96% of B2B Marketers Are Shifting Strategies

Almost Three in 5 (61%) Are Creating and Attending Extra Occasions, and Greater than Half (57%) are Investing Extra in AI Instruments for Lead Technology, Content material Creation and Analytics

76% See Extra Worth in Utilizing AI in B2B vs B2C Advertising and marketing, and 93% Cite Rising Energy of Millennial and Gen Z Entrepreneurs 

NEW YORK, NY – June 11, 2025 – Madison Logic, the main international digital account-based advertising (ABM) activation platform, at the moment introduced the outcomes of a brand new survey performed by The Harris Ballot of greater than 300 B2B advertising leaders—U.S. adults ages 21+ who’re employed full-time, as advertising, promoting, communications, or social media decision-makers (director degree or greater) at their present firm—and located that almost all respondents (96%) say their firm’s advertising technique is altering as a result of difficult financial atmosphere. Notably, about 3 in 5 say they’re creating and attending extra occasions (61%) and investing extra in AI instruments for lead technology, content material creation, and analytics (57%).

Moreover, greater than 9 in 10 marketing-decision makers (93%) agree that their firm has embraced new methods to beat the altering shopping for group dynamics and reaching a wider demographic. Additionally, a whopping 9 in 10 (90%) say that their firm encourages all staff members – not simply senior leaders – to speculate time and assets into being thought leaders with constant LinkedIn posts, op-eds and convention participation.

“It’s no shock that the present financial atmosphere is shaking up how and the place B2B entrepreneurs are investing their time and assets,” stated Madison Logic CEO Keith Turco. “Entrepreneurs are underneath extra stress than ever and looking for any and all methods to realize a aggressive benefit.”

The brand new survey additionally discovered that AI stays an vital funding for B2B entrepreneurs with 76% citing seeing extra worth in AI for B2B versus B2C—with greater than 2 in 5 (45%) strongly agreeing. Almost all entrepreneurs surveyed (97%) are enthusiastic about incorporating AI in advertising, with 50% citing utilizing AI to foretell future market traits with extra accuracy; 50% citing enhancing knowledge administration and measurement; and 49% on the possibility to make extra personalised, focused video content material. 

In keeping with Turco, these alternatives not solely spotlight how corporations are investing and utilizing AI in advertising however how the B2B trade is altering in greater methods. The survey discovered that 93% of B2B entrepreneurs agree that Millennial and Gen Z entrepreneurs are altering the B2B advertising panorama, are rising in significance and are figuring out new applied sciences to drive extra worth.  

Notably, each generations convey their very own distinctive experiences and views to the desk in keeping with these polled. For Millennials, greater than half (55%) say they’re good advertising/promoting leaders as a result of they’re digital natives who aren’t afraid to attempt to check new traits and 52% cite their broader international perspective having grown up in a digitally related world. And, for Gen Zer’s, 62% cite their consolation with expertise and half acknowledge they’ve their finger on the heart beat of the newest traits (51%). 

“Millennials and Gen Zers are altering the B2B shopping for recreation,” added Turco. “This vital section is rising in buying energy and subsequently, the entrepreneurs that know tips on how to greatest attain and join with them are additionally making their mark and impacting our trade in new and thrilling methods.”

For extra details about how Madison Logic’s revolutionary options assist the world’s fastest-growing corporations develop quicker, go to www.madisonlogic.com.

Survey Methodology
This survey was performed on-line inside the US by The Harris Ballot on behalf of Madison Logic from April 17-22, 2025, amongst 305 U.S. adults aged 21+ who’re employed full-time, as advertising, promoting, communications, public relations, or social media decision-makers (director degree or greater) at their present firm (known as “advertising leaders ”). The sampling precision of Harris on-line polls is measured by utilizing a Bayesian credible interval.  For this research, the complete pattern knowledge is correct to inside +/- 5.7 share factors utilizing a 95% confidence degree.

About Madison Logic
The ML Platform, a worldwide multi-channel ABM activation and measurement platform, permits B2B entrepreneurs to leverage a proprietary mixed knowledge set to determine the accounts more than likely to buy, speed up the shopper journey, and shorten gross sales cycles to positively impression ROI. Madison Logic empowers B2B entrepreneurs to transform their greatest accounts quicker by discovering and fascinating with essentially the most influential people all through the client’s journey. Go to madisonlogic.com for extra info.