Nearly half of B2B marketing leaders are prioritizing customer experience and retention, while less than 30% will continue to invest in creative innovation
NEW YORK, NY – December 22, 2025 – Madison Logic, a B2B marketing technology company focused on performance-first strategies, today announced the results of a new survey conducted on their behalf by The Harris Poll among over 300+ “marketing decision-makers” — who are employed full-time, as marketing, advertising, communications, public relations, or social media decision-makers (director level or higher) at their current company and identified that their biggest bets and investments for 2026 will be a combination of prioritizing customer loyalty and brand building (going back to the basics) while also doubling down on new technologies (such as AI).
The survey highlighted that nearly half of B2B marketing decision makers expect to prioritize customer experience and retention (45%), followed closely by performance marketing driven by AI-driven automation (44%), and brand building and long-term differentiation (43%). These findings suggest that B2B marketing leaders have moved beyond experimental AI and are now deploying it to strategically reinforce brand loyalty and to strengthen relationships across the board. Notably, only 29% of those surveyed will continue to invest in creative and content innovation, highlighting yet another proof point in the shift away from traditional advertising.
“The new data further validates that traditional marketing and advertising strategies as we know them are dead and the brands and agencies that sit at the intersection of high-tech efficiency and foundational performance will win in 2026,” said Madison Logic CEO Keith Turco. “Today, we are seeing a strategic realignment where customer experience and brand building are prioritized, but powered by AI to drive speed and scale. By doubling down on loyalty, automation, and reputation, organizations can differentiate and ensure that every marketing dollar contributes to sustainable, long-term growth.”
The urgency of this transformation is reflected in the anticipated impact of emerging technology. More than half decision-makers (55%) foresee AI reshaping how marketing strategies are developed and executed in 2026, with 33% believing that Customer Experience (CX) will be the key differentiator for growth. Additionally, 45% of leaders identify AI-powered search as a primary trend, signaling a fundamental change in how customers discover and trust brands.
“In a year where budgets are under more scrutiny than ever, the most successful brands will be the ones that use high-performance tools to scale their most foundational basics. Success in the new year will require mastering technology to reinforce human connections. Marketers who leverage data to inform these performance marketing strategies will be best positioned to drive meaningful outcomes in 2026 and beyond,” added Turco.
For more information about how Madison Logic’s innovative solutions help the world’s fastest-growing companies grow faster, visit www.madisonlogic.com.
Survey Methodology
This survey was conducted online within the United States by The Harris Poll on behalf of Madison Logic from December 1-8, 2025, among 307 U.S. adults aged 21+ who are employed full-time, as marketing, advertising, communications, public relations, or social media decision-makers (director level or higher) at their current company (referred to as “marketing decision-makers”). The sampling precision of Harris online polls is measured by using a Bayesian credible interval. For this study, the full sample data is accurate to within +/- 5.7 percentage points using a 95% confidence level.
About Madison Logic
Madison Logic is a B2B marketing technology company that delivers performance-first strategies across the full buying journey. Its multi-channel ABM (account-based marketing) activation and measurement platform leverages proprietary intent data to identify the accounts most likely to purchase and engage them at the right time. As the only ABM solution to unify content syndication, display advertising, LinkedIn ads, connected TV (CTV), and audio advertising into a centralized platform, Madison Logic empowers B2B marketers to maximize engagement, accelerate the customer journey, and drive measurable ROI. Visit madisonlogic.com for more information.
