These are the marketing activities most likely to convert visitors to prospects
Human interaction seems to drive conversions, despite the intense focus on AI.
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MarTechCharts regularly highlights data of interest to marketers and marketing operations professionals.
“The Human Marketers Report” from Magnolia and EM Marketing asked marketers which activities are most impactful in converting visitors into prospects. What did the best tactics have in common? They involved seeing or interacting with other humans.
The report explores how AI is reshaping marketing and how human creativity, empathy and strategic thinking remain the driving forces behind successful campaigns.
Among the other findings of the report:
- 92% of marketers agree that personalized messaging is crucial — but 35% predict AI content threatens to diminish brand impact.
- 30% of marketers report a drop in website traffic as AI plays a larger role in search.
- 31% of marketers believe industry-specific communities drive the highest engagement.
- 73% of marketers report feeling pressure to deliver more with reduced budgets.
- 51% of marketers are worried about the potential risks of using AI in marketing and communications.
Download the report from the Magnolia website.
MarTech is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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