Since the launch of OpenAI's ChatGPT, many IT vendors both domestically and internationally have begun offering products and services that leverage generative AI technology. Some of you may already be using generative AI to explore ideas in depth or to learn in new ways.
But how are B2B marketers leveraging generative AI in their marketing activities? I would like to share a summary of LinkedIn's “2024 B2B Marketing Benchmark” report.
✏️ How many B2B companies are leveraging generative AI in their marketing activities?
- 66% of B2B companies are using generative AI in their marketing activities (a 20% increase from 2023)
- Of these companies, 59% have already established internal guidelines for using generative AI
However, only about one in four B2B marketers reported having a “very good understanding” of how to use AI in marketing activities, and only 55% of organizations provide training programs on generative AI to their employees, indicating there is still room for growth.
📚 How are generative AI being utilized in marketing activities?
- Improving efficiency/productivity (40%)
- Accelerating content creation (39%) - 78% of B2B CMOs use generative AI for “text generation”
- Better campaign ideas/optimization (30%)
Many B2B marketers are focusing on saving time by automating processes and generating text using AI. In fact, according to a survey conducted by the Marketing Institute in May 2024, 68% of marketers reported that AI had reduced their work hours.
Additionally, only 11% of content marketers reported not using generative AI in any aspect of their work, while the remaining 89% said they frequently use generative AI for “topic brainstorming” and “content summarization.”
Generative AI is bringing significant innovation to how B2B marketers create marketing copy, with many B2B marketers leveraging generative AI technology at some stage of the text-generation process, including idea brainstorming, research, outlining, draft creation assistance, and proofreading.
🎯 Utilizing generative AI for measuring marketing activity results and enhancing customer experience
- According to a survey by Intercept Scale, the majority of B2B marketers (62%) are using AI for data analysis and audience segmentation to enhance the effectiveness of their advertising strategies.
- Similarly, LinkedIn's “2024 B2B Marketing Benchmark” report shows that 33% of B2B marketers are using generative AI to improve targeting and personalization in marketing campaigns, and 45% of B2B marketers are using generative AI to enhance the customer brand experience.
🎯 Many B2B marketers believe that generative AI has the potential to solve one of the most challenging issues marketers face: directly proving ROI.
- According to LinkedIn's survey, 53% of B2B marketers believe that AI will be the most valuable tool for measuring the effectiveness of digital advertising over the next five years.
- Additionally, 90% of respondents have already reported improved ROI by leveraging AI for campaign creation and optimization.
📚 Resource
For more details on the use of generative AI in B2B marketing, check out LinkedIn's “2024 B2B Marketing Benchmark” report!
