A sweeping 96% of B2B marketing leaders are adjusting their company strategies in response to economic uncertainty, rapid AI adoption, and a generational shift within the industry, according to a new Harris Poll conducted for Madison Logic.
The study surveyed 305 senior US marketing decision-makers and revealed a fundamental shift in how B2B organisations are planning, executing, and measuring marketing activity. Over half of respondents (57%) said they are now investing more in AI for lead generation, content creation, and analytics. Nearly three in five are also increasing their focus on in-person and virtual events.
“It’s no surprise that the current economic environment is shaking up how and where B2B marketers are investing their time and resources,” said Madison Logic CEO Keith Turco. “Marketers are under more pressure than ever and searching for any and all ways to gain a competitive advantage.”
AI adoption becomes a strategic priority
The findings underscore how central AI is becoming to B2B strategy. Over three-quarters of respondents (76%) said they now see more value in AI for B2B than B2C marketing. Half of those surveyed are already using AI to better predict market trends and improve data management, with 49% using it to create more personalised video content.
The sentiment aligns with broader industry trends as marketers seek to scale activity while improving relevance and efficiency. As Turco put it, the shift is not just technological but generational: “Millennials and Gen Zers are changing the B2B buying game.”
Generational change reshaping marketing
The report highlights the growing influence of younger professionals within B2B marketing teams. Some 93% of respondents acknowledged that Millennial and Gen Z marketers are bringing new ideas and tech-savviness to the space.
Among Millennials, 55% credit their success as marketing leaders to being digital natives, while 52% cite their globally connected perspective. For Gen Z professionals, comfort with technology (62%) and trend fluency (50%) were the standout traits.
This generational rise is reflected not only in internal dynamics but in how B2B brands position themselves externally. A majority of companies are now encouraging staff beyond senior leadership to contribute thought leadership content via LinkedIn posts, conference appearances and op-eds—part of a broader effort to build influence in a rapidly changing environment.
Strategic recalibration under way
The survey found that 93% of marketing leaders are rethinking how they engage buying groups and address shifting customer demographics. Many are moving beyond traditional tactics, embracing more collaborative and data-driven approaches to stay competitive.
As the pace of change accelerates, B2B marketers face mounting pressure to deliver more personalised, predictive, and performance-led activity – while navigating economic headwinds and generational turnover. The industry’s response, it seems, is a mix of AI-powered innovation and strategic reinvention.
Want the latest B2B marketing news straight to your inbox? Subscribe to our free weekly newsletter!
Interested in sales, marketing or business skills courses and training? Check out our training partner, Learning Room.
Whether you want to learn how to use LinkedIn, X or Facebook for marketing, or need to brush up on business skills like leadership, presentation skills or managing meetings, you will find something to enhance your professional skills with these on-demand courses.