The State of Artificial Intelligence in B2B Marketing: EverString and Heinz Marketing Release Results of Survey

First survey fielded to understand how B2B marketers view artificial intelligence today and envision using it.

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Jun 28, 2018, 08:00 ET

SAN MATEO, Calif., June 28, 2018 /PRNewswire/ -- While the talk of AI is pervasive, B2B Marketers are still just learning about the broad expectations for how AI will help achieve business goals, and are, for the most part, confused about the potential impact on their marketing strategy and overall business performance. This is according to the first survey of its kind fielded by EverString, the marketing and sales intelligence company, in partnership with Heinz Marketing, the B2B marketing sales acceleration firm.

According to Matt Heinz, president, Heinz Marketing, "These findings will help marketers understand how they compare to peers in viewing AI applications and future expectations to create value."

Here are the key findings:

On the Current State of AI

59% expect AI to help identify prospective customers.
71% are interested in using AI for personalization and 58% for customization.
Almost 53% say it will improve marketing effectiveness in driving revenue.
About 40% say it will help identify macro market trends and opportunities and make marketing tasks easier.
Over 30% say it will provide more detailed analysis of campaigns.

The Data Quality Problem

21% are very confident in achieving their goals with their current marketing data.

Success: It's All About Revenue

86% measure success with KPIs tied to pipeline or revenue

According to Matt Amundson, VP of Marketing, EverString, "Marketers are increasingly measured on their impact and success of revenue generation. Marketing technology that enables revenue performance and customer engagement is more valuable than ever for B2B marketers to hit their goals. Once the practical value of AI-powered marketing technologies overtakes the theoretical, we expect the mystery and confusion will dissipate," he adds.

Download the full report here.

Survey Methodology

EverString and Heinz Marketing conducted the first ever survey to understand how B2B marketers view artificial intelligence currently and how they envision using AI as a strategic tool to help meet their goals and objectives. Responses came from over 300 B2B marketing and sales professionals spanning a variety of organizations and industries. Survey was fielded during (Q1, 2018)

About EverString

EverString helps B2B sales, marketing, and operations teams build pipeline, prioritize prospects, and streamline operations. EverString's marketing and sales intelligence software puts the power of artificial intelligence (AI), applied data science, and the most reliable data directly into the hands of marketing, sales and operations teams. With EverString, users are able to quickly expand and prioritize their pipeline, gain insight into relevant prospects, and directly access data with the highest accuracy and coverage. EverString is backed by leading investors including Lightspeed Venture Partners, Sequoia Capital, IDG Ventures, and Lakestar. For more information, visit www.everstring.com.

About Heinz Marketing

Heinz Marketing is a B2B marketing and sales acceleration firm that delivers measurable revenue results. Every strategy, tactic and action has a specific, measured purpose. Instead of focusing on the activities, we focus on the outcomes. What really matters is sales pipeline, closing business, and accelerating revenue. Follow us on Twitter @HeinzMarketing.

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SOURCE EverString