B2B Marketers Shift Focus to Customer Retention in 2026

In a notable shift for the B2B marketing industry, a recent survey by Madison Logic reveals that nearly half, or 45%, of marketing decision-makers plan to prioritize customer experience and retention in 2026. This strategy comes as companies face tightening budgets and increased skepticism from buyers, according to a Harris Poll conducted among over 300 U.S. executives from December 1-8, 2025. As Keith Turco, CEO of Madison Logic, stated, “2026 is going to be the year of rediscovering the basics,” underscoring a return to fundamental marketing principles enhanced by technology.

The survey highlights a strategic pivot within the industry. Approximately 44% of respondents intend to pursue AI-driven performance marketing, while 43% will focus on brand building to achieve lasting differentiation. In contrast, only 29% plan to rely solely on creative innovation, signaling a decline in traditional “spray-and-pray” advertising methods. Turco noted, “The most successful brands will be the ones that use high-performance tools to scale,” blending AI’s precision with human emotional connections to deliver relevant messaging rather than generic spam.

Customer Experience as a Competitive Edge

Customer experience is emerging as a critical battleground for growth, with 33% of marketers identifying it as the primary driver for their strategies. AI technology is changing the landscape by analyzing intent signals from website behavior and content engagement, allowing companies to identify at-risk accounts. This enables sales teams to focus on personalized interventions, such as product demonstrations. The hybrid model that combines AI insights with human touch is crucial for countering customer churn, particularly in an environment where loyal B2B clients can lead to retention rates as high as 80%.

Turco emphasizes the importance of “branded response” and the need to return to basics, as every marketing dollar faces scrutiny regarding its return on investment. Madison Logic’s platform exemplifies this approach by integrating various marketing channels, including content syndication, display advertising, LinkedIn, connected TV (CTV), and audio into a single dashboard. Their ML Predictive Buying Stage utilizes proprietary intent data to optimize timing for human outreach, ultimately enhancing pipeline velocity.

Despite the enthusiasm for AI, challenges remain. Over half, or 55%, of marketers anticipate AI will reshape their strategy execution, but there is a need for a mindset shift to view AI as a tool for enhancement rather than replacement. “AI doesn’t pose a threat; it presents an opportunity for improvement,” Turco assured, advocating for hyper-focused personalization that resonates with potential customers.

Performance Marketing Takes Center Stage

The momentum behind performance marketing is reinforced by previous surveys. In October 2025, 84% of marketers abandoned impression-based tactics in favor of data-driven performance strategies, with 85% investing in AI and machine learning. Turco remarked, “The advertising industry as we know it is being reimagined.” By June 2025, 97% of marketers expressed excitement about AI in marketing, highlighting its potential for trend prediction, data management, and personalized video content. Notably, 76%52%60%39%Future Outlook: Embracing AI Integration

The successful integration of AI into marketing strategies hinges on a balanced approach that maintains genuine human connections. Turco stated, “Mastering AI and tech to reinforce human connections is what is next.” Platforms like Madison Logic can enhance customer relationship management (CRM) systems by pushing intent data, enriching account scoring without requiring extensive adjustments.