AI Bots to Drive 55% Rise in B2B Marketing Spend by 2025

The future of marketing is being reshaped by Artificial Intelligence (AI), as revealed in a recent report by Forrester. According to the market research firm, by 2025, 55% of global B2B marketers will significantly increase their investments in AI-powered assistants and conversation automation tools. This shift reflects the growing confidence in AI's ability to enhance buyer engagement, streamline operations, and drive better results.

Despite this enthusiasm, only 12% of marketing leaders believe their current organizational structure will help them achieve revenue targets, and an alarming 7% feel they possess the necessary skills to meet future demands. Subhendu Pattnaik, principal analyst at Forrester, emphasizes that while companies are reorganizing teams to address these challenges, these changes often fail to resolve underlying issues.

For instance, sales and marketing teams, which share the same goal of driving revenue, often approach it differently. Sales teams focus on one-on-one communication, while marketing teams target one-to-many. In some cases, organizations may move sales development representatives from the sales department to the marketing team. However, Pattnaik warns that such superficial reallocations won’t fix deeper structural problems unless backed by a solid strategy.

Pattnaik suggests a more comprehensive approach, recommending that campaigns follow a hierarchical structure. “A top-level brand campaign should lead the strategy, followed by targeted campaigns for different business units and specific services,” he explains. Without this, team reshuffles are unlikely to deliver meaningful results.

One critical area where marketers must focus is upskilling. By 2025, blending human expertise with AI capabilities will be essential for success. Interestingly, Forrester predicts that AI will become an integral part of marketing teams in two out of five organizations, without causing significant job losses. Instead, AI will serve as a valuable coworker, assisting teams in tasks like customer interaction, lead generation, and data analysis.

The report highlights a fascinating trend: 91% of B2B buyers who have used or plan to use Generative AI (GenAI) say it has helped them make better buying decisions. GenAI tools are making it easier for buyers to research vendors and compare options, significantly impacting the buying process.

For example, 65% of B2B buyers report that GenAI has reduced the time required for research, enabling them to consider more vendors. This change is expected to lead 50% of buyers to evaluate five or more providers for large purchases, effectively shrinking the buying cycle.

While this may sound like a marketer’s dream, it also presents new challenges. The shortened buying cycle gives marketers fewer chances to influence decisions. Pattnaik explains, “Previously, a marketer had 20 interactions with a buyer, allowing room for 3-4 mistakes. Now, with fewer interactions, a single misstep could cost you the deal.”

To stay ahead, CMOs must engage buyers earlier in their decision-making process, long before they narrow down their options. As AI continues to evolve, it will be crucial for marketers to adapt quickly, leveraging technology to maintain control and influence over the fast-changing B2B landscape.