The Future of B2B Marketing: Harnessing AI to unlock smarter decisions

54% of marketers believe AI will significantly impact how they work over the next year. This book shows how harnessing this technology can deliver more efficient, impactful B2B marketing strategies. B2B marketers face unique challenges, including non-linear buyer journeys, multiple decision-makers, and long sales cycles, alongside the (mis)perception of their work being boring and lacking in creativity. Written by a seasoned industry practitioner, The Future of B2B Marketing offers original insights and guidance into the evolving B2B landscape, showing how artificial intelligence can be applied at every stage of the buying journey – from capturing awareness from the right audience and generating quality engagement through to optimizing measurement and performance. It serves to both guide experienced professionals while also supporting those new to the industry, offering reminders, confidence-building, and practical approaches for navigating the everyday complexities of B2B marketing. Combining research, frameworks, case studies, and career-focused advice, this book helps marketers embrace new technologies and learn how to put AI into practice, using their own judgement and expertise to act effectively – and ultimately make smarter decisions.