Madison Logic Survey: Nearly Half of B2B Marketers Admit Guessing Drivers of Purchasing Decisions
A new survey by Madison Logic and Harris Poll reveals that 49% of B2B marketers confess they are guessing what drives customer purchasing decisions. The largest investments are being made in social media, display, and audio channels.
Nearly half of B2B marketers, 49 percent, admit they are uncertain about the specific factors influencing today's purchasing decisions, according to a recent survey conducted by Madison Logic in collaboration with The Harris Poll. This finding highlights a prevailing guesswork in understanding customer behavior.
The survey also indicates a significant shift in strategy among B2B professionals. A substantial 79 percent of respondents reported moving away from creativity-focused campaigns, typical of consumer marketing, towards performance-driven initiatives. This transition appears to be a response to mounting pressures within the industry.
In their pursuit of measurable results, marketers are directing their largest investments towards social media, display advertising, and audio platforms. These channels are being prioritized as key areas for driving engagement and achieving campaign objectives amidst the evolving market landscape.
Madison Logic, a B2B marketing technology company, commissioned the survey to gain insights into the current strategies and challenges faced by marketers in the B2B sector.