What it is
Anteriad, a vendor of B2B data and intent products, with the research firm Ascend2. Fourth annual edition.
The report groups respondents by self-reported confidence in their data and by self-reported revenue growth. Those confident in their data were about three times as likely to report significant growth. The fast-growing group launched campaigns in under 15 days three times as often, and 73% of them reported time savings from AI against 41% of the rest.
It also reports that 79% of B2B marketers took on new responsibilities in the past year, that 27% say AI’s challenges outweigh its benefits, and that only 12% launch a campaign within 15 days while three-quarters take 16 to 60 days.
What marketing teams should take from it
- The link it draws between data confidence, speed and growth is a link in respondents’ own accounts, not a measured effect. It is why chapter 4 asks about capacity, the extra work a team can take on, rather than output volume.
- The 27% who see AI as more trouble than it is worth are worth finding in your own team before any mandate.
- Its campaign time-to-market buckets are a simple speed benchmark to place yourself on.
- The recommendations point toward the vendor’s data and intent products.
Where to start
Ask your team how confident they are in the data behind the next campaign, and which time-to-market bucket the last launch fell in.
If a vendor quotes its growth figure to you, ask whether the growth was measured or reported.
Keep in mind
Vendor research with segments built on self-reported confidence and self-reported growth. The AI content is two or three questions.
Where the report uses it
Read during the study design; not cited in the report or the perspectives.