AI is used in marketing by two thirds of B2B orgs, Forrester finds

Targeting is the top use case, and one third are using chatbots.

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AI is used in marketing by 67% of B2B organizations, according to the new “Global State of AI in B2B Marketing Survey” by Forrester. More than 70% of respondents plan to “moderately” or “significantly” increase their plans for using AI in marketing processes, the study found.

Despite all this adoption, doubts remain about the dependency on the technology and the quality of data used for it. Only fifteen percent of B2B marketers said their data was “optimized.”

Optimistic about AI. A full 60% of survey respondents said the adoption of AI in marketing was positive, while 28% were neutral.

The top use case for AI in B2B marketing was targeting (selected by 40% of respondents). Personalization and marketing automation/tactic orchestration came in tied for second (36%).

Behind those use cases came chatbots and virtual assistants, with 33% of B2B marketers putting them to work for their org’s services and digital experiences.

Build or buy? For those using AI in marketing at their B2B org, 50% said they are purchasing technology with embedded AI capabilities, while 35% are building in-house capabilities.

Also, 29% of respondents are leveraging pretrained AI models through services and/or platforms from third parties. Fifteen percent are purchasing packaged vertical/horizontal AI solutions, while 10% are hiring AI consultancies or other professional services firms.

Why we care. With all the ChatGTP integrations rolling out by major enterprise-level vendors, as well as smaller tech providers, B2B organizations will have more options to choose from in the coming year. This study suggests that adoption is already substantial and likely to climb.

About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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