Trends From “State of Marketing” that Every B2B Marketer Should Know

In our sixth edition of the State of Marketing report, we’ve curated insights and trends from nearly 7,000 senior marketers leading through change. 

Here are some key findings highlighting the top strategic priorities, challenges, and technologies that are transforming the profession, and a glance at the maturity of B2B and B2B2C marketers with account-based marketing (ABM) programs. 

Real-Time Engagement, Innovation, and Privacy Drive Marketing Agendas and Pain Points

Engaging with customers in real time is the top priority for B2B Marketers. Customer expectations continue to rise, with 84% percent saying the experience a company provides is as important as its products and services. Innovation, compliance, and creating cohesive customer journeys are also top of mind.

Artificial Intelligence

There has been a surge in the use of Artificial Intelligence and it is making a real world impact. 

In fact, 84% of marketers report using AI, which is up from 29% in 2018

Many technology trends are built on the foundation of A.I. Without it, there would be no chat-bots, autonomous vehicles, facial recognition, detection of spending patterns, or Alexa. It will continue its growth in a wide range of industries, including B2B Marketing. 

Top Three AI Use Cases in B2B Marketing:

1. Surface data insights

2. Personalize the overall customer journey

3. Drive next best actions in real-time 


Account-Based Marketing Maturity

According to an Information Technology Services Marketing Association (ITSMA) study, nearly three-quarters (73%) of marketers who are using account-based marketing tactics plan to increase their ABM budgets in the coming year.

Even though the rise of ABM programs is pretty recent, ninety-two percent of B2B marketers now have an ABM program. 

For more, download the full report of the sixth edition of the State of Marketing report and check out the full Business-to-Business infographic: