ON24, a leading intelligent engagement platform for B2B sales and marketing, unveiled a new research report, “The State of AI in B2B Marketing in 2024,” that found AI is rapidly being adopted by sales and marketing organizations, with 95% already using or planning to use AI by the end of the year. The most significant finding is the impact AI has on business performance – the research found that when teams are already leveraging AI, they are 7X more likely to meet or exceed their organizational goals, while those that have yet to adopt AI are 3X more likely to miss their targets.

“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”

“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 Sharat Sharan, co-founder, President and CEO, ON24. “That’s why we’ve put AI at the center of our platform innovation, empowering our industry-leading customers to innovate with intelligent engagement and drive cost-effective revenue growth.”

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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.

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