GenAI can be useful to B2B marketers by helping them overcome content creation challenges. But marketers also face new obstacles brought on by the technology, and they’ll need to balance the power of genAI with human creativity and oversight.
Key Question: How can B2B marketers use genAI to transform content creation, navigate challenges, and strike a balance between AI automation and authentic human connections?
Key Stat: Fifty-seven percent of B2B marketers said creating the right content is a challenge.
Here’s what’s in the full report
- 3 Exportable files for easy reading, analysis and sharing.
- 7 Charts: Reliable data in simple displays for presentations and quick decision making.
- 5 Expert Perspectives: Insights from industry and company leaders.
Table of Contents
- Executive Summary
- GenAI is fundamentally altering content creation
- How can B2B marketers respond?
- Three takeaways for B2B marketers who act now
- Insider Intelligence Interviews
- Sources
- Media Gallery
Charts in This Report
- What Are the Top Challenges Faced by B2B Content Marketers Worldwide? (% of B2B content marketers worldwide, July 2023)
- How Do B2B Content Marketers Worldwide Use GenAI Tools? (% of B2B content marketers worldwide, July 2023)
- Integration Tops the List of Data Strategy Challenges (% of US advertising professionals implementing a data standards strategy, Aug 2023)
- At Least 61% of B2B Organizations Lack GenAI Guidelines According to B2B Marketers (% of B2B marketers using genAI worldwide, July 2023)
- In-Person Events Are the Top Marketing Technique for B2B Marketing Leaders (% of B2B marketing leaders worldwide, May 2023)
- What Are the Drawbacks of Using AI as Part of a Content Program? (% of US and UK content and creative professionals, Oct 2023)
- Stronger Cross-Team Alignment is the Top Priority in 2024 (% of US B2B go-to-market (GTM) leaders, Sep 2023)
Interviewed for This Report
- Joseph Braue - INFUSEmedia, Vice President Content Solutions
- Michael Brenner - Marketing Insider Group, Founder
- Tamara Prewitt - Quantent Marketing, Fractional CMO
- Robert Rose - The Content Advisory, Founder
- Scott Vaughan - Vaughan GTM Advisory, Chief Market Officer
