Madison Logic, a leading global platform for account-based marketing (ABM), has unveiled the results of a new Harris Poll survey of over 300 U.S. B2B marketing decision-makers. The survey highlights key trends in how marketers are adapting their strategies to meet evolving buyer behaviors and expectations, with a focus on new revenue-driving tactics and measuring marketing effectiveness. The results indicate that in 2025, social media advertising, AI tools, video, and podcast advertising are set to be the primary investment areas for B2B marketers.

Key Findings

1. B2B Marketers Seeking Innovation

• Driving Revenue and Measurement: 69% of respondents are looking for new ways to drive revenue and measure the effectiveness of their marketing efforts.
• Key Investment Areas for 2025:
  • Social Media Advertising: 60%
  • AI Tools: 60%
  • Video Advertising: 53%
  • Podcast Advertising: 50%

2. Shifting to Younger Decision-Makers

• Millennials and Gen Z Leading the Change: 67% of global buyers making purchases of $1 million or greater are from Millennials and Gen Z, according to Forrester. These younger decision-makers are reshaping the B2B buying landscape.
• Social Media Shift: 64% of survey respondents plan to use B2C strategies and advertise on consumer platforms like TikTok and Instagram to reach younger audiences taking leadership roles in B2B.

3. Efficiency and Transparency in Decision-Making

• Preferences of Younger Decision-Makers: Younger decision-makers prioritize efficiency, transparency, and a quick purchasing process. They favor AI-driven insights to accelerate decision-making.
• AI Investment: Despite concerns about AI’s ROI in previous surveys, only 39% of respondents believe that AI tools will take too long to show ROI.

4. Effective Marketing Strategies

• Top Marketing Tactics:
  • Customer Stories/Testimonials: 58% prioritize featuring customer stories in their marketing.
  • Video and Captioning: 58% use captions on videos and animated ads.
  • Influencer Marketing: 56% implement influencer marketing strategies.
• Dealbreakers: The top reasons marketers lose customers include vague messaging (49%), poor targeting (41%), and ads that don’t resonate (40%).

Madison Logic’s survey underscores the growing shift in B2B marketing toward more digital and AI-enabled strategies. As younger decision-makers increasingly take the reins in B2B organizations, marketers must adapt their approaches by focusing on social media, AI, video, and podcasts while ensuring their messaging remains clear and targeted. With efficiency and transparency driving purchasing decisions, AI tools are seen as key to staying competitive, offering marketers a new opportunity to meet buyer expectations and improve ROI.

VeraViews, a leader in blockchain-powered advertising transparency, has partnered with AIREV’s OnDemand AI platform to revolutionize the fight against ad fraud. This collaboration combines VeraViews’ patented Proof of View (PoV) technology with OnDemand’s cutting-edge AI capabilities to enhance fraud detection and ensure greater transparency in digital advertising.

Key Features of the Collaboration

1. AI-Driven Fraud Detection

• Autonomous Workflow Automation: OnDemand’s intelligent agents automate complex fraud detection tasks, reducing the need for manual intervention.
• Real-Time Data Analysis: By leveraging advanced machine learning models, OnDemand analyzes vast amounts of ad traffic data in real-time, identifying fraudulent patterns with precision.
• Customizable AI Agents: These agents are tailored to VeraViews’ system, enhancing their Proof of View technology to detect anomalies and ensure ad impressions are legitimate.

2. Enhanced Reporting and Insights

• Actionable Insights: The integration of OnDemand allows for detailed reporting and data visualization, helping advertisers and publishers optimize campaigns and better understand their traffic.
• Scalability and Flexibility: OnDemand supports high-volume data processing with zero latency, ensuring smooth operations even during peak traffic periods.

3. Transparency and Trust in Ad Campaigns

• Unmatched Accuracy: The combination of VeraViews' PoV technology and OnDemand’s AI platform ensures that fraud detection is more accurate and transparent, offering reliable, auditable campaign statistics.
• Ad Fraud Mitigation: The partnership directly addresses ad fraud, a persistent challenge for the advertising industry, by providing secure and trustworthy solutions.

Industry Impact

1. Redefining Ad Fraud Detection

• The collaboration between VeraViews and OnDemand sets a new benchmark for transparency and fraud detection in digital advertising, redefining industry standards.

2. Global Expansion

• The partnership aligns with VeraViews’ ongoing expansion, including its recent move into the UAE under the Ministry of Economy’s NextGen FDI programme, signaling a broader global impact.

The strategic alliance between VeraViews and OnDemand enhances ad fraud detection and sets a new standard for transparency in digital advertising. With AI-driven fraud detection, real-time insights, and customizable agents, the partnership is poised to deliver secure, trustworthy advertising solutions and significantly reduce ad fraud across the industry.

LivePerson, a leader in conversational AI and digital transformation, has appointed two experienced board members: Dan Fletcher and Karin-Joyce (KJ) Tjon. These additions are expected to bring valuable expertise to the company as it pursues its strategic goals and enhances shareholder value.

1. New Board Appointments:

• Dan Fletcher and K.J. Tjon join LivePerson’s Board of Directors.
• Both bring extensive experience in financial, strategic, and operational transformations, particularly in the SaaS sector.

2. Dan Fletcher’s Expertise:

• Over 17 years of experience in financial and strategic leadership in SaaS.
• Currently serves as CFO of Planful, and Operating Principal at Vector Capital Management, LivePerson’s largest investor.
• Previously CFO at MarkLogic and currently serves on the board of Gappify.

3. Karin-Joyce (K.J.) Tjon’s Expertise:

• 25+ years of executive and board leadership in technology and SaaS industries.
• Proven track record in business transformation, turnaround management, and financial restructuring.
• Held senior roles such as CFO at Alorica and President/COO at Scientific Games.
• Serves on the boards of Solidion Technology, Inc., and Volcon, Inc.

4. Board Composition and Shareholder Approval:

• The new appointments bring the total number of directors on LivePerson’s board to eight.
• Seven of the eight members are independent, and six have joined in the last two years.
• Shareholder approval was obtained during LivePerson’s annual meeting.

With the addition of Dan Fletcher and K.J. Tjon to the Board of Directors, LivePerson strengthens its leadership with deep expertise in financial and strategic areas, ensuring continued growth and enhanced shareholder value.

Dynata, a trusted leader in first-party data, has appointed Deirdre Thomas as its new Chief Product Officer. Effective January 6, 2025, Thomas will play a critical role in shaping Dynata's product strategy and innovation, reporting directly to CEO Mike Petrullo.

1. Deirdre Thomas' New Role at Dynata:

• Thomas will lead the company’s product strategy and innovation efforts.
• She joins Dynata's Executive Leadership Committee, reporting to CEO Mike Petrullo.
• Thomas will be responsible for enhancing Dynata’s data, media measurement, and activation products.

2. Thomas’ Impressive Career:

• Previously, Thomas spent 13 years at Nielsen, serving as Chief Product Officer for Nielsen Audience Measurement.
• Led global audience measurement product strategy, user experience design, client enablement, and business development.
• Held a variety of roles in product sales, research, and digital product development.
• Began her career as a consultant with McKinsey & Company.

3. Dynata’s Strategic Appointment:

• CEO Mike Petrullo emphasizes Thomas’ visionary leadership and alignment with Dynata’s commitment to quality.
• Her expertise in navigating the evolving media landscape will help accelerate growth across Dynata’s product portfolio.
• Dynata aims to fuel further innovation and growth in 2025 and beyond.

Deirdre Thomas' appointment as Chief Product Officer marks a key strategic move for Dynata, bringing invaluable experience and vision to drive continued product innovation and growth in the dynamic data and media landscape.

Compulse, a marketing technology and managed services company, has announced a strategic partnership with Placements.io, a leader in advertising sales and revenue management software. This collaboration integrates Placements.io's AdSalesOS platform with Compulse's Compulse 360, delivering automated, omnichannel ad activation at scale and revolutionizing the advertising workflow.

1. Strategic Partnership Overview:

• Compulse and Placements.io have integrated their platforms to automate ad sales and fulfillment.
• The partnership delivers a unified, seamless system to handle complex advertising workflows at scale.

2. Key Benefits of the Integration:

• Faster Turnaround Times: Automates manual entry, reducing campaign activation times from days to minutes.
• Streamlined Omnichannel Campaigns: Simplifies the process of activating programmatic, walled garden, search, and social ads into a single workflow.
• Enhanced Scalability: Automates routine processes, allowing customers to scale operations without significant team expansion.
• Improved Accuracy and Collaboration: Real-time data synchronization minimizes errors and ensures smooth execution across teams.
• AI-Powered Media Planning: Leverages Compulse's AI-driven media planner for data-informed campaigns aligned with specific business outcomes.
• Accelerated Revenue Collection: Streamlines invoicing and reconciliation, reducing administrative overhead.

3. Partner Statements:

• Evan Bowen, Chief Business Officer at Placements.io, highlights the efficiency gains enabled by the integration.
• Jonathan Muzio, VP of Business Development at Compulse, emphasizes how the integration empowers users to achieve goals faster and more effectively.

4. Live Implementation:

• The integration is already live and serving thousands of advertisers, demonstrating Compulse's commitment to simplifying advertising operations and delivering results.

The partnership between Compulse and Placements.io enhances the efficiency and scalability of ad operations, helping users navigate the increasingly complex advertising landscape with greater ease and speed.

Sinch, a leader in digital Customer Communications Cloud, has shared its predictions for 2025, offering a glimpse into the future of customer engagement. Backed by insights from over 800 billion interactions annually, Sinch outlines the critical trends shaping how brands will communicate with customers and enhance their experiences.

Sub-topics and Pointers:

1. The Era of Real-Time Responses:

• Customers demand quicker answers, and businesses must combine AI for routine queries with live agents for complex issues.
• Generative AI will see 80% adoption by enterprises by 2025.
• Example: Bizbike uses AI to handle 30% of customer FAQs, improving satisfaction.

2. 'Context-First' Channel Orchestration:

• Businesses will move beyond "SMS vs. email" and focus on creating seamless, multi-channel experiences.
• Sophisticated decision engines will ensure messages are tailored based on geography, customer preferences, and urgency.
• Example: SMS and email are strategically used for different customer journeys.

3. Building Customer Trust:

• Trust will be a cornerstone as online scams and impersonation attacks rise.
• Solution: Verified messages and authenticated emails, such as Apple's RCS messaging and Gmail’s BIMI support, will build trust with visible security measures.

4. Notifications Evolve into Conversations:

• Static notifications are being replaced by dynamic, interactive touchpoints, transforming updates into opportunities for engagement.
• Example: RCS allows scheduling, upgrading, and purchasing directly within messages, enhancing customer interaction.

5. Conversational Commerce Comes of Age:

• Messaging apps are turning into digital storefronts, providing seamless shopping experiences within apps.
• Example: Courir uses AI shopping assistants to create personalized journeys that drive ROI.

6. Integration is Key to Intelligent Engagement:

• Disconnected systems create poor experiences. Businesses need to integrate customer data and communication platforms for personalized, seamless interactions.
• Investment: Consolidating communication data will be essential for delivering high-quality experiences.

7. Smarter Channel Spending:

• Businesses must optimize communication channels based on the value they deliver, not just cost.
• Focus: Develop ROI models considering engagement and satisfaction, and experiment with different channel combinations to refine strategies.

As customer communication evolves, businesses that innovate, personalize, and build trust will lead the way. The trends highlighted by Sinch indicate a future where customer interactions are faster, smarter, and more connected—those who adapt now will be well-positioned for success in 2025.

Cordial, the leading enterprise marketing platform known for automating billions of personalized messages across emails, SMS, and mobile apps, has appointed Julien Sauvage as its new Chief Marketing Officer (CMO). With over 15 years of experience at tech giants like Salesforce, Gong, and Clari, Sauvage will lead Cordial’s go-to-market strategy, continuing its growth in the enterprise sector. This move underscores Cordial's dedication to leveraging AI to modernize marketing workflows and enhance connections between brands and consumers.

1. Transforming Marketing with AI:

• Mission: Cordial aims to modernize marketing workflows with AI-powered solutions that scale human understanding.
• Key Advantage: With AI that gets smarter each day, marketers can create deeper, more personalized 1:1 experiences at scale while maintaining their brand's unique identity.

2. Julien Sauvage's Expertise:

• Proven Track Record: Sauvage brings vast expertise from his leadership roles at Salesforce, Gong, and Clari.
• Focus on Customer-First Approach: Sauvage's experience aligns with Cordial's focus on helping marketers understand their customers deeply and drive impactful conversations.

3. The Need for an Efficient, Unified Platform:

• Current Marketing Challenges: Many marketers struggle with outdated tools and siloed data that prevent them from creating meaningful customer connections.
• Solution: Cordial’s AI-powered platform eliminates these barriers, enabling marketers to build personalized customer experiences faster and more efficiently.

4. Accelerating Cordial’s Growth:

• Momentum: Cordial has experienced significant customer growth, adding brands like Realtor.com and PacSun to its portfolio.
• Recognition: Ranked among the top 500 software companies on the 2024 Inc. 5000, Cordial is gaining recognition for its AI and data management capabilities.

5. The Vision for the Future:

• Driving Innovation: With Sauvage at the helm, Cordial is set to enhance its omni-channel messaging solutions and white-glove services for enterprise brands.
• Growth and Leadership: The addition of Sauvage to Cordial’s leadership team strengthens its market position, reinforcing its commitment to providing advanced, efficient marketing solutions.

Cordial’s appointment of Julien Sauvage as CMO is a strategic move to propel its growth and solidify its position as a leader in AI-driven enterprise marketing solutions. With Sauvage's expertise and Cordial's innovative platform, the company is poised to continue helping marketers create personalized experiences at scale, transforming how brands connect with their audiences.

Integral Ad Science (IAS), a global leader in media measurement and optimization, has launched its new Quality Attention™ Optimization product in beta. This tool simplifies and automates the process for advertisers to optimize campaigns towards high-attention impressions, enhancing overall performance across digital display and video ads. Alongside this, IAS has partnered with Lumen Research to bring Social Attention measurement to the platform, offering advertisers the ability to measure attention across both programmatic and social campaigns.

1. The Power of Attention in Advertising:

• Revolutionizing Metrics: IAS Quality Attention™ unifies media quality, eye-tracking, and machine learning to provide advertisers with deeper insights into how consumers interact with ads.
• Proven Results: Campaigns using IAS’s attention data have seen up to a 130% lift in conversion rates by comparing high attention impressions to low attention ones.

2. New Product Features – Quality Attention Optimization:

• Automation & Simplicity: The new product automates the optimization of campaigns towards high-attention impressions, simplifying ad management and boosting campaign efficiency.
• Performance Boost: Advertisers can now increase attention scores and improve ad performance on the open web across digital display and video.

3. Optimizing ROI with IAS’s Solution:

• Reducing Cost/Waste: Advertisers can optimize away from low-attention inventory, improving performance across the marketing funnel.
• Reach & Awareness: Targeting high-attention placements increases reach, ensuring that more ads are seen with greater consumer attention.
• Boosting Consideration: By placing ads in optimal environments, advertisers can exceed KPIs and achieve better campaign outcomes.

4. Expanding the Attention Measurement Landscape with Lumen Research:

• Partnership with Lumen: IAS partners with Lumen Research to introduce Social Attention measurement, offering a comprehensive view of attention across platforms.
• Innovative Technology: Lumen’s predictive eye-tracking models, covering over 300 billion impressions globally, power the Social Attention feature, providing advertisers with precise insights into social ad performance.

5. The Future of Advertising Attention:

• Attention Economy: Linking attention to outcomes and allowing advertisers to optimize for those outcomes marks significant progress toward building an "Attention Economy."
• Upcoming Features: IAS’s Social Attention measurement feature will be available to customers starting January 2025.

IAS’s new Quality Attention™ Optimization product, combined with the Social Attention measurement partnership with Lumen Research, offers advertisers an advanced, holistic approach to optimize campaigns. By integrating attention measurement into the heart of ad strategies, IAS is helping brands maximize their return on investment and drive better outcomes across digital and social campaigns.