A survey by Demandbase, Salesforce Pardot, and Demand Metric was conducted in December 2018 in the US with 276 B2B marketers.
Overall, 85% of participants surveyed were reported to be “planning, evaluating, implementing or using AI”. But only 18% of B2B marketers are currently using AI as part of their strategy.
Of the areas marketers are looking to improve with AI tools, 67% want higher lead quality, 56% are looking for better engagement and 52% want to understand buyer intent better. Over 50% of those surveyed cited cost and lack of necessary skills as barriers to adoption.
B2B marketers identified top of funnel applications for AI investment. Among these applications, 64% B2B marketers want to use AI to identify the right accounts or individuals for targeting, 54% are looking to improve reach and efficiency of their digital ads, and 46% of them want to better capture intent signals from accounts or individuals.
[3 minute read]