AI Adoption by Sales and Marketing Helps Drive Revenue Success Finds New ON24 Report
At its annual virtual user conference, “The ON24 Experience 2024,”
“AI is more than a trend, it’s a business imperative, and our research shows that those that don’t adapt will get left behind,” said
Based on a survey of more than 500 B2B professionals and marketing leaders, the report identified significant shifts in marketing programs:
- AI drives business success – Marketers using AI in their programs were 7X more likely to exceed business goals rather than miss them.
- Personalization enhances the buyer’s journey –9 in 10 marketers plan to use AI to enhance personalization efforts, as the technology makes it more attainable.
- AI is a business priority for executives – More than 70% of marketers reported being asked by executives how they plan to utilize AI.
- Marketers are expanding AI usage into analytics – 93% of marketers believe that AI will significantly impact the analytics and measurement of first-party data.
- Demand for AI is driven by the need for insights and increased efficiency – Better data and insights, efficiency and time savings are the top reasons marketers are investing in generative AI.
- AI is the key to scaling content creation and engagement – Predominant use cases for AI are content development and repurposing from webinars and virtual events.
To get more insights, download the complete The State of AI in B2B Marketing in 2024 report here.
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