LinkedIn: 72% of B2B Marketers Overwhelmed by AI

A recent LinkedIn study reveals that many B2B marketers feel overwhelmed by AI, even as two-thirds are incorporating it into their daily workflows.

The report, based on survey responses from thousands of B2B marketing leaders, highlights key trends in the industry. While AI is reshaping marketing strategies, professionals face ongoing challenges, including skills gaps and trust concerns.

One major takeaway is that short-form video content continues to deliver the highest return on investment. Additionally, immersive technologies are gaining traction, signalling a shift in how brands engage with their audiences.

A new LinkedIn report highlights that 72% of B2B marketers feel overwhelmed by the rapid impact of AI on their roles. As the technology continues to evolve, many are struggling to keep pace with the changes.

LinkedIn’s Chief Economist, Karin Kimbrough, presented the study, shedding light on both the challenges and opportunities AI presents for marketing professionals.

Overview Of LinkedIn B2B Marketing Report

AI in B2B Marketing

A LinkedIn survey found that 66% of B2B marketing leaders are now incorporating generative AI into their campaigns.

Key uses include content creation, with 45% using AI for short-form copy and 33% for blog posts. Additionally, 40% report improved workflow efficiency, while 39% use AI to scale personalised campaigns.

However, challenges remain. Nearly 43% of marketers cite a lack of AI skills within their teams, while 34% are concerned about data privacy. Another 40% worry that AI-generated content lacks a human touch, with plagiarism (34%) and inaccuracies (32%) also posing risks.

To address these issues, 55% of organisations now provide AI training, highlighting a commitment to bridging the skills gap.

LinkedIn’s data suggests AI is not replacing jobs but rather enhancing daily workflows. With predictions that half of today’s skills will require major adjustments in the next five years—and AI driving changes to as much as 70%—the need to adapt is clear.

More than half (53%) of marketing professionals fear falling behind if they don’t keep up with AI advancements.

Short-Form Video Delivers the Best ROI

LinkedIn’s latest report highlights the growing dominance of video in marketing strategies, with 55% of marketers stating that short-form social videos provide the highest return on investment.

The data shows that 75% of marketers rely on social media as their primary channel, followed by email (53%) and blogs (44%). Additionally, 61% credit bold creative campaigns with increasing brand engagement.

The Rise of Immersive Technology

Augmented and virtual reality (AR/VR) are becoming more prevalent in marketing. Currently, 35% of marketers use AR/VR for interactive demos and virtual events, while 34% plan to adopt the technology this year. Meanwhile, 55% are increasing their investment in connected TV (CTV) advertising.

Budgets on the Rise

Marketing budgets are recovering, with 68% of marketers reporting an increase last year and 72% expecting further growth.

Key priorities include lead generation, with 37% ranking pipeline quality as their top focus. Brand-building is also a major investment, as 67% of marketers have increased spending, and 88% of CMOs are advocating for more ambitious creative campaigns.

CMOs Gaining Strategic Influence

Marketing leaders are playing a bigger role in company strategy. According to the report, 69% of CMOs say their position has grown in strategic importance, while 77% report stronger collaboration with CFOs to emphasise marketing’s financial impact.

Additionally, 84% of CMOs are now directly involved in shaping company-wide budgets and business strategies.

What This Means For B2B Marketers

LinkedIn’s latest research suggests that B2B marketers who successfully integrate AI while maintaining strong human communication will be in the best position to thrive.

Marketing leaders achieving the best results tend to:

Use AI to automate routine tasks, freeing up time for strategic work.
Invest in visual content, with a strong focus on short-form social videos.
Prioritise social media engagement while maintaining active blogs and email lists.
Strengthen cross-departmental relationships, particularly with sales and finance teams.
Demonstrate clear return on investment (ROI) to senior leadership.

While B2B marketing is evolving, those who adapt and refine their skills can unlock new opportunities.

This research is based on LinkedIn data and survey responses from 2,001 B2B marketing leaders across eight countries.