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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BurstIQ Joins AWS Partner Network, Launches LifeGraph for Secure, AI-Driven Data Transformation

Another boost for enterprise AI adoption just dropped: BurstIQ, a rising star in AI-ready data management and privacy-enhancing technologies, has officially joined the Amazon Web Services (AWS) Partner Network (APN). Even bigger: its flagship platform, LifeGraph®, is now available on the AWS Marketplace, giving enterprise customers a direct path to deploy secure, scalable data ecosystems without overhauling their existing architecture.

The move signals a deeper integration between BurstIQ’s privacy-first data stack and AWS’s massive cloud infrastructure, helping businesses of all sizes prepare their data for real-world AI applications—without compromising trust, compliance, or control.

Why It Matters

Enterprises are scrambling to turn massive volumes of data into usable insights for AI and automation. But messy, siloed, and non-compliant data is still a major roadblock.

Enter LifeGraph—a platform that fuses blockchain, Web3, and knowledge graph technology to create secure, interoperable, AI-ready data environments. From HIPAA to GDPR, LifeGraph bakes compliance and governance directly into the data layer, letting companies innovate without regulatory landmines.

“Organizations face increasing pressure to harness AI, but can’t do so with outdated data management,” said Amber Hartley, Chief Strategy Officer at BurstIQ. “By joining the APN, we’re giving AWS customers easier access to transformative data solutions that embed trust, security, and compliance from the start.”

What LifeGraph Brings to the AWS Table

Now available in AWS Marketplace, LifeGraph delivers several key advantages for businesses building data-driven infrastructure in the cloud:

• Privacy-Enhanced Data Management: Using cryptographic smart contracts and blockchain, LifeGraph ensures secure, auditable data ownership and usage tracking.

• AI-Ready Ecosystems: The platform enriches and unifies data to support machine learning, predictive analytics, and autonomous decision-making.

• Autonomous Governance: Consent management, audit trails, and policy enforcement are automated—reducing both manual effort and legal risk.

• Plug-and-Play with AWS: LifeGraph integrates natively with AWS environments, making deployment straightforward for DevOps and data teams.

For companies trying to balance the promise of AI with the complexity of data governance, this is a game-changing blend of flexibility, transparency, and speed.

Real-World Impact: Healthcare, Education, and Beyond

BurstIQ’s platform isn’t just theoretical. LifeGraph is already powering AI-ready data transformation across several industries:

• Healthcare: Enabling secure, compliant Medicaid modernization and patient data sharing across providers and state agencies.

• Academia: Supporting personalized AI learning experiences at Maryville University by unifying fragmented student data systems.

• Public Sector & Research: Collaborating with institutions like Texas A&M Health to drive secure, AI-based research without compromising data integrity.

• Workforce Platforms: Helping platforms like Litehouse Health (“Uber for Nurses”) streamline credentialing, scheduling, and trust-based staffing using verified, tamper-proof data.

In every use case, LifeGraph is positioned as the missing link between compliant data management and scalable AI execution.

A Step Forward for Privacy-Preserving AI

As the AI arms race accelerates, privacy-enhancing technologies (PETs) are becoming a non-negotiable part of responsible innovation. BurstIQ’s architecture not only aligns with this trend—it helps define it.

By embedding LifeGraph within AWS’s ecosystem, the company extends its reach while positioning itself as a critical enabler of secure, AI-powered digital transformation across sectors.

The Takeaway

For AWS customers, this isn’t just another data platform. It’s a chance to deploy AI-ready, privacy-first infrastructure that keeps pace with both innovation cycles and regulatory frameworks.

And for BurstIQ, joining the AWS Partner Network isn’t just about distribution. It’s a strategic play to make compliant, intelligent, interoperable data ecosystems the new norm.

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Horizon Commerce: A New Chapter in AI-Driven, Outcome-Based Retail Media

Horizon Media Holdings is putting a sharper edge on its commerce ambitions. The media powerhouse today announced the rebrand of its commerce agency Night Market as Horizon Commerce, signaling a strategic evolution toward AI-powered, outcome-based retail marketing in a $6.4 trillion global commerce economy.

The rebrand is far more than cosmetic—it reflects a deeper transformation in how brands need to think about commerce in an always-on, data-rich world.

“Commerce today is omnipresent and deeply personal,” said Bob Lord, President of Horizon Media Holdings. “Consumers expect to shop anytime, anywhere—on any device. Horizon Commerce is designed for that compressed, connected reality.”

From Omnichannel to Omnipresent

Founded in 2020, Night Market quickly built a reputation for leveraging data to drive omnichannel commerce strategies. Under the Horizon Commerce banner, the agency is leveling up with expanded services—including advanced channel management, business outcomes dashboards, and tighter integration between retail media and digital experience—all powered by its proprietary platform, NEON.

Think of NEON as Horizon’s AI brain: a next-gen retail media platform that unifies messy, fragmented media data and turns it into actionable, predictive intelligence. With features like performance simulation, cross-platform optimization, and incrementality forecasting, NEON isn’t just making sense of media chaos—it’s turning it into money.

“This is about turning marketing from a cost center into a revenue driver,” said Randy Browning, President of Horizon Commerce. “We’re giving brands the connective tissue between media and results, creativity and conversion.”

Context: The Great Retail Media Land Grab

Retail media is booming. Amazon Ads, Walmart Connect, and Instacart are rewriting the rules of shopper marketing. Agencies are scrambling to offer brands the data visibility and agility needed to compete. Horizon Commerce is aiming to differentiate with an AI-first, full-stack offering that doesn’t just plug into retail platforms—but builds value on top of them.

Take Revlon and Boiron USA, two clients already using NEON to drive measurable growth. According to Brian Gearhart, VP of Media at Revlon, NEON has helped the brand “enhance consumer engagement, influence behavior, and drive revenue growth.” Boiron’s VP of E-commerce, Sha Atakhanov, added that NEON offers “real-time clarity across digital investments”—a critical edge in today’s fast-moving retail environment.

Beyond Retail Media: A Full-Funnel, Cross-Channel Approach

Horizon Commerce isn’t just about ads—it’s a full-spectrum commerce engine. Its service stack now spans:

• Commerce consulting and customer strategy

• Product creative and performance design

• Sales channel management

• Owned media optimization

• Commerce media planning

These services converge on one goal: turning intent into transaction faster and more intelligently.

By pairing its tech stack with creative chops and retail expertise, Horizon Commerce aims to help brands scale growth through predictive personalization, cross-functional insights, and seamless buyer experiences—whether DTC, on marketplaces, or in-store.

Why It Matters

Commerce marketing is evolving from gut-driven and channel-siloed to AI-driven and outcome-oriented. Brands are under pressure to show clear ROI across every digital touchpoint. Horizon Commerce’s rebrand reflects that reality—and throws down a gauntlet to traditional agencies still playing by yesterday’s rules.

With a name that matches its ambitions and a platform built for speed, Horizon Commerce is betting big on what it calls the “pervasive store”—anytime, anywhere, anyhow.

And if NEON’s 97.5% predictive accuracy and 18% incremental revenue lift hold up at scale, that bet just might pay off.

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Oktopost Acquires Milk Video to Help B2B Marketers Cut Through the Noise

B2B marketers, rejoice—your social video game might be about to get a whole lot easier. Oktopost, the B2B social media management and marketing intelligence platform, has announced the acquisition of Milk Video, a company known for turning long-form assets like webinars and interviews into slick, short-form video content.

The move positions Oktopost to better meet the growing demand for visual-first, snackable content on platforms like LinkedIn and Instagram—spaces where B2B brands are no longer just competing with each other, but with every influencer and meme account in the feed.

“In B2B marketing, attention is currency, and short-form video is how you earn it,” said Oktopost CEO and Co-founder Daniel Kushner. “Teams need intuitive ways to turn long-form content into scroll-stopping videos. Our acquisition of Milk Video directly supports our mission to help marketers create smarter, more impactful content that drives real business results.”

Why This Matters

Let’s face it—most B2B content still reads like a PDF from 2009. But that’s changing fast. With short-form video now the default language of online engagement, even traditionally slow-moving industries are feeling the heat to modernize their content strategies.

Milk Video’s tools make it dead simple for marketers to clip, edit, and publish social-friendly videos without ever opening Premiere Pro. Oktopost bringing that functionality in-house suggests a shift toward a more integrated, agile approach to B2B content creation—where the same team managing campaigns can also produce creative without relying on external video editors.

For Milk Video, the acquisition is a validation of its product-market fit in a world where video creation can no longer be an afterthought. “We built Milk Video to help businesses harness the power of video without the traditional complexities of production,” said Milk Video CEO Ross Cranwell. “Oktopost is the perfect partner to scale that vision.”

Context: A Broader Play for Intelligence-Driven Content

This acquisition comes on the heels of Oktopost’s launch of Marketing Intelligence, an AI-powered tool that tracks competitor content across platforms and helps B2B teams optimize strategy in real time.

The combined offering paints a clear picture of Oktopost’s ambitions: owning the full B2B content lifecycle—from insight to creation to distribution and measurement. Think of it as the HubSpot for serious social marketers, only with a tighter focus on video, data, and scale.

What’s Next?

While financial terms weren’t disclosed, the strategic fit is clear. Social teams need speed. They need impact. They need tools that play nicely with the complex funnel math that defines B2B success. This deal gives Oktopost the firepower to deliver just that.

In a market where attention is fragmented and traditional lead-gen playbooks are losing steam, video is no longer optional—it’s the battleground. And with Milk Video in its toolkit, Oktopost is arming B2B marketers for the fight.

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London-based Global Marketing Cloud provider Mapp is turning up the volume on its growth playbook. On June 23, the company announced the appointment of Susie Stanford to its Board as an Independent Non-Executive Director (NED)—a move that signals serious intent to scale its martech footprint globally.

Stanford isn’t your typical board appointee. With close to two decades spent investing in and scaling tech-enabled consumer businesses, her portfolio reads like a greatest hits of high-growth eCommerce: World of Books Group, Forge Holiday Group, and Loveholidays. Most recently, she served nearly 10 years at Livingbridge, a £3B growth equity firm with an eye for category-defining businesses in the UK, US, and Australia.

Why This Move Matters
Mapp sits at the crossroads of AI-driven customer analytics, product data, and omnichannel marketing automation—and in today’s B2B climate, those intersections are increasingly where real ROI is generated.

As marketing tech evolves, data maturity and customer intent analysis are becoming non-negotiables. Brands no longer want fragmented customer views or black-box insights. They want real-time, cross-channel intelligence that converts browsers into buyers—and Mapp is angling to be their go-to engine.

“Natural language data and insight into customer intention have become mission critical,” said Stanford. “Mapp is uniquely placed to translate those signals into profitable growth.”

A Board with Teeth—and Vision
CEO James Brooke was quick to highlight Stanford’s knack for spotting breakout players—and helping them scale without losing their edge.

“Susie has backed some of the most dynamic consumer and eCommerce brands,” Brooke noted. “Her experience coaching leadership teams and creating long-term value is exactly what we want around the Mapp board table.”

Stanford’s appointment also reflects a broader industry trend: savvy martech firms are increasingly looking outside traditional SaaS circles for leadership. Her investment pedigree brings a strategic growth lens to a company that’s no longer just building tools—but shaping how modern marketers engage, retain, and convert.

The Bigger Picture in Martech
Mapp’s move comes as AI-powered marketing platforms race to outdo one another in a crowded field. Rivals like Salesforce Marketing Cloud, Adobe Experience Cloud, and Iterable are also leaning heavily into predictive analytics and personalized journeys—but Mapp’s promise lies in combining depth of insight with ease of execution.

In a market hungry for real-world results over shiny features, bringing on a board member who’s measured by growth metrics—not buzzwords—could be a smart bet.

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Salem Media Group, Inc., a leading provider of Christian and conservative media content, has announced the launch of its newest Christian Teaching and Talk radio station, “The Word Miami,” marking a major strategic expansion into one of America’s most culturally diverse and densely populated markets.

Broadcasting on AM 670 WWFE, and simulcast on AM 1550 WRHC and FM translators 103.1 FM (Miami) and 98.7 FM (Miramar), the station will deliver trusted biblical teaching and daily encouragement to more than 7.5 million people from Vero Beach to the Florida Keys, spanning Indian River to Monroe counties.

“This is more than a station launch—it’s a calling fulfilled,” said David Santrella, CEO of Salem Media Group. “Miami has long been underserved in terms of consistent, high-quality Christian broadcasting. Salem was called to meet that need.”

Programming Lineup Anchored by Nationally Trusted Voices

“The Word Miami” offers a robust lineup of renowned Christian teachers, including:

• David Jeremiah – Turning Point

• Jim Daly – Focus on the Family

• John MacArthur – Grace to You

• J. Vernon McGee – Thru The Bible

• Greg Laurie – A New Beginning

• Jack Hibbs – Real Life Radio

• Robert Jeffress – Pathway to Victory

• Rick Warren – Daily Hope

• Michael Youssef, Allen Jackson, Jack Graham, and more

Local voices include Rob Pacienza, Senior Pastor of Coral Ridge Presbyterian Church, who brings Truths That Transform back to weekday morning drive — a legacy show originally founded by D. James Kennedy.

Weekend programming will include nationally syndicated favorites like Keep the Faith, Boundless with Lisa Anderson, and City of God with Rob Pacienza.

Hourly updates are provided by SRN News, delivering timely and trusted national headlines.

Multiplatform Reach Across Broadcast and Digital

In addition to its broad AM/FM coverage, “The Word Miami” is also available digitally:

• Live stream: TheWordMiami.com

• Apps: iHeartRadio, Audacy, TuneIn

• Smart speakers: “Play The Word Miami”

This hybrid strategy ensures maximum reach across both traditional and emerging listening platforms, in alignment with Salem’s mission to amplify the Gospel through every available channel.

A Strategic Expansion After a Decade

This is Salem’s first new Christian Teaching and Talk radio format launch in over 10 years, signaling a renewed focus on strategic market expansion and spiritual impact.

“Miami is a global city,” said Christopher Gould, SVP of National Programming & Ministry Relations at Salem. “We are deeply committed to planting the flag of biblical truth wherever possible. This isn’t just business, it’s ministry.”

Salem Media Group, Inc.

Salem Media Group, Inc. is America’s foremost multimedia company focused on Christian and conservative audiences. With national reach through radio stations, digital platforms, and publishing arms, Salem connects millions of Americans daily to faith-based and values-driven content. Its media properties include more than 100 radio stations, the Salem Podcast Network, SalemNow streaming service, and influential content from thought leaders across the Christian and conservative landscape.

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Sinclair Inc., a media powerhouse in local news and sports broadcasting, announced today that its free over-the-air multicast networks — CHARGE, Comet, ROAR, and The Nest — have posted record-breaking growth, season-to-date ratings milestones, and premium content acquisitions ahead of the 2025–26 broadcast year.

Fueled by smart programming strategies, marquee content deals, and expanded national distribution — especially in top 10 Designated Market Areas (DMAs) — the networks are seeing their strongest audience traction to date.

Multicast Momentum: Growth by the Numbers

According to Sinclair, its multicast group recorded the highest year-over-year coverage growth among all Nielsen-rated broadcast networks, with notable audience gains in the top 10 DMAs:

• CHARGE: +21% YoY among total viewers

• Comet: +17% YoY

• ROAR: +40% YoY

These gains are attributed to a combination of content elevation, strategic DMA expansion, and audience engagement through multi-platform events like COMET FEST and CHARGECON.

Major Content Acquisitions for 2025–26

Sinclair unveiled a slate of new premium series and films across its multicast networks, strategically curated to drive continued growth and deepen viewer loyalty.

CHARGE

The action and procedural powerhouse adds:

• Criminal Minds

• Homicide: Life on the Street

These join existing hits like CSI: Miami, CSI: NY, and Law & Order: Criminal Intent.

Comet

The sci-fi and fantasy destination enhances its cult-favorite lineup with:

• Xena: Warrior Princess

• The Outer Limits

• Blockbuster Films: The Matrix trilogy, Interstellar (airing Nov. 2026), Spaceballs (celebrating Mel Brooks’ 100th birthday), The Terminator, and Star Trek films.

ROAR

The rebranded TBD network, now ROAR, strengthens its comedy and game show catalog:

• Hollywood Game Night

• Weakest Link (past seasons)

These join Saturday Night Live, Whose Line Is It Anyway?, and Key & Peele.

The Nest

Focused on unscripted, real-life storytelling, The Nest adds:

• Gene Simmons: Family Jewels

• Wahlburgers

• My Ghost Story

They will join Cold Case Files, Dog the Bounty Hunter, and Ice Road Truckers in primetime this July.

A Strategic Multicast Vision

“Sinclair’s multicast strategy is firing on all cylinders,” said Adam Ware, SVP of Growth Networks at Sinclair. “We’ve made bold moves—elevating content and expanding reach—and viewers have responded, making Sinclair’s multicast portfolio the fastest-growing group in the rapidly expanding free TV sector.”

The company’s strategic content positioning, aggressive DMA expansion, and event-driven viewer engagement are proving effective in capturing market share as more households cut cable and lean into free ad-supported television (FAST) and over-the-air offerings.

Sinclair Inc.

Sinclair Inc. (Nasdaq: SBGI) is a diversified media company reaching millions across local news, sports, and national content platforms. It owns or operates 185 television stations across 85 markets, the Tennis Channel, multicast networks CHARGE, Comet, ROAR, The Nest, and the nation’s largest local news streaming platform, NewsON. Through its digital arm, AMP Media, Sinclair also produces original video content and podcasts.

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Global enterprise support leader Source Support Services has named Jim Kirby as its new Chief Executive Officer and member of the Board of Directors, succeeding longtime CEO Mike Stolz, who retires after a decade of transformative leadership. The appointment signals a strategic growth phase as the company expands its reach in information technology, life sciences, and industrial automation sectors.

Kirby brings more than 30 years of executive experience in the technology, managed services, and industrial automation arenas, having most recently served as Vice President of Service Advantage at Ricoh Americas. His career includes leadership roles at Honeywell, HP, and emerging tech firms, with a consistent track record of building high-growth businesses and driving operational excellence.

“Jim’s deep expertise and operational leadership make him the ideal leader to guide Source Support into its next chapter,” said Jack Vander Leeuw, Managing Director at Capitala Group and Source Support board member. “We’re confident that under his leadership, the company will strengthen its presence in existing markets and successfully expand into new ones.”

Outgoing CEO Mike Stolz, who led Source Support’s successful entry into the global medical OEM market, will remain on the board and serve as a strategic advisor to ensure a seamless transition.

Scaling Global Service with Technology-Led Precision

Kirby takes the helm at a pivotal moment. As AI, high-performance computing, and cloud infrastructure reshape global demand for enterprise services, Source Support is positioning itself as a core partner for OEMs navigating complex, regulated environments.

“The company’s legacy of service excellence, powered by the Source Central platform and Source Techworks workforce, is unmatched,” said Jim Kirby. “We’re uniquely positioned to help OEMs meet modern infrastructure demands with agility, innovation, and global scale.”

Source Support’s hallmark is its Source Central™ platform — a proprietary service management system enabling real-time case tracking, documentation, analytics, and deployment of a global network of certified field engineers. Integrated within this system is Source Techworks™, a curated workforce of technical experts delivering services in over 120 countries.

Supporting Mission-Critical Systems Around the Clock

Source Support’s offerings include 24x7 onsite repairs, preventative maintenance, hardware upgrades, and installations across industries where uptime is non-negotiable. Its clients span from IT infrastructure providers to medical device manufacturers and industrial automation OEMs.

Through its Source Academy, the company ensures continuous upskilling and certification, aligning its workforce with emerging technologies and compliance requirements.

About Source Support Services

Source Support Services provides enterprise-grade support solutions tailored for OEMs in IT, life sciences, and industrial automation. Operating across 120+ countries, the company combines advanced service management platforms with a global technical workforce to deliver efficient, scalable, and compliant support at scale. Learn more at www.sourcesupport.com.

About Capitala Group

Capitala Group is a $3 billion asset management firm providing growth capital to lower middle market companies across North America. With a 20+ year track record and investments in over 150 companies, Capitala partners with management teams to unlock long-term value. Visit www.capitalagroup.com for more.

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