Australian B2B marketers plan to increase their use of generative AI (artificial intelligence), according to LinkedIn’s The B2B Marketing Benchmark’ study of 150 local marketing and finance leaders.
The findings by LinkedIn match the intense interest from global advertising agencies which are rapidly increasing investment, seeking smarter work flow and lower overheads.
Many in the industry see AI as a new industrial revolution. Either keep up with the pace of change or lose market position.
The LinkedIn study shows AI has caught on to a greater extent in Australia than in most other markets, with more than half (51%) currently using generative AI compared with the rest of the globe (45%).
More than two thirds (69%) have a good understanding of the technology, compared with the 62% globally.
Two-thirds (64%) of B2B marketing leaders in Australia expect marketing budgets to grow over the next year.
Many are also looking to invest in new technologies with nearly 8 in 10 (75%) planning to increase the use of generative AI to create more content in less time (61%) and improve efficiency (53%).
“Australian B2B marketers have shown their ability to be agile during economic uncertainty, focused on brand-building to help their business thrive," says Amy Mills, director, Linkedin Marketing Solutions, ANZ.
"We know Aussies are often fast to adopt new marketing technologies and like to stay ahead of the curve, so it’s particularly exciting to see Australia ahead of the rest of the world when it comes to their use of generative AI to help enhance their B2B marketing efforts.
"This shows that they’re eager to invest in innovative marketing strategies, along with their creativity, in order to grow their business and maximise revenue.”
LinkedIn is launching new products and services including AI-generated Copy Suggestions, using generative AI to create high performing intro text and headlines for ad creatives by leveraging data from an advertiser’s LinkedIn Page.
Chris Ghikas, Digital Marketing Lead, Rest of World, Intuit, says maintaining a consistent presence across various advertising platforms is crucial to establishing Quickbooks as the go-to choice for our target audience.
"By leveraging LinkedIn, we have successfully connected with small business owners and accountants, positioning ourselves to capture market demand," says Ghikas.
"This platform also enables us to effectively communicate our mission of powering prosperity among small business owners globally, further solidifying Quickbook’s reputation and driving business growth."
One of the priorities for marketing leaders this year is to champion bolder creative in their campaigns to improve mental availability (43%).
They are confident they have the right creative skills on their team to support brand building efforts (55%).
LinkedIn data shows there has been a 46% increase in creative skills added to the LinkedIn profiles of marketers across the globe in the last year.
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