In a significant transformation for the B2B marketing sector, a recent survey by Madison Logic reveals that nearly half—45%—of marketing decision-makers intend to prioritize customer experience and retention over traditional acquisition strategies in 2026. This shift comes as organizations navigate tightening budgets and increased skepticism from buyers, according to a Harris Poll conducted from December 1-8, 2025, involving over 300 U.S. executives.
Keith Turco, CEO of Madison Logic, emphasized this trend, stating, “2026 is going to be the year of rediscovering the basics.” He highlighted that this return to core brand principles will be further enhanced through technology, marking a departure from the previous focus on broad acquisition tactics.
The survey illustrates a strategic pivot within the industry: while 44% of marketers are set to adopt AI-driven performance marketing, 43% will concentrate on brand building to achieve lasting differentiation. Only 29% are expected to rely on standalone creative innovation, suggesting a decline in outdated advertising methods. Turco noted that the most successful brands will blend AI’s precision with human emotional appeal, aiming for targeted messaging instead of generic spam.
Customer experience has been identified as a primary growth driver, with 33% of respondents viewing it as essential for business expansion. The integration of AI allows companies to analyze intent signals—such as website behavior and content engagement—to identify at-risk accounts, thereby enabling sales teams to engage with personalized interventions.
Revisiting Brand Fundamentals in the Data-Driven Era
According to Turco, this shift towards performance marketing is a necessary evolution. “It’s branded response, and it’s rediscovering the basics. Brand matters,” he stated. In an environment where every marketing dollar faces scrutiny, Madison Logic’s platform stands out by unifying various marketing channels, including content syndication and audio, into a single dashboard. Their proprietary ML Predictive Buying Stage uses intent data to optimize the timing of human outreach, ultimately improving pipeline velocity.
The expectation that AI will reshape strategic execution is prevalent, with 55% of marketers anticipating this change. Nonetheless, challenges remain, particularly regarding the mindset required to view AI as a tool for enhancement rather than replacement. Turco reassured that “AI doesn’t pose a threat; it presents an opportunity for improvement,” focusing on delivering hyper-personalized experiences that resonate with individual customers.
Prospective clients now leverage AI-powered search to validate brands, demanding content that speaks to their emotional needs. Madison Logic’s tools assess accounts based on engagement and intent, allowing for better alignment between sales strategies and high-readiness targets.
The Rise of Performance Marketing
The momentum behind performance marketing is underscored by previous surveys indicating that by October 2025, 84% of marketers were abandoning impression-based tactics in favor of data-driven approaches, with 85% investing in AI and machine learning technologies. “The advertising industry as we know it is being reimagined,” Turco remarked at that time.
By June 2025, excitement for AI in marketing had reached a peak, with 97% of marketers expressing enthusiasm for its potential in trend prediction, data management, and personalized content. Notably, 76% identified greater value in B2B applications compared to B2C, driven largely by evolving purchasing behaviors among millennial and Gen Z consumers.
As the industry moves forward, 73% predict that AI-generated creative will dominate by 2030. Liz Ronco, Senior Vice President of Product at Madison Logic, encouraged brands to embrace change, particularly in new media channels like podcasts.
Retention is increasingly viewed as a measure of relationship strength rather than mere metrics. AI technology can identify risks through peer signals and consumption patterns, facilitating proactive engagements that address potential churn. This approach helps mitigate acquisition challenges; a survey by WebProNews noted that 52% of marketers cite stagnant pipelines as a critical barrier to growth.
Broader trends indicate that 60% of marketers are planning investments in AI tools alongside social advertising and video content for 2025. Only 39% express concerns about slow returns on AI investments, preferring to focus on strategies involving testimonials and influencer partnerships to enhance brand resonance.
Turco reflected on the evolving landscape, noting that 84% of marketers now favor performance strategies driven by intent data for real-time decision-making. Madison Logic is expanding its global reach through connected TV and audio platforms, engaging audiences across podcasts and social media.
Overcoming challenges related to AI integration remains crucial for success. Mindset shifts are necessary to balance technological capabilities with genuine connections, avoiding generic outreach. “Mastering AI and tech to reinforce human connections is what is next,” Turco concluded.
As the industry progresses, it is clear that marketers who strategically leverage data to inform their performance marketing strategies will be better positioned for success. With an emphasis on customer experience, the fusion of AI and human insight presents an opportunity to transform retention into a powerful revenue driver in 2026.