Marketers Prioritize Retention Over Acquisition in 2026

Madison Logic's survey, supported by a Harris Poll of over 300 U.S. executives Dec. 1-8, 2025, finds 45% of B2B marketing decision-makers will prioritize customer experience and retention in 2026, while 44% pursue AI-driven performance marketing and 43% focus on brand building. The report highlights AI intent signals and unified platforms to reduce churn, boost pipeline velocity, and shift spending toward retention.