Demandbase Research with Salesforce Pardot Shows High Expectations for AI but Low Usage Among Marketers
Demandbase, the leader in Account-Based Marketing (ABM), revealed the results of their Artificial Intelligence (AI) survey, issued in conjunction with Salesforce Pardot and global research firm, Demand Metric. The findings point to strong interest and high expectations in AI from B2B marketing and sales professionals; 84 percent of study participants are currently planning, evaluating, implementing or using AI, and 84 percent also expect to see value from their implementations in a year or less.
Only 18 percent of respondents are currently using AI; of those who currently use AI, over 40 percent say AI is the, or one of the, most important investments to achieve better sales and marketing performance, with almost one-third concluding that it is revolutionizing marketing and sales performance. This is reflected in B2B marketing teams’ investment in data analysis, with 69 percent of survey respondents noting that they have data scientists on the marketing team. The breakdown of data scientists on B2B marketing teams is: