35% of marketers to focus on AI this year

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Welcome to the newsletter that goes through tons of pages of a report and brings out the most important data so you don’t have to rummage through that report for hours.

LinkedIn just shared research where 2,000 B2B marketers were surveyed from 8 countries. For the sake of the curious ones, here are the countries: US, Brazil, UK, France, Germany, India, Singapore, and Australia.

Let’s just go straight into what they found out:

The marketing leaders of tomorrow will need the following nine characteristics to be successful:

1. Marketers who are strategic thinkers with strong business acumen:

• Are allocating budgets across many channels or activities (23% Paid, 21% creative development, 18% events and sponsorships)

• 67% of marketers say their companies will undergo a reorganization in future to compete in the marketplace

2. Marketers who are technology trailblazers:

• 66% of CMOs are already using Generative AI

• 60% of marketers have established guidelines for Generative AI usage in their organizations

• 40% of marketers who adopted Generative AI have seen increased productivity

• 39% of marketers using AI have achieved acceleration of content creation

• 30% of chief marketing officers (CMOs) experienced better campaign ideation using AI

• Only 25% of marketers really understand how to use AI in marketing activities

• 35% of marketers say AI implementation is their biggest priority this year

3. Marketers who are creative vanguards:

• 67% of CMOs are increasing budget allocations to brand building efforts

• 60% of marketers said investing in brand building increased brand engagement while 58% of them say it increased their share of voice in the marketplace and 48% earned more media coverage

• 64% of marketers are allocating budgets towards improved customer experience

4. Marketers who are innovative content strategists:

• 75% of marketers prefer social media as the channel for content distribution, 60% prefer email, 42% prefer blogging, and 20% prefer connected TV (CTV) devices like streaming devices and game consoles.

• 55% of them said they are planning to increase content distribution through connect devices including smart TVs.

• 40% of CMOs will increase blog usage for content distribution

• 50% of marketers say visual content like infographics and videos are the top forms of content for their campaigns

5. Marketers who are data interpreters:

• 70% of CMOs have the right tools in place to measure marketing activities

• 82% of marketers are able to demonstrate marketing impact to the executives

6. Marketers who are continual learners:

• 55% of CMOs are providing AI training for their teams

• 40% of CMOs say lack of AI skills in their teams is the reason they have not implement AI into their activities

7. Marketers who are collaborative communicators:

• 10% of marketers say the marketing and sales departments are not aligned

• Communication is the top added skill among B2B marketers on LinkedIn

8. Visionary CMOs:

• 36% of CMOs are more involved in driving revenue and growth than they used to

• 90% of marketers say building relationships within their organizations has become more important for their success

9. Marketers who are Diversity, equity, and inclusion (DEI) champions:

• 56% of CMOs have increased budget allocations towards diversity, equity and inclusion activities

• 48% of marketers have increased efforts towards making content accessible for underserved markets

• Only 7% of CMOs prioritize DEI when hiring

If you would like to read more of the report, it’s available on LinkedIn here. Which stat did you relate with the most? Let us know by replying to this email.

Until the next one, have a good time!
Growth Grind team