New Research Reveals B2B Marketers’ Top Areas Of Advertising Investment In 2025

With nearly 70% of B2B marketers looking for innovative ways to drive revenue and measure campaign impact, their top investment areas in 2025 include social media advertising (61%), AI tools (60%), video (53%) and podcast advertising (50%). Additionally, 64% of respondents plan to take a B2C approach by advertising in consumer-facing spaces like TikTok and Instagram.

Madison Logic, an ABM activation platform, uncovered these results in a recent survey designed to uncover 2025 advertising trends. While the report primarily focused on investments, it also touched on advertising dealbreakers. According to the research, vague or complex messaging (49%), poor targeting (41%) and ads that don’t resonate (40%) were the top ways to lose customers.

To combat those pitfalls, practitioners plan to:

• Feature customer stories or testimonials in their advertising (58%);
• Caption videos and animate advertisements (58%); and
• Rely on influencer marketing strategies to connect with audiences (56%).

“To thrive in 2025, brands and agencies alike must stay aligned with evolving buyer expectations while also equally listening to the dealbreakers,” said Keith Turco, CEO of Madison Logic, in a statement. “This means keeping marketing strategies adaptable and being ready to pivot quickly to maximize budgets and boost ROI. Digital advertising is more sophisticated than ever — as marketers strive to cut through the digital noise, we are committed to providing brands and agencies alike with the most comprehensive solutions to connect with their audiences today.”