B2B Marketers Changing Strategies Due to Current Economic Climate: Harris Poll

An astounding 96% of B2B marketing leaders are revising their company’s strategies due to the current challenging economic environment, incorporation of artificial intelligence (AI) tools and a generational shift in the industry, according to a Harris Poll released June 11.

The survey, conducted for Madison Logic, found 3 in 5 say they are creating and attending more events as well as investing more in AI tools for lead generation, content creation, and analytics (57%) as part of their news strategies going forward.

This survey was conducted online from April 17-22, among 305 U.S. adults aged 21+ who are employed full-time, as marketing, advertising, communications, public relations, or social media decision-makers (director level or higher) at their current company.

Adjusting to New Realities

The changes come as 93% of respondents said their company is embracing new strategies to overcome the changing buying group dynamics and reaching a wider demographic. And 90% reported their company encourages all team members— not just senior leaders— to invest time and resources into being thought leaders with LinkedIn posts, op-eds and conference participation.

“It’s no surprise that the current economic environment is shaking up how and where B2B marketers are investing their time and resources,” said Madison Logic CEO Keith Turco in a statement. “Marketers are under more pressure than ever and searching for any and all ways to gain a competitive advantage.”

The Rise of AI

The growing reliance and investment on AI tools for B2B marketers is seen in the survey’s results as 76% cited seeing more value in AI for B2B versus B2C, including 45% strongly agreeing with that statement.

With nearly all marketers are excited about incorporating AI in marketing, 50% of respondents cited using AI to predict future market trends with more accuracy; the same percentage highlight it improving data management and measurement; and 49% on the chance to make more personalized, targeted video content.

The use of AI in marketing in an indication of how the industry is shifting in a generational way, according to Turco. He noted 93% of B2B marketers agree that Millennial and Gen Z marketers are changing the B2B marketing landscape, rising in importance and identifying new technologies to drive more value.

Generational Shift

The survey showcased how each generations bring their own unique experiences and perspectives to the table according to those polled. For Millennials, 55% say they are good marketing/advertising leaders because they are digital natives who aren’t afraid to try and test new trends and 52% cite their broader global perspective having grown up in a digitally connected world.

For Gen Zer’s, 62% cite their comfort with technology while just half have their finger on the pulse of the latest trends.

“Millennials and Gen Zers are changing the B2B buying game,” added Turco. “This important segment is rising in purchasing power and therefore, the marketers that know how to best reach and connect with them are also making their mark and impacting our industry in new and exciting ways.”