B2B Marketing Under Pressure: New Survey Shows AI and Gen Z Are Shaping the Future

In an increasingly volatile economic climate, B2B marketers are doing more than tightening budgets—they’re radically rethinking how they engage, convert, and grow. A new survey released by Madison Logic, the digital ABM platform, reveals that 96% of B2B marketing leaders are shifting strategy—with AI, experiential events, and next-gen leadership at the heart of the transformation.

Conducted by The Harris Poll and based on responses from over 300 U.S.-based marketing decision-makers, the survey paints a clear picture of an industry in flux—and hungry for innovation.

AI Investment Soars, Especially in B2B

Forget the “wait and see” approach. 57% of marketers say they’re actively investing more in AI tools—specifically for lead generation, content creation, and analytics. And nearly all respondents (97%) say they’re excited about the tech’s potential.

Among the top AI use cases:

• 50% use AI to predict future market trends with more accuracy

• 50% use it to improve data management and measurement

• 49% cite better personalization in video content creation

Perhaps most telling: 76% of marketing leaders see more value in AI for B2B than B2C—with 45% strongly agreeing. That’s a clear signal that enterprise marketers view AI not as a gimmick, but as an essential advantage in a high-stakes environment.

“Marketers are under more pressure than ever,” said Keith Turco, CEO of Madison Logic. “They’re searching for any and all ways to gain a competitive advantage.”

From Thought Leadership to Event-Led Strategy

It’s not all about automation. The human side of B2B marketing is also making a comeback. About 61% of respondents say they’re attending and hosting more events—a reminder that real-world connection still matters in a digital-first world.

And the content game is evolving, too. A staggering 90% of marketers say their companies now encourage all team members—not just execs—to build thought leadership through LinkedIn posts, conference speaking, and authored op-eds.

In other words: brand-building is now a team sport.

Generational Power Shift: Millennials and Gen Z Redefine the B2B Playbook

The survey also reveals that generational dynamics are reshaping B2B marketing. 93% of respondents say that Millennial and Gen Z professionals are changing the game, both in how campaigns are run and how purchasing decisions are made.

Why the shift? For Millennials:

• 55% cite their status as digital natives unafraid to test trends

• 52% point to their global perspective, shaped by a connected world

For Gen Z, it’s about intuition and tech fluency:

• 62% cite comfort with emerging technologies

• 51% highlight their constant pulse on cultural and digital trends

“Millennials and Gen Zers are changing the B2B buying game,” added Turco. “Marketers who know how to connect with them are redefining what success looks like in this industry.”

The Takeaway: Adapt or Fall Behind

The Madison Logic survey makes one thing clear: the B2B marketing rulebook is being rewritten in real time. With budget pressures rising and buyer expectations evolving, marketers are betting on AI, human-centered experiences, and next-gen leadership to maintain momentum.

And if the data is any indication, those who embrace both technology and cultural change are the ones poised to lead.

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