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The State of Artificial Intelligence in B2B Marketing

Demandbase partnered with Salesforce Pardot and Demand Metric to take pulse of sales and marketing professionals understanding, usage, impact and optimism surrounding Artificial Intelligence (AI).

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The State of Artificial Intelligence in B2B Marketing

Artificial Intelligence (AI) is getting a lot of attention in marketing circles, and for good reason: it promises to transform marketing.

To gauge just where AI is in the transformation process, we partnered with Salesforce Pardot and Demand Metric to take the pulse of marketing and sales professionals about their understanding, usage, impact and optimism surrounding AI. The report provides details on these and highlights other key findings, which will help B2B marketers exploit AI in 2019.

Some of the biggest findings and takeaways include:

  • There’s a growing understanding of how AI can impact marketing and sales
  • Despite the hype and understanding, actual usage is currently low
  • Marketing and sales organizations aren’t yet exploiting the AI capabilities built-in to their current martech stack
  • The priority marketing and sales applications of AI are top-of-funnel related
  • Those already using AI report that the hype surrounding its use is warranted
  • Traditional barriers apply to AI

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