The Truth About AI in B2B Marketing
AI has moved from experiment to reality in B2B marketing. But the teams winning aren’t the ones you’d expect, and the biggest barrier isn’t technology; it’s trust.
“29% of B2B teams now produce over half their content with AI. The question is no longer whether to adopt, it’s how to scale without losing your brand.”
The Shift in Numbers
71%
Average AI-generated content for solo/small marketing teams
1 in 5
Marketing orgs that have actually embedded GenAI into core workflows
5 tools
Average AI tool stack for high-performing small teams
What You’ll Discover
Based on survey data from 100+ B2B marketing teams (conducted in partnership with Wynter), this report reveals:
The Paradox of Scale: Why small teams are outpacing enterprise marketing in AI adoption—and what it means for organizational structure
The Trust Gap: 78% believe their output is unique, yet brand voice protection remains the #1 concern
Tool Stack Reality: Which AI tools are actually embedded in workflows vs. sitting unused—and how to build your stack based on team size
Skills That Matter Now: How fast teams are upskilling, and why smaller teams are lapping larger ones
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