How AI innovators are shaping the future of B2B marketing

AI is changing things. We wanted to find out how. So, we went and looked at 15 of the key AI innovators and what they've been saying about AI and marketing. And you should read on to figure out how to make sun while this wave is...waving. Soon pretty much every crevice of the workplace and workforce will be touched by AI, and it's better to be in on the ground floor than playing catch up to your competitors.

But what does it mean for me today? I hear you ask. Well, for one, it's giving us all capabilities that previously seemed out of reach--I reckon I could do any job in my agency with a bit of time and an understanding manager.

Seriously, with AI in my pocket, and on my desk, I'd wager I could make it in any role. But I also get that all of this stuff is coming at you thick and fast. Seems like every day there is some new release that's going to change everything, again. And it can be hellish to try and keep up with everything, can't it?

As AI continues to expand, it can be challenging for marketers to navigate its complexities and make the most of what this technology offers. Which is why I've made my way down to the WordPress machine in the dark and dusty basement to crank out this article especially for you, senior marketing decision maker who is short on time and resource.

And also another main reason why this blog exists, is to get you to download the report we're hawking around. It's a very good report, it has genuine insights about how to deploy AI in your marketing successfully, and we built it so it tailors its content to you personally. Which, even if you're an AI naysayer or cynic, you have to admit that's cool.

So, the insights you get inside will be different to Mary on the far bank of desks.

The Top 15 AI Innovators Report 2024 highlights how forward-thinking leaders are harnessing AI in unique and impactful ways. These industry innovators aren’t just using AI for efficiency; they’re transforming how we think about creativity, strategy, and customer engagement in B2B marketing. And so they should be and we should listen and learn. It's about time we changed how we work.

Think of how in the future we'll look back at today and put our palms to our foreheads and scoff about how much time we used to spend doing manual work, how we used to work five days a week!

In this blog post, we’ll explore some of the standout trends and insights from these AI leaders – from in-house automation to hyper-personalised marketing. If you’re interested in diving deeper into these strategies, the full report offers a look at how these trailblazers are setting new standards in the industry.

Download the report ^ to discover more about how AI innovators are shaping the future of B2B marketing. For now, here's some of the interesting takeaways from the report.

AI-driven efficiencies are redefining your in-house capabilities

I want to point out that I'm writing this from the agency office, in an effort to drum up some engagement which will hopefully lead to interest in our work and may even lead to a phone call with our client services team - all of which makes the following point feel self-defeating, but who am I to stand in the way of change? Remember, we're taking on the five-day-week here, people.

Thanks to the power of AI (when yielded in the right way) the stuff you used to outsource to agencies – from writing and designing to analysing data – is becoming more manageable in-house.

Okay, so maybe agencies won't be fully out of work, but it does mean you can gain serious autonomy (cos when has a client ever had that? Except always). With the right AI tools, in-house marketing teams are creating more and delegating less, while not compromising on quality and speed.

The power of in-house AI solutions

Consider this: some of the latest AI tools can cover up to 95% of the tasks that agencies have traditionally handled. Not only can AI generate social media posts or segment customer lists faster than you can finish your coffee, but platforms like ChatGPT and Claude, with the right encouragement can write some sort of half decent copy, Midjourney conjures up visuals, and analytics platforms get you data insights that once required a specialist’s touch. Today it's not perfect, sure. But tomorrow, next week, next month? With all this at your fingertips, teams can adapt on the fly – no back-and-forth with an outside vendor, just quick changes that keep pace with your market.

Benefits of an agile internal team

With AI taking over routine work, we get more headspace for creativity. And that’s the part agencies can still help with – big-picture strategy and novel approaches. Meanwhile, day-to-day tasks are no longer waiting in line, freeing up time for campaigns to launch faster, and for you to control the message at every turn. More time and space. Ahh, doesn't that feel nice?

Takeaway for B2B marketers

Today: if you’re not using AI to handle some of your core tasks, you’re probably wasting time. If, a few months from now, you're still not? You're going to be so far behind you're genuinely risking your business's future. For B2B marketing teams, embracing AI means more than just a new tool; it’s a whole new way of working. Think about the resources you could save by keeping these tasks in-house, not to mention the added flexibility. The more you lean into AI, the better prepared you’ll be to steer your strategy without needing to wait in anyone else’s queue.

AI as a catalyst for strategic innovation

It’s tempting to think of AI as your new productivity hack: automate this, automate that, and boom – you’re finished by lunchtime. But speed isn’t everything. If your AI is just making you a faster version of what you already were, then congratulations – you’re doing yesterday’s work, only quicker. True AI-powered marketing isn’t just about efficiency, it’s about deepening your insights, understanding your audience, and reshaping your strategy.

The difference between routine automation and real innovation

Sure, AI can handle your email responses and schedule posts – but if you stop there, you’re missing the real magic. The real power lies in using AI to enhance your thinking, not just your speed. Today’s AI tools go way beyond task automation; they’re driving strategy itself. We’re talking audience analysis on steroids, insights that go deeper than surface-level data, and personalisation that feels eerily accurate.

From inbound to AI-driven marketing

Think of how inbound marketing revolutionised how we reached audiences: content that draws people in, rather than pushing out irrelevant ads. Now imagine that, but with AI bringing laser-focused precision to every piece of content and customer interaction. AI-enabled insights are elevating SEO, social media, and personalisation to new heights. AI can help you craft strategies that not only connect better but keep evolving as your audience does.

Takeaway for B2B marketers

If you’re using AI just to speed up the same old processes, it’s time to rethink. AI’s potential is about transforming the way you approach marketing – pushing beyond efficiency to genuinely new ways of engaging your audience. Make your strategy as smart as your tech; otherwise, you’re just turbocharging yesterday’s methods. And, if you’re interested in seeing how the pros are doing it, the full report offers insight into how AI innovators are leading the way on this front.

Data-driven precision – from guesswork to science

Marketing used to be a bit of a shot in the dark. Sure, we had data, but it was often yesterday’s news by the time we could use it. AI is turning this on its head. Marketing is moving from gut instinct and broad guesses to precise, data-backed decisions made in real time. No more crossing your fingers and hoping a campaign lands. Instead, you’re getting actionable insights on what your audience wants right now.

AI as the bridge to smarter, data-driven marketing

Imagine having an analytics team that never sleeps, always at the ready to give you up-to-the-second insights on your audience. AI is just that – it doesn’t take breaks, it doesn’t get tired, and it’s crunching numbers while you focus on strategy. Whether it’s understanding customer segments more deeply or tweaking campaigns on the fly based on real-time behaviour, AI brings an accuracy and adaptability that humans simply can’t match.

Aligning marketing and sales for the big picture

And it’s not just about your marketing team getting smarter. AI’s precision enables marketing and sales to work from the same playbook, which means a unified approach to every potential customer. AI-driven insights bring these departments together with a shared view of what the customer wants and needs, allowing for seamless campaigns and smarter handoffs.

Takeaway for B2B marketers

If you’ve ever wished you had more data – or more time to understand it – AI’s here to grant that wish. For B2B marketers today, this kind of precision isn’t just a nice-to-have; it’s essential. With AI, you can anticipate customer needs, adapt your message in real-time, and make campaigns that actually resonate. Stop guessing and start acting on insights that matter, so you can make every campaign count.

Empowering marketers with no-code AI tools

Back in the day, AI seemed like something only data scientists and tech whizzes could handle. But times have changed. With the rise of no-code AI tools, even the least tech-savvy among us can harness the power of AI without needing to know what a line of code looks like. These tools are bringing AI to the masses, letting marketers dive right in and make an impact without relying on IT.

No-code AI – making AI accessible to everyone

Think of no-code AI tools as your marketing team’s secret weapon. Tools like these make it possible for anyone to produce content, run segmentation, or automate workflows without deep technical know-how. From generating ideas for blog posts to analysing audience trends, no-code AI lets your team focus on what they do best – creating – without getting bogged down in tech.

Rapid content creation and seamless personalisation

No-code AI tools make creating and personalising content as easy as drafting an email. Imagine this: your team can produce engaging copy, tweak graphics, and even set up automated customer responses without waiting on design or development teams. AI does the heavy lifting, which means your team can put more energy into crafting strategies and perfecting the message. It’s fast, it’s flexible, and it frees everyone up to focus on the bigger picture.

Takeaway for B2B marketers

If you’re not already taking advantage of no-code AI, you’re missing out on a serious productivity boost. For B2B marketers, these tools level the playing field, giving every team member access to the kind of power that was once reserved for data scientists. It’s time to start using it to make your life easier, and your campaigns more effective.

Levelling the playing field

AI isn’t just for the big players anymore. Thanks to accessible, affordable tools, marketing teams of any size can now wield AI with impressive precision and power. For smaller teams, this means being able to compete on the same playing field as larger organisations. For enterprise-level companies, it’s a call to step up: if SMBs are enhancing their marketing with AI, larger teams need to get on board to stay ahead.

Empowering teams to do more with existing resources

Gone are the days when AI was an exclusive, high-budget luxury. Today’s AI solutions are designed to enhance productivity and deliver high-quality campaigns without draining resources. These tools offer powerful capabilities – from personalised email marketing to real-time audience insights – at a price that fits any budget, making AI accessible to everyone, from agile startups to established enterprises.

Creating high-impact campaigns without massive teams

AI is a game-changer because it enables marketing teams to produce sophisticated, data-driven campaigns without needing an army of analysts or designers. It’s about working smarter, not harder. Whether you’re reaching audiences with personalised messages or generating insights to shape your next campaign, AI enables targeted, relevant content that speaks directly to your audience. For enterprise teams, this isn’t just an upgrade – it’s a way to innovate and optimise processes at scale.

Takeaway for B2B marketers

For marketing teams of any size, AI is a tool to do more with the resources you already have. Small teams can level up their capabilities, and large teams can supercharge their efficiency and impact. In B2B marketing, every team needs to be thinking about AI. Not just as a cost-saver, but as a strategic advantage that enables you to deliver high-quality, data-driven marketing that reaches your audience effectively. Start now, experiment, and build from there – AI can help you make the most of every effort, so you can achieve more, no matter the size of your team.

Embracing the future of B2B marketing

AI isn’t just an optional add-on anymore – it’s the backbone of modern marketing. From boosting in-house capabilities and driving innovative strategies to democratising high-impact tools for teams of all sizes, AI is reshaping B2B marketing in ways we couldn’t have imagined a few years ago. The innovators featured in our report are at the forefront of this transformation, each using AI to create smarter, faster, and more personalised marketing.

Look, AI isn’t slowing down, and the way we market is going to keep changing at breakneck speed. The sooner you jump on this wave, the better positioned you'll be to lead rather than follow. Whether it’s refining your strategies, automating everyday tasks, or reaching audiences with the precision of a marksman.

We’re here to help you explore how AI can transform your marketing efforts, do really cool stuff, like this report: Top 15 AI Innovators Report 2024.  Learn directly from the leaders and see how you can apply these insights in your own work. And remember it's built so it's customised to you. If you want to chat with us, you can find the info on the website.