Madison Logic/Harris Poll: 48% of Marketers Guess on Purchase Drivers

A Harris Poll survey of more than 300 U.S. marketing, advertising, communications, and social media decision-makers found that 48% admit they often feel they are guessing which marketing activities drive consumer purchasing decisions, according to Demand Gen Report.

ROI Pressure and Performance Shift

The poll shows proving ROI as the top concern for marketers. At the same time, 84% say modern marketing is no longer just about creative assets. Nearly eight in 10 marketers said the field is moving away from consumer-style creativity toward performance-first strategies. 90% believe marketers who cannot demonstrate business impact will struggle to justify budgets.

Visibility and Channel Investments

84% of respondents identified better visibility into how buying groups interact across multiple channels as a key priority for the next 12 months. Leading investment channels for pipeline conversion include social media at 87%, display advertising at 50%, and audio at 31%.

Data and Storytelling Balance

91% said modern marketing success requires treating data precision and human storytelling as equally essential. The survey was released by Madison Logic and conducted amid AI-driven content saturation and economic pressures on B2B advertising budgets, according to Demand Gen Report.