B2B营销人工智能使用情况

THESTATEOF

ARTIFICIAL

INTELLIGENCE

INB2BMARKETING

INPARTNERSHIPWITH

BenchmarkReport

THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING

TableofContents

Introduction3

ExecutiveSummary5

WhyB2BMarketersCan’tIgnoreAI’sPromiseandPotentialin20197

MarketersgivethemselvesaC+onunderstandingAI

MostareAlreadyEvaluatingorImplementingAI,butFewareUsingAISolutions

PerceivedValueofAIHighestforMarTech

TopAIApplicationsRelatetoTopofFunnel

LowHangingAIFruit–StillontheTree

MoreBuyingthanBuilding

DataScientistsonBoard

MarketersAreBullishontheTime-to-ValueofAI

GreatExpectationsforAI

AIPoisedtoRevolutionizeMarketingandSalesPerformance

MostForecastDouble-DigitPercentageRevenueLiftFromAIWithinTwoYears

BiggestBarriers:SkillsandCost

OptimismforAIisHigh

ConclusionandActionPlan22

Acknowledgements25

AboutDemandMetric26

Appendix:SurveyBackground27

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Introduction

INTRODUCTION

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Introduction

ArtificialIntelligence(AI)isgettingalotofattentioninmarketingcircles

andforgoodreason;itpromisestotransformmarketing.

TofindoutexactlywhereAIisinthistransformationprocess,Demand-

baseandSalesforcePardotpartneredwithDemandMetricattheend

of2018totakethepulseofover100B2Bmarketingandsalespeople

abouttheirunderstanding,usage,impact,andoptimismsurroundingAI.

Usingasurveytocollectdata,participantsinB2Borganizationswith$25

millionormoreinannualrevenuessharedtheirviewsandexperience

withAIformarketingandsales.

Theresultsofthisreportprovidedetailsontheseandotherkeyfind-

ings,andwillhelptheB2Bmarketingcommunitypositionitselfto

exploitAIin2019.

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ExecutiveSummary

EXECUTIVESUMMARY

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Thisreportpresentsthekeyfindingsfromthisstudy,andsharesanaction

planattheend.Someofbiggestfindingsandtakeawaysinclude:

There’sagrowingunderstandingofhowAIcan

impactmarketingandsales.Over75%ofstudyparticipantsratetheirunderstandingas“average”orbetter.

Despitethehypeandunderstanding,actualusage

iscurrentlylow.Perhapstonoone’ssurprise,feworganizationsareactuallyusingAIformarketingandsales:lessthan1in5.However,afulltwo-thirdsarecurrentlyplanning,evaluating,orimplementingAIformarketingorsales.

TheprioritymarketingandsalesapplicationsofAI

aretop-of-funnelrelated.ThetopapplicationsofAI,

forthosewhoareevaluating,implementing,orusingit,areimprovingthereachofdigitaladvertisingandidentifyingtherightaccountsorindividualstotarget.

ThosealreadyusingAIreportthatthehype

surroundingitsuseiswarranted.Whenanalyzingthestudydata,thosewhoarecurrentlyusingAIaremorebullishontheperceivedvalue,time-to-value,andprojectedrevenueliftthatAIdelivers.Ofthethingsstudyparticipantscouldinvestintoachievebettersalesandmarketingperformance,over40%sayAIistheoroneofthemostimportantinvestments.

Marketingandsalesorganizationsaren’tyet

exploitingtheAIcapabilitiesbuiltintotheircurrentMarTechstack.Over40%ofthestudy’sparticipantseitheraren’tawareoftheAIcapabilitiesthatare

partofvendorsolutionstheyalreadyuse,orsimplyaren’tusingthemiftheyareaware.Thesecapabili-tiesrepresentthefastpathtoexploitingAI,oftenatnoorlittleadditionalcosttotheuser.

TraditionalbarriersapplytoAI.Thetopbarriersto

takingadvantageofAIinmarketingandsalesorgani-zationsarefamiliarones:cost/budgetconstraintsandskills.CurrentusersofAIprovideassurancesaboutbothofthesebarriers.TheprojectedrevenueliftmakesapowerfulbusinesscasetooffsetAIinvest-mentcosts,andvendorAIcapabilitiesmitigateskillsconcerns.

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WhyB2BMarketersCan’tIgnoreAI’sPromiseandPotentialin2019

Excellent

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING8

MarketersGiveThemselvesaC+onUnderstandingAI

WeaskedwhatgradetheB2BmarketersandsalesinthisstudywouldgivethemselvesonunderstandingthewaysthatAIcanimprovetheimpactandeffectivenessofmarketingandsalesprograms.

Exactlyhalfoftheparticipantsgavethemselvesan“A”ora“B”forunder-standing,asFigure1shows.

Basedonthisdistributionofresponses,theaveragegradeisaboutaC+.Asannualcompanyrevenuesincreased,sodidtheaveragegrade,aclearindicatorthatlargercompaniesareinvestingmoreinlearningaboutappli-cationsofAIinmarketingandsales.

FIGURE1:HOWMARKETERSGRADETHEIR

UNDERSTANDINGOFHOWAICANIMPROVE

THEIMPACT&EFFECTIVENESSOFTHEIR

PROGRAMS

GradingB2Bmarketers’understandingofAI.

3%

None

12%

20%

Minimal

38%

Good

27%

Average

18%

Using

22%

Planning

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING9

MostareAlreadyEvaluatingorImplementingAI,butFewareUsingAISolutions

84%ofstudyparticipantsareplanning,evaluating,implementing,orusingAI,whilefewhavenoadoptionorplanstoadoptAI,andsomesimplydon’tknowtheirstatus.Figure2summarizestheadoptionstatusofAIformarketingandsales.

WhilefewareactuallyusingAI,it’sgettingalotofconsiderationwithclearmomentumtowardunderstandingandleveragingAIapplicationsformarketingandsales.

InterestinAIformarketingishigh,butadoptionremainslow.

FIGURE2:ADOPTIONSTATUSOFAIFORMARKETING

ORSALES

AIadoptionrangesfromplanningtousageforover80%ofstudyparticipants.

5%

Idon’tknow

11%

Noplans

toadopt

20%

Implementing

24%

Evaluating

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING10

PerceivedValueofAIHighestfor

MarTech

Ofthreemajorareasoftechnologyusageforsalesandmarketingteams–advertising,marketing,andsales–MarTechenjoyedthehighestpercep-tionofvalueintheoverallsamplefromtheapplicationofAItotheserespectiveareas.

Figure3showsthatthosewhoarealreadyusingAIhaveaveryhighvalueperceptionforapplyingAIsalestechnology.

ThisdataconfirmstheabilityofAItoaddvaluebyapplyingittothemarketingandsalestechnologystacks.

Evenfurther,itsuggeststhatthevalueexpectationsofthosewhohaven’tyetappliedAIintheseareasaresettoolow.

FIGURE3:PERCENTWHOPERCEIVETHEVALUEOF

APPLYINGAIAS“VERYHIGH”

UsageconfirmsthevalueofusingAIwithmarketingandsalestechnologies.

AlreadyUsingAIOverall

45%60%20%

13%

27%24%

Marketingtechnology

Sales

technology

Advertisingtechnology

72%

66%

51%

42%

38%

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING11

TopAIApplicationsRelatetoTopofFunnel

Forthosestudyparticipantswhoarealreadyevaluating,implementing,orusingAIsolutions,Figure4showsthattheapplicationsgeneratingthemostinterestrelatetothetopofthesales/marketingfunnel.

TheresponsesfromstudyparticipantswhoarealreadyusingAIwerehigheracrosstheboard.Twoapplicationsinparticularshowedsignifi-cantincreasesfromtheoverallsample:

Personalizethewebsiteinrealtime(80%)

Automatedsalesassistants(e.g.chatbots)(65%)

Thestrongest

interestinAI

istoimprove

top-of-funnel

efficiency.

FIGURE4:TYPESOFMARKETINGAIAPPLICATIONSRESPONDENTSAREEVALUATING,IMPLEMENTING,ORUSING

Applicationprioritiesforparticipantsevaluating,implementing,orusingAIformarketing.

Improvethereachor

efficiencyofdigitaladvertising

Identifytherightaccountsor

individualstotarget

Personalizethewebsite

inrealtime

Captureintentsignalsfrom

accountsorindividuals

Automatedsalesassistants

(e.g.chatbots)

FIGURE5:WHEREWILLYOUPRIORITIZEIMPLEMENTING

MARKETINGORSALESAIAPPLICATIONS?

Top-of-funnelapplicationsrankhighestforB2BmarketersplanningtoimplementAI.

Improvethereachorefficiencyofdigitaladvertising

Captureintentsignalsfromaccountsorindividuals

Automatedsalesassistants(e.g.chatbots)

Personalizethewebsiteinrealtime

54%

46%

18%

14%

Identifytherightaccountsorindividualstotarget

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING12

Figure5showsthemarketingorsalesAIimplementationprioritiesfor

thoseinthestudywhoarestillintheplanningstagesofAIadoption.

ThosewhohavealreadystartedtheirAIjourneyhaveaslightlydifferent

viewofwheretoapplyAIthanthosewhohavenotyetbegun,butplanto.

Whattheyshare,however,ispainatthetopofthefunnel.

64%

Thosewho

aren’tyetusingAIbutplanningtoexpectittohelpthemoptimizethetargetingofaccountsorindividuals.

35%

Usingsome

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING13

Low-HangingAIFruit–

StillontheTree

ManyMarTechvendorshavealreadyAI-enabledtheirsolutions,butoneoutoffivestudyparticipantsaren’tawareofAIcapabilitiesinthevendortechnologiestheyuse.

Figure6showstheawarenessrangeforvendorAIcapabilitiesinthesolu-tionsstudyparticipantsuse.

TheAIcapabilitiesbuiltintovendorsolutionsrepresentthelow-hangingfruitofexploitingAI.

Lessthanhalfofcompaniesinthestudy,however,aretakingpartialorfulladvantageofthesecapabilitiestheyalreadyhave,missingoutonafastpathtothebenefitsofAI.

FIGURE6:AWARENESSOFAICAPABILITIESINEXISTINGVENDORAD,MARKETING,ORSALESTECH

LessthanhalfofstudyparticipantsareexploitingexistingAIcapabilitiesintheirvendor-suppliedad,sales,orMarTech.

20%

Notaware

7%

Usingmostorall

21%

Awarebut

notusing

17%

Planningtouse

48%

Buildandpurchase

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING14

MoreBuyingthanBuilding

Mostcompanies,whenconsideringhowtoadoptemergingtechnology,makeabuild-versus-buydecision.Figure7showsthisorientationforthestudyparticipants.

There’saclearleaningtowardrelyingonvendorsolutions,eitherfullyorpartially,togetthebenefitsofAI.

Thisbuild-versus-buyorientationdidnotshowsignificantdifferencesbasedoncompanysize,withfirmsinthestudywithannualrevenuesover$1billionhavingthesamepropensitytorelyonvendorsolutions.

B2Bmarketers

inthestudy

preferbuying

tobuildingAI

solutions.

FIGURE7:PLANTOINTERNALLYBUILDORBUYVENDOR

MARKETINGORSALES-BASEDAISOLUTIONS

Nearly80%ofstudyparticipantswillpurchaseorbuildandpurchaseAIsolutions.

15%

NoplansforAI

6%

Build

internally

only

31%

Purchasefrom

vendors

4%

7to9

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING15

DataScientistsonBoard

Datascientistsarefindingahomeonthemarketingteam,andFigure8showstherangeofdatascientistheadcountfortheB2Borganizationsstudied.

WhetheranorganizationbuildsorbuysAIcapabilities,datascientistsarehelpingmarketersleveragetheirdataandAItoolstogainvaluableinsights.

Datascientistsaren’taprerequisitetoAIadoption,buttheycanhelpuseAItoolsandareskilledatprovidinginsights.

FIGURE8:DATASCIENTISTSONTHEMARKETINGTEAM

Almost70%ofB2Bmarketingteamsinthisstudyincludedatascientists.

3%

10ormore

31%

None

24%

4to6

38%

1to3

5%

Lessthan1month

7to12months

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING16

MarketersAreBullishontheTime-to-ValueofAI

Alltechnologieshaveexpectationsaroundthetimeitwilltakethemtodelivervalue.Figure9showsthemeasurementsofthoseexpectationsforAI,fromthetimeofimplementationtodeliveringvalue.

TheB2Bmarketersinthestudy’soverallsamplewerebullishonthetime-to-valueforAI,withover60%expectingvaluerealizationwithinsixmonths.ForthosealreadyusingAI,75%reportedatime-to-valueintervaloflessthansixmonths.

Mostmarketersexpecttogetvalueintheshort-termfromusingAI.

FIGURE9:HOWLONGITWILLTAKEAISOLUTIONSTO

DELIVERVALUE

MoststudyparticipantsexpecttoseevaluefromAIinayearorless.

16%

Morethan12months

18%

1to3months

22%

39%

4to6months

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING17

GreatExpectationsforAI

AIisexpectedtodeliverbenefitsthatcheckoffsomelong-standingitemsonthesalesandmarketingwishlists,asFigure10shows.

Three-fourthsoftheB2BmarketersinthisstudywhoarealreadyusingAIreportbetterengagementwithprospectsandcustomersasthetopexpectedbenefit.

Betteromni-channelattribution,whichrankedlastforthefullsurveysampleshowninFigure10,ranksfourthforAIusers.ExperienceusingAIclearlycreatesadifferentunderstandingofwherethebenefitscomefrom.

Marketers

expecthigher

qualityleads

asthetopAI

benefit.

FIGURE10:BENEFITSAIISEXPECTEDTODELIVERTOMARKETING&SALES

MorethanhalfofstudyparticipantslookforAIbenefitsintheareasofleadquality,engagement,andbetterunderstandingbuyerintent.

Higherqualityleads/opportunities

Betterengagementwithprospects&customers

Betterunderstandingofbuyerintent

Higherconversionrates

Higherquantityleads/opportunities

Moreefficientadspend

Pipelineacceleration

Betteromni-channelattribution

Otherbenefits

67%

56%

52%

50%

50%

40%

38%

27%

1%

UsingAI

70%30%

47%46%

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AIPoisedtoRevolutionizeMarketingandSalesPerformance

Usingasimplescale,thestudyaskedparticipantstoratetheimpactthatAIishavingonmarketingandsalesperformancenow.

Figure11summarizestheperceptionofAI’simpact.

Wheninterpretingtheseresults,it’simportanttokeepinmindthatonly18%ofthefullsurveysampleareusingAI.

This18%arguablyhasthemostaccurateperceptionofimpact.Infact,segmentingthedatainFigure11byAIusagerevealsaverydifferent,muchstrongerperceptionofimpact.

AllofthosewhoareusingAIreportmoderatetorevolutionaryimpact,

withalmostone-thirdconcludingthatAIisrevolutionizingmarketingandsalesperformance.

FIGURE11:IMPACTOFAIONMARKETING&SALES

PERFORMANCE

OverhalfofthefullsurveysamplereportmoderatetorevolutionaryperformanceimpactofAIonmarketingandsalesperformance.

Overall

0%

7%

Notmuch

Moderate

impact

It’srevolutionizingperformance

15%50%25%

5%

25%

52%

13%

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING19

MostForecastDouble-DigitPercentageRevenueLiftFromAIWithinTwoYears

StudyparticipantswereaskedtoforecasttheliftinmarketingandsalesrevenueperformancethatAIwillhelpthemachieveintwoyears.Figure12showstheseestimatesforthefullsurveysampleandthosewhoarealreadyusingAI.

ThesegmentofstudyparticipantswhoarealreadyusingAIprovideanevenmorecompellingforecastforrevenuelift:85%expecttoachievedouble-digitrevenueincreasesintwoyears.Comparedtothefullsurveysample,almostthreetimesasmanyinthissegmentforecast20%ormorerevenueliftfromusingAI.

FIGURE12:LIFTINMARKETINGANDSALESREVENUE

ACHIEVEABLEWITHAIWITHIN2YEARS

70%ofthefullsurveysampleforecastadouble-digit

revenueliftfromusingAIintwoyears.

UsingAIOverall

10%

0%

5%

None1-9%10-19%20-29%30%or

more

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BiggestBarriers:SkillsandCost

Alltechnologieshavebarrierstoimplementationandusage.Figure13showsthebiggestbarriersthatparticipantsidentifiedtotakingadvantageofAIintheirmarketingandsalesorganizations.

Thedataaboutrevenuelift(Figure12)makesastrongcaseonwhichtojustifyaninvestmentinAI.Theconcernaboutskillsmakesastrongargu-mentforleveragingtheAIcapabilitiesfoundinvendorsolutions.

ThesurveyquestionthatgatheredthedatashowninFigure13includedseveralinsightfulwrite-incomments.

Allofthempointedtoexecutivebuy-in,alignment,culture,orleadershipissuesasbarrierstoexploitingAI.

Moneyand

skillsarethe

topbarriers

tousingAIin

marketing.

FIGURE13:BARRIERSTOTAKINGADVANTAGEOFAIIN

MARKETINGORSALESORGANIZATION

Justtwoofthesebarrierswerecitedbymorethanhalfofthestudyparticipants.

Cost/budgetconstraints

Skills/team

Unsurehowtostart

Complexity

Don’tseethevalueorneed

Otherbarriers

55%

52%

31%

16%

11%

5%

10%

40%

50%

59%

12%

12%

17%

WHYB2BMARKETERSCAN’TIGNOREAI’SPROMISEANDPOTENTIALIN2019THESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING21

OptimismforAIisHigh

OneofthefinalaspectsthestudymeasuredwassentimenttowardtheprospectofusingAItoimprovemarketingandsalesprogrameffective-ness.Figure14summarizesthissentimentdata.

TheoveralloptimismforAIishigh,withoverthree-fourthsofB2Bmarketersinthefullsurveysampleeithercautiouslyoptimisticorwildlyexcitedatthisprospect.

ThenowfamiliarsegmentofAIusersshowsunbridledenthusiasmfortheprospectsofAImarketingandsales.

FIGURE14:FEELINGSABOUTTHEPROSPECTOFUSINGAITOIMPROVEMARKETING&SALES

PROGRAMEFFECTIVENESS

AlmostallcurrentAIusersexpressgreatoptimismforitsimpactonmarketingandsalesprograms.

UsingAIOverall

0%

ApprehensiveOverwhelmedCautiouslyWildlyexcited

optimistic

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ConclusionandActionPlan

CONCLUSIONANDACTIONPLANTHESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING23

Conclusion

ThisstudyshowsthatAIisreadytohelpdrivemarketingandsalesperfor-mance,butmostB2BcompaniesarenotreadyforAI.Throughtheresultsofthisstudy,themessagesthatexperiencedAIusersaresendingtothosewhoareconsideringadoptingAIare:

TheexpectationsofwhatAIwilldoforyouaretoolow.TheenthusiasmaroundAIiswarranted.

Thetime-to-valueisfasterthanexpected.

ThebarrierofcosttoinvestmentinAIisoffsetbyrevenuelift.Thebarrierofskillsisoffsetbybuilt-invendorAIcapabilities.

WhatyoucanexpectfromusingAIistogetrealvaluequickly,inlessthan6monthsforthree-fourthsoftheAIusersinthisstudy.

Youcanalsoexpecttoseearevenueliftof10%ormore,withovertwo-thirdsoftheAIusersinthisstudyreporting20%ormorewithintwoyears.

Intermsofbudgetingforaninitiative,thesweetspotforusersinthisstudyisamodest5to9%allocationofthetotalMarTechbudgetforAI.

Almosttwo-thirdsofAIusersinthestudyallocatelessthan10%oftheMarTechbudgetforAI.

TheimportantthingforB2BmarketersissimplytostarttheirAIjourney.It’swisetoviewadoptingAIasarace,andsomeoftheentrantsarealreadyrunningthecourse.

Ifyou’restillatthestartingline,don’tdespair,butdon’tdelayeither.Thegreatestcompetitiveadvantagesgotothosewhoadoptgame-changingtechnologieslikeAIearlyinthetechnologylifecycle.

ThegoodnewsisthatleveragingexistingvendorAIcapabilitiesmakestartingeasy.

Learn

Whiletheoveralllevelofunderstandingisgood,AIinmarketingandsalesisfast-evolving.Takefulladvantageofindustryanalysis,vendors,casestudies,webinars,andtheamplesetofcontentthatalreadyexists.

Setanobjective

Thisstudy’sparticipantsindicatedthatimprovingthereachofdigitaladvertisingandidentifyingtherightaccountsorindividualstotargetaretopAIpriorities.BothareperennialB2Bmarketingpriorities,sopickoneoftheseoranotherobjectiveforanstartingAIinitiative.

2

CONCLUSIONANDACTIONPLANTHESTATEOFARTIFICIALINTELLIGENCEINB2BMARKETING24

ActionPlan

ThepromiseofAI–validatedbythoseinthisstudywhoarecurrentlyusingit–istoogreattoignore.B2Bmarketersshouldmakeunder-standingitapriority.Herearesomehigh-level,practicalstepsthatofferawayforwardforAI:

1

3

4

5

Leanonyourvendors

Vendorsareaheadofuserswhenitcomestounder-standingthecompetitiveadvantagethatAIcanprovidetotheB2Bmarketingcommunity.Manyhavealreadyimple-mentedAIcapabilitiesintheirsolutions.MakeitaprioritytodiscoverwhatAIcapabilitiesmayalreadyexistinyoursalesandMarTechstack.Youwillfindvendorseagertohelpyoulearnabouttheircapabilitiesandexploitthem.

Runanexperiment

StartwithasmallexperimentthatwillteachyouhowAIworksandwhattoexpectfromit.Usewhatyoulearnfromtheinitialexperimentsandpilotsyouruntogetbetterresults.

Buildmomentum

Measuretheresultsofyourinitialexperiments,fine-tunethem,andexpandthescopeofyourAIinitiatives.

ACKNOWLEDGEMENTS

THESTATEOFARTIFICIALINTELLIGENC