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.