Demandbase-人工智能在营销和销售行业的神话和现实（英文）-10页-1mb

THE MYTHS & REALITIES OF AI IN MARKETING & SALES: SUMMARY

Core Content

This report highlights the current state of AI adoption in B2B marketing and sales, based on a survey conducted by Demand Gen Report in 2017. It explores the expectations, challenges, and potential benefits of implementing AI-powered applications in these functions.

Main Findings

High Awareness and Interest in AI

• 67% of marketing and sales executives believe AI will be "hugely beneficial" or "transformative."
• 70% expect AI to improve and accelerate the buyer’s journey by recommending next best actions.
• 80% anticipate that over 20% of their current applications will be AI-powered by 2020.

Low Current Adoption

• Only 19% of respondents are currently using AI-powered applications.
• 14% are prioritizing AI as a competitive differentiator.
• 49% are "very interested" in AI or confident in its potential to enhance applications.

Uncertainty in Investment

• 26% are unsure where or how to invest in AI.
• 62% are already educated about AI and closer to implementation.

Factors Holding Back AI Adoption

• 91% of non-adopters feel their company is not ready for AI.
• 60% find AI too complex or don't understand how it works.
• 46% lack trust in AI-driven decisions without human oversight.
• 42% fear a loss of control.
• 26% cite resistance from the executive team.
• 37% believe internal processes are not ready for AI.
• 31% face integration challenges with existing systems.

Areas of Greatest Potential Impact

Personalization and Contextual Engagement

• Marketing and sales executives see AI as a key enabler for personalizing digital conversations and creating a more relevant buyer journey.

Top Payoffs of AI

The most anticipated benefits include:

• Automatic segmentation
• Targeting digital ads
• Personalizing web experiences and emails

Automation of Manual Tasks

Respondents identified the following tasks as most likely to be automated:

1. Account research/insights
2. Lead prioritization
3. Lead nurturing
4. Updating CRM data
5. Account selection
6. Sales follow-up
7. Identifying in-market buyers
8. Web optimization
9. Building out contact lists within accounts
10. Mapping content to the buyer's journey

Applications with Greatest AI Potential

The following applications are seen as most likely to incorporate AI features:

1. Marketing automation platforms – 30%
2. Predictive analytics solutions – 22%
3. Account-based marketing (ABM) solutions – 17%
4. CRM platforms – 15%
5. Sales enablement/development solutions – 15%
6. Data management platforms – 15%

External Factors Driving AI Adoption

• Risk of falling behind competition – Top driver for adoption
• Case studies of successful adoption by peers
• Pressure from customers and prospects for greater relevancy/customization
• Evidence that leveraging AI is easy and affordable

Conclusion

Despite the high potential of AI in transforming marketing and sales operations, many B2B organizations are still hesitant to adopt the technology. The main barriers include lack of readiness, complexity, and internal resistance. However, the demand for personalization and automation is growing, and the ease of use and affordability of AI solutions are expected to drive more rapid adoption in the future.

Survey Details

• Conducted by: Demand Gen Report
• Timeframe: August to September 2017
• Respondents: 129 individuals across various roles and industries in B2B marketing and sales

About Demandbase

Demandbase is a leader in Account-Based Marketing (ABM) and offers an AI-enabled, comprehensive ABM platform. It is used by enterprise leaders and high-growth companies such as Accenture, Adobe, DocuSign, GE, Grainger, Salesforce, and others. The company was recognized as a Gartner Cool Vendor in 2016.