AI in B2B Marketing: Through 2030 & Beyond
134 B2B marketing leaders shared how they’re using AI now—and what they expect by 2030.
The results: A fast-moving, uneven landscape where some teams are scaling fast, and others are falling behind.
From content creation to predictive analytics, AI is already shifting how campaigns are built, launched and measured. But true advantage belongs to the marketers building strategy, skills and infrastructure today.
Get the data, see how you stack up and find out what the future holds.
Everyone’s Betting on AI, But Not Everyone’s Betting Big
Most teams expect AI to power up to half of their marketing by 2030…but only 4% are planning for full-scale automation.
Adoption is rising fast, but true mastery is rare. Whether at a large enterprise or on a lean team, the edge goes to those who move with skill, not just scale. The gap isn’t just across industries, but those experimenting with AI and those resisting the change.
AI Is Everywhere, But Few of Us Are Experts
Only 6% of B2B marketers think their company is using AI to its full potential…and only 3% are extremely confident in their own AI knowledge.
B2B teams aren’t waiting for leadership—they’re adopting AI because the tools deliver and market pressure is rising fast. Cost savings, speed and smarter outcomes are driving the shift, but lack of skill remains the top barrier.
External Forces Will Power Adoption, Not Internal Directives
86% of marketing leaders expect AI to drive efficiency gains (Forrester) …but very few teams have the skills to capitalize on that promise.
The future of AI in B2B marketing is hybrid, not hands-off—but expectations vary widely by industry and company size. Company KPIs are shaping AI strategy, and in turn, that strategy influences how companies define and pursue success. As AI changes work, reskilling is critical for B2B marketers.
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AI Adoption Timeline
You don’t need to overhaul everything overnight. Get a clear, phased AI adoption timeline for short-, mid- and long-term steps, and move from foundation building to reimagining your marketing by 2030.
AI Success Scoreboard
Tool use alone won’t move the needle. Use our framework to track key metrics that measure your AI progress.
AI Success Checklist
From conversion rates to campaign velocity, this quick-reference checklist helps you spot what’s working—and where to level up.
