The priorities of B2B marketers in the coming year will be a combination of prioritizing customer loyalty and brand building even as the doubling down on new technologies, such as artificial intelligence (AI).
Those are the conclusion from Madison Logic experts based off a survey conducted on their behalf by The Harris Poll among over 300 marketing decision-makers. The survey highlighted that 45% of B2B marketing decision makers expect to prioritize customer experience and retention, followed closely by performance marketing driven by AI-driven automation (44%), and brand building and long-term differentiation (43%).
Keith Turco, Chief Executive Officer at Madison Logic, views this trend as a return to foundational principles, amplified by modern tools as “2026 is going to be the year of rediscovering the basics.”
Turco’s Response
Turco explained that performance marketing, while gaining new attention through digital and AI applications, has always been about delivering measurable results.
“It’s branded response, and it’s rediscovering the basics. Brand matters,” he stated, noting a renewed focus on building brands while simultaneously generating demand. “Everything is about measurement. Today, every dollar counts.”
Impact of ROI
This emphasis on ROI is reshaping marketing priorities. According to the survey, 55% believe AI will fundamentally reshape how strategies are developed and executed in 2026. This is not about replacing human insight but augmenting it to create more meaningful connections at scale.
“The most successful brands will be the ones that use high performance tools to scale,” Turco explained. “Mastering AI and tech to reinforce human connections is what is next on the horizon.”
The data shows a clear pivot as 29% of leaders surveyed will continue to invest heavily in creative and content innovation alone, highlighting a shift from traditional advertising models toward strategies with more direct, measurable impact. This aligns with the finding that 33% of leaders believe Customer Experience (CX) will be the primary differentiator for business growth.
Marriage of Technology, Human Touch
Turco emphasized that this new landscape requires a marriage of data, intelligence, and technology. The goal is to move beyond generic outreach and deliver personalized experiences that resonate with individual needs.
“Even though we know technology is being used, the emotional side of a human will be like, ‘They actually know who I am,'” he said. “Instead of 30 emails a day of spam, I want five emails a day of relevant messaging for products I actually want. And that’s what AI allows at hyper focus and hyper speed.”
This sentiment is echoed in the survey’s findings on emerging technology with 45% of marketing leaders identified AI-powered search as a key trend, signaling a change in how customers find and validate brands. For marketers, this means adapting to a world where providing value through content is more important than ever.
The integration of AI is not seen as a technological hurdle but a strategic one. Turco believes the primary challenge for companies lies in mindset, not mechanics. “AI doesn’t pose a threat; it presents an opportunity for improvement,” he noted. “If you embrace it, it doesn’t take the place of [human roles], it enhances and helps.”
