Key Takeaways
- Madison Logic CEO Keith Turco will join James Hickey of B2BMX Insights on Nov. 18, 2026, at 2 p.m. ET for a free Demand Gen Report webinar on how AI and performance-driven strategies will shape B2B marketing in 2027.
- A Madison Logic/Harris Poll found that 90% of marketers say anyone who can’t show business impact will struggle to defend their budget, and 55% expect AI to fundamentally reshape how strategies are developed and executed.
The clock’s running. On Wednesday, Nov. 18, at 2 p.m. ET, Madison Logic CEO Keith Turco joins James Hickey of B2BMX Insights for “The State of B2B Marketing and What’s Ahead in 2027,” a free, live webinar hosted by Demand Gen Report. Registration is still open, and the only cost of entry is your attention.
The timing is deliberate. Budget planning is underway across B2B organizations, and leadership teams want proof, not promises. In a Madison Logic/Harris Poll, 90% of marketers agreed that anyone who can’t show business impact will struggle to defend their budget. Another 55% said AI will fundamentally reshape how strategies are developed and executed.
Turco calls this the “Geek Chic” era. Creativity-first campaigns are giving way to performance-driven strategies, and the marketers leading the room are the ones who understand attribution, measurement and how to engineer predictable growth. His position on AI is just as direct: it doesn’t replace human judgment. It sharpens it.
Madison Logic’s Keith Turco On AI in MarTech
The session covers how AI has reshaped go-to-market strategy, SaaS expectations and the daily reality of marketing teams. Attendees will see how human validation turns machine speed into a real competitive advantage, and why teams that pair storytelling with measurable outcomes keep winning the budget conversation.
From there, the conversation turns to 2027. Turco will break down how to gain real-time visibility into the fragmented journeys of buying groups, where researchers, influencers and decision-makers each move through different channels. Treating that group as a single audience leaves opportunity on the table. He’ll also cover the programmatic and social content that actually moves accounts through the pipeline.
Where to Register for the Webinar
Attendees will leave with a framework for replacing guesswork with signal, connecting data, intent and real-time pipeline activity to every spending decision. They’ll also walk away with a performance model built to shorten sales cycles, defend spend and help teams hit targets before the pressure arrives.
Marketers can register for free by clicking here. Registrants who can’t attend live will want a seat anyway; the 2027 plan doesn’t write itself.
