How Can B2B Content Marketers Successfully Integrate GenAI?

6 Opportunities to Overcome the Challenges

Report by Kelsey Voss  | UPDATED: Feb 2, 2024
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Table of Contents
Executive Summary
GenAI is fundamentally altering content creation
How can B2B marketers respond?
Three takeaways for B2B marketers who act now
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.
Topics
B2B Marketing
United States
Table of Contents
Executive Summary
GenAI is fundamentally altering content creation
How can B2B marketers respond?
Three takeaways for B2B marketers who act now
Insider Intelligence Interviews
Sources
Media Gallery

GenAI can be useful to B2B marketers by helping them overcome content creation challenges. But marketers also face new obstacles brought on by the technology, and they’ll need to balance the power of genAI with human creativity and oversight.

Key Question: How can B2B marketers use genAI to transform content creation, navigate challenges, and strike a balance between AI automation and authentic human connections?

What Are the Top Challenges Faced by B2B Content Marketers Worldwide? (% of B2B content marketers worldwide, July 2023)
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Key Stat: Fifty-seven percent of B2B marketers said creating the right content is a challenge.

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    Table of Contents

    1. Executive Summary
    2. GenAI is fundamentally altering content creation
    3. How can B2B marketers respond?
    1. Three takeaways for B2B marketers who act now
    2. Insider Intelligence Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    What Are the Top Challenges Faced by B2B Content Marketers Worldwide? (% of B2B content marketers worldwide, July 2023)How Do B2B Content Marketers Worldwide Use GenAI Tools? (% of B2B content marketers worldwide, July 2023)
    Integration Tops the List of Data Strategy Challenges (% of US advertising professionals implementing a data standards strategy, Aug 2023)At Least 61% of B2B Organizations Lack GenAI Guidelines According to B2B Marketers (% of B2B marketers using genAI worldwide, July 2023)
    In-Person Events Are the Top Marketing Technique for B2B Marketing Leaders (% of B2B marketing leaders worldwide, May 2023)What Are the Drawbacks of Using AI as Part of a Content Program? (% of US and UK content and creative professionals, Oct 2023)
    Stronger Cross-Team Alignment is the Top Priority in 2024 (% of US B2B go-to-market (GTM) leaders, Sep 2023)

    Interviewed for This Report

    Joseph Braue
    INFUSEmedia
    Vice President Content Solutions
    Interviewed November 28, 2023
    Michael Brenner
    Marketing Insider Group
    Founder
    Interviewed November 29, 2023
    Tamara Prewitt
    Quantent Marketing
    Fractional CMO
    Interviewed November 30, 2023
    Robert Rose
    The Content Advisory
    Founder
    Interviewed December 6, 2023
    Scott Vaughan
    Vaughan GTM Advisory
    Chief Market Officer
    Interviewed December 6, 2023

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    First Published on Jan 30, 2024

    authors

    Kelsey Voss

    Contributors

    Vladimir Hanzlik
    Executive Editor
    Tracy Tang
    Senior Researcher
    Paul Verna
    Principal Analyst