Demand Metric recently partnered with Demandbase and Salesforce Pardot to better understand the use of Artificial Intelligence (AI) in B2B marketing and the survey results are in! 85% of marketers using Artificial Intelligence believe it will drive double-digit revenue growth within two years. Join us as we share the results of our ground-breaking research study and get practical advice about how to leverage AI from Peter Isaacson, CMO at Demandbase, and Nate Skinner, VP of Marketing at Salesforce Pardot.

1. THE STATE OF
ARTIFICIAL
IN B2B MARKETING
INTELLIGENCE
W E B I N A R

2. Nate Skinner
Salesforce Pardot
John Follett
Demand Metric
Peter Isaacson
Demandbase
Your Presenters

3. § Why Study AI in B2B Marketing?
§ Investment in AI Technology
§ Key Findings from AI Research
§ Q&A
Our Agenda

5. Why study AI
in B2B Marketing?

6. Investment in
Artificial Intelligence

7. The Fourth Industrial Revolution
Electronic Mediums
Digital Marketing
Printed Advertising

8. Text and Email
Autocomplete
Product
Recommendations
Salesforce Einstein
Voice
AI is Everywhere

9. Sources: The State of Artificial Intelligence in B2B Marketing;
B2B Marketing Trends: Insights from the Frontlines of B2B Marketing
AI Adoption is Growing
18%
Marketers
using AI
22%
Marketers
Implementing AI
24%
Growth in the
past year

10. of business buyers
expect companies to
anticipate their needs.
B2B Marketing Trends: Insights from the Frontlines of B2B Marketing
69%

11. Personalized Experiences are
Grounded in CRM

12. The State of AI
Key Findings

13. § It’s OK to be excited about AI
§ Marketers are already getting value
§ The barriers to AI are offset
Before we begin…

14. Marketers give themselves a C+ on understanding AI
B2B Marketers’ Understanding of AI

15. Lead quality, engagement, and buyer intent top the list
Benefits AI is Expected to Deliver

16. Just two of these barriers were cited by more than half of the sample
Barriers to Taking Advantage of AI

17. Almost 70% of B2B marketing teams in this study include data scientists
Data Scientists on the Marketing Team

18. Top-of-funnel applications rank highest for B2B marketers planning to implement AI.
Marketing or Sales AI Application Priorities

19. 80% of study participants will purchase or build and purchase AI solutions
AI Solutions - Build vs. Buy

20. Less than half of study participants are exploiting existing AI capabilities
Awareness of AI Capabilities in Existing Tech

21. Usage confirms the value of using AI
Participants Who Perceive The Value of
Applying AI as “Very High”

22. Priorities for participants evaluating, implementing, or using AI for marketing
Marketing AI Applications being Evaluated,
Used, or Implemented

23. Most study participants expect to see value from AI in a year or less.
How Long Will It Take For AI To Deliver Value?

24. Over half of the sample report moderate to revolutionary performance impact
Impact of AI on Marketing and Sales

25. 70% of the sample forecast a double-digit revenue lift from using AI in two years.
Expected 2-Year Lift In Revenue with AI

26. Almost all current AI users express great optimism for its impact
Using AI to Improve Sales & Marketing Effectiveness

27. Action Plan

28. Learn
Take full advantage of industry
analysis, vendors, case studies,
webinars, and the ample set of
content that already exists.

29. Set an objective
Improving the reach of digital
advertising and identifying the right
accounts or individuals to target are
top AI priorities. Both are perennial
B2B marketing priorities, so pick one
of these or another objective for an
starting AI initiative.

30. Lean on your vendors
Vendors are ahead of users when it
comes to understanding the
competitive advantage that AI can
provide to the B2B marketing
community. You will find vendors
eager to help you learn about their
capabilities and exploit them.

31. Run an experiment
Start with a small experiment that
will teach you how AI works and
what to expect from it. Use what
you learn from the initial
experiments and pilots you run
to get better results.

32. Build momentum
Measure the results of your
initial experiments, fine-tune
them, and expand the scope of
your AI initiatives.

34. THANK YOU
FOR JOINING US

35. GREAT DAY
HAVE A