In a significant shift for B2B marketing, a recent survey by Madison Logic reveals that nearly 45% of marketing decision-makers are prioritizing customer experience and retention for 2026. This focus is set to surpass traditional acquisition methods as budgets tighten and buyer skepticism rises. Conducted from December 1-8, 2025, by Harris Poll among over 300 U.S. executives, the survey emphasizes a return to brand fundamentals enhanced by technology.
Keith Turco, CEO of Madison Logic, stated, “2026 is going to be the year of rediscovering the basics,” highlighting the importance of integrating high-performance tools with human emotional connections. The survey indicates that 44% of marketers will pursue AI-driven performance marketing, while 43% will concentrate on brand building to achieve lasting differentiation. Only 29% of respondents plan to focus solely on creative innovation, signaling a decline in ineffective advertising strategies.
Customer experience is evolving into a critical battleground, with 33% of marketers identifying it as the primary driver of growth. AI technologies are now essential for analyzing intent signals, such as website behavior and content engagement, to identify at-risk accounts. This allows sales teams to concentrate on personalized interventions, such as tailored product demonstrations, which can significantly reduce client churn. Loyal B2B clients often contribute to remarkable retention rates, frequently reaching 80%.
Revitalizing Brand Fundamentals in a Data-Driven Era
Madison Logic’s platform exemplifies the integration of various marketing channels, including content syndication, display advertising, LinkedIn, CTV, and audio, into one cohesive dashboard. Their ML Predictive Buying Stage utilizes proprietary intent data to optimize the timing of human outreach, effectively increasing pipeline velocity.
Despite the enthusiasm for AI, which 55% of marketers expect to reshape strategy execution, challenges remain. There is a pressing need to shift mindsets to view AI as a tool for enhancement rather than replacement. Turco emphasized this point, stating, “AI doesn’t pose a threat; it presents an opportunity for improvement.” This fusion of AI and human efforts aims to resonate with buyers through hyper-focused personalization that creates a genuine connection.
Prospective clients are increasingly validating brands through AI-powered searches, driving the demand for emotionally resonant content. Madison Logic’s tools assess account engagement and intent, prioritizing targets that are ready for sales alignment.
Performance Marketing Takes Center Stage
Past surveys reinforce the growing momentum toward performance marketing. In October 2025, an impressive 84% of marketers abandoned impression-based tactics in favor of data-driven approaches, with 85% investing in AI and machine learning. “The advertising industry as we know it is being reimagined,” Turco noted during that period.
By June 2025, 97% of marketers expressed excitement regarding AI’s role in the industry, particularly in trend prediction, data management, and personalized video content. However, 76% of respondents recognized that B2B marketing offers greater value compared to B2C, largely due to the influence of millennial and Gen Z buyers.
Retention is more than just a metric; it reflects the strength of relationships. AI can identify risks through peer signals and consumption patterns, facilitating proactive follow-ups that maintain client engagement. According to WebProNews, 52% of marketers cite stagnant pipelines as a major challenge, underscoring the need for effective retention strategies.
Looking ahead, marketers are expected to invest heavily in AI tools alongside social ads, video content, and podcasts in 2025, with 60% planning such investments. While 39% express concerns about slow ROI from AI, many emphasize the importance of leveraging testimonials and influencers to enhance brand resonance.
Turco concluded, “Marketers who leverage data to inform these performance marketing strategies will be best positioned.” With an emphasis on customer experience as a differentiator, the blend of AI and human insight holds the promise of transforming retention into a powerful revenue engine for 2026.
