Are you bullish on AI’s potential to transform the way frontline B2B marketers work? My research found that frontline marketing leaders in B2B organizations are very bullish. And according to Forrester’s B2B Frontline Marketing Survey, 2024, frontline marketing teams with advanced lifecycle revenue marketing strategies are the most likely to be AI-ready and have the highest levels of adoption. Here are some further details.
Advanced Frontline Marketers Are Blazing The AI Trail
My research found a high correlation between advanced lifecycle revenue marketing strategies and high AI readiness: The frontline marketing teams with the highest strategy maturity scores also have the highest levels of AI readiness and adoption. Forrester’s B2B Frontline Marketing Survey, 2024, also found that:
- Mature frontline marketers see the impacts of AI more clearly. Frontline marketers with high maturity scores are more than twice as likely to say that AI will make frontline marketing more productive, change the way work gets done, usher in a need to hire new roles, and lead to frontline marketing job losses.
- Mature frontline marketers are trained and ready to go with AI. Frontline marketers with high maturity scores are much more likely to be trained on how to use AI in their daily work, ready to use AI to create a marketing program or campaign, and ready to run a customer-facing program or campaign using AI.
- Frontline marketers with high AI readiness are more aligned with sales and within marketing. Ninety-one percent of frontline marketing leaders with high AI readiness say their teams are aligned with sales, compared to 72% with lower AI readiness.
- Frontline marketing teams in Europe are leading in the adoption of “AI for marketing” use cases. In Europe, 33% of B2B companies say they have AI use cases in production, compared to 21% in North American and Asia Pacific regions.
Learn More About What Is Driving AI Readiness And Adoption In Frontline Marketing
All the details about the global state of AI readiness and adoption in frontline marketing are now available in my new report, AI Is Already Changing The Game For Advanced Frontline B2B Marketers. Forrester clients can read the report and schedule a guidance session with me to discuss AI readiness, frontline marketing maturity, and lifecycle revenue marketing strategy.
