AI for B2B Marketing: What to Expect

AI has become integrated into marketing tools and services. B2B marketers are generally optimistic about AI, with 71% expressing optimism and only 8% showing skepticism, according to a recent survey. This positive outlook is reflected in the regular use of AI by B2B marketers.

Content creation is the most common AI application at 52%, followed by coding at 39%, which is turning some marketers into part-coders. On the other hand, video was at only 8% at the time of the survey, but it may increase.

AI Benefits for B2B Marketers

B2B marketers are experiencing benefits such as:

• Fewer tedious tasks (51%)
• More efficient workflows (45%)
• Improved content optimization (42%)
• A boost in creativity (38%)

AI can be useful for B2B marketers; however, if marketers don’t learn to use AI tools, it could negatively affect their jobs. Adapting to leverage AI is becoming a requirement.

Challenges and Negative Impacts

Employee skill is the second biggest challenge for organizations implementing AI, following data quality. Negative impacts of AI include job anxiety for 18% of B2B marketers and lower-quality content.

16% of marketers see AI impacting job requirements, suggesting job transformation is occurring. Adapting to new job requirements is crucial to avoid job loss.

How to Stay Ahead

View AI as a toolset to enhance capabilities. Experiment with AI tools to stay ahead. Areas where AI can be useful:

• Coding: Create useful tools quickly.
• Image generation: Create custom images.
• Brainstorming: Use AI as a sounding board.
• Copywriting: Develop initial copy frameworks.
• Research: Conduct deep research rapidly.

Video generation is an area with emerging AI use cases. The human touch remains important; a final human touch is often needed.