AI Leads B2B Marketing, but 3 in 4 Marketers Lack Key B2B Skills involved AI

To crack the code on the B2B marketing landscape, LinkedIn teamed up with Ipsos to survey the big brains across eight countries. Spoiler alert: the results are as fascinating as they are alarming. 

The report paints a rosy picture for the future of B2B marketing—but dig deeper, and you’ll find that while 1,000 B2B brands are diving into tech-savvy strategies, there’s a catch: 75 percent of marketers are scrambling to keep up with the B2B skills needed to leverage these tools effectively. 

So, are we witnessing a renaissance in the B2B marketing space, or is it just a tech mirage? Let’s unpack the juicy details, crunch some numbers, and uncover the hidden gaps that could make or break this AI-fueled revolution.  

Learning AI is a must for B2B marketers to qualify in the B2B marketing space 

The 2024 LinkedIn report highlights the future of B2B marketing, listing nine must-have traits for marketers to drive their organizations forward. (Hint: it’s time to upskill) These traits emphasize innovation, strategy, collaboration, and a knack for data-driven decisions.  

While today’s marketing landscape still values agility and customer focus, a glaring gap in AI fluency needs urgent attention.  

A staggering 2 in 3 B2B marketers are already tapping into Gen AI for campaigns. Yet only 6 in 10 C-suite executives have set up clear AI guidelines to ensure the work feels more human than machine-made. 

The message? Learning AI isn’t optional if you’re a B2B marketer—it’s the ticket to staying relevant in this brave new marketing world. In addition to this, the absence of solid generative AI (Gen AI) guidelines highlights that organizations shouldn’t keep marketers in the dark. They must come up with guidelines to set up a structure for the future of B2B marketing with human creativity. 

Skill training must prioritize Gen AI training because it has become one of the fastest-growing skills in the B2B landscape  

AI is no longer a luxury skill in B2B marketing—it’s a necessity. According to LinkedIn, AI skill training ranks as the fourth fastest-growing skill and the top digital skill of early 2024.  

Yet, despite its popularity, only 1 in 4 respondents feel they have a solid grasp of AI’s capabilities. That’s a concerning gap for a tool poised to shape the future. 

Even at the executive level, challenges are evident. A notable 43% of organizational leaders cite insufficient AI skills among staff as a key roadblock to implementing AI effectively. This gap hinders growth and risks leaving brands behind in a fast-evolving digital marketplace. 

For B2B marketers, the call to action is clear: training in Gen AI and other AI-driven marketing tools isn’t optional—it’s critical. With “technology trailblazer” emerging as a defining trait for future-ready marketers, mastering AI is the stepping stone to staying competitive and delivering innovation. 

If you want to be part of the future of B2B marketing, it’s time to embrace AI training as your secret weapon. 

AI training is not just learning, but tackling the elephant in the room 

AI training isn’t just about mastering the latest tools—it’s about addressing the system’s quirks and cracks that threaten creativity and customer-centricity.  

Learning how to wield Gen AI effectively will make marketers tech-savvy pros. But let’s face it: AI brings some baggage, and we must unpack it. 

The Usual Suspects? Robotic content, plagiarism issues, and inaccurate information.  

And then there’s the buzzkill: “AI will replace humans!” While the statement sparks a mix of fear and memes, the reality is more nuanced. Training isn’t just about learning—it’s about clearing the air. AI isn’t here to boot humans out; it’s here to help us thrive (if we know how to use it wisely). 

The goal is clear: upskill, adapt, and learn to coexist with AI in a way that amplifies creativity and value. Society isn’t pausing progress, so marketers shouldn’t either.  

By thoughtfully integrating AI, we can create innovative and deeply human work. In the end, AI is only as good as the humans guiding it. 

Tackle the skill issues in organizations to meet the future demands of B2B marketing  

Integrating Gen AI into your organization sounds like a dream, but let’s be real—it comes with its own set of hurdles. The biggest one? Skill gaps in the marketing team. 

Training professionals to work with AI isn’t just a checkbox exercise; it demands significant time, resources, and budget allocation.  

According to the LinkedIn survey, 43% of respondents pointed out that “insufficient AI skills on staff” is a significant roadblock. 

There are other challenges such as Data management and privacy concerns, Security risks and ethical dilemmas that organizations as well as professionals can’t afford to ignore: 

Cut to the chase  

To future-proof B2B marketing efforts, organizations must adopt AI, agility, and data. Start with structured skill training, upgrade your systems, and implement clear ethical guidelines. Tomorrow’s B2B marketing demands can’t be met with yesterday’s capabilities. 

[Download Full Report Here: Link]