Where Higher Ed Marketing Is Headed
in 2026
Insights from our survey of 120+ marketing leaders—and what they mean for your digital strategy and enrollment growth

On-Demand Recording and Slides

As we begin a new year, many higher ed marketing leaders are asking the same questions: What strategic investments are my peers making as budgets tighten and AI reshapes college discovery? And what should my team do differently to stay ahead of rapidly growing expectations?

While 61% of enrollment marketing dollars now support digital efforts, budget growth has stalled, forcing institutions to rethink how they drive visibility, performance, and return. To better understand how leaders are adapting, we surveyed 120+ heads of marketing on strategic priorities, budget trends, channel investments, and the growing influence of AI on enrollment marketing.

Access On-Demand Recording & Slides

In this on-demand webinar, former higher ed CMO and current marketing strategist Val Fox shares four key survey insights and recommendations to help marketing leaders strengthen owned assets, improve digital visibility, and achieve enrollment growth.


You’ll learn:

  • How leaders ranked marketing priorities and the critical gap quietly undermining enrollment strategies
  • Which AI capabilities leaders are prioritizing next, and why many teams aren't ready to deploy them
  • How flat budgets and rising ad costs are reshaping investment toward high-impact owned channels
  • Where institutions are finding new capacity through flexible team models, AI-enabled workflows, and strategic partnerships

Presenters

Val Fox
Senior Director, Marketing and Enrollment Solutions
Lex Ruby-Howe
Vice President,
Agency Services