Smarter Together: Trends In AI For B2B Marketing

November 20th, 2023

Jessie Johnson Principal Analyst

Katie Linford Principal Analyst

With contributors:

Steven Casey , Laurynn Bedard , Arianne Burnette

Summary

Artificial intelligence (AI) is a transformative capability that has spread across the marketing technology (martech) stack, though most B2B marketers aren’t using it to its fullest potential. They frequently don’t understand or trust AI, so they are hesitant to employ it to automate important tasks, such as gathering insights, orchestration, conversation, and content creation. In this report, we demonstrate that with knowledge about the range of AI capabilities for B2B marketing and a strategy for the purposeful utilization of that technology, AI can enable marketer and machine to get smarter together and empower the customer-obsessed future of work.

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