AI in B2B marketing:
Where innovation meets strategy
AI offers B2B marketers new ways to handle key tasks like conducting data analysis, generating content and delivering more personalized experiences. But the most effective strategies pair AI’s capabilities with human creativity and insight, ensuring campaigns deliver on authenticity.
This guide covers the latest AI trends, must-know tools and practical steps for integrating AI into your marketing strategy.
Learn about how LinkedIn Accelerate uses AI to streamline campaign creation and drive more effective results.
Trends in AI
used among B2B marketers
AI is fast becoming an integral part of B2B marketing strategies, with room to grow. While 2 in 3 of the most tech-forward marketers are already using generative AI, just over 1 in 4 feel confident about their ability to put that technology to use in their marketing activities.
Technology trailblazers are leaning into the power of generative AI (GAI)
Here are some of the ways today’s B2B marketers are using AI, as reported by the Content Marketing Institute:
Reducing manual workloads with generative AI
Generative AI is helping marketers automate repetitive tasks, allowing teams to focus on higher-value work. Among those using AI, 51% report a decrease in tedious tasks.
Boosting workflow efficiency
AI-powered tools are streamlining marketing processes. Nearly half (45%) of B2B marketers see increased workflow efficiency after leveraging AI, making it easier to move from ideation to execution.
Enhancing content optimization
AI-driven insights are refining content strategies by analyzing performance data and making real-time recommendations. As a result, 42% of marketers say AI has improved content optimization, ensuring messaging is more relevant and impactful.
Fueling creativity
Rather than replacing human creativity, AI is serving as a catalyst for new ideas and more dynamic campaigns. Among marketers using AI, 38% report enhanced creativity, as AI tools provide inspiration, suggest variations and refine concepts.
AI tools and social media advertising are the top areas of increased investment for B2B marketers in 2025. (eMarketer)
Essential generative AI-powered
marketing tools
Here’s a look at how B2B marketers are integrating generative AI tools into their strategies and workflows:
Generative AI for content creation
Generative AI tools automate the drafting of content — blog posts, ad copy, social media posts and more — at scale. These drafts act as a springboard for marketers to add that human touch of authenticity. Additionally, AI tools help repurpose long-form content into shorter formats.
AI for dynamic personalization
Generative AI is also being used to personalize customer interactions in real time. From generating custom email copy based on user data to crafting tailored landing page content, these tools ensure that each customer feels like the content is made just for them.
AI-driven content refinement
Generative AI tools can also help refine existing content, suggesting edits to improve readability, tone and SEO performance. These tools analyze large volumes of content data to make recommendations that enhance engagement and ensure consistency across all marketing materials.
Discover more about how AI can improve your marketing personalization:
How AI benefits
other B2B marketing functions
AI marketing tools for uncovering customer insights
AI enables deeper audience segmentation and predictive analytics to improve marketing precision.
Identifying
high-value segments
Machine learning pinpoints key customer groups and personalizes messaging based on behavior and preferences.
Predicting
trends and buying behavior
AI analyzes historical data to forecast emerging trends, optimize lead scoring and refine targeting strategies.
Analyzing
customer sentiment
Natural language processing-driven tools assess social media, reviews and feedback to gauge brand perception and audience sentiment.
Tracking
the customer journey
AI maps interactions across multiple touchpoints, revealing opportunities to improve engagement and conversion.
Learn how LinkedIn Marketing Partners Factors.ai and Windsor.ai can power up your strategy with AI-powered capabilities.
Automating campaign execution and optimization
AI enhances marketing efficiency by streamlining processes and dynamically adjusting campaign elements.
Optimizing ad targeting and bidding:
AI continuously refines audience selection, bid strategies and budget allocation to improve ROI.
Powering intelligent email and chatbot interactions:
AI customizes email outreach, optimizes send times and enables real-time customer support through chatbots.
Delivering dynamic website and product experiences:
AI personalizes website content and product recommendations based on user behavior.
A/B testing and performance analysis:
AI runs tests, analyzes variations and predicts the most effective campaign elements.
Learn more about the role of AI in marketing automation
Best practices
for implementing AI in your marketing strategy
As AI continues to evolve, it’s crucial for B2B marketers to integrate it strategically into their marketing workflows. Here’s a deeper look at the best practices for using AI to its fullest potential:
Define clear goals
Defining measurable goals will help you evaluate AI’s impact. Start by mapping out the specific outcomes you expect, such as higher lead generation, more effective segmentation, or enhanced customer satisfaction. Once these goals are set, you can tailor your suite of AI applications to meet those specific needs, so your investment in tools and training is focused on achieving a strategic purpose.
Choose the right AI marketing tools
Not all AI tools are created equal. With a growing number of AI-powered solutions on the market, it’s crucial to use a structured decision-making framework to choose the tools that best meet your needs. Consider factors such as:
Functionality:
Does the tool focus on content creation, customer insights, or campaign optimization?
Ease of integration:
How well does the tool integrate with your current marketing technology stack?
Scalability:
Will the tool evolve with your business needs as you grow?
Cost vs. ROI:
Does the tool offer a clear value for your investment?
Thoroughly vetting each option and comparing tools based on these factors ensures you’re selecting the best fit for your team and goals.
Measure marketing impact with data-driven insights
AI’s ability to process large datasets in real time allows marketers to make faster, data-driven decisions. For example, if a particular segment shows higher engagement with personalized content, marketers can amplify that effort to drive even better results.
With AI-powered reporting tools, tracking performance becomes more granular, making it easier to assess ROI and determine where adjustments may be necessary to improve your marketing strategy.
Leverage the best
of your marketing team with AI
The integration of AI in your marketing efforts doesn’t replace the need for human creativity and insight – it amplifies it, allowing teams to focus on high-value tasks while AI handles the repetitive or data-heavy work.
Ready to unlock the full potential of AI in your marketing strategy?
Explore LinkedIn Accelerate and begin optimizing your AI-driven marketing campaigns today.