B2B Marketers Prioritize AI and Social for 2025

In 2025, B2B marketers are doubling down on strategies traditionally associated with B2C brands, according to a Harris Poll conducted for Madison Logic. The survey, which included over 300 marketing decision-makers, revealed plans to ramp up spending on social media, AI tools, video, and podcast advertising. Notably, 60% of respondents are eyeing increased investment in AI and social media advertising, recognizing these as key channels to engage younger buyers—now predominantly millennials and Gen Z decision-makers. Platforms like TikTok and Instagram are top targets, with 64% planning to use them for shorter, more engaging ads to meet changing consumer expectations.

AI emerges as a critical tool for improving ad targeting and delivering faster campaign results. Currently, 53% of respondents utilize AI in marketing, and another 37% who don’t are planning to implement it next year. Customer-centric strategies like testimonials and captions on social videos also gained prominence, as marketers seek to adapt to silent viewing habits on mobile. The rising importance of authenticity, highlighted by a 56% emphasis on influencer marketing, shows how B2B brands are mirroring B2C tactics while keeping the unique needs of their audience in focus.

Beyond digital channels, B2B marketers are revisiting traditional methods like podcast advertising and in-person events to forge deeper connections. With 50% planning to increase podcast advertising spend, these platforms are seen as an intersection of professional and personal listening habits for executives. As the push for measurable ROI intensifies, these investments reflect a broader effort to align B2B strategies with the preferences of a new generation of buyers while maintaining a strong focus on results.

Full story at AdAge.