Skills Gap Analysis: Tapping AI's Potential in B2B Marketing

Published Date: 16/07/2024

B2B marketing leaders reveal a moderate level of competency in using artificial intelligence, but a significant skills gap remains.

The adoption of artificial intelligence (AI) in B2B marketing has been gaining traction in recent years. However, the level of familiarity and skills competency among B2B marketers in using AI applications remains a subject of interest. A recent study by Demand Spring, a leading marketing consultancy, sheds light on the AI skills gap in B2B marketing teams.

According to the study, most B2B marketing leaders (52%) believe their teams have a moderate level of skills competency in using AI applications. While 27% of respondents reported a low level of skills competency, 18% claimed a high level, and 4% admitted to having no skills competency whatsoever.

The study also revealed that a significant majority (87%) of B2B marketing leaders are somewhat or very familiar with the potential benefits of AI in marketing today. This suggests that there is a growing recognition of the importance of AI in driving marketing success.

However, the study also highlighted some significant skills gaps within B2B marketing teams. The AI skills most lacking in these teams are data analysis and interpretation (63%), algorithm development and programming (59%), and governance knowledge (53%). These findings underscore the need for B2B marketers to invest in upskilling and reskilling their teams to fully leverage the potential of AI.

The research is based on a survey of senior B2B marketers in North America, providing a representative snapshot of the AI skills landscape in the region.Demand Spring is a leading marketing consultancy that helps businesses drive growth through innovative marketing strategies and solutions.

FAQS:

Q: What percentage of B2B marketing leaders believe their teams have a moderate level of skills competency in using AI applications?

A: 52%

Q: What is the most significant AI skills gap in B2B marketing teams?

A: Data analysis and interpretation

Q: How many B2B marketing leaders are familiar with the potential benefits of AI in marketing today?

A: 87%

Q: What is the primary goal of upskilling and reskilling B2B marketing teams in AI?

A: To fully leverage the potential of AI in driving marketing success

Q: Who conducted the research on AI skills gap in B2B marketing teams?

A: Demand Spring

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