The U.S. digital advertising is projected to reach $300 billion by 2028, according to Emarketer. Although B2B buyers increasingly use digital touch points, from search to social media, to research and compare possible solutions, the onus is on marketing teams to be visible across these channels.
But how are B2B marketers overseeing advertising, communications and social media decisions prioritizing their investments to reach and resonate with target buyers and committee members effectively? Madison Logic partnered with The Harris Poll to survey more than 300 U.S.-based marketers to pinpoint their challenges and priorities over the next year.
Overall, the four key areas that marketers plan to invest more in next year include:
- Social media advertising (60%);
- Artificial Intelligence tools (60%);
- Video (53%); and
- Podcast advertising (50%).
Demand Gen Report spoke with Madison Logic CEO Keith Turco to get more insights on these key investment areas and understand how B2B marketers can tap customer testimonials, influencers and targeted messaging tactics to ensure success.
Demand Gen Report (DGR): What new approaches are B2B marketers taking to campaign strategy and optimization?
Keith Turco: We’re in the golden age of data. Wide-approach marketing tactics that deliver standardized and stagnant content and messaging to accounts that brands merely think are a good fit will no longer drive substantial gains. Today’s business buyers expect personalized, meaningful and dynamic experiences on the platforms and channels they already use. Innovative B2B brands will stand out for their ability to leverage data and adopt new approaches to navigate this rapidly evolving digital landscape. Many B2B marketers are now expanding their efforts by utilizing AI, data analytics and automation to scale their campaigns. These account-based marketing campaigns now feature more sophisticated multichannel engagement strategies, including social media advertising, video and podcast ads.
By coordinating personalized messaging across all channels, marketers can engage decision-makers at different touch points and move them more efficiently through the sales funnel. This consistent, cohesive approach establishes more familiarity and awareness of brands early on and enables them to keep an eye on campaign performance and track account engagement. Better visibility makes fixing and optimizing strategies in real time easier, driving better outcomes and generating a higher ROI. It also drives growth through better alignment with sales. By working together, both teams can create a unified strategy that optimizes every step of the buyer’s journey and drives meaningful business results. As technology and customer behaviors continue to evolve, the B2B marketers who remain agile and adopt these cutting-edge approaches will stay ahead of the curve.
DGR: Up to 60% of respondents plan to allocate more of their budget to social media advertising, especially through platforms like TikTok and Instagram. How do you see this shift shaping traditional B2B marketing approaches?
Turco: Social media advertising campaigns on traditionally viewed B2C platforms like TikTok and Instagram are pushing B2B marketers to move beyond purely informational content and focus instead on telling compelling stories that resonate with their audience on a personal level. These platforms reward authenticity, which is encouraging B2B brands to be more transparent and genuine in their messaging. While these platforms have traditionally been associated with consumer-focused marketing, their growing influence is pushing B2B marketers to adapt their strategies to remain competitive and relevant.
I anticipate that we’ll see a move away from text-heavy content, such as white papers and case studies, and toward more engaging formats, like short explainer videos, infographics and behind-the-scenes footage. Visual content is particularly effective in conveying complex information quickly and in an easily digestible format. Videos also enable brands to build more trust through client testimonials and influencer marketing, which showcase real-world applications and offer relatable recommendations.
DGR: AI tools are a key investment area, but how do you reconcile the discrepancy between the expectation of fast ROI from AI tools and the 39% who express concerns about delayed ROI? What advice do you have for B2B marketers who are still hesitant about adopting AI?
Turco: The current business landscape has rapidly realized that AI is not the singular magical answer to solve all the challenges modern B2B marketers face. Many companies expect immediate returns after implementing AI tools but struggle with key barriers that slow down their ability to use it to its full potential: overlooking the data challenges involved with effectively using the technology and realizing that AI alone can’t deliver true personalization.
AI requires large amounts of high-quality, well-organized data to work properly. Yet many companies still deal with fragmented data systems and inconsistent data quality. Without unified and accessible data, AI can’t produce the insights needed for marketing success. At the same time, true personalization requires deep integration across channels, platforms and touch points. While AI can certainly enhance content creation, automate customer interactions and provide personalized messaging, it still lacks the broader capabilities needed to fully personalize the buyer’s journey. Marketers need to align their AI tools with other marketing technologies and data to track and respond to buyer behavior in real time and achieve a truly unified and seamless personalized experience.
DGR: Millennials and Gen Z now account for 67% of global buyers making high-value purchases, according to Forrester. How do you suggest marketers tailor their strategies to align with these buyers’ expectations for efficiency, transparency and seamless experiences?
Turco: The growing influence of Millennials and Gen Z in the B2B buying process represents a major shift in the landscape. These younger buyers bring a digital-first, self-research-driven approach to procurement, which is accelerating decision-making and compressing sales cycles. They are less inclined to rely on in-person meetings, lengthy email exchanges or phone calls. Instead, they want seamless, online purchasing experiences that mirror the B2C digital interactions they have in their personal lives. Marketers have a higher chance of winning over these buyers with clear and concise product demos, transparent pricing and the ability to manage aspects of the purchase process digitally.
Video is particularly effective with this demographic to break down complex products and services, enabling marketers to showcase features, benefits and real-life applications clearly and easily. Marketers can also expand video’s use deeper within the funnel, as video is a great medium to foster trust through customer testimonials, product demos and case studies that serve as powerful social proof.
It’s also important to position salespeople as industry experts and encourage them to take on a more consultative role rather than simply providing basic product information during meetings. Given that Millennial and Gen Z buyers spend a significant portion of the purchasing process conducting their own research, sales teams can add greater value by offering expert insights that help make sense of the wealth of third-party information these buyers have already collected.
DGR: The survey indicates that B2B marketers are prioritizing customer stories (58%), captions (58%) and influencer marketing strategies (56%). What best practices or innovations have you observed in these areas?
Turco: B2B marketers who prioritize customer stories, impactful captions and influencer marketing are finding success by building authentic connections and leveraging the authority of trusted voices. Credibility is key to breaking through the noise. Brands that showcase how their products or services have helped solve specific business challenges will appear more relatable and persuasive. Best practices like focusing on measurable results, highlighting diverse use cases, and utilizing interactive, user-generated and influencer-driven content are helping brands improve engagement and drive decision-making. While video testimonials add a personal touch and are more engaging than written case studies, the growing use of interactive case studies that incorporate dynamic elements such as clickable sections, data visualizations or personalized experiences allows readers to explore the story in more depth.
Connection is key, especially when working with influencers. As a result, it’s critical to ensure that these partnerships feel authentic. B2B brands collaborating with influencers to create educational content like webinars, white papers, podcasts or guest blog posts see greater success than those featuring influencers in a video. Marketers can further reinforce connection by adding captions to videos. This is especially useful to highlight a brand value proposition, key benefits or industry insights. Buyers have limited time, so these tactics show that brands want to maximize their attention by making them feel seen and understood. Captions on videos also help them stand out via search algorithms on LinkedIn, YouTube and other platforms, making them more visible to target audiences that spend time scrolling for content.
DGR: Vague or overly complex messaging (49%), poor targeting (41%) and unrelatable ads (40%) are major deal-breakers for today’s buyers. What tools or frameworks should B2B marketers use to ensure their campaigns are precise and relevant?
Turco: Real-time strategy visibility, measurement and optimization are fundamental to campaign success. The reality is that growth is harder, and budgets are tighter. Marketers can no longer rely on the promise of additional budget when times get tough. Having a comprehensive view of the campaign process and performance offers a better sense of control over being able to influence outcomes. By monitoring metrics throughout the campaign lifecycle, marketers can gain a more complete view of their revenue waterfall and identify more opportunities for optimization. This proactive approach allows them to manage and guide the customer journey effectively rather than merely respond to it.
Today’s leading comprehensive ABM platforms (like Madison Logic) rely on intent data to help marketers determine and reach high-value accounts across their most trusted channels. The best solutions enable the use of each channel individually or combined into a multichannel activation and allow marketers to target each buying group with tailored messaging that fuels engagement and demand. With visibility into real-time performance, they can more quickly and accurately identify top-performing tactics to refine their strategies and improve programs consistently with insights highlighting what works and what doesn’t resonate to ensure they maximize the return on every dollar spent.
