Observed Signal · Jul 6, 2026 · Survey · Source: https://martechseries.com/feed/ · Impact: 2/5 · Sentiment: Neutral
Survey: Nearly Half of B2B Marketers Are Guessing
Madison Logic published results from a Harris Poll survey of more than 300 U.S. marketing, advertising, communications, and social media decision‑makers showing that 84% say modern marketing must prove ROI while 48% admit they are still "guessing" which activities drive purchasing decisions. Respondents signaled a shift toward performance‑driven strategies (79%) and said balancing data precision with storytelling (91%) is critical for success. A large majority (84%) will prioritize improved cross‑channel visibility over the next 12 months, and social media, display advertising, and audio emerged as leading investment channels. Madison Logic’s CEO Keith Turco framed the industry as undergoing a reset where connecting data, intent, and pipeline impact in real time is decisive.
Survey highlights widespread measurement and attribution uncertainty among B2B marketers and signals increased demand for performance measurement, cross-channel visibility, and intent-data solutions—useful industry insight but not a platform policy or technical release.
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Key Takeaways & Evidence Grounding
- Madison Logic commissioned a Harris Poll survey of more than 300 U.S. marketing, advertising, communications, and social media decision-makers.
- 84% of respondents said modern marketing is focused on proving ROI.
- 48% of respondents admitted they are "guessing" which marketing activities drive purchasing decisions.
- 79% said marketing is shifting toward more performance-focused strategies; 91% said success requires balancing data precision with storytelling.
- 84% said improving visibility across channels will be a top focus over the next 12 months; social media, display, and audio were cited as leading investment channels.
Connected Companies & Entities
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Ontology Mapping & Concepts
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