Ellisphere's data marketing teams conducted a survey of over 120 B2B marketing and sales professionals (directors, managers, project managers...) in 2022/2023. We wanted to find out about market trends, their vision of data marketing and their use of tools.

Thanks to artificial intelligence and the harnessing of data, brands can personalize their customers' shopping experiences, meeting their needs more effectively. Advances in AI have transformed the way consumers shop, interact with brands and receive information. Leading companies in this field include Amazon, Google, Microsoft and IBM.

Data has become a major asset for companies seeking to better understand their customers' needs and optimize their supply chain. By adopting a data-centric strategy and using data analysis tools, organizations can collect, store and analyze massive amounts of valuable information for numerous departments such as the sales process, supply chain, logistics and marketing.

The use of artificial intelligence by B2B sales and marketing professionals

We were astonished to discover, following the results of our survey, that B2B marketing and sales professionals were not exploiting artificial intelligence in their organizations for 62% of respondents. Of these, 14% say AI is not a topic in their companies.

This means that only 38% used this tool as part of their data marketing approach.

Yet 89% of respondents say that artificial intelligence is an effective tool for detecting new leads.

Discover, in our infographic dedicated to AI, the key figures for B2B sales and marketing professionals extracted from our survey.

b2b commerce Data marketing companies infographics market