Contact Sales:1-800-405-0844
Does my company subscribe?
Newsletter sign-up
Log in
Become a ClientGet a DemoPricing
InsightsEventsPricing

Industries Overview

Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →
All Topics

Latest Articles

Browse All →

More gambling ad spend goes to TV than all other formats combined

Article |
 Jan 25, 2024

US student loan forgiveness will give 73,000 US consumers extra cash—and they’ll want help saving and investing it

Article |
 Jan 24, 2024

Third-party intermediaries haven’t caught up with grocers

Article |
 Jan 24, 2024

2023 was a strong year for Netflix. With the WWE, the future looks even brighter.

Article |
 Jan 24, 2024

5 factors driving the growth of beauty and cosmetics sales

Article |
 Jan 24, 2024

Shoppers want AI to help with product research and customer service

Article |
 Jan 23, 2024

US ad agencies approach 2024 with a mix of optimism and economic caution

Article |
 Jan 23, 2024

5 charts showing the potential of text message (SMS) marketing

Article |
 Jan 23, 2024

84.51° exec: Consumers remain concerned with inflation and retailers must balance digital and physical for success in 2024

Article |
 Jan 23, 2024

Cookie deprecation won’t change advertisers’ preferred transaction methods

Article |
 Jan 23, 2024
Explore our Research →

Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More →
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More →
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More →
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More →
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More →
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More →

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More →
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More →
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More →
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More →

B2B Marketing Trends to Watch in 2024

Generative AI Will Have a Bold Impact on the Industry

Report by Kelsey Voss  |  UPDATED: Dec 12, 2023
Download
Report
Share
Table of Contents
GenAI will reshape B2B marketing
GenAI will either help or hinder a brand’s reputation
Data will be at the center of marketing transformations
With genAI’s proliferation, human connections will be a major focus
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
In 2024, generative AI (genAI) will reshape B2B marketing. Marketers and their firms will need to tackle this evolving technology to use it effectively. GenAI will bring to the forefront the importance of brand reputation, data quality, and system integrations—and it will foster an uptick in human interactions.
Topics
B2B Marketing
United States
Table of Contents
GenAI will reshape B2B marketing
GenAI will either help or hinder a brand’s reputation
Data will be at the center of marketing transformations
With genAI’s proliferation, human connections will be a major focus
Insider Intelligence Interviews
Sources
Media Gallery

In 2024, generative AI (genAI) will take center stage in B2B marketing. Its impact will be felt across nearly all marketing activities and will compel B2B marketers to address the challenges that come with using this evolving technology. GenAI will also bring about a renewed focus on brand reputation, the need to address data quality and reliability, and a desire for human interactions—like live events—as a counterbalance to AI-driven campaigns.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

4charts

Reliable data in simple displays for presentations and quick decision making.

10expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. GenAI will reshape B2B marketing
    2. GenAI will either help or hinder a brand’s reputation
    3. Data will be at the center of marketing transformations
    1. With genAI’s proliferation, human connections will be a major focus
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    At Least 61% of B2B Organizations Lack GenAI Guidelines According to B2B Marketers (% of B2B marketers using genAI worldwide, July 2023)Reputation Is No. 2 Most Important Product/Service Criterion When Choosing Vendors (% of SMB B2B buyers in Western Europe* and the US, Aug 2023)
    Integration Tops the List of Data Strategy Challenges (% of US advertising professionals implementing a data standards strategy, Aug 2023)In-Person Events Are the Top Marketing Technique for B2B Marketing Leaders (% of B2B marketing leaders worldwide, May 2023)

    Interviewed for This Report

    Obelé Brown-West
    Tracer
    President
    Interviewed November 9, 2023
    Chris Comstock
    Claravine
    Chief Growth Officer
    Interviewed October 23, 2023
    Jennifer Griffin Smith
    Acquia
    CMO
    Interviewed November 1, 2023
    Isabelle Guis
    Brevo
    Global CMO and CEO North America
    Interviewed November 14, 2023
    Kate Hammitt
    Splash
    CMO
    Interviewed November 3, 2023
    Drew Neisser
    CMO Huddles
    Founder
    Interviewed October 24, 2023
    Michele Nemschoff
    Persado
    Senior Vice President, Marketing
    Interviewed October 26, 2023
    Christopher Penn
    Trust Insights
    Co-Founder and Chief Data Scientist
    Interviewed October 16, 2023
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed October 18, 2023
    Michael Treff
    Code and Theory
    CEO
    Interviewed November 3, 2023

    First Published on Dec 8, 2023

    authors

    Kelsey Voss

    Contributors

    Vladimir Hanzlik
    Executive Editor
    Erika Huber
    Line Editor
    Tracy Tang
    Senior Researcher
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client

    Geographies

    Insider Intelligence

    Media Services

    Free Content

    Contact Us →

    Worldwide HQ

    One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844

    Sales Inquiries

    1-800-405-0844ii-sales@insiderintelligence.com

    * Copyright © 2024 
    Insider Intelligence Inc. All Rights Reserved.