AI Adoption by Sales and Marketing Helps Drive Revenue Success Finds New ON24 Report
At the ON24 Experience 2024 virtual conference, ON24 (NYSE: ONTF) unveiled its new research report, 'The State of AI in B2B Marketing in 2024'. The report reveals rapid AI adoption among sales and marketing teams, with 95% currently using or planning to use AI by year-end. Key findings highlight that teams using AI are seven times more likely to exceed business goals, while non-adopters are three times more likely to fall short. Over 70% of marketers reported executive inquiries about AI strategies, and 93% believe AI will significantly impact first-party data analytics. Additionally, 90% of marketers plan to use AI for enhanced personalization efforts, reflecting AI's priority as a business imperative for revenue growth and efficiency.
- 95% of sales and marketing teams are using or planning to use AI by the end of the year.
- Teams leveraging AI are 7X more likely to meet or exceed business goals.
- AI adoption leads to enhanced personalization with 90% of marketers planning to use it.
- 93% of marketers believe AI will significantly impact data analytics and measurement.
- 70% of marketers are asked by executives about AI utilization strategies.
- AI helps drive cost-effective revenue growth and improves business efficiency.
- Teams not adopting AI are 3X more likely to miss their business targets.
At its annual virtual user conference, “The ON24 Experience 2024,” ON24 reveals that marketers using AI are 7X more likely to exceed business goals
“AI is more than a trend, it’s a business imperative, and our research shows that those that don’t adapt will get left behind,” said Sharat Sharan, co-founder, President and CEO, ON24. “That’s why we’ve put AI at the center of our platform innovation, empowering our industry-leading customers to innovate with intelligent engagement and drive cost-effective revenue growth.”
Based on a survey of more than 500 B2B professionals and marketing leaders, the report identified significant shifts in marketing programs:
- AI drives business success – Marketers using AI in their programs were 7X more likely to exceed business goals rather than miss them.
- Personalization enhances the buyer’s journey – 9 in 10 marketers plan to use AI to enhance personalization efforts, as the technology makes it more attainable.
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AI is a business priority for executives – More than
70% of marketers reported being asked by executives how they plan to utilize AI. -
Marketers are expanding AI usage into analytics –
93% of marketers believe that AI will significantly impact the analytics and measurement of first-party data. - Demand for AI is driven by the need for insights and increased efficiency – Better data and insights, efficiency and time savings are the top reasons marketers are investing in generative AI.
- AI is the key to scaling content creation and engagement – Predominant use cases for AI are content development and repurposing from webinars and virtual events.
To get more insights, download the complete The State of AI in B2B Marketing in 2024 report here.
About ON24
ON24 is on a mission to help businesses bring their go-to-market strategy into the AI era and drive cost-effective revenue growth. Through its leading intelligent engagement platform, ON24 enables customers to combine best-in-class experiences with personalization and content, to capture and act on connected insights at scale.
ON24 provides industry-leading companies, including 3 of the 5 largest global technology companies, 3 of the 5 top global asset management firms, 3 of the 5 largest global healthcare companies and 3 of the 5 largest global industrial companies, with a valuable source of first-party data to drive sales and marketing innovation, improve efficiency and increase business results. Headquartered in
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240612546079/en/
Media:
Tessa Barron
press@on24.com
Investor:
Lauren Sloane, The Blueshirt Group for ON24
investorrelations@on24.com
Source: ON24
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