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THE STATE OF
ARTIFICIAL INTELLIGENCE
IN B2B MARKETING
IN PARTNERSHIP WITH
Marketers give themselves a C+ on understanding AI Most are Already Evaluating or Implementing AI, but Few are Using AI Solutions
Perceived Value of AI Highest for MarTech
Top AI Applications Relate to Top of Funnel
Low Hanging AI Fruit – Still on the Tree
More Buying than Building
Data Scientists on Board
Marketers Are Bullish on the Time-to-Value of AI
Great Expectations for AI AI Poised to Revolutionize Marketing and Sales Performance Most Forecast Double-Digit Percentage Revenue Lift From AI Within Two Years Biggest Barriers: Skills and Cost
Optimism for AI is High
Table ofContents
Introduction 3 Executive Summary 5 Why B2B Marketers Can’t Ignore AI’s Promise and Potential in 2019 7
Conclusion and Action Plan 22
Acknowledgements 25
About Demand Metric 26
Appendix: Survey Background
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