THESTATEOFINB2BMARKETINGBenchmarkReportARTIFICIALINTELLIGENCEINPARTNERSHIPWITHTHESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETINGIntroductionExecutiveSummaryWhyB2BMarketersCan’tIgnoreAI’sPromiseandPotentialin2019MarketersgivethemselvesaC+onunderstandingAIMostareAlreadyEvaluatingorImplementingAI,butFewareUsingAISolutionsPerceivedValueofAIHighestforMarTechTopAIApplicationsRelatetoTopofFunnelLowHangingAIFruit–StillontheTreeMoreBuyingthanBuildingDataScientistsonBoardMarketersAreBullishontheTime-to-ValueofAIGreatExpectationsforAIAIPoisedtoRevolutionizeMarketingandSalesPerformanceMostForecastDouble-DigitPercentageRevenueLiftFromAIWithinTwoYearsBiggestBarriers:SkillsandCostOptimismforAIisHighConclusionandActionPlanAcknowledgementsAboutDemandMetricAppendix:SurveyBackgroundTableofContents252227265733THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETINGIntroductionthestateofinb2bmarketingARTIFICIALINTELLIGENCE4THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETINGINTRODUCTIONIntroductionArtificialIntelligence(AI)isgettingalotofattentioninmarketingcirclesandforgoodreason;itpromisestotransformmarketing.TofindoutexactlywhereAIisinthistransformationprocess,Demand-baseandSalesforcePardotpartneredwithDemandMetricattheendof2018totakethepulseofover100B2Bmarketingandsalespeopleabouttheirunderstanding,usage,impact,andoptimismsurroundingAI.Usingasurveytocollectdata,participantsinB2Borganizationswith$25millionormoreinannualrevenuessharedtheirviewsandexperiencewithAIformarketingandsales.Theresultsofthisreportprovidedetailsontheseandotherkeyfind-ings,andwillhelptheB2BmarketingcommunitypositionitselftoexploitAIin2019.5THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETINGthestateofinb2bmarketingARTIFICIALINTELLIGENCEExecutiveSummary6THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETINGEXECUTIVESUMMARYThere’sagrowingunderstandingofhowAIcanimpactmarketingandsales.Over75%ofstudyparticipantsratetheirunderstandingas“average”orbetter.Thisreportpresentsthekeyfindingsfromthisstudy,andsharesanactionplanattheend.Someofbiggest...
