Artificial intelligence (AI) has transformed B2B marketing, taking what was once complex and making it simple and data-driven. AI has moved from being an analytics tool behind the scenes to a front-and-center game changer thanks to advances in natural language processing (NLP) and generative AI (GenAI). Businesses across industries are adopting AI not to keep up but to stand out in a crowded market.
The State of AI in B2B Marketing
2024 and AI in B2B marketing is no longer just a trend—it’s a requirement. According to our latest survey of over 500 B2B marketers:
- 85% say AI gives businesses an edge over competitors who don’t use it.
- 83% say AI allows for scaling and personalization like never before.
- 87% see AI as key to marketing automation.
- 84% say intelligent AI use improves the buyer experience and customer satisfaction.
These numbers show it’s clear: AI is changing not just marketing but also expectations.
Adoption Trends: From Curiosity to Commitment
The hype around AI isn’t just talk—it’s action. Our survey found that 53% of marketers use AI significantly, and 33% are testing and planning to implement it. Only 4% have no AI adoption plans, so businesses must innovate.
Industries like financial services are leading the way, with 67% already using AI and 90% planning more. Technology isn’t far behind, with 53% using AI now and 86% planning to use more next year. Even highly regulated industries like healthcare and life sciences are catching up, with 44% already using and 86% planning for 2025.
This is proof AI is versatile—businesses of all sizes and industries are finding value in its power.
AI in Action: Top Marketing Use Cases
AI’s role in B2B marketing covers the entire customer journey, from content creation to analytics. Here are the top ways businesses are using AI today:
- Content Creation: AI tools are changing how marketers create content. 63% of respondents use AI to create promotional content like landing pages and email campaigns, and 49% use AI for blogs, e-books, and other resources. These tools produce personalized high-quality content on a large scale.
- Analytics and Insights: 59% are using AI for advanced analytics to uncover patterns and trends that human analysts might miss. Predictive analytics helps businesses segment audiences and anticipate future needs.
- Virtual Engagement: AI-powered platforms are enhancing webinars and virtual events, with 45% of marketers using AI to optimize audience engagement and nurture leads.
- Efficiency Gains: Automation powered by AI is reducing repetitive tasks so marketers can focus on strategic initiatives like creative storytelling and relationship building.
Revenue Size and AI Adoption
Interestingly AI adoption isn’t just for large enterprises. Mid-sized businesses, especially those with $25M to $100M in annual revenue, are leading the way, with 61% already using AI and 91% planning more. Smaller businesses are close behind, proving AI’s benefits aren’t limited by budget size.
Even businesses with more than $100M in revenue are adopting AI, with 48% using it today and 84% planning to use more next year.
Why Marketers Are Investing in AI
AI isn’t just about saving time—it’s about creating value. Survey respondents said:
- Efficiency: AI automates tasks so marketers have more time for strategy and creativity.
- Better Insights: NLP tools extract insights from big data so marketers can make data-driven decisions.
- Customer Engagement: AI personalizes interactions so marketers can deliver targeted messages at the right time.
- ROI Increases: Businesses are seeing better performance and lower costs with AI-powered tools.
Looking ahead, marketers predict better data (54%), efficiency (52%) and time savings (50%) will be the top reasons for future AI investment.
AI as a Productivity Engine
The human-AI partnership is the hallmark of B2B marketing in 2024. 91% of marketers believe AI will increase their productivity, citing automation of routine tasks, workflow improvements and prioritization of high-value opportunities.
Whether it’s creating content or segmenting audiences for campaigns, AI supercharges human creativity and precision.
The Future of AI in B2B Marketing
AI is no longer a tool—it’s a partner. From how businesses connect with customers to delivering insights that drive growth, the possibilities are endless. But it’s not just about adopting the latest technology. It’s about strategic integration, understanding customer needs and staying ahead of the curve.
For marketers, the message is clear: the AI revolution is here, and those who get it will own the future of B2B marketing.
Are you ready to let AI take your marketing to the next level? The time to act is now.
Research data provided by on24