B2B marketers are used to wearing a bunch of different hats, from planning journeys to building out first-party data and account-based marketing (ABM) strategies. If that sounds like a lot, it’s because it is. Every marketer we know could use a personal assistant, but with budget restrictions and reduced resources, that’s not always feasible. The good news is that artificial intelligence (AI) in B2B marketing can deliver the productivity boost you need.
Our research has found that marketers estimate AI will save them an average of five hours a week. However, nearly 40% of marketers say they don’t know how to get the most out of new AI capabilities, especially generative AI. This means we are in a crucial time of learning and optimizing.
There’s one more twist. AI adoption is about organizational buy-in as much as individual training. We spoke with Jaime López, senior director of marketing operations at
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