ON24, a leading intelligent engagement platform for B2B sales and marketing, has released a new research report titled “The State of AI in B2B Marketing in 2024.” The report highlights the rapid adoption of AI by sales and marketing organizations, revealing that 95% are already using or planning to use AI by the end of the year.
Key Findings
- AI Adoption and Business Performance:
- 95% of sales and marketing teams are adopting AI.
- Teams using AI are 7X more likely to meet or exceed their organizational goals.
- Teams not using AI are 3X more likely to miss their targets.
- Executive Insights:
- AI is seen as a business imperative.
- Sharat Sharan, co-founder, President, and CEO of ON24, emphasizes the necessity of AI for staying competitive.
Survey Insights from B2B Professionals
- Business Success:
- AI integration in marketing programs leads to a 7X higher likelihood of exceeding business goals.
- Personalization:
- 90% of marketers plan to use AI to enhance personalization efforts in the buyer’s journey.
- Executive Priority:
- Over 70% of marketers have been asked by executives about their AI utilization plans.
- Analytics and Data:
- 93% believe AI will significantly impact the analytics and measurement of first-party data.
- Reasons for AI Investment:
- Top drivers: Better data insights, increased efficiency, and time savings.
- Generative AI is particularly valued for its ability to provide these benefits.
AI in Content Creation and Engagement
- Content Development:
- AI is key to scaling content creation and engagement.
- Predominant use cases include content development and repurposing from webinars and virtual events.
ON24’s report underscores the critical role AI is playing in transforming B2B marketing and sales. With the majority of organizations already integrating AI, the technology is driving significant improvements in business performance, personalization, and efficiency. As AI continues to evolve, its impact on analytics, data measurement, and content creation will further enhance marketing strategies and outcomes.