Marketing agency Madison Logic has published results from a Harris Poll survey of over 300 U.S. full-time marketing, advertising, communications, and social media decision-makers at the director level or higher. The survey highlights that 69% of respondents are seeking new methods to drive revenue and measure marketing campaign impact.

The findings show that B2B marketers are prioritizing investments in social media advertising (60%), artificial intelligence (AI) tools (60%), video (53%), and podcast advertising (50%) in 2025.

“Digital advertising is more sophisticated than ever,” said Madison Logic CEO Keith Turco. “We are dedicated to equipping brands and agencies with comprehensive solutions to effectively reach their audiences.”

Survey: B2B marketers to focus on social media, AI

The survey reflects a shift in B2B marketing driven by Millennials and Gen Z buyers, who now comprise 67% of global purchasers of $1 million or more, according to Forrester. These younger decision-makers favor efficiency, transparency, and consumer-focused approaches. 64% of respondents plan to advertise on platforms like TikTok and Instagram, emphasizing the importance of connecting with this demographic.

AI tools are a key focus, with marketers aiming to enhance decision-making and streamline processes. Despite concerns about return on investment (ROI) in earlier studies, only 39% of respondents in this survey expressed concerns about delayed ROI from AI investments.

Content strategies remain vital, with 58% of marketers prioritizing customer testimonials, captions on video or animated ads, and influencer marketing. Conversely, vague messaging (49%), poor targeting (41%), and unrelatable ads (40%) were cited as major factors that alienate customers.

The findings underscore the evolving landscape of B2B marketing as companies adapt to shifting buyer behaviors and technological advancements.

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