Best Practice Report

Smarter Together: Trends In AI For B2B Marketing

November 20th, 2023
With contributors:
Steven Casey , Laurynn Bedard , Arianne Burnette


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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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.