Notes from Boston: inside the east coast tech scene

I recently returned from visiting partners, clients, and prospects in Boston, and it’s clear that the east coast B2B tech ecosystem has created its own distinct magic.

If I had to describe it, it’s equal parts historic charm, massive scale, and relentless execution. As a city, it feels like a mini-London with a dash of the best parts of NYC. Boston is amazingly walkable, super friendly, and buzzing with energy. From the developments in the Seaport to the historic brownstones of Backbay, the city is packed with rooftop bars, sleek flexi-workspaces, and a rapidly growing specialty coffee scene … although paying £7 for an ice cream took some digesting (literally)! 🍦

Beyond the coffee and the architecture, it’s the business happening inside those buildings that really caught my attention. Here are my top takeaways on the city, the funding environment, and how the communications playbook is evolving.

Marketing built to scale

We often talk about braver marketing here at Babel - a mindset that’s championed in the US, where bravery is baked into business, and never more so than in the thriving scale-up community. And let me tell you, US venture rounds hit differently. Because Series A+ funding sizes dwarf what we typically see in the UK, Boston and east coast scale-ups will often invest heavily in their in-house PR and marketing infrastructure much earlier in their growth trajectory. They build for success from day one.

The east coast B2B boom

The numbers speak for themselves. According to recent market data, U.S. B2B tech spend hit $35.3 billion in the first half of 2026, representing a 10% year-on-year increase and driven heavily by a 15% surge in cloud technology.

This east coast tech corridor, anchored by New York City and Boston, has solidified its place as the world’s second-leading startup ecosystem. NYC's ecosystem value sits at an incredible $710 billion (capturing roughly 14% of national venture capital), while Boston claims 6.6% of national VC.

But what’s driving it? For the most part, it’s buyer proximity. Unlike West Coast tech, which historically focused on developer-first or consumer-adjacent tools, East Coast B2B tech sits right next door to legacy finance, media, insurance, and healthcare buyers. This proximity leads to practical, and vertically focused SaaS solutions that are commercially ready to roll and practically speaking, easy to buy.

The academic talent engine

We can't talk about cities like Boston or NYC without highlighting the talent housed within. Home to several world-class institutions means immediate access to a steady stream of junior talent, that's sharp, motivated, and tech-literate right from the off. Boston draws on MIT and Harvard for deep tech and data infrastructure, while NYC taps into local engineering schools and an influx of cross-industry talent.

The go-to-market shift

However, the market is also adapting to new realities - fluctuations in growth and confidence (not so new, if you’ve been around the block a few times). With growth projections for B2B tech spend cooling slightly to 6% in the second half of 2026, some tech teams are pivoting - with AI (unsurprisingly) playing a key role in the workflow design. Efficiency is top of mind.

The AI-ready comms playbook & GEO

This brings me to the most critical shift: how these companies communicate. US tech companies still favour media and influencer relations, solid positioning work and thought leadership … but it’s important that it’s combined with an integrated mindset and approach. Comms programmes need to be designed to reach both human buyers and AI search algorithms.

The US market, like the rest of the world, is moving fast on Generative Engine Optimisation (GEO). B2B buyers are asking Large Language Models (LLMs) to shortlist vendors, quality check pitches, and refine selection processes. So, if your brand story is gated, scattered, or inconsistent, you’re already behind - the algorithms won’t find you. .

As Babel’s proprietary data reveals, 68% of US tech buyers demand consistent messaging across channels, and the machine is no different. AI search now uses that exact consistency as a non-negotiable algorithmic filter. You can read Babel’s Ash Lockett's deep dive into why your brand might be invisible to AI search right here.

Winning teams are using owned research to fuel earned validation, which is crucial for LLM search citations. That earned validation is then scaled via signal-driven Account-Based Marketing (ABM), a consistent digital footprint, and that which the machines value above all, human validation.

If there’s one thing that I’m taking away from this trip, it’s that the East Coast tech scene isn't just scaling, it’s rewriting the rules, the old playbook, and the future all at once.  The brands that win will be the ones that embrace  integration, pairing bold, human storytelling with a clear understanding of how AI is rewriting the rules of discovery.

‍