshape discovery and decision-making. But the brands that win will be the ones that remove friction, deliver accessible digital experiences, and create real value in the moments that matter.
Technology changes. Great customer experiences don’t.
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Founded in 2003, Siteimprove transforms access to the digital world by providing an agentic content intelligence platform that unifies accessibility, analytics, SEO/AEO, and content strategy. Today, global 2000 clients across manufacturing, government, higher education, financial services, and healthcare rely on Siteimprove.ai, an agentic content intelligence platform to deliver both content that performs and that is compliant. Based in Copenhagen, Bellevue, Minneapolis and London, Siteimprove is a single, actionable source of truth for digital content and development teams across many of the largest global enterprises, government entities and learning institutions. Siteimprove is majority-owned by Nordic Capital.
About Jen Jones
Jen Jones is a transformative enterprise technology marketing leader known for scaling global organizations and elevating category‑defining platforms. As the CMO at Siteimprove, she leads global brand, communications, demand generation, content, insights, performance and analytics, and product and partner marketing. Her work focuses on strengthening category leadership, deepening enterprise value, and aligning go‑to‑market teams to accelerate growth.
