Understanding AI ‘critical’ for B2B marketers to futureproof
Getting to grips with AI will be more important for B2B marketers over the next three years than understanding data or cross-functional collaboration, according to new data.
Over the next three years, gaining an understanding of artificial intelligence (AI) will be critical for B2B marketing leaders looking to futureproof their careers, according to new Marketing Week research.
Reflecting the explosion of generative AI tech over the past year, the exclusive 2024 State of B2B Marketing survey reveals understanding AI (57.4%) is the most important skill for B2B marketers going forward.
Indeed, knowledge of artificial intelligence is deemed more critical than an understanding of data and analytics (53.7%) and cross-functional collaboration (48.1%).
According to the sample of 600 B2B marketers, getting to grips with AI is considered twice as important as developing an understanding of performance marketing (28.4%) and knowledge of martech/the tech stack (27.8%).
