Key Takeaways
- New research from StackAdapt and Ledger Bennett found 77% of B2B marketers believe AI-related questions aren’t asked rigorously enough during vendor evaluations.
- Only 23% of the B2B marketers surveyed assess AI using defined evaluation criteria, while 63% can’t effectively measure cross-channel performance despite having clear KPIs.
New research from artificial intelligence (AI) advertising and orchestration platform StackAdapt and B2B agency Ledger Bennett reveals growing dissatisfaction with the modern B2B request for proposal RFP) process as 77% of marketers saying AI-related questions are not being asked rigorously enough during vendor evaluations.
The report, produced in partnership with B2B research specialist NewtonX, surveyed 426 marketers across the US, UK, and APAC including Australia, Singapore, Thailand, and Indonesia. The findings point to a growing disconnect between how agencies and platforms are selected, and how marketing success is ultimately measured.
The report found that AI is a top factor in vendor selection, yet over 60% of marketers say their RFP process cannot separate meaningful AI capabilities from marketing hype.
StackAdapt’s La Rocca on Uneasiness with AI Capabilities
Giuseppe La Rocca, VP enterprise at StackAdapt, noted the industry has increasingly conflated what’s measurable with what’s meaningful.
“This research shows how deeply that mindset now influences RFPs, media planning and performance evaluation,” said La Rocca in a statement. “Marketers aren’t confident in the value of AI capabilities, their ability to measure cross-channel performance in a streamlined way, or feel assured that strategy is prioritized over ‘getting the work done’.”
Key Findings of StackAdapt/Ledger Bennett Report
La Rocca noted findings underline the need for a more modern and honest approach to evaluating marketing effectiveness— only 23% of respondents assess AI using defined evaluation criteria, revealing a significant knowledge gap as pressure to adopt AI continues to grow.
Additionally, cross-channel measurement remains a major challenge, with 63% unable to effectively measure performance across multiple channels despite having clear KPIs. The backdrop to all of this is that Media operations are increasingly complex— 76% manage six or more platforms, 59% still manually combine reporting data, and none have access to a fully unified reporting system, highlighting the need.
Ledger Bennett CEO Andrea Sexton explained while there is widespread awareness that RFPs need to be modernized but this research really paints a stark picture.
“B2B marketers need fully integrated partners that see strategy, creative, and media as one. They need transparency when it comes to AI’s true benefits. And they need to simplify and unify measurement,” said Sexton. “We urge others within our industry to unite behind a standardized, results-oriented framework to ensure stronger partnerships within our industry and ultimately create longer lasting, more valuable customer relationships too.”
