Last updated: April 13, 2026

The rise of technology like generative AI in B2B marketing is reshaping the skills required for marketers. Ipso's 2023 B2B Marketing Benchmark Report delves into this digital shift and highlights the importance of CMOs and their teams adapting to remain competitive. In this blog post, we will explore these concepts further and offer practical tips for marketing teams to embrace this new wave of technology and stay ahead of the curve.

The Spearhead of Change: Generative AI

Generative AI, while still in its adoption phase across many B2B marketing organizations, is heralding a new era of content generation and campaign management. As noted in the Ipso Report, about 411 B2B marketing leaders cited as current users of generative AI, are anticipating an increase in its usage within the next year. This shift towards AI-driven marketing tools underscores the urgent need for marketers to grasp the fundamental capabilities and implementation strategies of AI technologies.

Redefining Skills for the AI Era

With generative AI poised to reshape the B2B marketing landscape, the report reveals a compelling narrative around the skills that marketing leaders find indispensable in this new era:

1) Marketing Technology Mastery

The rise of AI mandates a mastery over marketing technology, with over half of the B2B marketing leaders emphasizing its importance. Understanding the intricacies of AI tools and their application in streamlining marketing operations is crucial for driving efficiency and innovation.

2) Creative Strategy and Execution

Despite the technical prowess required to navigate AI tools, the art of marketing remains vital. The ability to develop creative strategies that resonate with audiences is more relevant than ever, especially when AI tools can analyze data to predict trends and customer preferences.

3) Data Analytics and Insights

As AI technologies provide unprecedented access to data, the ability to dissect and derive meaningful insights from this data is a valuable competency. Marketers adept at data analytics can leverage AI tools to refine targeting strategies and enhance customer engagement.

4) Adaptability and Continuous Learning

The dynamic nature of AI technologies demands an ongoing commitment to learning and adaptation. Marketers must stay abreast of the latest AI trends and best practices to creatively integrate these tools into their strategies.

5) Ethical Considerations and Human Touch

Lastly, in an AI-driven world, the importance of maintaining ethical standards and a human-centric approach cannot be understated. As AI expands its footprints across marketing campaigns, ensuring these technologies are used responsibly and empathetically is paramount.

A Call to Action for CMOs

For CMOs navigating this shift, the journey requires not just adapting to new tools but also fostering a culture of innovation, ethical usage, and continuous learning within their teams. Generative AI, with its potential to revolutionize content generation and customer engagement, presents both opportunities and challenges. Embracing these tools while cultivating the necessary skills within your team can elevate your organization's marketing strategies into new realms of creativity and efficiency.

By cultivating a blend of technical proficiency, creative acumen, and ethical awareness, CMOs can harness the power of generative AI to forge deeper connections with their audience and drive sustained business growth.